NSU Research Contributions

Title : OTOBI: Beyond the Horizon

Authors : Jashim Uddin Ahmed, Asef Hassan Baqee, Zakia Khan

Abstract : OTOBI has become the most prominent Bangladeshi furniture brand, emphasizing the nation’s pride in its culture. The company has 415 outlets spread across Bangladesh and 28 in India. It mainly exports home furnishings but recently got orders to ship hospital furniture. The company logged BDT 2.18 billion (USD 27.25 million) of turnover in fiscal year 2007–2008. However, following an encouraging growth rate, the industry brought in close to BDT 6.0 billion (USD 75 million) in the fiscal year 2011–2012. Branded furniture has carved out a niche among the people. A handful of manufacturers led by OTOBI are holding more than 50 per cent of the country’s branded furniture market. At OTOBI, there is no end to the ladder of accomplishment. There is no limit; there are no restraints. This sense of freedom manifests itself in innovative product designs and business strategies. Above all, the creation of a culture of ‘we’ or ‘OTOBIans’ and the establishment of the values of innovation and discipline have allowed the company not only to diversify products, but also to record growth. A tidal wave of challenges meeting OTOBI at every step: different business landscapes, strained state relationships and global depression have made it challenging to ensure that over 15,000 OTOBIans can maintain their lifestyle and attain better standards of living. The Company’s product portfolio now ranges from children’s furniture to home and office décor, Notepad and Kloset.

Journal : South Asian Journal of Business and Management Cases	Volume : 2	Year : 2013	Issue : 2
Pages : 139-149	City :	Edition :	Editors :
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