Rasheed Islam, Managing Director of Monno Ceramic, talks about steering the 40-year Monno legacy to new heights, modernising the ceramic tableware brand, and his vision for the future of the family business.
In its 40 years of operations, how has Monno Ceramic evolved to become one of the best tableware manufacturing companies both in Bangladesh and in international markets?
Harunur Rashid Khan Monno, the founder of Monno Ceramic and my grandfather, was an extraordinary visionary of his time. In 1984 he identified an opportunity to create high-quality porcelain tableware in Bangladesh. At that time, labour and energy costs in Bangladesh were the lowest out of any South Asian country.
Monno Ceramic aimed to make high-quality ceramic tableware for export, matching the grade and quality of Japanese tableware. We went into a technological joint venture with JICA who helped us find a Japanese partner, Takasago, that provided turnkey solutions, setting up the total plant from start to finish. The commissioning started in ‘81, production began in ‘84, and in ‘86 we started exporting ceramic tableware, making us the first in the nation to export ceramic tableware.
Soon, Bangladesh underwent rapid industrialisation, and people’s purchasing power increased, creating an opportunity for Monno to establish itself in the local market. In ‘87, Monno launched a superfine, super-white porcelain product called ‘Neel Rojonigondha’ and it was an instant market hit. This product was a part of our ‘Studio Collection’ that made Monno a household name.
During the ‘90s, China started opening up its economy, threatening Bangladesh’s export competitiveness, so we decided to introduce some new products to maintain our market dominance. In ‘99, we started our Bone China project and till now we are one of the global manufacturers of ultra-fine English bone china.
Monno’s legacy of excellence has continued well into its third generation of business – from my grandfather to my mother and now me. I joined Monno in 2009 as a Director overseeing operations. Coming from a chemical engineering background, I was more into the production side of things and I spent 4 to 5 years learning and understanding the manufacturing process. I then got involved in Monno’s marketing. In 2015, I became the Deputy Managing Director and in 2019, the Managing Director.
Monno has been a very successful brand, and with the third generation looking after it, I’d say we have done very well. We have won the export trophy 12 times in a row – a record for our country, and in the last 4 years, we have been given the ‘Superbrand’ status of this sector.
Managing Director
Monno Ceramic
What does the brand name ‘Monno’ mean for tableware consumers in Bangladesh?
The name and brand ‘Monno’ carries a lot of weight. My grandfather has built a legacy and now we are at the helm tasked with the responsibility of steering it forward. It is a big responsibility for me to lead a brand as big as Monno, because for 40 years it has remained a top performer in this sector and people have come to associate ‘Monno’ with high quality, consistency, and trust. A person buys a Monno Ceramic product because they trust that it is going to be the best quality and the longest-lasting ceramic tableware. As Managing Director, it is my responsibility to ensure this consumer trust is well-maintained and well-nurtured.
How do you ensure that every piece of Monno Ceramic tableware meets the highest quality benchmarks?
Tableware manufacturing is a complicated process and you have to implement several steps to make sure that quality control is done very closely in the manufacturing process. For us, this process starts all the way from raw material sourcing. Our raw materials must be non-toxic and food-grade material. Every single batch of raw materials is checked to make sure it matches the quality criteria we need. From then on, through every stage, from raw material mixing, to shaping, firing, decoration, and glazing, there is a QC checkpoint.
Our QC-in-Charge is independent of the production team. Being independent means one cannot control the other. QC reports to the management to ensure that everything is being maintained.
How are you ensuring that Monno Ceramic remains a company that fosters a culture of creativity and that your designs stay fresh and relevant?
I believe it is important to keep injecting fresh new ideas and for that, fresh, young minds full of creative ideas and creative thinking are crucial. I always try to have a very young and dynamic team, especially for marketing and product development. The new generation entering the workforce has creative solutions, particularly when it comes to digital and social media marketing. This creative culture is an extension of the designs that you see in Monno products.
We work with designers around the world; from India and from the UK. We also have a decoration designer in Paris. Our idea is to continuously work with new designers from everywhere to keep our products fresh, relevant and exciting.
With how rapidly the marketing landscape evolves, what has been your strategy to stand out in this competitive market?
One of my first observations after becoming Managing Director was that for ceramic tableware the production process has remained more or less the same but the challenges of engaging with consumers have become a completely different game. So, my key approach has been to revamp my team to include members who have fantastic communication skills.
The demographic of customers today is vastly different than when Monno established itself as a household name in the ‘90s. Consumers today are active on Pinterest and Instagram, where they observe how beautifully a table can be set up, and they feel excited and inspired to recreate that in their houses. They’re always looking for new designs and ideas; something that relates to the tastes and trends that are going on around the world.
My approach has been to embrace this challenge and make tableware marketing digital. As a result, Monno has been the first to start social media marketing for tableware products. We were also the first to launch an e-commerce platform for tableware. Another first in the industry achieved by Monno was opening an elegant flagship store for tableware, which we did in 2020 in Banani.
But within all this, one thing remains constant – quality. From our people to our products, from our retail and to our digital platform, we have always ensured that the Monno legacy of trust and quality has been maintained across all the new ideas that we’ve been generating.
It is a big responsibility for me to lead a brand as big as Monno because for 40 years it has remained a top performer in this sector and people have come to associate ‘Monno’ with high quality, consistency, and trust.
Looking ahead, what are your strategic priorities and vision for Monno Ceramic over the next decade?
The world is changing, and with it, the economic landscape of our country is shifting fast. In 2023, there was a sudden increase in gas prices which was a huge shock for the industry. Around 17% to 20% of our cost is gas because ceramic tableware needs to be fired three times. Soon, subsidies in the industrial sector will be reduced, putting further pressure on production costs. Monno is ready to tackle this with significant investments in engineering and R&D to make products and processes efficient, eco-friendly and sustainable. We are becoming greener, reducing our carbon footprint, installing effluent treatment plants and increasing recycled material utilisation with the aim to minimise costs.
I am also looking to expand our retail network through franchise partners. The current process requires our wholesalers to keep a margin, and retailers to keep a margin, so by the time the end user purchases our product, the price becomes inflated. My aim is to control the retail chain so we have more control over the price of products.
Finally, Monno has its eyes on the global market with the aim of becoming a global brand. Two years ago, we shipped our first consignment to Turkey under the Monno brand. We want to build on that further. We are already in talks with Qatar and India to launch Monno in those countries. I hope that soon, Monno will be a brand trusted not just in Bangladesh but all over the world.
Photographs by Adnan Rahman
