BD enters EU market with kids' fun items
Thursday, 22 April 2010
A Z M Anas
Bangladesh has forayed into the European market for kids' fun items as a Chittagong-based firm has been exporting the upscale items to Denmark since 2005.
Coldplay School Products Ltd, operating at Chittagong Export Processing Zone, said the amusement products, mainly used in kindergartens and entertainment parks, are in high demand in the European countries and orders continue to pour in.
"We're the first in Bangladesh to break into the market for kids' fun items, although it was a huge challenge," Coldplay managing director Helal Uddin Ahmed said.
"Our venture is a strong evidence that Bangladeshi labour force, if provided with the right kind of skills, can make wonders," Mr Ahmed told the FE.
The export-oriented factory, a Danish-Bangladesh joint venture project, is producing a flurry of products such as cyber wheel, air mate, super air mate, trampoline, and snow slider for top European buyers.
The outdoor toy-making factory is also supported under the B2B project, financed by Royal Danish Embassy in Dhaka.
Morten Siem Lynge, commercial counsellor at the Royal Danish Embassy in Dhaka, said the project has facilitated the transfer of Danish cutting-edge technology to Bangladesh, thus enabling local workers to acquire innovative skills, which is critically important, as the country seeks to diversify its export basket.
Bangladesh's exports to the European Union market grew by 6.3 per cent to 5.8 billion euro in 2009 when China, India and Vietnam's growth went negative. China's exports growth came down to 13.4 per cent, India's 13.9 per cent, while growth of Vietnam slashed to 9.5 per cent last year.
But the bulk of Bangladeshi exports, or 92 per cent, is ready-made garments, making it almost mandatory for Bangladesh to widen its export items to avoid the reliance on a single product.
The Coldplay MD said the partnership was important because the Danish counterpart provided his workers with specialised training in Denmark and also gave marketing support.
"We had no idea about the potential of the items, nor the market. So, the joint venture was crucial for us. This is an example how technology transfer can make a big difference to the development process," said Mr Ahmed.
Company officials said the factory has employed few skilled workers for producing the high-end items and has seen steady flow of orders.
"We make sure that the company makes decent perks for its workers and complies with the international labour standard," Mr Lynge told the FE.
Recently, a 10-member Danish business delegation visited the factory at CEPZ and was impressed with the facility.
Bangladesh has forayed into the European market for kids' fun items as a Chittagong-based firm has been exporting the upscale items to Denmark since 2005.
Coldplay School Products Ltd, operating at Chittagong Export Processing Zone, said the amusement products, mainly used in kindergartens and entertainment parks, are in high demand in the European countries and orders continue to pour in.
"We're the first in Bangladesh to break into the market for kids' fun items, although it was a huge challenge," Coldplay managing director Helal Uddin Ahmed said.
"Our venture is a strong evidence that Bangladeshi labour force, if provided with the right kind of skills, can make wonders," Mr Ahmed told the FE.
The export-oriented factory, a Danish-Bangladesh joint venture project, is producing a flurry of products such as cyber wheel, air mate, super air mate, trampoline, and snow slider for top European buyers.
The outdoor toy-making factory is also supported under the B2B project, financed by Royal Danish Embassy in Dhaka.
Morten Siem Lynge, commercial counsellor at the Royal Danish Embassy in Dhaka, said the project has facilitated the transfer of Danish cutting-edge technology to Bangladesh, thus enabling local workers to acquire innovative skills, which is critically important, as the country seeks to diversify its export basket.
Bangladesh's exports to the European Union market grew by 6.3 per cent to 5.8 billion euro in 2009 when China, India and Vietnam's growth went negative. China's exports growth came down to 13.4 per cent, India's 13.9 per cent, while growth of Vietnam slashed to 9.5 per cent last year.
But the bulk of Bangladeshi exports, or 92 per cent, is ready-made garments, making it almost mandatory for Bangladesh to widen its export items to avoid the reliance on a single product.
The Coldplay MD said the partnership was important because the Danish counterpart provided his workers with specialised training in Denmark and also gave marketing support.
"We had no idea about the potential of the items, nor the market. So, the joint venture was crucial for us. This is an example how technology transfer can make a big difference to the development process," said Mr Ahmed.
Company officials said the factory has employed few skilled workers for producing the high-end items and has seen steady flow of orders.
"We make sure that the company makes decent perks for its workers and complies with the international labour standard," Mr Lynge told the FE.
Recently, a 10-member Danish business delegation visited the factory at CEPZ and was impressed with the facility.