A few years ago, Bengal Braided Rugs Ltd., a company that has been manufacturing and exporting jute home decor products for over 20 years, decided to launch a brand locally called Beni Boonon. “The name was derived from our specialty, braided jute, explained Saadul Islam, Director of Beni Boonon. Over time, the company has developed a range of artisan products like rugs, table mats, baskets and bags made of braided jute and eventually entered the domestic market in late 2019 as they had always hoped to.
Beni Boonon is known for always working closely with their buyers to develop unique jute products to compete in the international market. This has helped them develop new techniques which translated to a collection of unique designs using multiple colors.They have several hundreds of colors which are selected by their team to design each product. This way, Beni Boonon has been able to develop an extensive range of designer jute products.
Since the world is becoming environmentally aware, consumers are more inclined to use sustainable products, and as jute is an environmentally friendly fiber, the market for the product has been continuously growing. “Our biggest competitors in the international market are India followed by China, Thailand and Vietnam,” Saadul states. “Our goal in Bangladesh is for Beni Boonon to reach every household and consequently promote the jute industry, which has immense potential. With our growing economy, the use of home décor products will continue to increase.”
The jute home decor product manufacturer plans to expand their retail brand to as many countries as possible and have already started exporting their products to Australia under their brand name, Beni Boonon.
After setting up a Facebook page during late 2019 to test the market with only 4-5 designs, the customer reception exceeded expectations with high appreciation for jute home decor products. At the onset of the pandemic, when people were staying indoors, the demand for home décor products kept growing.
In 2020, keeping with international trends, Beni Boonon launched their website and set up a sales outlet at Bohu, a local designer furniture brand showroom. In 2021, they launched two more sales outlets at Unimart Gulshan and Wari. With an impressive number of local/international offices in Dhaka using their products, Beni Boonon is well on its way to dominating the home decor market with their braided beauties.
