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We have a plan to establish our brands in the market gradually: Says M. Aktaruzzaman in an exclusive interview

We have a plan to establish our brands in the market gradually: Says M. Aktaruzzaman in an exclusive interview

Mr. M. Aktaruzzaman is currently carrying out his responsibilities as the General Manager-Marketing & Sales of Ping Food Ltd, a sister concern of ICS Business Group. After the completion of his Honors & Masters in chemistry from Rajshahi University in 1983, He started his career with Fisons Bangladesh Ltd. and later on he joined with Mutual Food products Ltd. as Manager-Marketing. He worked there as General Manager-Marketing before joining with Ping Food

Mr. Aktaruzzaman comes of a respectable Muslim family of the district of Kushtia and in his personal life, he is married and a father of two daughters. His elder daughter is an MBBS of Dhaka Medical College & Hospital and the younger one is also busy with her higher studies DU. Very recently, we had a talk with Mr. Aktaruzzaman at his office regarding their products of Ping Food and other related issues. Some excerpts of the interview are as follows:


REFLECTIONNEWS: Please tell us about the background of your business organizations.


M. Aktaruzzaman: ICS Business Group has been launched in the early nineties. It expedited the business opportunities in the field of information and communication technology under the leadership of Mr. Md. Salah Uddin as Managing Director of Integrated Computer Services (Bangladesh) Ltd. as an IT professional of computer engineering background. He took bold-face steps to welcome USA-based companies for utilizing our low-cost human resources in software industries. In pursuance of this approach ICS Bangladesh Ltd was involved in a joint venture IT business with a USA-based company- perhaps it was the first Bangladesh-USA joint collaboration in IT industry. After making successful achievements in IT business, the group diversified its wings into real estate sector. This real estate venture has successfully completed some significant housing projects in different areas of the city. Then the concept of Xenovalley came into day light with the approaches of long-term planned and harmonious development of community life-style.

Xenovalley came into being in 1996. It was incorporated as two private limited companies. One in the name of Xenovalley Holdings (Pvt.) Ltd. and the other Xenovalley Model Town (Pvt.) Ltd. Xenovalley Holdings (Pvt.) Ltd. is engaged in developing apartment buildings while Xenovalley Model Town (Pvt.) Ltd. is engaged in constructing planned townships at the suitable outscirts of the crowded city area. Soon the growth of total assets has been rise up to strong position in a very short period.


It is the concern of this group which is engaged in production, distribution and marketing of different beverages and processed foods especially the processed fruit & vegetable snacks. The technology and the machineries are originated partly from Germany and partly from Malaysia and Taiwan. This venture is committed to serve our seasonal fruits and some perishable vegetables to be preserved round the air without using preservatives.

REFLECTIONNEWS: Would you tell us about the market scenario of your products?


M. Aktaruzzaman: We are yet to formally launch the products in the market. We have just completed trail production for 4 brands and put for test marketing in selected markets. Initial response, both from consumers & retailers, are very encouraging. They are impressed with the quality & taste of these products. They have appreciated our packaging with special measures for freshness.  We are in the process of developing distribution network and recruiting Sales Forces. We are planning to introduce at least 18 SKUs in this year.


REFLECTIONNEWS: What type of competition do you face to market your porducts?


M. Aktaruzzaman: Many companies, both national and multinational, are now selling their food products in Bangladesh market. We want to established our brands through our quality. Inshallah, we will supply best quality products to our consumers. Customer’s satisfaction is our goal and all of us – right from Raw materials procurement to Retailer’s delivery – are devoted toward achieving our aim.


REFLECTIONNEWS: Would like to make any comment regarding the soaring price spiral of daily commodities?


M. Aktaruzzaman: The prices of daily commodities such as rice, wheat, sugar, food grains and other necessities are soaring day by day which makes peoples life measurable. More than 90% people are running in distressed condition particularly the daily earners and the service holders. Businessmen also affected due to poor turnover in their business. After announcement of new proposed budget in parliament, prices of essentials have raised further. Government has no / little control over market. Policy makers should take appropriate actions in this regards without delay.


REFLECTIONNEWS: What are the impediments do you face in carrying out your responsibilities?


M. Aktaruzzaman: Infra-structure is the main obstacle for running a business house. We are facing acute problem of electricity. Production is hampering largely due to shortage of electricity. People can’t work at office. Now a days without computer no office can run but we are forced to shut-down the PCs for 4-5 hours in a working day. Traffic jam is another major barrier as we are losing several hours every day. Deterioration of law and order is also an element which affects the business community.


REFLECTIONNEWS: Please tell us about your future business plan?


M. Aktaruzzaman: We have drawn short, mid & long-term business plan to establish our brands in the market. After formal launching of 7 brands very soon, we will definitely observe the brand’s performance and will take necessary steps accordingly. Inshallah, we will further extend our brand’s portfolio in 2013. The group has plan for diversifying it’s business in renewable energy and electronics sectors.


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