Faculty of Business Administration

American International University – Bangladesh (AIUB)

A Report on
“Organizational Structure & Design”
Deshbandhu Group

Supervised By:

S. M. Zakaria

Submitted By:

Mostafa Aminul Hassan Dinar Md. Abdullah-Al-Mukit Muhammad Abdur Rob Sogib
ID: 20-91676-1 ID 20-91582-1 ID- 20-91668-1

………………………………… ………………………………… …………………………………

Date of Submission: 28th February, 2020

28th February, 2020

S.M. Zakaria
Professor
American International University – Bangladesh (AIUB)

Subject: Submission of the Report on Organizational Structure and Design.

Dear Sir,

At first we would like to express our humble respect and sincere gratitude to our
honorable faculty and course teacher (Leadership and Management Skill) Professor S. M.
Zakaria for kind and student friendly approach and attitude to led us through the
executive path of business studies. It is our great pleasure to submit our report as a part
of our EMBA program to you that we are assigned to prepare under your direct
supervision on the topic entitled “Organizational Structure and Design”.

We have got the opportunity to work with officials of different sections of Deshbandhu
Group to learn Organizational Structure and Design processes and procedures
effectively. We tried our level best to present the detailing of the organizational
structure and design of such one of the leading group of companies in the country.

Finally we really love to convey our soulful thanks to our course faculty S. M. Zakaria for
his kind conscent and practical orientation of conducting such kind of assignment. We
are fortunate enough that we have got an experienced and efficient professor like you to
guide us and help us to be in the right track.

It will be a great honor for us if you kindly accept our report.

Sincerely yours

Name ID
Mostafa Aminul Hassan Dinar 20-91676-01

Md. Abdullah-Al-Mukit ID 20-91582-1

Muhammad Abdur Rob Sogib 20-91668-01

2
 Content

Serial No. Name Page No.

01 Acknowledgement 4
02 Who Are Deshbandhu Group: An Executive 5
Summary
03 Group Initiatives 6
04 Deshbandhu Sugar Mills Limited 7
05 Deshbandhu Polymer Limited 12
06 Deshbandhu Cement Mills Limited 14
07 Sahera Auto Rice Mills Ltd 16
08 Deshbandhu Food And Beverage Limited 18
09 Deshbandhu Shipping Limited 20
10 Southeast Sweaters Limited 22
11 Deshbandhu Textile Mills Ltd 23
12 Deshbandhu Fiber Ltd. 24
13 GM Holdings Limited 25
14 Trading Companies 26
15 Shopping Mall: RAPA PLAZA 27
16 Deshbandhu Powerplant Limited 28
17 Deshbandhu Media Limited 28
18 Deshbandhu Percel And Logistics Services Limited 29
19 Sahera Waseque Hospital Limited 30
31 Conclusion 31

3
 Acknowledgement
We would like to start the acknowledgement by gratefully thanking our
supervisor Professor S. M. Zakaria, who have showed us the path to bring
this case study to the light by suggested us the proper format and provided us
a sample for preparing this report. Next, our warm-hearted gratitude belongs
to the HR department of Deshbandhu Group, who has provided us the great
deal of information, adequate data and images and cooperated us for the
accomplishment of this report successfully. Last but not the least, we would
definitely like to thank each and every staffs of the Brand and Communication
Department of Deshbandhu Group for their kind assistance regarding the
report without whom it would not be possible for us to complete this difficult
task. We got all the necessary guidelines, cooperation, advice from them to
complete this complicated task. Finally we are very much thankful to
Deshbandhu Group, its management for their cordial support to prepare this
case study with important information and data.

4
WHO ARE DESHBANDHU GROUP:

An Executive Summary
Deshbandhu Group is a leading corporate house in Bangladesh.
The Group is engaged in manufacturing and marketing of
Refined Sugar, Food and Beverage, PP Woven Bag, Cement, Ship
Management, Automatic Rice Milling, News Papers publications,
Woven Sweater Manufacturing, Producing Power, Real Estate
Development and Trading of Bulk Commodities. Since its
inception as a trading house, over the last 20 years, this Group
has placed itself as one of the largest fertilizer and bulk
commodity importers in the country.

Deshbandhu Group entered into the manufacturing business by

setting up the first ever sugar refinery namely “Deshbandhu
Sugar Mills Ltd.” in Bangladesh. This flagship company in
Bangladesh is the only who has got membership of Refined
Sugar Association (RSA), London and the sole exporter of sugar
against Everything But Arms (EBA) Initiative to European Union.

5
 Group Initiatives
SL Member company No. of Officers No. of Workers Total

1 Head Office 130 28 158

2 Deshbandhu Cement Mills Ltd. 21 176 197

3 Deshbandhu Sugar Mills Ltd. 62 425 487

4 Deshbandhu Polymer Ltd. 34 699 733

5 Deshbandhu Food & Beverage Ltd. 49 361 410

6 Sahera Auto Rice Mills Ltd. 8 63 71

7 Deshbandhu Parcel & Logistics Ltd. 11 40 51

8 Others 32 180 2107

Total 347 1972 2319

6
 Deshbandhu Sugar
Mills Limited
Deshbandhu Sugar Mills Limited, established in 1932, is the pioneer sugar
refinery in Bangladesh and is the first ever member of Refined Sugar
Association (RSA) of London. This previously state-owned Sugar Mills was
turned to private sector refinery in 2001 and kicked off its operation
under its new management in 2002. Since then, Deshbandhu Sugar Mills
Ltd. remains the apex sugar refinery with its world class product quality
and packaging.
The success of Deshbandhu Sugar Mills Ltd. has crossed the borders and
brought another laurel for Bangladesh by pioneering the country’s first
ever export of sugar in 2003-04 to France under EBA initiative which they
followed in later years as well. Deshbandhu Sugar mill initially started with
500 MT production capacities (refining raw sugar) and now its has been
extended to 1500 MT production/ refining capacity per day. Prime
ingredient of Sugar is collected from natural and organic sources to
produce premium quality refined sugar to ensure health of the
consumers. We are one of the major market player in B2B business and
delivering to major sugar whole sellers across the country. We are also
exporting sugar to subcontinent, south Asian region and Middle east
market. These are both whole sales and retail in middle east region. We
are also using our premium quality refined sugar in raw materials for our
beverage products where we are delivering more than 10 SKU in beverage
line up.

7
Number of employees:
487
Production capacity:
1500 MT / Day

8
Retail Pack 1 Kg DUBAI Retail pack 1 Kg
Market Bangladesh Market

PACKING

50 Kgs Pack

9
CERTIFICATION in
SUGAR

10
CAPACITY
Capital Machinery Exporter Origin
Capital Machinery- Cutt5ong and Sewing Gabbar Engineering Co., India India
Machine

Capital Machinery- Circular Loom Machine Starlinger & Gesellschaft m.b.h ., Austria Austria

Capital Machinery- Tapeline Machine Technology Plastomech Pvt. Ltd., India India

Capital Machinery- Manual Printing and SAR Industries., India India

Hydraulic Bale Press Machine

Capital Machinery- FIBC Cutting Machine Navrang Machinery Pvt. Ltd., India India

Capital Machinery Axletech Engineering Pte . Ltd., Singapore China

Capital Machinery Shrijee Process Engineering Works Ltd., India India

Capital Machinery Korexim Corporation Ltd., Korea Korea

Capital Machinery Polymma ( H.K) Co., Ltd., China China
Capital Machinery Man-n-Machine., India India
Capital Machinery Ata Machinery (Guangzhou) Co., Ltd., China China
Capital Machinery Guangdong Agricultural Machinery Import & Export China
Company., China
Capital Machinery Guangdong Agricultural Machinery ., China China
Capital Machinery S.k. Enterprises ., India India
Capital Machinery Lohia Starlinger Ltd., India India
Capital Machinery Shrijee Process Engineering Works Ltd., India India
Brand New Pillow Packing Machine Shenzhen Onetuch Business Service Ltd, China China

Cookie Depositing Machine Lanton Machinery Equipment Co., Ltd, Hong Kong China

Cake/Toast Machine and Mixer Best Way Trade Link (HK) Ltd, Hong Kong China

Electric Stacker With Battery Charger Jiangsu Onetouch Business Service Co., Ltd, China China

Laboratory Equipments Atago Co., Ltd, japan Japan

Direct Puffed Chips Processing Line- Capital Handyware China Engineering Co., Ltd, China China
Machinery

Fork Lift- Capital Machinery Guangxi Liugong Machinery Co.Ltd, China China

CAPITAL MACHINERY Guangzhou Tech-Long Packaging Machinery Co., Ltd, China

China

COOLING TOWER (Capital Machinery) Pyramid Co., Ltd Taiwan Taiwan

SCREW AIR COMPRESSOR (Capital Gardner Denver FZE, U.A.E Europe

Machinery)

FIRE TUBE STEAM BOILER STEAM MATIC ( Bono Energia S.P.A, Italy Italy
Capital Machinery)

AF PET COMPRESSOR (Capital Machinery) Ateliers Francois SA, Belgium Belgium

11
 DESHBANDHU
POLYMER LIMITED
Deshbandhu Polymer Limited is a PP Woven bagging plant, an effort of
vertically integrated diversification of Deshbandhu Group. The basic plant is
supplied by Hao Yu Precision Machinery Co. Ltd. of Taiwan & Lohia Starlinger
Ltd., India.
Being registered with Board of Investment (BOI) and Joint Stock Company in
2006, the plant started its production in 2007 with a yearly capacity of 12
Million 50 kg PP woven bags. Recently the capacity has been expanded to 3.60
million 50 kg PP woven bags per year. While maintaining its export class quality
in PP yarn extrusion, weaving, film blowing, printing, cutting and stitching,
Deshbandhu Polymer Limited is emerging as the fastest growing PP woven bag
plant in the country with a wide range of products.

Number of employees:
733

12
DESHBANDHU POLYMER
LIMITED
We are proud to introduce ourselves
as a manufacturer of the best
quality PP Woven Bag in Bangladesh
suitable for packing Food Grain,
Wheat Flour, Chemicals, Cattle Feed,
Fish Feed, Sugar, Fertilizer & many
more things. Our daily production
capacity is 1,60,000 Pcs & we can
supply according to the required
specifications of the buyer round
the year at a competitive price.
Deshbandhu Polymer Limited is an
ISO 9001:2008 Certified Company.
At every stage of production,
stringent quality control measures
are adopted to ensure consistently
good quality products.

Polymer factory production

13
 DESHBANDHU CEMENT
MILLS LIMITED

Deshbandhu Cement, an elegant brand

product of Deshbandhu Group, has finally
emerged in the flourishing market of
Bangladesh driven by ever thriving
consumer demand and confidence.
Deshbandhu Cement Mills Ltd aims to
establish its brand as a prime contender in
the construction segment of Real Estate
Industry. While its quality is marked by
Fineness, Strength and Standard Blending
Proportion of superior Raw Material,
Deshbandhu Cement will strive to certify on-
time demand delivery ensuring both product
Number of employees: satisfaction and service delightfulness of the
197 client.
14
At this moment, Deshbandhu
Cement Mill has daily production
capacity of 700 metric ton of
finished cement. Advance
modernization of various units of
the plant including full automation
of support system and solutions
(VRM), will enable the plant to
achieve additional 200 metric ton of
daily production in upcoming
periods. Furthermore, the plant has
been equipped with skilled and
efficient manpower along the entire
chain of process cycles, directly
accountable to management, which
signifies the group’s intent to make
the product compatible among
bests in the market.

15
 SAHERA
AUTO RICE
MILLS LTD
SAHERA AUTO RICE MILLS LIMITED is another effort of vertically
integrated diversification of Deshbandhu Group. The plant is fully
automatic and one of the best and modern fine rice producing units in
Bangladesh where the production capacity is 50,000 M. Ton per Year.
The plant is situated at Nageswari, Kurigram, one of the remote and
northern most locality of the country. The main mission of establishing
the mill is not only business, rather to enhance human resource
development and the betterment of poverty stricken people of the
locality.

Number of employees:
71

16
 SAHERA AUTO RICE MILLS LTD

Named after the late beloved mother of the Chairman and Managing Director of
the Group, The mill is the symbol of cherishing and up-keeping memoirs of their
mother.

17
Deshbandhu Food and
Beverage Limited is an
integrated beverage company
an effort of best diversification
of Deshbandhu Group.
Being registered with
Bangladesh Agro Processor’s
Association (BAPA) in 2016.
Deshbandhu Food and
Beverage Limited is an ISO
9001: 2008 certificated
company. Our production
capacity is 1,00,000 Bottle per
hour.

18
 DRINKING WATER

LICHI FLAVOR DRINK CUMIN FLAVOR DRINK

Number of employees: 410

ORANGE DRINK

MANGO DRINK
CARBONATED SOFT DRINK
DESHBANDHU FOOD AND BEVERAGE LIMITED

COLA FLAVOR DRINK

Available in 250 ml, 500 ml, 1000 ml and 2000 ml size bottles

19
LEMON DRINK CLOUDY LEMON DRINK
DESHBANDHU SHIPPING
LIMITED

Deshbandhu Shipping Ltd. (A sister concern of Deshbandhu Group) is a newly

formed ship owning company. This Group is the owner of two ocean going ships
named MV. GOLAM-E-MOSTAFA & MV. DESHBANDHU-1. Deshbandhu Shipping
Ltd. is a fast growing owner based professional and IMO registered organization
in Bangladesh. The company through its trained and dedicated workforce has
already succeeded in earning reputation nationally and globally and striving hard
to increase more vessels in its fleet.

Our owned & chartered vessels are engaged internationally and successfully
performing voyages with greater level of safety, efficiency and reliability. Our
Highly professional staffs, proactive approach, highly practical ideas, technical
knowledge, Deshbandhu group strategies etc. are being used for the growth and
expansion of shipping business.
20
G. M. Shipping” was established in the year of 2011 as a Ship Management
Company. Through the years of dedication, professionalism, vision and expertise
in the related fields, the G. M. Shipping has turned now into a major corporate
organization offering a wide and varieties spectrum of services in world wide
shipping arena.
The G. M. Shipping started ship management services in the year of 2011. It is
one of the leading Ship Management Companies in Bangladesh. The Company
has an excellent team of experienced, dedicated and hardworking shipping
professionals, capable of handling varieties of shipping business. The Company
provides sophisticated risk management and control techniques that create a
safe and environmentally friendly ship at running cost levels. The team is
working round the clock to attend each vessel anywhere in the world. The
Company prides on personalized customer support to each and every client. The
Company has earned market goodwill and recognition for efficiency in home and
abroad.
The Company is operating multipurpose cargo vessel, Bulk carrier and Tanker in
world wide trade. The vessels are maintained in the highest standard with
classification society, fully covered by 1st Class Hull & Machinery insurance and
P&I club. The vessels are manned with qualified and trained seafarers. The
company's philosophy is protection of ship, lives, cargo and environment.
21
SOUTHEAST SWEATERS
LIMITED

Southeast Sweaters Limited is a 100% export oriented sweater manufacturing

company of Deshbandhu Group. This company is exporting most of its products to
the world renowned buyers in Europe and North America while generating
employment of more than 1000 workforce.

22
Deshbandhu Group is now in progress of implementation of a 100% export oriented
woven based composite Textile Projects consists of Spinning, Weaving, Yarn Dyeing,
Dyeing, Printing & Finishing and Readymade Garments including Washing Plant of
adequate capacity. The project is located at Kumajpur, Nalka in Sirajganj,
Bangladesh, which is well connected through national highway networks, is about
150 km from the Dhaka city. We have adequate land for construction of the main
factory building & residential accommodation of the officers / staff / workers. The
project requires a total number of 6,339 persons of various categories.
The daily end production capacity is 52,800 Pcs of Woven Garments (RMG)
Top/Bottom including washing plant at adequate capacity, whose fabric
consumption is 87,120 Meter per day. The true backward linkages production
details of feeding the above RMG section to be supported by Spinning capacity of
20.60 M.Ton /day of various Card, Combed & OE Yarn, Weaving capacity of 72,354
Meter/day of Various Constructions, Dyeing & Finishing of 42,354 Meter (Solid &
Yarn Dyed), Rotary Screen Printing capacity of 30,000 Meter/day, and Yarn Dyeing
capacity of 10 M.Ton per day.
The project will be equipped with the best-in-class machineries from the EU, Japan,
Korea, Taiwan & China.
23
 DESHBANDHU FIBER
LTD.
Deshbandhu Fiber Ltd. is now in setting up of a 100% export oriented
Polyester Staple Fiber (PSF) with a production capacity of 300 M. Ton
per day by use of Purified Terephthalic Acid (PTA) and Mono Ethylene
Glycol (MEG) melting Polyethylene Terephthalate (PET) through the
Continuous Polymerization (CP) process. The project is located at
Baghabari Ghat River Port, Shahjadpur in Sirajganj, Bangladesh, which
is well connected through national highway networks and also by all
season river transport, is about 170 km from Dhaka. We have already
procured adequate land for construction of the main process houses
including stores & warehouses.
The plant will be supported by a fully dedicated 22 MW natural gas
based captive power plants to address its power requirements at its
large complex.
The corporate head office is located in Dhaka, Bangladesh, where
corporate functions are performed, such as procurement, logistics,
finance, and marketing.

24
 GM HOLDINGS LIMITED

The group is engaged in development of real estates including establishment

of state of the art residential, shopping malls and office buildings in Dhaka
city and other regional cities of the country.

In December 2004, Deshbandhu Group started the development of Real Estate

in the banner of G.M. Properties. The company developed a state-of-the-art six
storied office building with basement parking in Banani, a commercial hub of
the capital city named as “Mostafa Centre”. "Rapa Plaza", Largest modern
shopping complex at that time and still a mile stone stand in the middle of the
city.

However on November 2016 G.M. Properties has rebranded and

metamorphosed into a true 360 degree capacity real-estate developer as GM
HOLDINGS LIMITED. It has moved from developing for own, to developing the
nation. It is not limiting itself only in the capital or urban area but moving
forward to all other regions of Bangladesh. It has developed structures ranging
from industrial, to corporate, to retail and commercial, and most heavily into
residential buildings. GM HOLDINGS LIMITED shaping the future of Bangladesh,
one structure at a time.

25
 TRADING COMPANIES

Fertilizer Marketing Corporation (FMC)

Established in 2003, FMC concentrates on import, trade and supply of all sorts of
fertilizer including, but not limited to, DAP, MOP & TSP from omnibus origins. In
recent years, the company has emerged as one of the largest importers of
fertilizer in Bangladesh

Moru Trade
The very first trading company of Deshbandhu Group, was established in 1990.
The primary business of the company is to import and marketing of bulk
commodities. Immediately after inception of the company, it started importing
cement as bulk commodities. Subsequently, the Company concentrated on
import, supply and marketing of Fertilizer after the decision of the Government
to withdraw restrictions on the private Sector to import Fertilizer. Since 1992 the
company and its associates imported around 2 (two) Million tons of fertilizer &
other raw materials.
To diversify its business, the company started dealing in Rice in 1994. It has
successfully imported and supplied huge quantity of rice/food grains to the
Department of Food, Government of Bangladesh towards their Food grain
Procurement Programme.

M.R. Trading
Since its establishment in 1998, M. R. Trading is engaged in import-export,
trading and supply of fertilizer/cement/rice and other food grains. This company
along with other associates has exported fertilizer to Nepal, India, Turkey and
other countries
26
It is a centrally air-conditioned, most modern multi-storied Shopping Mall at
House # 400, Road # 27, Dhanmondi, Dhaka. The complex, a six- plus two
storied building with two basement floors, measuring a total built up area of
around 100,000 sft. It is one of the most elegant shopping malls in the city
having 77 shops and few Office units.
Rapa Plaza was developed by A&M Properties, a joint venture collaboration
between Mr. Golam Mostafa, Chairman, Deshbandhu Group and Mr. Ainul
Haque, Chairman, Manama Development Limited.

27
 DESHBANDHU
POWERPLANT LIMITED
Deshbandhu Power Plant Limited envisages setting up of power plant of 10 mega watt
(MW) capacity at Kawadi, Charsindur, Palash, Narsingdi, Bangladesh. It is a captive power
plant. The plant already has a generation capacity of 3.1MW. By adding or setting up new
power plant, the capacity is expected to be increased to 10MW. The total cost of the
project is worth Tk. 539.13 million (including fixed costs).

Once fully commissioned, the plants will generate 8,670,000 KW-H of electricity per
annum. 10% of this will be used for own consumption, while remaining 90% will be sold
to Rural Electrification Board (REB). The plants are expected to go into full production
shortly.

DESHBANDHU MEDIA LIMITED

The Daily Ajkaler Khabar Ltd
The Daily Ajkaler Khabar Ltd is one of the leading daily news paper in Bangladesh. The
paper is published from the house of Deshbandhu Group. Mr. Golam Mostafa is the
President of the editorial board.
The Daily Ajkaler Khabar Ltd. provides international news as well as research articles both
political & Geo- economical aspect.
Although the paper is comparatively new, however committed, experienced & highly
progressive journalists are actively engaged in searching about national and international
trend of socio-economic and politico affairs to sharing with and make people conscious
towards realistic. The current daily circulation of the paper is around 40,000 copies
including free circulation.

Weekly Dudkumar
The Weekly Dudkumar is published from Nageswari, District Kurigram. It is the only
Weekly Newspaper in northern region of Bangladesh which is more popularly known as
"Uttar Dharla". Mr. Golam Mostafa, Chairman of Deshbandhu Group Ltd., is the founder
key person of this newspaper.

28
 DESHBANDHU PERCEL AND
LOGISTICS SERVICES LIMITED
Deshbandhu Parcel & Logistics services Ltd. (DPLS) a newly added sister
concern of Deshbandhu Group (DBG). DPLS started its journey on 08th
August, 2017. The mission of the business is to ensure quick and safe
delivery of all form of parcels and other relative services within the country
in a timely manner. DPLS also provide logistics support and services.

Services and features

45
o Parcel booking.
o Conditional booking.
o Goods and Machineries booking.
o Door to Door delivery service.
covered van fleet
o Special service for the delivery of medicine.
o 24 hours complain and help service.
o Expert and experienced manpower for booking and delivery.
o CC camera controlled.
o Modern Central Control Cell with all support for fast loading and un-
loading goods.
o 100% secured delivery

Total employees: 51

29
SAHERA WASEQUE HOSPITAL
LIMITED

A non profit initiative by Deshbandhu group for the people of Bangladesh to

spread medical services. Health services are inadequate in Bangladesh against
number of population mostly in sub urban and rural areas. Deshbandhu group
has undertaken this initiative to mobilize health benefits in sub urban and rural
areas. Sahera Waseque Hospital is the first milestone of Deshbandhu group in
this noble initiative.

In future, Deshbandhu group aims to peddle similar services across nation.

30
 Conclusion
The experience achieved from the organizational structures of Deshbandhu
Group(DBG) enhanced our knowledge portfolio to a greater extent. Every
department of DBG contributes intensive effort regarding the brand building
of the products. The reflection of the effort could be seen from the strategic
marketing/communicational theme and USPs of brands like sugar, polymer,
cement, rice etc. The pace of which DBG is currently accelerating, will
undoubtedly lead the company to the peak of success where majority of the
market shares will be withhold by the brands of DBG. We are concluding our
case study by stating that, being able to work with a company like DBG
enabled us to achieve a bundle of practical knowledge which will turn out to
be a great support for our future strategy formulations.

The main strategy of the group is designing their business as the demand of
the products. Like about brands like sugar, cement, rice, they selected to
make the business through B2B as they prepared buyer throughout nations.
On the hand, about the brands like soft drinks, they prefers to go to direct
customers to enhance their business from door to door.

This study is conducted for the purpose of generating knowledge about to

learn and understand the structure and design of an organization. And our
team is very obliged to Deshbandhu Group, one of the biggest group of the
country, for giving us such privilege and time to research, study and
understand this big venture.

At the end, we truly like to express our utmost gratitude to the our honorable
faculty and coarse teacher S. M. Zakaria sir for leading us from the front to
attain the knowledge of designing such a huge group of industries, to attain
the experience of working with one of the leading group of the country and
to accomplish the goal of case study.

It’s such a great honor for us being your student.

Thanks.

31