Background:
Bangladesh's inexpensive labor and effective production have made it one of the world's top
exporters of ready-made clothing. However, foreign clothing, mainly imported from China and
India, severely threatens the local market. Even though the ready-to-wear industry is booming
worldwide, local fashion firms specializing in traditional apparel consider themselves
endangered by these imports. Deshi Dosh was established to preserve and advance local
handicrafts, customs, and cultural heritage in response to this issue. The ten organizations that
makeup Deshi Dosh each add their unique flair, concentrating on various aspects of traditional
Bangladeshi fashion, such as handloom items or cutting-edge styles that appeal to contemporary
buyers. The case study describes how these companies use social networks, cooperation, and co-
opetition collaboration amongst rivals to strengthen their market position and overcome the
obstacles outside competition presents.
Bangladesh has established a solid global reputation in the ready-to-wear (RMG) industry. This
sector has fueled Bangladesh's economic growth for thirty years, generating millions of jobs and
a sizable portion of the nation's GDP. Nonetheless, local fashion firms and traditional clothes
have been fighting for survival among the popularity of export-oriented clothing. Encouraging
and maintaining indigenous fashion proved crucial in the context of growing competition from
imports, specifically from both India and China. As a result, 10 of Bangladesh's most well-
known fashion firms came together to form a distinctive partnership known as Deshi Dosh,
which means "The Local Ten."
When this partnership was founded in 2009, it was a turning point in the evolution of fashion in
the nation. The goal for each of these ten brands—Anjan's, Banglar Mela, Bibiana, Deshal, Kay
Kraft, Nipun, Nogordola, Prabartana, Rang, and Sadakalo—was to protect and advance
Bangladesh's cultural history via fashion, while each brand offered a distinctive take on
traditional attire. These brands, which were rivals, united under a single brand identity after
concluding that their combined efforts would outperform their separate strategies—particularly
in light of overseas competition.
Fashion Industry and its challenges:
The difficulties Bangladesh's traditional fashion industry experienced inspired the founding of
Deshi Dosh. Despite Bangladesh's tremendously successful ready-to-wear industry worldwide,
local makers and weavers should have been addressed. A vital component of Bangladesh's
cultural fabric, handloom items dropped in popularity as industrialized textile production
increased. This issue was only worsened by the flood of low-cost, mass-produced clothing from
China and India, making it harder for localized advertisements to compete.
Apart from the competitors from the outside, there was also the concern of evolving customer
tastes. Bangladesh's younger people, especially those who live in cities, started to adopt Western
fashion styles and abandoned traditional attire. Due to the perception of traditional clothing as
ancient and unfashionable, younger consumers proved to be difficult to draw for numerous local
fashion firms.
In light of this, Deshi Dosh was born as a cooperative initiative to preserve and advance
traditional Bangladeshi clothing. The partnership hoped to establish a single, cohesive platform
that would highlight the elegance and skill of traditional apparel while staying relevant to
younger customers with cutting-edge styles and promotional tactics. While most of Bangladesh's
garment industry mainly focuses on the global market, many fashion houses attempt to showcase
regional customs and culture through their offerings. Establishing Deshi Dosh, a cooperative
platform that unites ten top fashion firms to protect and advance Bangladesh's traditional
handloom industry, is one of the most important initiatives in this field.
The Brands of Deshi Dosh:
Each of the ten brands comprising Deshi Dosh contributes uniquely to the partnership.
Collectively, they symbolize various styles, each firmly established in Bangladesh's vast history
of culture. Deshi, which means native or local, and Dosh, which means ten, are the two Bengali
words that make up the name Deshi Dosh itself. Deshi Dosh, which means "the local ten,"
represents the cooperation of ten fashion firms with a shared objective to maintain Bangladesh's
customary apparel industry. Despite being competitors, these brands understood the benefits of
co-opetition, which blends collaboration with competitiveness. Together with each other, they
were able to better compete with imports and foreign brands by utilizing their combined power.
1. Anjan’s :
Established in 1994, Anjan's is among the most well-known brands in Bangladesh's fashion
sector. The brand's primary goal is to maintain high levels of manufacturing while keeping
traditional apparel readily available and reasonably priced. Anjan's is renowned for its attention
to traditional designs and use of seasonal textiles like cotton and silk. The brand's characteristic
features, such as ribbons and piping embroidery, are also used in its designs.
Anjan has been essential in promoting handloom goods by collaborating closely with rural
workers to protect traditional weaving methods. Due to its dedication to fair trade and long-term
viability, the brand has gained a devoted following in Bangladesh and beyond. Anjan’s has
created opportunities for a large number of workers in factories. To increase market share, it
participates in exhibitions. Anjan firmly believes that the only way they can improve their
products is by analyzing and considering the suggestions and feedback they receive from their
customers. For this reason, this fashion house also maintains an online shopping portal to
increase its customer base and improve itself in the process.
2. Banglar Mela :
Banglar Mela, established in 2001, aims to advance handloom goods and traditional crafts. The
brand ensures that local artists receive a platform to present their work by sourcing its materials
from rural weaving villages throughout Bangladesh. The vivid and colorful selections of Banglar
Mela showcase Bangladesh's rich culture.
The company has a reputation for working with rural craftsmen, many of whom make their
living solely from handloom weaving. Banglar Mela has significantly contributed to the recovery
of Bangladesh's handloom sector by providing decent salaries and showcasing traditional skills.
With this fusion of
traditional fabrics and contemporary designs. It represents the heritage, culture, and craft of
Bangla-desh. It specializes in designing and in-house and sourcing its fabrics from different
weaving communities across Bangladesh. Around 300 rural artisans contribute to the production
process of the fashion house. Over time, Banglar Mela has successfully promoted the unique
craftsmanship of the rural areas of Bangladesh and their products. It has introduced special
collections for special occasions and created employment opportunities for rural people. Artifacts
made by such people are sold throughout the outlets. It has also introduced the ‘Banglar Mela
Award' to recognize the artisans.
3. Bibiana :
Bibiana, founded in 2001, has become well-known for its beautiful hand-crafting and creative
patterns. The brand combines traditional Bangladeshi art and culture into modern designs,
drawing inspiration from these sources. Each item in Bibiana's designs has been carefully crafted
to reflect the nation's rich tradition of culture, and her line of products is renowned for their
dedication to every detail.
Customers searching for trendy and traditional attire love Bibiana because it combines classic
themes with modern styles. The company stands out from other fashion houses by using
traditional features, such as hand-embroidered designs and ethnic accessories. Bibiana offers a
wide range of ethnic and attractive jewelry made of metal: beads, brass, and copper. The outlook
of Bibiana stores also plays an essential role in appealing to people since the owner focuses on
the décor and environment of the outlet to provide customers with a positive shopping
experience. Eventually, it has been successfully extended internationally through exhibitions. For
example, Bibiana recently participated in a six-week workshop for souvenir design and
development programs in Thailand organized by the Asian Institute of Technology of Thailand.
4. Deshal :
Deshal, a brand that appeals to youthful, fashion-forward consumers, was founded in 2005 by
three students from Dhaka University Institute of Fine Arts. The brand offers an innovative take
on traditional apparel with designs inspired by local stories and art. Students and young
professionals who value the brand's modern trends and reasonable prices are especially fond of
Deshal.
Even though Deshal is a relatively new business, it has significantly aided in the resurgence of
traditional handloom goods. The brand's emphasis on locally inspired designs, earthy tones, and
vivid colors have all contributed to drawing a younger audience to traditional apparel. Deshal has
expanded its horizon to sell ethnic jewelry, handmade toys, and showpieces and offers exclusive
theme-based collections for special occasions. Deshal has been moving steadily up the
Bangladeshi fashion sense by providing well-designed clothes high in fashion. The uniqueness of
this fashion house lies in the 'deshi" adaptation of artwork on their clothes, which is inspired by
the tradition of Bangladesh. Through its efforts, Deshal has helped rural artisans to make their
own identities recognized in their works. Another exciting feature of this fashion house is that
they do not opt for international celebrity endorsements; instead, they use native people as
models for their clothes.
5. Kay Kraft :
Kay Kraft is a renowned fashion business in Bangladesh that was founded in 1993 and has
become known for its dedication to supporting traditional crafts and rural workers. The brand
focuses on sustainable and ethical production, combining current and traditional trends in its
collections. Kay Kraft maintains a tight working relationship with local artists, guaranteeing their
livelihood and helping to keep their crafts alive.
Kay Kraft was established to promote traditional Bangladeshi fashion because it uses natural
fabrics and age-old methods like block printing and hand stitching. The company has sustained a
strong presence in local and international markets by balancing tradition and contemporary. Kay
Kraft brought about a balance between the foreign culture and traditions of Bangladesh with their
products. For the past 20 years, this fashion house has been working hard to present Bangladeshi
traditional handloom products in a new, more attractive way in their clothing line. Kay Kraft's
products are usually handcrafted using natural fibers and craft-based traditions of hand spinning,
dying, weaving, woodblock printing, and embroidery. The mission has always been to work with
village-based artisans to preserve traditional crafts and create employment opportunities in rural
areas.
6. Nipun Crafts :
Nipun Crafts, one of the first brands in Deshi Dosh, was established in 1973 and has since
significantly promoted traditional handloom products. The company is most renowned for
producing beautiful Tangail and Jamdani sarees utilizing age-old weaving methods. Nipun is
regarded as one of Bangladesh's most prestigious design houses thanks to its commitment to
conserving these traditional customs.
Besides its dedication to customary crafting, Nipun has taken initiatives to advertise Bangladeshi
fabrics globally. The brand has contributed to increasing awareness of Bangladesh's rich history
and culture by participating in multiple international festivals and exhibitions. Nipun has lived up
to its motto of "charismatic architect of fashion" by carrying this country's tradition, culture, and
heritage through design, fashion, and fabric. Besides clothing, Nipun brings diversified
household items to its customers and connects traditional fabric. Nipun also plays a vital role in
keeping the tradition of Tangail (in the central region of Bangla-desh) and Jamdani sarees alive
among the locals. The most important aspect of these sarees is their ethnic designs, which reflect
the ancient roots of the traditional culture of Bangladesh.
7. Nogordola :
Nogordola is a nonprofit organization founded in 2007 to promote handicrafts created by artisans
in rural areas. Bangladesh's cultural legacy strongly influences the brand's designs; each
collection tells a chapter on the history and customs of the nation. Nogordola has become well-
known for its attempts to maintain traditional crafts while bringing them within the reach of
today's customers.
Nogordola's societal duty is shown by its relationships with regional craftspeople, who receive
fair pay and exhibition chances. Customers who appreciate quality and social impact have come
to respect the brand because of its emphasis on sustainable development and moral production.
Nogordola has created a niche in the fashion industry through its traditional yet contemporary
attires. During every festival of the country, Nogordola brings forth designs that create much
commotion among its clientele by rediscovering the trends of the culture of Bangladesh in their
unique way. Over time, it established itself with a distinct image not only in the country but also
in the international arena by operating a store in London
8. Prabartana :
Prabartana is a company founded in 1989 by the UBINIG group that prioritizes environmental
responsibility and sustainability. The business uses organic cotton and natural colors in its
apparel lines to promote environmentally responsible methods in agricultural and textile
production. Prabartana maintains tight ties with rural artisans to maintain and preserve traditional
weaving methods for future generations.
Bangladesh's Mughal legacy strongly affects Prabartana's collections; many of its designs feature
elaborate patterns and themes drawn from old architecture. The company has become a leader in
the environmentally friendly clothing movement thanks to its dedication to supporting
sustainability and maintaining traditional skills. However, Prabartana's philosophy is to
contribute to the country's economy; therefore, it has introduced organic cultivation methods
known as Shoshyo Prabartana' to revive the indigenous rice varieties of Bangladesh. Prabartana
also believes in being an environment-friendly business, and therefore, it abandoned polythene
bags and replaced them with paper bags as early as 1989. To cater to the community needs,
9. Rang :
Rang is one of Bangladesh's most creative fashion houses, having been around since its founding
in 1994. Fashion-forward customers love this brand because of its use of vibrant colors and
classic materials like cotton and silk. Rang's collections honor Bangladesh's rich history of
culture, with each item created to capture the essence of the country's culture.
Rang has maintained a significant market share thanks to its ability to modernize traditional
apparel while sticking to its rich history. The brand's standing as an icon in promoting traditional
Bangladeshi fashion has been enhanced by its partnerships with regional artisans and its
emphasis on sustainable production. Over time, Rang has evolved its clothing collections, but
they are always in line with the traditions of Bangladesh. Going beyond their business objectives
and being urged by a commitment to value local heritage, Rang arranges special programs to
observe socio-religious festivals and rituals in Bangladesh every year. This simultaneous
motivation of introducing new collections and flourishing the handloom sector of this country
has made Rang a leading fashion entrepreneur today. Rang's contribution can be accounted for in
various ways. Whether it is arranging an exhibition to honor the rural artisans celebrating Durga
Puja by organizing a photo competition, namely "Sharod Shaje Rang er Didi" Bangladesh, or
celebrity endorsements of their collections, this fashion house has made quite a mark among the
fashion-conscious people of this country.
10. Sadakalo :
Among the Deshi Dosh brands, Sadakalo stands out for its subtle style. Since its founding, the
brand has only employed black and white materials, giving it a unique look that sets it apart from
other clothing companies. Despite having a limited color palette, Sadakalo has become well-
known for its creative designs and dedication to supporting traditional fabrics like khadi and
katan.
The company has contributed to developing Bangladeshi artists' craftsmanship by using locally
sourced materials and traditional weaving processes. Sadakalo has gained an international
following thanks to its unique approach to clothing, both in Bangladesh and outside, where it is
still growing. Sadakalo's unique business model did not just consider making fashionable
traditional clothing instead, its vision centered on creating clothing that would look different
from the other brands by using local fabrics. Sadakalo has made people realize the potential of
Bangladeshi artisans, particularly from areas like Netrokona, Barisal, Magura, etc. Besides
identifying their craftsmanship in a broader platform, the store has also employed these rural
artisans. The inventiveness of Sadakalo's themes and designs has also made quite a mark in
Bangladesh's fashion industry. The story of how Sadakalo has been readily accepted by the
people can be further observed from its international exposure. This fashion house has made
continuous efforts to be part of the international arena and provided exposure to local products
by participating at the Dhaka Fashion Week (DEW) in the years 2010 and 2011. As further
aspirations, this fashion house has major expansion plans to cater to the needs of fashion lovers
in different divisions of Bangladesh and overseas markets of Kolkata and London shortly.
Competitive Advantage Through Collaboration
The idea of co-opetition—a purposeful fusion of cooperation and competition is the key to Deshi
Dosh's success. In addition to operating privately and competing for customers' dedication, Deshi
Dosh's brands collaborate in several crucial areas, including marketing, resource sharing, and
retail space. Through this partnership, they may combine their advantages, cutting expenses and
expanding their market.
Deshi Dosh's choice to function under a single corporate identity has helped build a strong brand
presence domestically and abroad. The partnership gives customers a one-stop shop for
traditional Bangladeshi clothes by bringing a wide variety of products under one roof, making it
more straightforward to get hold of high-quality, locally created goods. This partnership has
given Deshi Dosh an advantage, improving its ability to compete with imports, especially those
from China and India. Deshi Dosh has succeeded in creating a space for itself in the local market
by providing different, superior items that pay homage to Bangladesh's rich tradition of culture.
These products engage clients who appreciate history and originality.
The Concept of Co-opetition
Co-opetition, a theory that unites cooperation and competition, is shown in the real world with
the Deshi Dosh case. Collaboration between rival businesses was once thought to be cooperation,
but in recent times, it has become understood as a means for both parties to gain. In the instance
of Deshi Dosh, the ten fashion houses have kept their styles while claiming with one another
over client loyalty and product offerings. Nevertheless, they could use their combined might to
more successfully compete against outside rivals by uniting under a single corporate brand. By
working together, the companies could combine resources, such as marketing initiatives and
retail space, which cut expenses and improved productivity. Each brand could stay focused on
what they did best thanks to this shared platform, whether creating cutting-edge products,
locating premium materials, or highlighting traditional workmanship.
The success of Deshi Dosh
Through the lens of social network theory, which highlights the significance of connections in
gaining competitive advantage, the success of Deshi Dosh may be examined. In the instance of
Deshi Dosh, mutual trust and solid social ties serve as the foundation for the ten fashion firms'
cooperation. Because of these connections, the brands have pooled their resources, knowledge,
and experience, giving them a competitive edge they would not have had if they had operated
alone.
The resources made possible by social networks, or social capital, have been vital to Deshi
Dosh's success. The partnerships' brands have overcome obstacles from outside competitors and
established a sustainable market for traditional products by utilizing their social capital.
Conclusion
A significant turning point in the development of Bangladesh's fashion industry was the founding
of Deshi Dosh. Deshi Dosh has developed a platform for promoting traditional handloom items
and craftsmanship by uniting ten top fashion houses under one roof. The active brands have
preserved Bangladesh's rich cultural legacy while working together to gain a competitive edge
domestically and globally. Deshi Dosh's success shows the fashion industry's ability to achieve
sustainable growth and competitive advantage through collaboration and social capital.
Problem Identifications:
1. Consumer preferences are shifting in the direction of Western fashion trends.
2. The decline of the handloom business results from the industrial manufacture of textiles.
3. Older brands have trouble breaking into contemporary markets.
4. Unable to compete with cheap, mass-produced clothing.
5. The market for traditional attire had become divided before Deshi Dosh's partnership.
6. Rural skilled artisans face financial struggles and job loss.
7. Lack of collaboration among local fashion brands before Deshi Dosh.
8. The challenge in balancing traditional clothing with modern consumer appeal.
9. Limited international presence of Bangladeshi fashion brands.
10. Consumer perception that foreign products are of higher quality than local ones.
11. Internal competition among the ten brands within Deshi Dosh.
12. Insufficient Market intake for Traditional Brands.
