Bangladesh

SHAMS MAHMUD, MANAGING DIRECTOR AT SHASHA DENIM LTD.

The journey of Shasha is unique because it was this one denim mill, which has given birth to the backward linkage denim fabric sector in Bangladesh today. Almost all the mills which came into being after Shasha were lead by someone who was trained in Shasha and even the machinery technology was also replicated in most mills.

Mo s t a f i z U d d i n

Can you shortly present your company & yourself ?

Shasha Denims Ltd started its journey from 1996 and went into production from 2000. It was founded by Barrister Anisul Islam Mahmud, whose father Sirajul Islam Mahmud set up the family’s first textile unit in Chittagong in the 1950s, Asiatic Cotton Mills Ltd. Shasha Denims Ltd when established, was at that point in time the most modern denim mill in the world and the first denim mill to introduce the nitrogen fixation slasher technology. From that time we have continuously adopted groundbreaking technology in our production process together
with traditional approach to respecting the fibers we work with and combinedly we have created a synergy which has through the years propelled the company to go ahead leaps and bound.
The journey of Shasha is unique because it was this one denim mill, which has given birth to the backward linkage denim fabric sector in Bangladesh today. Almost all the mills which came into being after Shasha were lead by someone who was trained in Shasha and even the machinery technology was also replicated in most mills. This in turn has helped with the boom of the forward linkage sector since now denim fabric was available locally in Bangladesh. We were till 2015 a family owned business, but now have become listed in the stock exchange in Dhaka and Chittagong and so have now became a publicly listed company. Shasha Denims Ltd has been awarded Highest Export Gold trophy by the Government of Bangladesh for many years.
I joined the business in 2008 and in 2012 was appointed Managing Director of Shasha Denims Ltd after I came back from abroad with a degree in law from University of Hertfordshire. I also finished an executive course at New York University in International Business and Finance. Last year I became a Capstone Alumni from the National
Defence College in Dhaka, Bangladesh.
Besides my work at Shasha Denims Ltd , I am the Honorary Consul of Ethiopia to Bangladesh, and am a member of the Board of Directors of Bangladesh Textile Mills Association, Dutch Bangla Chamber of Commerce and Industry and
Bangladesh Philippines Chamber of Commerce and Industry. Alongside this I am Convener of the Standing Committee on Country Competitiveness (FDI,Branding, Big B, Blue Economy) at Dhaka Chamber of Commerce & Industry.

What makes your company so unique, what is the special know-how you provide ?

Every business has their own criteria and vision regarding how they will fit in with their own business plan. In other words every business model is unique. Shasha is based upon some simple principles. for us volume or size of capacity is irrelevant as we think of ourselves more as a boutique supplier for buyers who are looking for sustainable, innovative, trendy and smart technology friendly fabrics. 90% of our products at Shasha are sustainable and we are mainly working with BCI cotton, Tencel, Modal, Promodal, Investa, Hemp to create our eco friendly ranges. Our product innovation is lead by Shasha Denims Ltd slogan and motto, BLUE is the NEW GREEN. Our product range consists of fabrics from 4oz to 16oz in weight and we have ranges in Stay Black, Stay Indigo, Advanced Denim, Ozone wash friendly, Comfort/Skinny/Flex/Ultra flex/Bi Stretch/Cotton Free to name a few.
We have a in house laboratory with the latest specifications for in house testing and also R&D for designers. We also provide washing solution and a one stop service to all our clients.
We believe our adopted principles have bonded well with our vision , as we have been continuously achieving growth of more than 20% year to year since 2011.

How do you see the international denim market ?

The International market for denim has shown a robust appetite over the years. It was in the 90s we saw the last slow trend bottom of the denim cycle. Till date we have not seen that bottom as demand has been surging ahead for denim. But recently we have noticed overcapacity in the market and slowdown in demand for traditional denim fabric. On the flip side of this , we see a steady growth in demand for sustainable and technical denim fabric.

How do you address the international market in terms of marketing & distribution ?
We at Shasha have been blessed over the years by forging strong relationship with our buyers. With time they have also helped us grow over the years. We work with almost all the brands operating in Bangladesh and have also started to export the fabric itself to export destinations around the world. Though this business is small but it is growing at a steady pace. Overall our main focus is still in the European markets, though we have recently started working with some non traditional markets. M.U.

You Might Also Like