Baah: Subtle art of weaving functionality and style with golden fibre

Baah is a Bangladeshi brand, redefining jute products by showcasing its beauty and versatility through locally crafted bags and lifestyle items, making it not only aesthetically appealing but also functional. 

In a recent interview with The Business Standard, Founder Mirajul Huq shared the story behind Baah's journey, highlighting how the brand combines local craftsmanship, innovative design, and a commitment to sustainability. 

Why did you decide to work with jute?

Jute is famously known as the golden fibre of Bangladesh, and on top of that, it's biodegradable, making it an eco-friendly and sustainable material to work with. This inherent versatility and sustainability make it an excellent choice for creating meaningful products that can positively impact the environment and people's lives.

How do you inspire people to choose jute products?

We focus on creating lifestyle items such as tote bags, laptop sleeves, home décor, tableware, and more. Our approach blends aesthetics with functionality, all while using biodegradable materials. 

The designs are developed in-house, with significant contributions from my sister, Marina Huq, and my wife, Shamira Mustafa as co-founders. We emphasise boho-themed patterns and mandala art, leveraging the power of colours and art trends that resonate with modern audiences. 

This way, we subtly promote jute while offering sturdy, long-lasting, and aesthetically pleasing products. So far, we've received excellent feedback from our customers.

What inspired you to start this journey?

It may sound like a cliché, but I noticed that most of our jute is exported and used by international brands. Jute is abundant and mass-produced in Bangladesh. However, our local market is often left with scraps or lesser-quality products.

I wanted to change that by establishing a local brand with a local identity, allowing people in Bangladesh to experience and enjoy premium jute products. 

Moreover, the interim government's focus on the SDGs and Chief Adviser Prof Yunus' "3 Zeroes" vision (Zero Poverty, Zero Unemployment, Zero Net Carbon Emissions) align with our goals.

Jute products are in high demand overseas and fetch higher prices. Why did you choose to focus on the local market?

Although the raw jute used in many international lifestyle products comes from Bangladesh, it is rarely recognised and overshadows the origin of the material. 

I wanted to change that. Baah uses local products, employs local artisans, and proudly markets its items under a local brand name that reflects Bangladesh's heritage and craftsmanship. 

And honestly, it's not just about profits. It's about giving recognition to our artisans, building a local identity, and ensuring that our people can access high-quality, eco-friendly products without relying on imports.

How are you implementing SDGs and the "3 Zeroes" in your work? Is the government providing any support?

Unfortunately, we haven't received any direct support or benefits from the government so far. Brands that export jute products receive rebates and earn higher revenues, but local-focused brands like Baah don't enjoy such advantages.

As for the SDGs and "3 Zeroes," we are actively contributing:

Zero Poverty: Our artisans include rural craftspeople and ex-garment workers, primarily women. By empowering them with economic independence, we promote gender equality and poverty alleviation.

Zero Unemployment: We create job opportunities for skilled artisans, turning their expertise into a sustainable livelihood.

Zero Carbon Emissions: Jute is biodegradable and eco-friendly. Its cultivation absorbs carbon dioxide and improves soil health, contributing to climate action.

Our efforts have been recognised internationally. We are also proud to share that Baah was shortlisted for the Low Carbon Earth 2024 Cohort, recognising our work in offering sustainable alternatives.

We are also currently working on upcycling products, which is an exciting new venture for us. We transform waste materials into beautiful and practical items, minimising waste and promoting a circular economy. 

How do you think the government can help or collaborate?

The government can significantly boost local jute use and sustainability by partnering with brands like Baah. Aligning with the "3 Zeroes" vision, such collaboration could tackle challenges like high material costs and streamline supply chains, enabling innovation and growth.  

Support through tax breaks, subsidies, or grants for eco-friendly businesses and public awareness campaigns promoting jute over plastic would further drive change. 

Together, the government and local enterprises can build a sustainable future, reduce environmental impact, and position Bangladesh as a global leader in sustainability.

What keeps you motivated in this journey?

My mission to build a brand that represents Bangladesh and supports sustainability drives me. Watching artisans thrive, hearing positive feedback, and knowing our products make a difference keep me motivated on this purposeful journey.