Elite Paint wants to lead market as a local brand: Director Rahil

Established in 1952, Elite Paint is the first Bangladeshi paint manufacturing company. For decades, it held a prominent position as a market leader and introduced various categories of paint to the Bangladesh market, earning widespread recognition as a trusted local brand. 

In recent years, Elite Paint has entered a new chapter of growth by signing an agreement with a foreign company to produce high-performance, globally certified marine paints. This initiative marks a significant step forward in the company's marvelous journey. 

As a family-owned business, Elite Paint is now guided by both second and third-generation successors. Among them is Rahil Ahmed, a third-generation leader who joined the company in 2016 as a Director at a young age. Rahil, a Bachelor of Commerce graduate with a specialisation in Marketing from the University of British Columbia, Canada, brings fresh perspectives to the business. He has also completed his Masters in Marketing from Schulich School of Business (York University), Toronto.

In an interview with The Business Standard, Rahil Ahmed shares his vision for building a sustainable future for the company and reflects on his journey so far.

Q: When did you join the company?

I joined the company in 2016, shortly after completing my undergraduate studies in 2015. However, my involvement with the business began long before that. From a young age, I was immersed in the world of business, often accompanying my father to the factory. I have also joined in on many dealer visits across the country from early on. Over time, I built personal relationships with many of our dealers and gained firsthand experience of the business at its grassroots. This early exposure gave me a deep understanding of the operations, making the transition into my role much smoother when I officially joined.

Q: Why did you take over the business after completing study in Canada?

I have been living abroad since my high school years, far from my family and country. Yet, my heart has always remained in Chattogram, especially with Elite Paint. Staying away from it all never felt right—it's as if I was inevitably drawn back. No matter how far I went, Elite Paint and Chattogram have always pulled me home.

Q: At what age you joined Elite Paint and what challenges did you face?

I joined the company at the age of 23, fresh out of university. Initially, I was apprehensive about whether people would accept me or take me seriously. Joining as a young leader doesn't automatically mean that others will listen to you—you have to earn their trust. I realized that gaining their confidence required demonstrating my knowledge, and expertise, sharing ideas with conviction, and consistently showing sincerity in my efforts. I'm proud to say that I was able to succeed in building that trust.

Q: As a third-generation entrepreneur how would you like to contribute to the Bangladeshi market?

The Bangladeshi market is highly competitive, with numerous multinational companies operating within it, making the landscape challenging. Despite this, we have successfully maintained our position for decades. 

Our dedicated R&D team collaborates closely with painters, engineers, and architects, gathering valuable feedback to create new and improved products tailored to market demands. Through ongoing innovation and the introduction of cutting-edge solutions, we strive to contribute meaningfully to the Bangladeshi paint and coatings industry.

Our ultimate goal is to regain our position as the #1 leading paint brand in Bangladesh, a title we proudly held for 40 years since 1952. As a local company, we are fully committed to this vision and firmly believe that the continued support of the people of our nation is essential to achieving it.

Q: Most of the Bangladeshi companies collapse when the second generation takes over. How did you carry forward through the third generation?

Our goodwill and commitment to ethical business practices are key to our success. By upholding strong moral principles and focusing on quality, we've built a solid reputation and brand value in the market. I believe these values have been instrumental in sustaining the company across three generations. Looking ahead, we are determined to preserve this goodwill and continue striving for greater achievements in the future.

Q: What is your priority when you make a decision?

When making decisions, my top priority is always to uphold the quality and the goodwill of our brand. We firmly believe that maintaining our position as the leading paint brand in Bangladesh requires a strong commitment to excellence. This means not only delivering superior products but also staying true to our values and vision. We prioritize the needs of our customers and the continued support of our nation, which we believe are crucial to our long-term success. 

Q: What is the future of the paint market in Bangladesh?

As Bangladesh continues to develop, the construction sector is flourishing. The demand for industrial and protective coatings is also increasing, driven by widespread industrial transformation and expansion. As a result, the future of the paint market looks very promising.

Q: What different types of paints do you manufacture?

Our primary focus is on decorative, marine, and industrial paints. Also, recently we partnered with Transocean Coatings, a renowned Dutch company, to produce globally certified marine paints, marking an exciting new addition to our portfolio. With this collaboration, we can now offer a complete range of marine paints in the market serving any type of vehicle designed for travel on water.  In the industrial sector, we also strive to innovate and come up with new products. For example, we have extended our offerings to include innovative products like powder coatings, coil coatings, and much more.

Q: Did you import marine paints earlier?

We import raw materials from abroad, not paint. Previously, we could only supply a limited range of marine paints due to the lack of global certification. However, following our recent collaboration with Transocean Coatings, we are now certified to produce marine paints that meet international standards. The marine paint market is vast and predominantly controlled by foreign companies. Today, as a local company, we are competing with these international players by producing globally certified paints right here in our local factory. This marks a significant achievement for us.

Q: What are the challenges of the paint industry?

The country is currently undergoing a period of transition, and navigating through this phase is crucial. Establishing a strong foothold during this time presents its challenges, but we are confident that brighter days lie ahead for all of us. 

Q: What do you recommend for others to carry forward family-owned businesses?   

I think in a family business, the involvement of multiple stakeholders can often lead to challenges, especially when roles and responsibilities are not clearly defined. I believe one of the key factors for successfully carrying the business forward is the establishment of a professional policy that clearly outlines each individual's role and identity within the company. By doing so, many potential conflicts can be avoided, and the business can operate more efficiently. Additionally, having clear policies helps foster transparency, maintain harmony, and ensure that the next generation is equipped to handle leadership responsibilities. Ultimately, professionalizing the business structure is essential to sustaining long-term success and navigating the complexities of family dynamics in business.

Q: How would you include Environment and Sustainability in your CSR activity?

We are dedicated to incorporating sustainability into our operations and have plans to implement complete green practices in our factory in the future. This includes sourcing only environmentally friendly raw materials in our paint production to reduce environmental impact. We also aim for a paperless office to enhance sustainability in our workplace. Additionally, we focus on small yet meaningful initiatives such as reducing waste, optimizing energy use, and promoting recycling.

Our commitment to sustainability goes beyond the factory, as we aim to set an example for others in the industry. By focusing on both immediate and long-term environmental goals, we are working to protect the planet and ensure a sustainable future for generations.