Well Food, a fast-growing baker, has set up a factory in Dhaka investing Tk 500 million to grab a sizable share in the city's booming confectionary market.
The Chittagong-based thread-garments-hospitality-real estate-food chain group has already opened 10 outlets in the city to sell its popular bread, bun, cookies, hot snacks, sweets and pound cakes to the city people.
It has set up a factory in Gazipur to ensure uninterrupted supply in the city's outlets.
The food chain now wants to open three more outlets in the city after demand for their products in the capital city.
Customers say that they are not getting the same number of products as in Chittagong outlets.
Dhaka marketing officials at Well Food told the FE that the taste of Dhaka's consumers is different from Chittagong. For this reason, many products like curds and biscuits are not available in Dhaka's outlets.
Company top executives said they are getting good response in the city despite shortage of many items.
Syed Asif Hasan, a director of the Well Group, told the FE that the Dhaka's market is different, but big.
"If 1.0 million families buy a piece of bread at Tk 50 every day, it's huge," he said.
He said they had earlier conducted a survey in the city and is hopeful about big expansion in the city.
He said their bakery products are relatively expensive and only urban consumers can afford those.
"Since we maintain quality, it makes an impact on the cost significantly. Our sub-urban customers are yet to be ready for the range as well as for the price. That's why, we started with the urban citizens-like Dhaka's," he said.
The baker wants to grab the market by providing fresh, hygienic, quality and tasty food at competitive prices.
The city has many popular bakers--Olympia, Decent, Grameen, Swiss, Capital; Star and Momtaz.
However, the Chittagong-based baker did not go for franchising despite many people wanted it.
It represents Baskin-Robbins, one of the world's leading ice cream treats.
The group was established in 1973 by Abdus Salam and late Prof. Nurul Bari Chowdhury.
Well Food is now the largest baker in the Chittagong since its inception in 2006.
Well Group employs over 18,000 people in its integrated production units, operating in an indoor facility spanning over 1,000,000 sqft.
The group has a combined annual turnover of US$ 100 million and has been growing at 10 per cent a year.
jasimharoon@yahoo.com
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