Photo : Collected
Apex, a local shoe manufacturing and retail company, witnessed unprecedented sales during the entire month of Ramadan, leading up to the recent Eid-ul-Fitr. The company's officials claim that this was their highest sales record in history. Market analysts attribute Apex's soaring sales to the boycott against its biggest competitor, Bata. Industry experts concur that the Bata boycott significantly impacted and boosted Apex's sales.
On the other hand, Bata's sales have declined due to the impact of the boycott. The ‘Boycott Israel’ campaign began in Bangladesh after the massacre in Gaza in October. It gained momentum on social media, particularly on Facebook, urging consumers not to buy products from Israeli-owned companies. As part of this campaign, Bata faced boycotts based on the assumption of being an Israeli-owned company.
Bata's sales associates claim that their pre-Eid sales have never been this low in the country's history. This information was gathered by visiting eight of Bata's outlets in Dhaka and talking to its sales staff. On condition of anonymity, the manager of a Bata outlet at an upscale shopping mall in Dhaka told The Daily Messenger, “Our branch couldn't even reach 50 percent of the target. Upon enquiring, I found the situation to be almost the same across all branches."
When asked if the boycott had an impact, he said, “It's not just the boycott issue. This time, even many regular customers made fewer purchases. Those who used to buy multiple pairs of shoes for the entire family bought very little this time. The boycott did have an impact, but it was not the only reason.”
Prior to Eid, a visit to Bata's Elephant Road Signal outlet revealed only a handful of buyers, most of whom were just browsing. Many left without making any purchases. Two sales representatives, on condition of anonymity, said, “Customers usually visit us at night. However, this year, the number of buyers is nowhere close to previous years. Before Eid, we wouldn't get a chance to catch our breath during other times. But not this year. Sales have been very low this time.”
Buyers think Apex has benefited from Bata's declining sales. A banker named Asadullah Numan said, “Apex is primarily a local company. Buying from them keeps the money within the country. Furthermore, buying from Apex is supporting a local company. Moreover, Bata's shoe quality has deteriorated over time. They can no longer maintain their previous standards. That's why I didn't buy Bata products. There are also concerns about Apex's quality. But at the end of the day, it's a local company. If I have to buy shoes, I will buy from Apex.”
When asked if he is boycotting Bata or what impact the boycott has had, Numan said, “There are actually many reasons behind the ongoing boycotts. There is a perception that Bata has a connection with Israel. Many are boycotting Bata stemming from this perception. Many of my colleagues have told me that they will not buy shoes from Bata, citing the Israel issue as the reason. This has indeed had an impact.”
When asked about this, Bata's Company Secretary, Riazur Reza Muhammad Faisal, declined to comment on the matter. He told The Daily Messenger, “I am not aware of these issues. Please talk to the Head of Marketing of the company.”
Later, when contacted, Nusrat Jahan, Bata's Head of Marketing, told The Daily Messenger, “I am not authorised to answer your question. The Head of Corporate Sales can speak on this matter.”
When asked about the sales situation during this Eid, she said, “Our company is publicly listed. Such information is considered price-sensitive and cannot be disclosed.”
However, she did not deny that sales have declined due to the boycott but was unwilling to comment further on the matter.
During this Eid, Apex's sales reached a record high. Following Eid, Apex celebrated its record sales. Apex's Managing Director, Syed Nasim Manzoor, told The Daily Messenger, “Our company is entirely local. Apex is 100 percent domestically owned. Customers who prioritise local products have contributed to our business success. Additionally, I thank every Apex employee who has helped take the company to the top. Customers are choosing us because of Apex's quality products. We will continue to enhance our products and services.”
When asked about the Bata boycott, he refrained from commenting. He also expressed his inability to disclose their sales figures, citing them as price-sensitive information.
Messenger/Fameema
