Local Production Fuels Cooling Growth: Singer

MHM Fairoz
Managing Director & CEO
Singer Bangladesh Limited

With refrigerator penetration at around 60 percent of households, the category still holds significant room for expansion across urban and semi-urban Bangladesh.

Singer Bangladesh’s refrigerator portfolio reflects evolving consumer expectations shaped by household size, climate realities, and growing emphasis on energy efficiency. According to MHM Fairoz, Managing Director & CEO of Singer Bangladesh Limited, the category is undergoing a transition driven by product innovation alongside changing perceptions of reliability, local manufacturing, and long-term value. He notes the industry has reached a relatively mature stage and is now largely locally dominated, with more than 90 percent of refrigerators produced within Bangladesh and annual demand approaching two million units across capacities ranging from roughly 100 to 700 litres.

Within Singer’s lineup, the strongest demand sits in the mid-capacity segment, typically between 200 and 300 litres, aligned with medium to large households seeking a balance between storage, affordability, and electricity consumption. These models support everyday grocery habits while remaining suitable for apartment living, where kitchen space is often limited.

Product engineering has been shaped by local operating conditions, including voltage fluctuations, high temperatures, humidity, and dense urban housing. Singer refrigerators incorporate low-voltage-compatible compressors capable of maintaining cooling performance without external stabilisers, alongside cooling systems designed for consistent operation in warmer climates. Moisture-controlled storage and efficient internal layouts further support freshness while addressing urban space constraints.

Energy efficiency remains a defining purchase driver as electricity costs influence household budgets. The use of R600a refrigerant supports faster heat exchange and improved cooling efficiency while consuming less electricity than many older refrigerants. It also has a very low global warming potential and zero ozone depletion impact, making it a more environmentally responsible option. Combined with inverter-based compressors, humidity-balanced crispers, antibacterial door seals, and odour-management features, this contributes to lower energy consumption while supporting hygiene and food preservation, factors increasingly valued beyond basic cooling functionality.

Singer’s broader positioning has also evolved during 2024–2025, shifting from a legacy retailer to a locally manufacturing, globally aligned brand under the Beko ecosystem. Central to this transition is a $78 million manufacturing facility enabling local production of more than 90 percent of products, supported by immersive concept retail formats and expanded after-sales capabilities. These initiatives, alongside sustained visibility efforts and reported double-digit revenue growth, have reinforced consumer confidence and market presence.

With refrigerator penetration reaching an estimated 60 percent of households nationwide, the category continues to offer expansion potential across emerging urban and semi-urban segments. Looking ahead, Singer positions its refrigerators as a catalyst for broader appliance adoption by combining locally enabled affordability with globally benchmarked cooling technologies and service access.

Industry observers note Bangladesh’s ambition to become a regional appliance hub will depend on deeper local component ecosystems, supportive investment policies, infrastructure development, skilled workforce growth, and streamlined export incentives. These factors are expected to shape long-term competitiveness.