Sheikh Sadi, Deputy Managing Director of Super Star Group (SSG), reflects on the inspiring journey of transforming a family legacy into a dynamic, future-ready, sustainable enterprise.
How has SSG evolved over the years, and how does the family legacy influence your leadership and decision-making?
Super Star Group (SSG) was founded by our late Chairman, Mr. Mohammad Ibrahim, who began his entrepreneurial journey with just five individuals. Today, SSG has grown into a family of over 5,000 employees, each carrying forward his vision that SSG is a company built to empower people and create opportunities for them to thrive.
Over the years, we have expanded into multiple sectors, introducing innovative products and services. Diversification remains one of our core strengths. It has opened up new avenues for growth, made us more resilient, and is a testament to our commitment to innovation and excellence. While we stay rooted in our founding values, we also adapt quickly to the evolving market.
As a long-standing family business, our legacy continues to shape and guide our decision-making. SSG has transformed into a professionally driven organisation where departments are led by skilled experts. While family members remain involved, experienced professionals are fully empowered to make top-level decisions, which are taken collectively through an executive committee supported by directors, CFOs, and board members from both within and outside the family.
Deputy Managing Director
Super Star Group (SSG)
How is SSG staying competitive and relevant in today’s fast-evolving market?
At SSG, staying competitive in today’s fast-evolving market begins with an unwavering commitment to quality, service, and sincerity. Our innovative strategies and business practices are built around delivering the best products while upholding strong service values. We take a proactive approach to quality assurance and timely delivery, ensuring that every interaction reinforces trust. Over time, we’ve earned the confidence of our retailers, which has significantly strengthened our brand awareness and, in turn, deepened the trust our customers place in us.
How can Bangladeshi brands overcome the challenges of competing with international players?
We have to begin by addressing the obstacles that are hindering our business environment. Our government should ensure proper facilities and make significant improvements in infrastructure, logistics solutions, and implement business-friendly policies. Our VAT, tax, and duty structures also need to be revised to support businesses more effectively. We have a strong, affordable, and readily available labour force that we should be utilising better. If we can address the inefficiencies in government policies and regulations, we will be able to fully capitalise on this advantage and strengthen our global competitiveness.
How is SSG creating meaningful impacts through community initiatives and sustainable practices?
At SSG, we believe in creating value not just for the business but for the people who form the backbone of our success – our employees, customers, and the broader community. Our mission is rooted in bringing people together and making a meaningful impact for their collective benefit.
A reflection of our deep commitment to employee well-being is the Cancer Treatment Support Policy. This policy ensures full treatment cost coverage for any diagnosed employee, offering vital support to them and their families. In such life-altering situations, we strive to provide a compassionate work environment, one that allows our team members to focus on recovery without the added stress of financial hardship.
We are also contributing to a greener future through sustainable practices. Our electrical products, such as switches and sockets, are made from high-quality, durable materials and priced affordably. They help lower energy usage and lessen environmental impact. While producing eco-friendly products incurs higher costs, we remain committed to absorbing them in order to prioritise sustainability and promote a greener tomorrow.
What advice would you give to aspiring brand and marketing professionals aiming to thrive in this dynamic industry?
I pursued a Family Business Program at the Indian Institute of Management Calcutta (IIMC), and saw how advanced other countries are in leveraging innovation and technology, especially in family-owned businesses. That experience underscored the need to bridge this gap to stay competitive globally.
To thrive in today’s fast-moving industry, aspiring professionals must embrace automation to streamline operations, reduce errors, and boost productivity. They should also adopt digital tools for better data analysis, which enables informed decision-making and helps anticipate market trends. Just as crucial is investing in professional expertise. Skilled individuals bring fresh perspectives, improve strategy, and support sustainable growth. Lastly, before entering the business world, it’s important to understand your roots. Knowing where you come from gives clarity and direction, helping you choose the right tools and skills to move forward with purpose and confidence.
