A remarkable business mission

With currently 208 outlets and 400 types of products in 34 districts, the super shop Shwapno has been operating retail business setting a new trend in modern trade industry.

The chain store holds 49 per cent market share and is set to become one of the largest business entities down the road.

The first retail member of Global G.A.P. in South East Asia, Shwapno is producing 1,072 metric tonnes of safe and traceable vegetables and fruits annually under its own brand “Shuddho”.

The chain store is being operated by the ACI Logistics Limited since 2008 which is a subsidiary company of Advanced Chemical Industries (ACI).

“Shwapno has a vision and passion to create a positive impact and make a difference in the lives of people. From the beginning, it has drastically changed the way consumers fulfil

their daily needs,” said Sabbir Hasan Nasir, chief executive officer of ACI Logistics.

“Beyond ensuring the quality of its own products, Shwapno has also been a major advocate for the movement for healthy living, carrying out numerous campaigns on nutrition and food safety.”

To ensure quality it keeps only fresh fruits, vegetables, fish and meat while the ACI Logistics has developed a sourcing network with growers across the country.

On average 65 per cent of Shwapno’s fresh produce is procured directly from these sources.

The super shop provides all household needs for customers collecting them from local and international market. Along with that the superstore

sells an exquisite range of fashions, home accessories, appliances, and the like.

About Shwapno

Shwapno has been operating retail business for the last 14 years. Now it has set footprints in 34 districts with 208 outlets across Bangladesh, and is recognised as one of the top 10 brands in the country serving over 45,000customers daily.

Shwapno operates in multiple outlet formats from small convenience stores to large megamall layouts (ranging from 1,500 to 27,000 square feet), providing the ideal experience for customers in each location.

With 600,000 registered customers and many more unregistered, 4,000 employees, suppliers and growers, Shwapno is unique with its own characteristics.

While continuing to expand its primary retail operations, raising standards and customers’ expectations, as well as exploring new frontiers such as E-commerce, the company is set to be at the helm of Bangladesh’s largest businesses.

Good agriculture practices under contact farming

The company achieved a major milestone in 2016 by joining Global G.A.P., the leading private sector body addressing the crucial objectives of ensuring safe, sustainable agriculture worldwide.

Through its membership with global platform, Shwapno is not only further improving the quality of its products, but is also working for the wellbeing of the growers across the country. About 600 farmers were trained on Global G.A.P. standards.

Shwapno has been working with around 1,200 farmers across the country to source 72 per cent of its vegetables and around 60 per cent of fishes.

Market Presence

Shwapno was initially focused on the price sensitive customer base, but after years of steady growth of its conventional retail and other channels, the company now serves a diverse market covering many segments. The Shwapno brand itself has evolved over this journey, and today is shifting its focus from value to nurturing aspiration. By delivering excellent service and through award-winning communication campaigns, Shwapno has become the most recognised and trusted retail name.

Support to customer during pandemic

To emphasise the safety of its employees and customers, Shwapno introduced multiple initiatives with no mask, no service policy including floor sanitisation, temperature checks at entrances as well as placement of floor markers to ensure safe distance at the billing counters.

Additionally, there was regular in-store communication to raise awareness regarding the importance of social distancing and personal hygiene. During the pandemic, Shwapno brought in several partners to provide grocery and daily needs to the customers’ doorsteps.

During this period, it also introduced its own home delivery service through “Tele Sales” for customers who prefer direct communication with the stores rather than online platforms, bringing in 11,000 customers monthly.

Venture integration project

Shwapno continued venturing into additional backward integration projects by working closely with the manufacturers and farmers across the country which it started last year by getting more involved with the value chain.

Shwapno connected with over 1000 farmers through SDC which is supported by USAID’s feed the Future Programme. It also continues to work with Global G.A.P, the leading private sector body addressing the crucial objectives of ensuring safe, sustainable agriculture worldwide.

Awards Shwapno received

Shwapno won the prestigious ‘The Asia Marketing Excellence Award’ also known as Asia’s Marketing Company of the Year 2020, competing with top marketing companies of 18 countries like Japan, South Korea, Singapore, China, Thailand, Hong Kong, Indonesia, and Malaysia.

The retail super shop chain has been adjudged the best superstore brand six years in a row and has occupied position among 10 best brands of the country three years in a row. It also received the 8th place among 15 best brands in all categories last year.

Shwapno received two awards at the Cannes Lions International Festival of Creativity for its Agro Banking Project in collaboration with UCB.

Shwapno’s E-commerce platform was awarded ECAB Mover’s award for its outstanding contribution during the pandemic.

In the supermarket category, it has received the Best Brand Award for six consecutive years since 2016. In addition, it’s being recognised as one of the top 10 brands in all categories for the last three years.

Through all these achievements and recognition, Shwapno continues its journey to win the minds of millions of customers as well as solidify itself as the destination for safe and authentic products.

Shwapno’s dream of expansion

Shwapno’s growth scale depends on its capacity to expand; its impact will cross the limit of 20,000 farmers when the number of its outlets would cross 3,000 in the country.

At least 2 lakh farmers would be connected with Shwapno by then. Besides, it has the facility to provide goods in Europe and America as its export wing is G.A.P certified.

Many investors have contacted and expressed their interests about Shwapno. So the chain shop has a plan to go for joint venture with foreign countries to expand business.

Although the super shop is currently under pressure as it is burdened with Vat, it developed a planned market development.

“Especially, the super shops have dual Vat system which should be lifted by the government. Earlier they had only 2 per cent Vat which should be implemented again,” said the super shop top brass.

Huge source of employment

A developing country like Bangladesh has many economic ups and downs but every parent here has dreams about their children as the society considers family culture. Economic crisis hinders the fulfilment of this dream while many young men remain unemployed.

Amid such condition, the development of retail chain is essential which can employ people without higher education. People can achieve skills by learning about the job.

Retail chain is connected with sourcing and supply chain, which is a big issue that has large use of technology, and people from different classes can join it.

A huge number of employment will be created directly and indirectly with the development of retail chain in the country while many entrepreneurs will join the business.