Known for introducing the art and technology of embroidery in Bangladesh, NAF Group is recognized as a pioneer in developing embroidery as a major value-addition in the country. Since its inception in 1988, NAF Group has not only marketed but also managed global embroidery giant Tajima’s business in the country single-handedly and now plans to extend its reach in digital printing technology by 2013. With a portfolio of technologies specialized for value addition, the company has transformed from a technology to a one-stop shop solution provider, states Shahnawaz Chowdhury, Managing Director, NAF Group.
Commenced at a time when the apparel market in Bangladesh was still at its nascent stage, NAF started its operations with Tajima and has maintained a strong relationship with them ever since. “I started my business with Tajima and I believe I will die with it. Even as there are a lot of other embroidery companies in Bangladesh, Tajima’s market share remains 70% till date,” shares the satisfied looking Shahnawaz, associated with the brand since 1988. After selling around 2,500 embroidery machines, Shahnawaz maintains that the company is arguably the biggest technology provider in Bangladesh with a high customer satisfaction quotient… Walking down the timeline, Shahnawaz recalled the time when the buyers were not interested in making such huge investments in technology specific to value-addition. “Buyers used to get stunned to hear the prices of the applications back then; I remember I quoted an amount of US $ 80,000 for a machine once and the buyer said that he could buy readymade garments in that price,” shared Shahnawaz. He believes any such change requires time and that is what happened eventually. “One has to be very patient to bring about a major change,” adds Shahnawaz.
With changing times and requirements of fashion, the industry finally realized the importance of technology and started investing in the same. However, with the popularity came the cheaper options, especially from China, creating competition as the manufacturers started buying from them. Not affected but concerned by the phenomena Shahnawaz maintains, “It’s always the quality product that makes it to the end of the race and that is the reason we never considered China or technologies from the country our competitor. Also the end-product is exported to the matured markets of Europe and America, thus making us compete in the quality-driven markets instead.”
The group at present is working with few other well known brands like Mimaki Inc.-Japan, D.gen-Korea, Kornit-Hong Kong, Salli-Korea, Seit Elettronica- Italy, NC Korea-Korea, have printing machines from Hebbecker-Germany and Hotfix Stone motif making machines from Nagel &Hermann-Austria, all in the technologies for value addition in garments and textiles.
Working on the same business model like embroidery, the company will provide the design of samples and impart technical know-how to its customers. “It was never about selling machines… We provide a complete package in terms of technology, after-sales support and training to our customers.” To make this possible, NAF Group has a team of professionally trained and qualified engineers, operating through its offices in Dhaka and Chittagong. In addition to being agents of handpicked brands and machines, the company constantly comes up with new designs on their own.
Constantly growing, despite the recession that has hit a majority of players in the market, Shahnawaz avers that the embroidery segment has done better than the previous year. Being the President of the Embroidery Association of Bangladesh, Shahnawaz continues to envisage growth for the industries, “There are around 150-160 million people in the region, and hypothetically if 50% are women and even if 10% choose to wear embroidered products, we will continue to do extremely well,” reasons Shahnawaz, who also plans to expand in the local market with embroidered fabric.
