The retail arm of BRAC, Aarong, a nonprofit development organization based in Bangladesh, was made in 1978 to provide employment, income generation and social development opportunities for underprivileged girls through promotion and the revival of Bangladeshi handicrafts. Profits from Aarong were used to extend such opportunities to more low income companies and to cross-subsidize BRAC programmes for the poor.
In 30 years, from just one store, Aarong had grown into one of the biggest retail chains in Bangladesh. Its products ranged from clothes, household items, gifts and style accessories to children's toys. The competition, nevertheless, was intensifying, both from local retailers in individual classes as well as foreign players, for example from India. How will Aarong contend in an international market? How can it leverage the brand, ameliorate quality to fit machine made consistency, and keep prices competitive, while keeping its social mission?
PUBLICATION DATE: December 16, 2015 PRODUCT #: IN1121-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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