Aarong

What Aarong does

Aarong is a Bangladesh-based multi-category retail and e-commerce platform operating as a social enterprise of BRAC, the world's largest NGO. Founded in 1978 and headquartered in Dhaka, the company sells handcrafted clothing, jewellery, home decor, gifts, and personal care products across eight product lines — Aarong Women, Aarong Men, Aarong Kids, Aarong Jewellery, Aarong Home Decor, Aarong Gifts & Crafts, Aarong Wedding, and the BSTI-certified natural skincare brand Aarong Earth — alongside premium sub-brands TAAGA (women's sustainable fashion), TAAGA MAN (men's daily attire), and luxury womenswear line HERSTORY By Aarong. Its core technology proposition rests on traditional Bangladeshi artisanal craftsmanship rather than proprietary software, with products handcrafted using local techniques that yield unique color, texture, and finish variations.

The company operates a dual-channel distribution model: company-owned physical retail outlets across multiple Bangladesh cities including Dhaka (Tejgaon, Banani, Uttara, Dhanmondi Flagship), Chittagong (Sholoshahar, Halishahar), Cox's Bazar, and Savar, complemented by the aarong.com e-commerce platform serving Bangladesh and seven international markets (USA, Australia, Canada, Germany, Singapore, UAE, UK) via DHL fulfillment. Payment infrastructure includes mobile financial services/banking wallet integrations and Facebook/Google social login. Aarong monetizes primarily through one-time retail and e-commerce transactions in Bangladeshi Taka plus a subscription-style loyalty layer through My Aarong Rewards (Insider, Lifestyle, Gold, Platinum tiers) and Club TAAGA (Planet, Galaxy tiers), with the latter gated at a BDT 4,999 purchase threshold. The loyalty layer is reinforced by an extensive partner network spanning airlines, hotels, dining, theme parks, and BRAC Healthcare, which is used to drive festival-season campaigns around Eid, Puja, Christmas, Valentine's Day, and weddings. As a BRAC-owned private entity, Aarong's commercial operations are integrated with BRAC's social mission of supporting Bangladeshi artisans through ethical production.

Name

Aarong

Legal name

Aarong

Website

https://aarong.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Aarong is a Bangladesh-based, BRAC-owned social enterprise retail and e-commerce brand selling handcrafted clothing, jewellery, home decor, gifts, and BSTI-certified natural skincare across eight product lines and multiple sub-brands, serving Bangladeshi consumers domestically and seven international markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Dhaka

HQ country

Bangladesh

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales: Physical retail store sales across multiple Aarong outlets in Bangladesh cities including Dhaka, Chittagong, and Cox's Bazar.
2. E-commerce Sales: Online sales through aarong.com for Bangladesh and international webstores for customers outside Bangladesh.
3. Loyalty Program Revenue: My Aarong Rewards and Club TAAGA loyalty programs drive customer retention and repeat purchases through points-based rewards.
4. Gift Cards: Aarong gift cards sold for gifting occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Aarong is a BRAC social enterprise that designs, sources, and retails ethically made, handcrafted Bangladeshi products including traditional and contemporary clothing for women, men, and children, gold and fashion jewellery, home décor, gifts and crafts, and natural skincare (Aarong Earth). Products are sold through company-owned retail outlets across Bangladesh and the aarong.com e-commerce platform, with international shipping to multiple countries. The business also operates two tiered customer loyalty programs — My Aarong Rewards and Club TAAGA — that drive repeat purchases.

Product overview

Aarong is a BRAC social enterprise offering ethically made handcrafted products from Bangladesh. The company operates a multi-category retail platform with core sub-brands spanning women's wear (Aarong Women), men's wear (Aarong Men), children's clothing (Aarong Kids), natural skincare (Aarong Earth), jewellery (gold, silver, pearl, fashion, and diamond), home décor, gifts & crafts, and wedding-specialized collections. Premium fashion sub-brands include TAAGA (women's sustainable fashion) and TAAGA MAN (men's daily attire), alongside luxury couture line HERSTORY By Aarong. The company maintains two loyalty programs: Club TAAGA for the fashion sub-brands and My Aarong Rewards for general retail customers. Products are available through physical retail outlets across Bangladesh and the aarong.com e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• TAAGA: Inspiring Change, celebrating diversity and embracing sustainability through fashion crafted for women.
• TAAGA MAN
• HERSTORY by Aarong
• Aarong Earth

Products and services

• Aarong Women Women's clothing line offering traditional and contemporary apparel including saree, shalwar kameez, kurta, panjabi, scarves, nightwear, shawls, shoes, and accessories, targeted at female consumers seeking ethically made Bangladeshi ethnic and modern fashion.
• Aarong Men Men's clothing line offering traditional and contemporary apparel including panjabi, shirts, fatua, shawls, t-shirts, polos, shoes, and accessories for male consumers.
• Aarong Kids Children's clothing range spanning newborn to 15 years, including partywear, newborn apparel, junior and youth clothing, shoes, toys, books, kids home décor, and kantha gift sets for parents and gift purchasers.
• Aarong Earth Natural skincare and hair care product line featuring handmade soaps, body washes, face washes, hair packs, oils (Black Seed, Sesame Extract, Coconut Oil), shampoos, lip balms, soothing gels, candles, and diffusers, manufactured under BSTI licence.
• Aarong Jewellery Jewellery collection including gold (21 karat with hallmark), silver, pearl, fashion, and diamond jewellery, with products such as earrings, necklaces, bracelets, bangles, rings, nose pins, anklets, lockets, pendants, and hair accessories.
• Aarong Home Decor Home decoration and living accessories including living room items, dining ware, decor pieces, kids home items, stationery, gift cards, and lawn and gardening products.
• Aarong Gifts & Crafts Handcrafted gift items and craft products including gift cards, earth gift baskets, souvenirs, lawn and gardening items, occasion gifts, gift ideas by price, textile crafts, and non-textile crafts.
• Aarong Wedding Wedding-specialized collection featuring bridal and groom attire for women and men, wedding home décor, and wedding jewellery including gift cards.
• TAAGA Women's fashion sub-brand celebrating diversity and sustainability, featuring tops, coats, jackets, dresses, accessories including jewellery, purses, and shoes.
• TAAGA MAN Men's daily attire essentials sub-brand catering to youth and professionals, featuring festive stripes, everyday basics, elevated casuals, panjabis, casual shirts, t-shirts, accessories, bags, and shoes.
• HERSTORY By Aarong Luxury women's couture line inspired by Bangladeshi cultural heritage, blending modernity with artisanal craftsmanship. Features jackets and couture pieces available at select Aarong outlets including Tejgaon, Banani, Uttara, Dhanmondi Flagship, and Chattogram Sholoshahar.
• My Aarong Rewards General customer loyalty program with tiered membership (INSIDER, LIFESTYLE, GOLD, PLATINUM). Earns reward points on purchases, offers exclusive discounts with partner brands, and provides priority checkout during festivals.
• Club TAAGA TAAGA and TAAGA MAN brand loyalty program with tiered membership (PLANET, GALAXY, Universe). Offers special offers, campaigns, prizes, news updates, and partner benefits; GALAXY membership requires BDT 4,999 purchase.
• Aarong Gift Card Digital and physical gift cards available for purchase as wedding and general occasion gifts across the Aarong product range.

Segments11 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

31 partnerships are on record, tiered minor.

• US-Bangla AirlinesminorGTM or Marketing PartnerPartner in loyalty campaigns offering flight rewards. Top shoppers win round-trip air tickets to Maldives, Bangkok, Cox's Bazar, and Sylhet through campaign promotions.
• NOVOAIRminorGTM or Marketing PartnerAirline partner offering flight tickets as rewards for top loyalty program shoppers. Provides round-trip flights to Cox's Bazar for winners.
• GoZayaanminorGTM or Marketing PartnerTravel partner offering flight and hotel discount coupons (BDT 1,000-2,000) on purchases of BDT 3,000-5,000+, and holiday package prizes.
• Pizza Hut BangladeshminorGTM or Marketing PartnerDining partner offering complimentary pizza meals and family dine-in treats for shoppers meeting purchase thresholds during campaign periods.
• Holiday Inn DhakaminorGTM or Marketing PartnerHotel partner providing couple dinner rewards and accommodation offers for top loyalty program members.
• Ramada by Wyndham DhakaminorGTM or Marketing PartnerResort partner offering staycation prizes including one-night accommodation at Ramada properties for top shoppers.
• Dera Resort & SpaminorGTM or Marketing PartnerResort partner at Cox's Bazar and Manikganj locations offering staycation experiences for loyalty program winners.
• Yamaha BangladeshminorGTM or Marketing PartnerPartner offering Yamaha FZS-V2 bike as grand prize in scratch and win campaign, plus 5% discount on services and spare parts.
• Mana BayminorGTM or Marketing PartnerTheme park partner offering complimentary full park access and BOGO shopping offers for top Club TAAGA shoppers.
• BCDM (Bangladesh Centre for Development and Modelling)minorGTM or Marketing PartnerResort partner at Rajendrapur and Savar locations offering staycation prizes with 30% room rate discount for loyalty members.
• The FlouristminorGTM or Marketing PartnerBakery partner offering complimentary cookie boxes and 15% discount for Club TAAGA members during campaign periods.
• BASECAMPminorGTM or Marketing PartnerAdventure resort partner offering Munlai Community Tourism experiences, staycation retreats at Gazipur and Chittagong locations, and daylong activity experiences.
• Suzuki BangladeshminorGTM or Marketing PartnerMotorcycle partner offering Suzuki Gixxer Monotone as grand prize in loyalty campaign for top Eid shoppers.
• BRAC HealthcareminorGTM or Marketing PartnerHealthcare partner offering full body check-up prizes for mothers and 15% discount on diagnostic services at BRAC Healthcare centers.
• Star CineplexminorGTM or Marketing PartnerMovie theatre partner offering complimentary movie tickets for two to top loyalty program shoppers.
• Station by Chef's TableminorGTM or Marketing PartnerRestaurant partner offering BDT 300 discount vouchers on purchases of BDT 3,000 or more.
• ShareTripminorGTM or Marketing PartnerTravel partner providing Dhaka-Cox's Bazar round-trip air tickets and airport lounge access for top Club Taaga campaign winners.
• The Slow DeckminorGTM or Marketing PartnerRiver cruise resort offering daylong river experiences and sunset sailing retreats for Club TAAGA Eid Retreat winners.
• Grand Sylhet Hotel & ResortminorGTM or Marketing PartnerHotel partner in Sylhet offering couple dinner rewards for Club TAAGA Valentine's campaign winners.
• Coal and CoffeeminorGTM or Marketing PartnerCafé partner in Dhaka offering coffee and chocolate cake for two plus grand prize couple platter during Fall campaign.
• Sugondha RestaurantminorGTM or Marketing PartnerRestaurant partner in Tangail offering coffee for two during Fall campaign promotions.
• Taste StationminorGTM or Marketing PartnerRestaurant partner in Chittagong offering coffee for two during Club Taaga Fall campaign.
• CheesyminorGTM or Marketing PartnerRestaurant partner in Khulna offering coffee for two during Fall campaign.
• Hotel Elite Palace CumillaminorGTM or Marketing PartnerHotel partner in Cumilla offering coffee for two during Fall campaign.
• The Cake StandminorGTM or Marketing PartnerBakery partner in Jashore offering coffee for two during Fall campaign promotions.
• Twin Rooftop RestaurantminorGTM or Marketing PartnerRestaurant partner in Rangpur offering coffee for two during Club Taaga Fall campaign.
• Grand Palace DhakaminorGTM or Marketing PartnerHotel partner offering complimentary wellness center voucher and 50% room rate discount for Club TAAGA scratch and win campaign.
• Peshawar ExpressminorGTM or Marketing PartnerRestaurant partner in Chittagong offering couple dinner rewards for Valentine's campaign.
• Elite Palace CumillaminorGTM or Marketing PartnerHotel and restaurant partner in Cumilla offering couple dinner rewards for Club TAAGA Valentine's campaign.
• Bites and Brew RajshahiminorGTM or Marketing PartnerRestaurant partner in Rajshahi offering couple dinner rewards for Valentine's campaign.
• Noorjahan Restaurant & Party VenueminorGTM or Marketing PartnerRestaurant partner in Tangail offering couple dinner rewards for Valentine's campaign.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fabindia: Indian handcrafted ethnic apparel and home retailer with a social-mission positioning rooted in artisan employment — the closest international analogue to Aarong in product mix, ethical-handcraft story, and multi-category lifestyle breadth.
• Biba: India's leading women's ethnic wear brand spanning kurtas, suits, and occasion wear through owned retail and digital channels — directly comparable to Aarong Women's core assortment and target customer.
• Manyavar: India's dominant men's ethnic wear chain (panjabi, kurta, sherwani) with extensive owned-retail and franchise footprint — directly comparable to Aarong Men's traditional and occasion-wear categories.
• W for Woman: Indian women's ethnic and contemporary fusion wear brand — comparable in modern-traditional positioning targeting working women, similar to Aarong Women and TAAGA.
• Global Desi: Indian ethnic-casual fusion brand for women with vibrant prints — comparable to Aarong's TAAGA line for younger, contemporary ethnic shoppers.
• Cats Eye (Bangladesh): Bangladeshi fashion brand offering traditional and contemporary clothing for men, women, and kids through retail stores — direct competitor in Aarong's home market across overlapping ethnic categories.
• Ecstasy (Bangladesh): Bangladeshi fashion retailer focused on traditional and contemporary ethnic wear — direct Bangladesh-market competitor to Aarong across saree, salwar kameez, and panjabi categories.
• Anokhi: Indian handcrafted block-print apparel and home textile brand — comparable to Aarong in artisan-driven production, ethical sourcing, and lifestyle product breadth.

Broad incumbents

• Anthropologie: Global lifestyle retailer offering curated apparel, home décor, beauty, and gifts with a handcrafted/aesthetic positioning — comparable to Aarong's lifestyle breadth and craft-led merchandising, though at much higher price points.

Regional players

• Tribal Fashion (Bangladesh): Bangladeshi contemporary fashion retailer offering clothing for men and women — regional competitor in the same Dhaka retail landscape, with overlap on Aarong's mid-premium contemporary segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/BRAC_AARONG
• Facebookfacebook.com/BRAC.AARONG

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aarong