The Daily Star (TDS): How would you describe the current state of the wheat and flour market in Bangladesh?

Mahbub Baset (MB): The wheat and flour market in Bangladesh is growing steadily, driven by urbanisation, rising incomes, and changing food habits. Demand for flour-based products like bread, noodles, snacks, and biscuits is rapidly increasing, boosting atta, maida, and suji consumption. Despite challenges such as price volatility and import dependency, the industry shows resilience through better supply chains, expanded capacity, and product innovation.

TDS: How have consumer preferences and flour consumption evolved, and how is IFAD responding?

MB: Consumer preference has shifted from loose, unpackaged flour to branded, hygienically packaged products. Urban households now prioritise convenience, safety, and quality, while rural consumers are increasingly adopting packaged atta, maida, and suji as awareness grows. Since its inception in 2003, IFAD Multi Products Limited has established itself as one of the largest and most advanced flour producers in the country. To meet the demand, IFAD expanded its portfolio with both staple and specialised flours and strengthened its nationwide distribution network for wider accessibility.

TDS: With rising health-consciousness, how is your company innovating products like whole wheat, fortified, or low-GI flour to meet demand?

MB: Health-consciousness is one of the most significant shifts in consumer behaviour. We recently launched one of Bangladesh’s first IFAD Wellness Fortified Atta with GAIN (Global Alliance for Improved Nutrition), enriched with Folic Acid, Vitamin B12, Iron, and Zinc to combat hidden hunger and support maternal health. We also offer IFAD Brown Atta, which retains natural fibre and nutrition for consumers seeking wholesome diets.

TDS: How is your brand addressing hygiene concerns around loose flour and promoting a shift to packaged options?

MB: The biggest challenge with unpackaged flour is contamination, inconsistency in quality, and lack of nutritional assurance. IFAD has been strongly advocating for a shift towards packaged flour by emphasising hygiene, quality, safety, and reliability. Our state-of-the-art production facilities ensure international-standard quality control, from raw wheat sourcing to milling, packaging, and distribution.

TDS: What challenges does the industry face, and what government support is needed?

MB: The biggest challenge is Bangladesh’s heavy reliance on imported wheat, making the industry highly vulnerable to global disruptions. The Russia–Ukraine war, rising freight costs, and foreign exchange fluctuations have driven price volatility and uncertainty. We mainly source from Russia and Canada, where market shifts directly affect cost predictability. High energy and logistics expenses further squeeze margins, while import duties and regulatory requirements add to operational burdens.