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A Business Report on

Aarong Bangladesh

Bus 101; Sec 9


Prepared for

Noor-E-Hasnin (NeH)
Lecturer, School Of Business

Group Members
Name

ID

Ehsan Karim

101 0347 030

M. Tahsinul Amin

101 0771 030

Samia Naz

101 0289 030

Zannatul Mahzabin Khan

133 0850 630

Sanjida Afrin

133 0814 030

Faria Nazin Mahbub

141 1093 630

Introduction
To provide a stable and gainful source of employment for the
under privileged rural artisans, lift up the traditional identity and
the commitment of quality service- Based on this principal, Aarong started their journey.

Throughout Bangladesh and in international destinations, the name of


Aarong is the synonym of quality originality and uniqueness.

The designer and the creators of the product range offered by Aarong,
have not only established the organization as leaders in deshi
handicraft, but have also reignited interest and popularity for
styles and traditional crafts that are native to the country.

It is the handicraft-marketing arm of BRAC (Bangladesh Rural


Advancement committee), the largest NGO in Bangladesh.

Literature Review (Company


Background)
Aarong began as a cause a means to an end for a quiet
organization fighting to uphold the dignity of the
marginalized.

In 1976, when BRAC- a Bangladeshi NGO dedicated to alleviating


poverty and empowering the poor, first began encouraging
sericulture for women in Manikganj, their only buyers were a
few scattered retailers in Dhaka.

Weeks, even months would pass between supply and payment, until
BRAC intervened.

Aarong was born out of a need to ensure that the penniless


silk farmers of Manikganj were paid for their goods upon
delivery, so that they could feed their families.

Literature Review (Mission & Vision)


Mission Statement
To make Aarong the best in the world in providing a
unique Bangladeshi lifestyle experience to empower
people and promote Bangladesh while protecting our
environment.

Vision
Aarong has a vision to establish them as worlds one of the
famous fair trade fashion house, and to remain market
leader throughout its business. Aarong expanded its business
in international arena. Aarong has a dream to develop more
artisans of Bangladesh and make them self- dependent
and attract more and more international customers
towards Bangladeshi culture.

Literature Review (Organizational Structure)

How Aarong was formed


Ayesha Abed Foundation- it was established to commemorate the
memory and work of late Mrs. Ayesha Abed, a co-worker and wife of
the Founder and Chairperson of BRAC.

The AAF aims to work with the most underprivileged women in the
society.

The AAF plays the role of a facilitator-Today More than 40000 women
work directly for Aarong in its production centers.

They are trained and then given the opportunity to generate


income.

The AAF is closely interrelated with other programs, especially BRAC


Development Program (BDP) and Aarong.

Social compliance & Producers Relation


The main idea of having a social compliance department is to
ensure that the Customers can shop at Aarong with a clean
conscience.

The working environment, terms and conditions, wage


levels, worker benefits, health and safety facilities, working
hours and worker development are all standardized and
implemented by the Producers.

Producer Relations is a very important function to the


organization and gives the Producers a chance to express
their views on how to improve the working relationship
between Aarong and its Producers.

Organogram for SCPR


Senior officer monitoring:
Responsible for implementing social
compliance in the field level at both
AAF and Individual Producer.
Addresses issues / complaints and
recommend solution for the
problems from the producers.
Facilitates in undertaking social
audits for producers
Management Trainee Officer:
Prepares Monthly Reporting on
department progress and activities.
Helps Senior Manager to accomplish
day-to-day activity.
Initial grievance handling for
individual producers

Products & Services of Aarong


Aarong today supports the lives and livelihoods of thousands of rural
artisans and handicraft producers.

These producers and artisans create wide range of products


which are unique, traditional and appealing to the modern
consumers-starting from clothes, accessories to home wares.

For the fashionable accessories there is one special department called


jewelry department where jeweler creates elegant jewelries
that are contemporary yet traditional using gold, silver and
jewels like pearl, emerald.

For exporting the products Aarong has a separate department


in head office and very selective artisans work here to produce
fine quality products.

Clothing& Accessories
Mens garments:

Punjabi
Shirts
Short kurtas
Lungi
Shawls

Women/Ladies Garments:

Sharee
Shalwar Kameez
3 pieces
Fabrics
Scarves

Nakshi Kantha
The colorful patterns and designs that are embroidered
on these articles results in the name Nakshi Kantha.

Each of this kantha represents the contents of a


womans mind and fields with romance, sentiment and
philosophy.

Home Textile & Jewelry Items


Home Textiles/Home Accessories:
Aarong is the name of differentiation.
More than 3000 weavers across the country are involved with the
production of Aarong clothing lines.

Each and every dress has its own significance as the talented
craftsmen who are contributing make them to the locally
manufactured handloom fabric.

Jewelry items:
Aarong is selling silver, Gold, pearl,
beads, Clay & Jute Jewelry

Gold Jewelry of Aarong is guaranteed to


be 21 karat.

Leather & Food Items


Leather:
Aarong offers the finest quality of leather
produced in Bangladesh.

The leather is made by small leather


workshop situated in and around Dhaka.
Sheep and calf leather is generally used.
Some products include ladies sandal,

ladies bag, jewelry box, belts, wallets etc.

Food Items:
Aarong Dairy Milk
(Chocolates, Strawberry and
Tamarind)

Aarong Yoghurt (Sweet and


Sour
Flavors)

Industry Analysis (Major Competitors)


There are many major
competitors based on the
product category that
Aarong produces and one of
the major competitor is
Deshi Dosh

it is a combined effort of 10
local companies to promote
the culture and clothes of
Bangladesh and the stores are
Deshal, Nipun, Rang,
Banglar Mela, Bibiana,
Shadakalo, Anjans,
Probortona, Nagardola and
Kay Kraft altogether are this

Deshi Dosh.

SWOT Analysis (Strengths)


Specialist marketing expertise to promote the brand.
Leading brand reputation all over the country.
Customer loyalty towards the brand as they are the first
to present.

Good Production quality.


Increased sales each and every year.
Strong Management team.
Innovative idea.
Low production damage rate.
Unique handicrafts that can be found nowhere.

SWOT Analysis (Weaknesses)


Poor access to collection.
Vulnerable to producer.
Financial support.
No direct market experience.
Limited budget in R&D (Research & Development).
Higher prices of products
Sales person needs more training.
Long waiting lines at the stores.

SWOT Analysis (Opportunities)


New distribution channel.
Capture more market share.
Local events.
New market segment.
Seasonal fashion influence.
Cost advantages.
Can be surprise competitors to every company under
the same category.

SWOT Analysis (Threats)


More competitors.
Price wars with competitors.
Competitors have some superior products; i.e.

Shadakalo.
Changing technology.
Political instability in our country
Stable economy.

Conclusion
Aarong is not only a fashion house it is more than that.
With times Aarong has evolved itself as one of the most
successful lifestyle store in our country maintaining the
tradition and the trends.

Aarong have not only established the organization of as


leaders in handicrafts but have also reignited interest and
popularity for styles and traditional crafts that are native
to the country.

It is this gracious blend of contemporary and customary


that ensures that each product is original and saleable in
a modern society.

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