Abdullah Al Mamun, Head of Marketing and Business Development at Super Star Group, shares how the brand’s steadfast commitment to safety, innovation, and stakeholder empowerment is helping it stand out in Bangladesh’s competitive cable industry.
What guiding principle has allowed Super Star Cables to gain traction in the highly competitive cable industry in Bangladesh?
Super Star Cables is part of the Super Star Group (SSG), which has a legacy of over 30 years in Bangladesh’s electrical industry. Our journey has been driven by a clear vision and unwavering commitment. Our philosophy and guiding principle, “Nirapod Shongjog, Nirapod Bhobisshot”, which translates to “Safe Connection, Secure Future”, encapsulates our mission to empower people with high-quality cables that ensure safety and reliability while enabling progress. It captures the essence of what we do and represents our belief that cables are not merely products but tools that help people build safe, secure, and prosperous futures. Whether powering homes, industries, or infrastructure, our cables play a critical role in people’s lives.
Our philosophy guides every aspect of Super Star Cables’ operations, ensuring that every product delivers on its promise of safety, durability, and performance. It also reinforces the brand’s commitment to empowering its stakeholders – electricians, retailers, and consumers – by building trust and fostering progress.
Head of Marketing and Business Development
Super Star Group
How has Super Star Cables been able to differentiate itself from established players in the cable industry?
Bangladesh’s cable industry is valued at around BDT 10,000 crore, and competition is intense. To differentiate ourselves, we have focused on three key strategies.
Our first strategy is quality. Safety and reliability remain our highest priority, and to ensure that all our products deliver on that promise, we use premium raw materials and advanced manufacturing techniques to ensure they meet international standards.
Second, we have an innovative distribution strategy. We have restructured our value chain to make our products more accessible through our distributors. For example, we have a dedicated team that follows a service-at-call system, ensuring retailers receive products quickly and conveniently.
Finally, empowering stakeholders remains our utmost priority. An example of an innovative approach to empowering our stakeholders is our SSG Apon App. Through the SSG Apon App, electricians earn incentives for recommending our products. This creates a network of advocates who trust and promote our brand.
Our strategic efforts have helped us establish a unique identity and gain the trust of consumers and retailers alike.
Technology has also played a role in our success. Besides the advanced manufacturing techniques we use to ensure our products are of the highest quality, technology has helped us with distribution, allowing us to build a community of electricians and provide real-time support to retailers through the SSG Apon App. Additionally, data analytics also play a crucial role in understanding market trends and consumer preferences, helping us stay ahead of the curve.
Why does Super Star Cables put such importance and emphasis on stakeholder relationships, particularly with electricians and retailers?
Electricians and retailers are the backbone of the cable industry. Electricians influence consumer choices, and retailers are the key touchpoints for product availability. By building strong relationships with these stakeholders, we ensure our brand is trusted and widely available. Our approach includes regular training programs for electricians, incentive schemes, and a commitment to supporting retailers with reliable delivery and marketing materials. These initiatives create a sense of partnership and shared success.
Our incentives have created a positive impact on our stakeholders. One of our electricians from a small town shared how the SSG Apon App transformed his livelihood. Through referrals and incentives, he earned enough to support his family. Stories like his are a testament to how we’re not just selling cables – we’re empowering lives. Another example is a retailer who doubled his sales within months by partnering with us, thanks to our reliable supply chain and promotional support. These are the real-life impacts of our philosophy, “Nirapod Shongjog, Nirapod Bhobisshot”.
OUR PHILOSOPHY AND GUIDING PRINCIPLE, “NIRAPOD SHONGJOG, NIRAPOD BHOBISSHOT”, WHICH TRANSLATES TO “SAFE CONNECTION, SECURE FUTURE”, ENCAPSULATES OUR MISSION TO EMPOWER PEOPLE WITH HIGH-QUALITY CABLES THAT ENSURE SAFETY AND RELIABILITY WHILE ENABLING PROGRESS.
What is your future outlook for Super Star Cables?
Our vision is to become the market leader in Bangladesh and expand into international markets. We’re investing in new technologies and exploring ways to make our cables more sustainable and efficient. We also aim to deepen our relationship with stakeholders and further optimise our distribution network to ensure faster, more reliable service. Ultimately, our goal is to continue empowering progress and weaving dreams for a brighter future.
We want to thank everyone – electricians, retailers, distributors, and our consumers – for trusting Super Star Cables. Their support drives us to innovate and excel every day. Together, we are building a safer, more prosperous Bangladesh. “Nirapod Shongjog, Nirapod Bhobisshot” is not just a slogan – it’s a promise, and we are committed to delivering it.
Photograph: Courtesy of SSG
