‘Evolving unceasingly’, is the mantra being pursued by major manufacturers in Bangladesh not only to remain ahead but also survive in a very competitive environment, and Aamra Resources Limited is one the proud harbingers of this evolution, since their inception in 1987. “The industry has changed over the years and with more informed management the focus now is on saving cost and optimal utilization of resources and technology,” says Sohel Ahmed, Chief Operating Officer of Aamra Resources Limited. Catering to around 1,000 textile and apparel factories, the company lives by the philosophy of “The power of WE”, bridging the gap between their principals and customers, whom they prefer to treat as their business partners.
Out of the many machine distributors in Bangladesh, Aamra continuously strives to significantly make a difference by offering value-driven technology solutions, tools and services in about every segment of the industry, assisting them to meet the ever changing needs of the industry. Recognising that it’s not only the sewing that requires attention, but optimizing the pre- and post-sewing operations can also help manufacturers to be more efficient, productive and increase their margins. To be more productive, efficient and effective, Aamra Resources Limited offers a large range of technology and solutions to maximize and utilize natural resources, assets, equipments, human resources and raw materials. It has a strong portfolio of advanced technology and solution brands ranging from dyeing machines, CAD-CAM Cutting room solutions, washing, finishing equipments & solutions, embroidery machines, waste water/effluent treatment and water recycling, lab solution for textile industry, knitting and printing solutions.
Aamra has helped to install ETP plants in Bangladesh, carrying forward the vision of their COO to recycle waste water considering the environment with efficient factory waste management solutions. A team of Aamra Resources Limited provides online support to the industry if required or is unable to reach to the support seeker immediately. It is not only providing different industrial software but also training the customers enough so that they never depend either on principals or on us unless any critical damage or upgradation takes place.
A recent alliance with few technology & solution providers, produces advanced technology for garment finishing such as laser marking systems, ozone processing systems, 3D whisker forming and curing systems as well as automatic titration systems enables them to provide a comprehensive range of technology which not only ensures consistent quality but also takes significant strides towards saving both human & natural resources.
“The industry today asks for technology that can recover environmental loss and save money on energy, water, chemicals and other resources while also cutting down on wastage to make better margins,” says Sohel.
Merely making the machinery available is not the end, but heralds the beginning of a new relationship, and Aamra knows that quick response service is one of the core strengths any company requires to nurture and strengthen that relationship.“Our basic role is to keep abreast with new advancements in technology, analyze what will best suit the target customer and then support the union. That is why a lot of training programs and substantial marketing effort is required, as the client needs to understand the benefits they can get on their investments,” explains Sohel. The organization considers each department as an individual entity; however, Sohel is quick to add that a considerable amount of investment is made on human resources which ensure rapid response time. The strategic business model gives return on investment through more and more sales as good and timely service leads to a satisfied customer.
The service staff consisting of over 45 technical people, ranging from diploma holders to graduate engineers is trained to service different brands. For each sales person, 3 technicians are deployed to meet the client’s requirements. Providing good technical support also means keeping huge inventory for spare parts. “If we have to serve our customers well, we have to maintain a well stocked warehouse and for us spare parts are not a business, it’s more of a support service provided to our customers,” says Sohel.The only challenge is that with the number of machines sold there is an increase in inventories of spare parts, because of which money gets blocked. Guidance on selecting the level of technology and timing the investment in conjunction with proposing the most feasible solution is a practice being followed by the company.
With the narrowing down of margins on orders, shutting down of major sub-contracting facilities and irregular gas supplies, investments in Bangladeshi textile and apparel industry has no doubt suffered. “Interestingly, the 20 per cent increase in capacity that the industry witnessed over the past few years is a result of efficiency increase via deskilling of operations, replacement of old machinery and acquisition of smaller factories by major manufacturers, rather than capacity building,” concludes Sohel.
