Bangladesh is playing a big role in this World Cup. Although the much awaited Fifa World Cup 2014 kicked off last night in faraway Rio De Janeiro, we too have made our mark on the grand event by exporting millions of jerseys to Brazil and other European countries. Bangladesh has always been a regular supplier of sportswear to brands such as Nike, Adidas, Puma, Umbro, and Reebok. This year, ahead of the World Cup, production at garment factories skyrocketed as they hustled to meet high demands both locally and in the export market.
RMG goal
Buyers started placing orders as early as last June, and exports began in September, according to Abdus Salam Murshedi, former chairman of Bangladesh Garment Manufacturers and Exporters Association and current director of the Bangladesh Football Federation. “Although Bangladesh is not a participating team in the World Cup, its participation and contribution have been ensured with the jerseys carrying the Made in Bangladesh tag. Football fans will wear them and cheer for their teams at the gallery. This is a huge matter of pride for us,” he said. Echoing Murshedi’s sentiments, Mohammad Hatem, first vice-president of Bangladesh Knitwear Manufacturers and Exporters Association, said: “Jerseys worth $1bn were exported to European countries, America and Brazil. Around 250,000 pieces for both men and women were exported from my own garment factory [MV Knit Fashion].”
However, despite such high sales, both officials said the last year was volatile for business. With political unrest and the Rana Plaza collapse, the rate of export did not reach the level targeted, even though exports increased by around 30% compared to the 2010 World Cup.
Local market
In addition to the exports, both RMG owners and local businessmen have been raking in profits in the last 15 days, as football fans have been on a shopping spree, buying jerseys and flags of their favourite teams. The footpaths of Motijheel, Mouchak and Gulistan are overflowing with makeshift shops carrying a range of sports uniforms, flags and different items of fanfare. People have also come to Dhaka from all over the country to do business ahead of the World Cup, seizing a golden business opportunity. So far, they have expressed satisfaction with sales. Besides jerseys and flags, there is a range of other souvenirs that bring the celebratory mood of Fifa to the local markets and footpaths, such as watches, mugs and wristbands. Bakeries in cities around the country are also busy making cakes specially designed for World Cup.
Flags of our heroes
“We delivered a 100ft Brazilian flag upon order,” said Abdur Razzak. Abdur is a sales executive at Joy Sports, a wholesale shop of sportswear and sports equipment situated inside Gulistan Sports Market. Unsurprisingly, he said Brazilian and Argentinian flags were their best selling items. The prices of standard flags vary from Tk80-290 depending on the size. They can even be customised. You can add an image of your favourite player or the logo of your favourite team for an extra cost of Tk60-70. There are a number of wholesale shops selling such items inside the Gulistan Sports Market. Jerseys cost Tk200-300 depending on the quality of the garment. Abdul Matin Babul, proprietor of Joy Sports, says the price of football jerseys has increased by an average of Tk100. Local jerseys that used to sell at Tk120 are now being sold at Tk200 or higher. The Chinese kits cost Tk500-600, which are sold for Tk350 during the year.
A festive Dhaka
Babul says the eve of Fifa World Cup is as exciting as Eid. “We are struggling to meet the demand of customers. We have our own factory, and even then we had to take help from other garment factories. People’s buying capacity has increased from previous years, and they are in a much more of a celebratory mood than ever before.” In the capital’s Belpotti area, hundreds of tailors were seen busily stitching flags from dawn to dusk outside the wholesale market in Shomobay Twin Tower. The ever-present rivalry of teams is alive even in these busy markets. In between their work, the tailors often argue about which team is the best. “Hey don’t disturb me! I cannot ruin the Brazilian flag!” said fierce Brazil fan Md Akash, while tailoring a 45ft Brazilian flag. The rest of the year, he is a tailor of ladies’ wear. Akash is one of the many tailors, of different ages and gender, seated in rows, continuously operating the sewing machines in the lanes of Belpotti. Akash charges Tk500 to tailor one flag sized around 30ft. He has made a flag 90ft across, which he plans to sell for Tk5,000. However, the staunch Brazilian supporter in him is not all desperate to see it go. “If it is not sold,” he said with a grin, “I will hang it in front of my house on the street in Sonargaon.”
