Walton cables go beyond the price tag to prioritise safety

CBO of Cable, Super Enamel Wire and Brass, Walton Hi-Tech Industries Razu Ahmmed. Sketch: TBS

When I speak to customers across the country, I often hear the same thing: people still judge cables by their price per meter. And honestly, given today's economic climate, I understand why. With inflation rising and financial pressure mounting on families and businesses alike, cost has become the first thing people look at. But what I always ask is—what are we sacrificing for that lower price?

A cable may look perfectly fine on the outside, but it's the inside that really counts. If the copper inside is impure, underweight, or if the insulation is made with substandard material, that "affordable" cable becomes a serious safety risk. In 2024 alone, Bangladesh reported 26,659 fire incidents, and over 9,000 of them were caused by electrical issues. Many of these fires started with faulty cables. These wires are hidden inside walls and ceilings, quietly powering our homes, offices, and factories. And because we don't see them, we often don't realise when something is going wrong—until it's too late.

What's even more worrying is that, as some reputed brands step back from the market, their space is being filled by unknown or non-compliant brands—often chosen simply because they offer the lowest price. But cheaper cables usually mean compromised quality. And in our line of work, that compromise can cost lives.

That's why I always encourage buyers to ask the right questions before choosing a cable: Is the copper pure and in the right quantity? Is the insulation fire-safe and long-lasting? Is the product certified and compliant with standards? And most importantly, will it truly protect what matters most?

Because saving a few taka today shouldn't come at the cost of safety tomorrow.

Now, R&D isn't something you often hear about when it comes to cable manufacturing in Bangladesh. But for us, it's a core part of who we are. At our company, we don't treat cables as just wires—we see them as lifelines that carry energy, enable communication, and safeguard lives.

That's why we've built a strong research and innovation infrastructure. In our chemical lab, we continuously work to improve insulation materials so they can withstand heat, moisture, and fire. Our metallurgical lab is where we rigorously test copper and other metals to ensure they meet strict standards of conductivity and durability. We also rely on our NUSDAT-UTS testing facility, which, while known for appliance testing, plays a major role in validating our cables before they go to market.

But what makes our approach truly different is how we integrate real-world feedback. As the largest electronics manufacturer in South Asia, we don't just test in labs—we test in the field. Our cables are used inside our own appliances, factories, and smart devices. Over 10 specialised R&I departments collaborate on this, ensuring every product we launch has been stress-tested in real-life conditions.

This focus on innovation has allowed us to introduce some industry firsts in Bangladesh. For example, we developed Profinet cables, used in industrial automation to enable fast, stable communication between PLCs and sensors. We also launched elevator and travelling cables, engineered for flexibility and durability under constant motion, and automotive cables for use in vehicle service centres and industrial harness systems.

Each of these innovations reflects our commitment to raising the bar—not just in performance, but in safety and reliability.

We're also navigating a tough global environment. Copper prices are surging, foreign exchange is tightening, and logistics remain unpredictable. But despite all this, we're not just surviving—we're growing. And that's because we planned for volatility from the very beginning.

Being a relatively new entrant in the cable industry worked in our favour. We weren't bound by outdated systems or legacy constraints. We had the chance to study global best practices and build a modern, efficient, and integrated business model from scratch.

We've invested in some of the world's most advanced and energy-efficient machinery, designed to reduce raw material waste, support multiple cable types, and maintain consistent quality. Our engineering team maximises the potential of these machines to achieve near-zero waste and peak productivity.

What also sets us apart is our agile business and materials planning system. This allows us to respond quickly to changes in copper prices, currency values, or demand shifts. Of course, none of this would work without the incredible team we've assembled—experts in procurement, production, logistics, and planning, all working in sync.

Thanks to this foundation, we've remained resilient. We're not just coping—we're thriving.

Still, we face challenges, especially around perception. In Bangladesh, foreign brands continue to enjoy a certain level of prestige. But in our sector, that perception is changing. Local manufacturers like us are not only matching international standards—we're often setting them. In fact, the only reason foreign brands are still used in some government projects is due to regulatory requirements, not because they offer better quality.

Our main hurdle is certification. While local institutions like BUET and BCIC are highly capable, they aren't globally accredited yet. That means we have to send our products abroad for testing and certification, which takes time and increases costs. We're actively advocating for upgraded local testing facilities so we can do this in Bangladesh—faster, cheaper, and more efficiently.

Despite these barriers, we're building trust through consistent performance, solid after-sales support, and a long-term vision. We don't just want to compete with foreign brands—we want to be the brand of choice, both locally and internationally.

And what about Chinese imports? People often ask how we're handling that competition. The truth is, Chinese power cables have minimal impact on our market. Most of the imports from China are low-end optical fibre and data cables. When it comes to power cables, Bangladeshi manufacturers like us are already ahead, and our lower labour costs help us remain competitive without compromising on quality.

That's why we've already exported directly to two countries and indirectly to over 30 others. Our goal this year is to reach at least 10 export destinations. What's exciting is that we don't need to change anything for international clients—we already produce cables at a global standard right here for our local market.

Our real concern isn't foreign brands—it's the grey market. These are non-compliant local players who avoid taxes and VAT, cut corners, and use low-grade materials. They damage the industry's image but aren't our true competition.

At Walton Cable, we've built our business on one clear principle: "Best value for money—with full compliance." That's how we've earned the trust of customers across Bangladesh and beyond. And that's how we're building a truly global Bangladeshi brand—one meter of cable at a time.