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FGD on “Branding and Marketing Challenges for CMSMEs: Unlocking Export Potential”
Although CMSME’s contribution to Bangladesh’s GDP is around 28%, in Sri Lanka, Vietnam, and Cambodia, the contribution of this sector stands at nearly 50%. However, challenges such as limited access to finance, inadequate infrastructure, shortage of skilled manpower, insufficient policy support with stringent conditions, restricted access to local and global markets, and slow adoption of new technologies continue to hinder the full realization of Bangladesh’s Cottage, Micro, Small and Medium Enterprises (CMSME) potential. DCCI President Taskeen Ahmed made these remarks on September 29, 2025, while speaking at a focus group discussion titled “Branding and Marketing Challenges for CMSMEs: Unlocking Export Potential” organized by the Dhaka Chamber of Commerce & Industry (DCCI). Md. Obaidur Rahman, Secretary, Ministry of Industries, attended the programme as the Chief Guest while Md. Saiful Islam, Chairman of Bangladesh Small and Cottage Industries Corporation (BSCIC) and Mohammad Hasan Arif, Vice Chairman & Chief Executive, Export Promotion Bureau (EPB) were present as the Special Guests.
While presenting the keynote paper, DCCI President Taskeen Ahmed highlighted that nearly 90% of Bangladesh’s industrial sector consists of CMSMEs and about 11.8 million people are being employed by this sector. He noted that due to additional tariffs imposed recently by the USA on Bangladeshi exports, particularly on readymade garments, it will lead to higher production and export costs. To overcome these challenges, he stressed the local entrepreneurs to focus on enhancing innovation and efficiency to reduce costs. In addition, complexities in import-export operations, high product costs and limited competitiveness in the global market continue to hinder the progress of CMSME entrepreneurs.
To address these issues Dhaka Chamber President urged stronger support measures, including certification and compliance facilitation, training and incentives to enhance skills in sustainable technology adoption, product quality improvement and branding, government support for expanding exports to international markets, cluster development, integrated policy support, development of a CMSME database, attracting foreign investment to expand backward linkage industries and comprehensive support to the startup entrepreneurs. He said we need to embrace the technology at a faster pace and need to leave old school traditional thinking and mindset as we want to have more development for our country.
Md. Obaidur Rahman, Secretary, Ministry of Industries, said that branding and marketing remain critically important yet challenging for Bangladesh’s CMSMEs. He observed that the absence of strong national brands in global market has prevented the country from achieving its desired level of exports, and it requires urgent attention. The Secretary further remarked that Bangladesh’s diplomatic missions abroad are yet to play a crucial role in identifying trade opportunities and challenges in international markets. He also informed that the SME Policy and Industry Policy will be revised, with new and emerging business sectors being incorporated into the framework. He also underscored the importance of online trading which is getting popularized in the country a lot. He also suggested allowing trade mark to those entrepreneurs who do trading online of possible.
He also emphasized that ensuring product quality alongside effective branding is crucial, while the protection and enforcement of intellectual property rights remains a critical challenge for Bangladesh’s CMSMEs. He added that the Ministry is working on strategies to enhance the export potential of Bangladesh’s Geographical Indication (GI) products. He stressed that a concerted effort among all government agencies is essential for the sustainable development of this sector.
Md. Saiful Islam, Chairman of Bangladesh Small and Cottage Industries Corporation (BSCIC) said that despite several institutional constraints, BSCIC has been providing support to the entrepreneurs through the establishment of industrial parks, low-cost financial assistance and training programs. He noted that BSCIC is working to exempt holding taxes for industries established within BSCIC industrial parks. He stressed the urgent need to expand the presence of Bangladeshi products on international digital platforms such as Amazon, E-bay, Alibaba etc. Highlighting that the packaging and labeling of local products often lacks attractive appeal, he stressed the entrepreneurs to look into this issue. He also pointed out that the number of local enterprises obtaining international certifications remains limited, which negatively impacts export opportunities. For the expansion of CMSMEs, the BSCIC Chairman further informed that his organization is working to develop an integrated database based on different categories of this sector.
Mohammad Hasan Arif, Vice Chairman & Chief Executive, Export Promotion Bureau (EPB) said that in order to expand the presence of Bangladeshi products in the global market and building a positive national image of our product, at first, we need to change the mindset of our local consumers. He noted that consumer preferences, interests, and desires play a vital role in product branding. He further emphasized the importance of strengthening coordination between the public and private sector. Meanwhile, he announced that to ensure comprehensive support for the entrepreneurs EPB will establish an Export Ecosystem Platform as well as a CMSME Help Desk, where representatives from relevant government agencies will be designated as focal points. EPB will also arrange bilateral meetings to facilitate networking between Bangladeshi entrepreneurs participating in international trade fairs and their foreign counterparts. He informed that EPB is working to facilitate the participation of Bangladeshi entrepreneurs in the upcoming trade fair to be held in Brazil next year. In addition, training programs will be organized with the support of both local and international experts to enhance the skills of entrepreneurs, he assured.
Muhammad Mustafizur Rahman, Additional Director, SME & Special Programmes Department (SMESPD), Bangladesh Bank emphasized on the importance of product logos and designing products in line with consumers’ demand, promotional campaigns, strengthening collaboration with local and international partners and celebrating success with consumers. He also stated that a circular has been issued by the central bank to provide entrepreneurs can get BDT 500,000 collateral-free loans, and according to data from the Bangladesh Bank, as of December last year, 12% of total SME loans were granted to entrepreneurs without collateral.
Shamim Ahmed, President, Bangladesh Plastic Goods Manufacturers and Exporters Association (BPGMEA) highlighted the necessity of designing products by considering the tastes, culture, and environment of people in specific geographical regions.
Dr. Md Razzaqul Islam, Deputy Secretary & Director, Business Promotion Council (BPC), Ministry of Commerce informed that with a view to diversify products and fostering innovation for expanding into international markets, the Business Promotion Council is planning to establish an Innovation Lab. But, above all, positive branding of products is crucial for increasing export market and buyers confidence.
Md. Rashedul Karim Munna, Managing Director, Creation (Pvt.) Ltd. & Former Director, DCCI underscored the importance of compliance certification for exporting to the global market, noting that Bangladesh is still lagging behind in this area. He stressed the urgency of ensuring compliance certification for the country’s promising export-oriented products and called for incorporating local SMEs into the government’s procurement policy.
Md. Shafat Kadir, Founder and CEO, Hat Bakso said that although reciprocal tariffs recently imposed by the United States have increased product costs, effective branding and marketing can open new export opportunities. He also emphasized that adopting standardized and attractive packaging is also crucial for boosting the global competitiveness of Bangladeshi products. He also stressed on proper branding model and effective marketing strategies for branding our products in the international market.
DCCI Senior Vice President Razeev H Chowdhury, Vice President Md. Salem Sulaiman, as well as entrepreneurs and stakeholders from relevant sectors also attended the event
Published on: 2025-09-29