Apparel Online Bangladesh Magazine May Issue 2019 | Page 15

LEAD STORY
We don’t want
Bangladesh to be the
cheapest destination,
but competitive…
FACT FILE:
DR. RUBANA HUQ
l Managing Director
of Mohammadi
Group. The Group
began by exporting
readymade garments
and then diversified
into software, digital
distribution, real estate,
power generation and
media.
l Has featured in BBC
100 Women in 2013
and 2014.
l Won the SAARC Literary
Award for her poems in
2006.
l Wrote a book of poems
titled Time of My Life.
l Is a member of board
of trustees in Asian
University for Women.
l Served as the CEO of
TV Southasia from
2006 to 2010.
l Awarded PhD from
Jadavpur University.
l Writes regularly for
a weekly column in
English newspaper, The
Daily Star.
Perception change
is the need of the
hour and I would not
shy away from the
idea of even hiring
lobbyists.
To start with, she is planning to
overhaul the very structure of
BGMEA in terms of its composition
and functioning. As a part of this
endeavour, each of her deputies
(Directors) would be tasked to
exclusively work on one designated
focus area to make sure that the
trade body is not a one-man show
and, a collective approach is put forth
to bring in the changes.
“Time has come to run the show
professionally… My main project is
to invest in raising awareness in the
industry as to the importance of a
well-managed association. I am also
going to headhunt for a competent
CEO who would look after the day-to-
day office affairs while my job would
be to set the vision and work towards
achieving it,” underlines the new
BGMEA chief, which brings her to the
point of elaborating on the scheme of
things to improve the country’s brand
image.
The so-called poor image has long
been a concern area for the industry
for sure.
“Perception change is the need of the
hour and I would not shy away from
the idea of even hiring lobbyists. We
are planning to hire good PR agencies
in London and Sweden and a few
lobbyists from Geneva, and this might
very well change how Bangladesh
is looked upon currently,” says
Rubana highlighting that the negative
campaigns abroad have often rocked
the industry and these must be
addressed with caution.
Given the fact that a lot of effort has
gone into turning the industry to what
it is today by all the stakeholders
and still be facing the barbs, calls for
ready facts and figures and strong
voices at global platforms to dispel
such disparagements.
From the
BGMEA, we will
form a
separate cell if the
apparel owners feel
that they need
help for price
negotiation.
“Time has come
to run the show
professionally…
My main project
is to invest in
educating my
colleagues. I am
also going to
headhunt for a
competent CEO
who would look
after the day-to-
day office affairs
while my job
would be to set
the vision and
work towards
achieving it.”
– Dr. Rubana Huq
Rubana on her part is going to
engage with the media to ensure that
the right kind of messages reach the
target audience.
“I don’t think we have to do huge
projects or spend lot of money in
tweaking what we already have.
Everybody has great practices in
their factories, but where are those
stories, why aren’t they heard?” asks
Rubana, determined to change the
narrative now.
Next on her priority list is the
issue of fair pricing… Having spent
thousands of dollars on remediation,
exporters are still fighting for just
prices to survive and sustain let alone
flourish.
“In price negotiation, we have been
unable to take collective initiatives.
From the BGMEA, we will form a
separate cell if the apparel owners
feel that they need help for price
negotiation. No matter what the
buyers say we should be firm and
strong. There is no country that has
the massive capacity as Bangladesh,”
underlines the first lady chief of
BGMEA, adding, “…We should not
engage in uneven competition. Instead
of increasing our number of lines, why
can’t we come together and turn the
whole industry into one entity…?”
Rubana gives a clarion call to the
industry while emphasising that when
it comes to markets and policies, a
multi-pronged approach is what is
needed to break new grounds. And
foremost in this aspect is economic
diplomacy involving the High
Commissions, Foreign Ministry, the
Ministry of Labour and BGMEA.
“The Commerce Ministry could
take the lead and others should
come together under this umbrella
to achieve the goals,” elaborates
Rubana.
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