Introducing robotics and automation to HATIL’s manufacturing process was one of the most significant transformations since the furniture brand’s inception, according to HATIL’s Director Shafiqur Rahman.

“There was a time when a carpenter would be responsible for a specific product. If the carpenter was unwell or absent for personal reasons, the operation for that product would come to a halt,” he said.

“Now, if someone is unwell or on a personal leave, another person can finish the work with the help of automation at HATIL, making the process smoother and eliminating extra costs and delays,” Shafiqur Rahman told UNB during an exclusive interview.

HATIL employs a variety of advanced machines and automation to craft their furniture pieces at the factory. The use of technology ensures consistent design and size for every piece, which can be challenging to achieve with manual labor.

HATIL, Bangladesh's top furniture brand, is renowned for its quality and consistency, which has been crucial to the brand's enduring success. Shafiqur Rahman attributes this success to the brand's innovative approach, which incorporated advanced machinery and robotics into its production over the past decade.

“Previously, there was no plan in place to ensure an efficient manufacturing process,” Shafiqur said. “Often, it was seen that all parts for production were ready, but an important material was missing, causing the entire production process to come to a halt which, in turn, would add to the manufacturing cost.”

“Now, due to our streamlined operations, there is no backlog for any product,” he said.

Shafiqur came to be a part of his family’s decade-long wooden furniture business as an “intern.”

"Even though I formally joined HATIL's production unit in 2004, my association with the wood industry began well before that," he recalled.

Read more: HATIL’s ‘slim is smart’ has global appeal: Marketing Director Moshiur Rahman

“I worked with my father at H.A. Timbers Industries Limited before that. This is something all of us brothers had to do. It was like an internship,” he said. “My work with H.A. Timbers Limited actually started with getting tea. My father asked me to bring tea from home to the office. As our home was nearby, I used to bring tea for the customers from there.”

Later his father, Al-Hajj Habibur Rahman, introduced Shafiqur Rahman to a man named Ruhul Amin, who became his mentor.

“With his guidance, I delved into the intricacies of the trade, from processing customer orders to measuring and cutting timber,” Shafiqur said.

Since his involvement with H.A. Timbers Industries Limited and later with HATIL, Shafiqur Rahman has been part of multiple departments across the company.

From overseeing timber purchases as a 23-year-old among seasoned veterans to convincing customers to buy the best quality product in the market, he has done it all.

He also played a significant role in overseeing various projects in the IT department, including the development of the company's website.

In addition to his role in operations, Shafiqur delved into digital marketing during the COVID-19 pandemic in 2020, a time when Bangladesh along with the rest of the world experienced an unprecedented shift to online platforms.

HATIL currently dominates the furniture industry in the country with a market share that surpasses both branded and non-branded manufacturers.

With a commitment to quality and consistency, another key attribute that is driving the furniture brand's upward growth is its customer-centric approach.

Read more: Commitment to quality behind HATIL’s success: Director Mahfuzur Rahman

“There are two aspects to it. First, we try to understand the customer’s demand and then the global trend,” Shafiqur explained.

“When a customer buys a product, we connect with them. We do a survey on the customer. We check if the product that they took home is fitting properly. We ask customers who have visited our showrooms whether they like our products. Do they have any suggestions?”

“Then we present that feedback at our weekly production meetings, where management and production-related individuals review all this feedback. If we feel that one feedback aligns with the market’s demand, we pass it on to our Research and Development department,” Shafiqur said.

Shafiqur Rahman emphasized the alignment of HATIL's customer preferences in Bangladesh with those in neighboring countries such as India, Bhutan, and Nepal, highlighting the remarkable similarity in cultural tastes.

In India, the brand has made notable progress with its existing product range, but the market is still in its developmental phase.

However, according to Shafiqur, challenges often arise while expanding in other countries, primarily due to pricing concerns.

Importing a substantial part of raw materials leads to increased costs caused by customs duties, resulting in higher prices for their products, posing a challenge to maintaining a strong market presence.

Shafiqur, however, remains optimistic about the brand’s potential for expansion in India, Bhutan, and Nepal.

In response to a question about HATIL's future vision, Shafiqur Rahman emphasized the need for diversification and a reduction in wood usage.

“The company's Chairman (Selim H Rahman) is already addressing these concerns by exploring alternatives such as metal, while maintaining a focus on aesthetics and sustainability,” he said.

When asked whether the furniture industry is limited to wood, the HATIL director indicated that it extends beyond wood to encompass a broader range of materials.

A product’s manufacturing may now involve the combination of materials like plastic, wood, metal and board, Shafiqur believes.

“For instance, when building a bed, some parts may be made of wooden material while others may involve metal. Ultimately, the product's aesthetics play a significant role,” he said. 

To find other sustainable alternatives that protect environmental commitments, there’s a growing need for research and development in the field of furniture design, according to Shafiqur.

“Despite the vital role of designers in the furniture industry, Bangladesh faces a shortage of skilled designers, indicating a need for educational curriculum development in this field,” Shafiqur Rahman said.

Read more: Bangladeshi furniture industry needs reforms to reach its full potential: HATIL Chairman Selim H. Rahman