From the fellowship of the largest conglomerate in Bangladesh, the Beximco Group brings forth Shinepukur Ceramics Ltd. (SCL). It was in 1997 when the Group ventured into the global tabletop industry with 100% export set-up, and keeping up with the merits of the parenthesis; Shinepukur Ceramics has emerged as the largest manufacturer and exporter of both Porcelain and Bone China tableware in Bangladesh. The glistening company is located inside the Beximco Industrial Park – spread across 25 acres of land area – near the Dhaka Export Processing Zone (DEPZ) in the outskirts of the capital city of Dhaka.
Blaze to Brilliance
Since its incorporation in 1997 and commission of the plants in 1998, the commercial production emanated in 1999 for both porcelain & bone china in two separate manufacturing units. Soon after commencement of production, Shinepukur has been able to gain substantial headway against its regional competitors by snatching commendable market share both in Porcelain & Bone China to become one of the top-choice global OEMdestinations. Shinepukur was the first company in the entire sub-continent to introduce Bone China technology and products, and that became possible with the direct technology transfer from NIKKO Company of Japan, the master of all Bone China producers. Shinepukur’s Bone China contains 52% bone-ash in the composition, making the Company enlisted amongst the very few global manufacturers who are still producing ‘REAL BONE CHINA’. The customer portfolio of the Company now includes worldrenowned tableware companies in USA, Canada, UK, Germany, France, Italy, Japan, Sweden, Norway, Denmark, Finland, Spain, Poland, Mexico, Brazil, Chile, UAE, Australia, New Zealand, Turkey, India, Singapore and is still growing. To meet the ever-increasing demand of premium Bone China products, Shinepukur Ceramics has made an additional investment of USD $10 Million to expand the bone china manufacturing unit over the original investment of USD $35 Million of the total production set-up. Being equipped with the most modern machineries from Japan, France & Germany, SCL has an annual capacity of producing 18 million pieces of Porcelain and 3 million pieces of Bone China. In all of its bravado, from the year 2000, Shinepukur Ceramics occupies more than 50% of the total annual ceramic tableware export from Bangladesh. Using authentic and top quality raw materials & ingredients procured from the world’s top sources, Shinepukur Ceramics currently produces world-class Bone China, Porcelain, Ivory China, Satin Porcelain and High Alumina tableware, catering to different market segments, whereby adding “A Classic Touch in Life”, as their tagline so felicitously suggests. These raw materials are meticulously crafted and transformed into exquisite Bone China and Porcelain Tableware in a unique blend of eye-capturing shapes and designs. As explained by key personnel at Shinepukur Ceramics,-“All of which are with a lead and cadmium free glaze & colours following very sturdy California Proposition 65. These are augmented by a highly calibrated test protocol for metal release, Thermal Shock Tolerance, Detergent-durability & Dishwasher efficacy, Acid and Chipping Resistance – all conducted by specialists at the company’s the most modern in-house lab.” Harmonizing the aforementioned, Shinepukur Ceramics offers dinner-sets to tea sets, soup tureens to soup spoons, from retail tabletop to industrial, hotel-ware and airline in-flight items (mainly to British Airways & Air-Canada) as well. The brand has most certainly raised the qualitybar in the respective industry by setting new standards, innovative designs in aesthetic finish, catering to the omnivorous market, its trends and changes
Shinepukur Ceramics creates its aesthetic pièce de résistance at a unique state-of-the-art Testing and Quality Control Laboratory facilities run by highly skilled technicians who work abiding rigid requirements of US-FDA & California Prop 65, with its very own Captive Gas-Based Power Generation capability, In-house Medical Center with 24-hours registered doctor support, regular fire-drill, highest opportunity creation for female employees etc. With reg. to compliance, Shinepukur has been quite up-to-date on activities maintaining all national & international regulations, specially being a Sedex member the facility has been SMETA compliant. The company has also been certified with ISO 9001:2008 from DNV (Det Norske Veritas) of Netherlands. The company lays great emphasis on qualitycontrol and safety of products, manufactured in “The Most Environment Friendly” facility in the entire sub-continent. Regular Environment Protection Practices have diligently been setup to take on-course and abide by EIA Reports for internationally accepted manner. The company is equipped with the best-in-the-regions modelers and designers who proficiently deliver even the hardest of all requirements to the buyers. Moreover, the company ensures the highest standards of business commitments liaison and communications backed by its professional set of skilled executives, who are engaged in development and maintenance of topinternational buyers.
Engagement that Enthralls
2012 has been a year of immense prodigiousness for Shinepukur Ceramics; they launched the ‘Signature Showroom’ at the Westin Dhaka on May 27, 2012, the first-ever of its kind in Bangladesh. During the same year, with great pride, the company supplied official souvenir wares to London Olympic Games 2012 through its UK-buyer Wedgwood, to Indian Rashtrapathi Bhavan, to Prime Minister’s House of Pakistan etc. The recent years, also bore witness to the visits of various state delegations, namely from USA, UK, Germany, Russian Federaion, Ukraine, Brazil, India, Pakistan, Malaysia etc. and thereby opening possibilities to avail new business opportunities. Early 2013 has also been marked by the auspicious visit of the Hon’ble King & Queen of Bhutan. The key to brand and its engagement to the market, (apart from mass media), are subject through participation in international programs in various lifestyles and exhibition fairs; The Ambiente & Tendence in Frankfurt, The Table-Top Show, New York, The Gift Expo, Moscow were some of the majestic participations for the brand among numerous more globally.
Innovation is the key to raise the quality and design bar in any industry, at Shinepukur Ceramics, a Decal Plant (2001) with full-fledged, design studio, and packaging plant (2003) emancipate the quality status possible. The innovation-house, Shinepukur has been the successful & consistent producer of bone china with 52% bone-ash, firstever manufacturing of whiter Porcelain, termed ‘Satin Porcelain’ that has never been witnessed in the global market before. Also the company has been blessed with a set of expert modelers who can develop / reproduce any difficult shape, be it in Porcelain or in Bone China, in the quickest time possible. Also its most-equipped Lab, apart from doing more than 36 different types of producttests, runs continuous innovation of various kinds of production recipes.
Being the leading Bone China & Porcelain tableware manufacturer and largest exporter of Bangladesh, introduced its own brands, namely ‘Shinepukur’, ‘Doel’ etc. in Bangladesh & India respectively. Also it endeavors to gradually move along its own product-brands across the bigger world-arena, side by side maintaining a high-end reputation of producing OEM for world’s top names.