Walton accelerates regional growth plan
Walton, which began exports in the early 2010s with Nepal, now has a presence in 67 countries worldwide
Highlights:
- Walton targets Singapore, Sri Lanka amid India trade barriers
- Diversifying markets key in complex global trade environment
- Shift from contract manufacturing to brand-building strategy
- 80% of exports now under Walton's own brand
- Strong R&D investments drive innovative product development
Walton Hi-Tech Industries, the billion-dollar home appliance and electronics manufacturer in Bangladesh, has set its sights on new Asian markets such as Singapore, Sri Lanka and beyond.
"Our main business access was in India. Due to various non-tariff barriers, we are struggling to expand our business there. To cover that, we are targeting different Asian countries aggressively," Abdur Rouf, head of Global Business Division of Walton, told TBS yesterday.
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Walton has evolved from a local importer into a manufacturing powerhouse with global ambitions. Its push for a diversified international footprint highlights a broader reality for Bangladeshi exporters: in today's geopolitically complex trade environment, scale means little without reliable market access.
As part of its market diversification strategy, Walton has appointed Flair M&E Pte Limited, a Singapore-based chiller and air-conditioning service provider, as its official distributor in the city-state. The five-year agreement follows a decade-long distribution deal recently inked in Sri Lanka, where Walton has already launched two branded outlets.
"This is not just a bid to survive — it is part of a meticulously crafted global mission," said Abdur Rouf.
Walton, which began exporting in the early 2010s with a distributor outlet in Nepal, now has its products present in 67 countries across continents.
While much of its early journey revolved around contract manufacturing for global and national brands, the company has pivoted to brand-building.
Today, 80% of its exports are under its own name.
That transformation has been powered by a robust investment in research and development. With R&D centres in South Korea, China, and Bangladesh, Walton has developed a range of state-of-the-art products — from refrigerators and air conditioners to televisions and small appliances — featuring locally engineered innovation and design.
"Our growth has been driven by relentless investment in innovation. We are no longer just making products for others. We are building our own brand — and our own future," said Abdur Rouf.
Walton brand's global sales network already includes importers from 41 countries, among them India, Ireland, Korea, Mexico, Nigeria, Portugal, Turkey, and Vietnam.
But the company's current focus is building stronger, deeper roots in select high-potential markets through exclusive distributors, showrooms, and brand-led campaigns. And in that vision, countries like Sri Lanka and Singapore are just the beginning.
Seeking anonymity, one of the company executives told TBS that in a few years, there may open over a hundred Walton sales points in Sri Lanka to sell its technologically advanced, well-designed refrigerators, air conditioners, televisions, other home and kitchen appliances alongside its computer hardware and telecom devices.
"We aim to establish a strong brand presence in 150 countries by 2030," said the company.
It is a commitment of our company to lead the export diversification mission as the nation needs to reduce export reliance on traditional sectors like the ready-made garment, he added.
