Predatory global brands

In Bangladesh, the first thing that stands out in any local grocery store is the Coca-Cola fridge. Naturally, those fridges only hold Coca-Cola products, and when customers ask for a local product like Mojo, the grocers usually don't have it in store. Finding local products takes some efforts in most areas, while imported ones are readily available.

At first glance, the Coca-Cola fridge symbolises how global, imported products are gradually edging out local ones. However, a closer look reveals a deeper issue: predatory global companies dominating local market. This system thrives on the perception that global products are inherently superior, a sentiment deeply ingrained among many Bangladeshi consumers.

This bias is particularly evident in the technology sector, with Walton providing a striking example. Despite limited evidence of poor performance or customer dissatisfaction, Walton is often regarded as cheap and unreliable simply because it is a local brand. While this does not automatically attest to the quality of Walton's products, it highlights problematic consumer perceptions and the challenges faced by local brands.

It is important to note that not all local products are better than their global counterparts; in many cases, they are not. However, the widespread positive bias towards global products hinders the growth of local industries. This flawed perception creates a market environment where Bangladeshi products struggle to compete, even within their home country.

The change needed to address this issue must begin at an individual level.

As Bangladeshi consumers, we should actively support local products and prioritise them over global alternatives whenever practical. By making a conscious effort to choose local products, we can contribute to reshaping market dynamics. This seemingly small change in consumer behaviour can have a far-reaching impact, fostering the growth of local industries and paving the way for a stronger and more self-reliant economy in Bangladesh.

Sazzad Hossain Talukder

Student

Bachelor in Business Administration

North South University

[email protected]