Butterfly Group
Butterfly Group, founded 1987 in Dhaka, is Bangladesh's leading multi-brand consumer-electronics and home-appliances retailer and manufacturer, operating 200+ retail stores, an e-commerce platform, and three manufacturing subsidiaries producing LED TVs, refrigerators, and air conditioners under LG and Hisense technology alliances.
- Company typePrivate
- Founded1987
- HeadquartersDhaka, Bangladesh
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Butterfly Group does
Butterfly Group, founded in 1987 and headquartered in Dhaka, Bangladesh, is the leading multi-brand consumer electronics and home appliances retailer and manufacturer in the country under its principal operating entity Butterfly Marketing Limited. The company distributes and sells televisions (OLED, QLED, UHD, Smart), air conditioners (inverter and non-inverter, including commercial cassette and ceiling units), refrigerators, washing machines, ovens, generators, water heaters, kitchen appliances, fans, irons, and AKASH DTH satellite-television combos, operating both its own BUTTERFLY brand and authorized dealerships for LG, Samsung, Hitachi, Whirlpool, Haier, Toshiba, and Hisense. Its GTM motion is sales-led, anchored by 200+ physical retail stores across all major Bangladeshi cities and an owned e-commerce storefront at butterflygroupbd.com; pricing is unit-based with hire-purchase/EMI schemes that broaden affordability to lower-income households.
The business model combines multi-brand retail distribution with backward-integrated manufacturing. Since 2012, the group operates three wholly-owned manufacturing subsidiaries — Butterfly Limited, Butterfly Manufacturing Co. Ltd, and Butterfly Industries Ltd — that produce LED TVs, refrigerators, and air conditioners under strategic alliances with LG and Hisense for technology transfer. Revenue streams are hardware sales across the consumer durables spectrum plus financing-adjacent income from hire-purchase/EMI arrangements; pricing is not publicly disclosed and individual SKU pricing is rendered on the e-commerce site.
The company targets individual households and families (horizontal segmentation) across Bangladesh, with no named enterprise or institutional customers disclosed. Marketing is run through the e-commerce site, Facebook, LinkedIn, YouTube, and Instagram, supplemented by promotional campaigns including FIFA World Cup 2026 offers, a 'Try & Buy' in-home trial program, and exchange-offer trade-in promotions. Governance is led by CEO and Managing Director Mustafizur Rahman Shazid, a 30-year veteran (joined 1995) who previously served as COO and was instrumental in setting up the LG factory; the entity was converted to public-company status in 1995, although no public listing or disclosed ownership/institutional-investor structure is available in the source material.
Butterfly Group firmographics
Firmographics- Name
- Butterfly Group
- Legal name
- Butterfly Marketing Limited
- Website
- https://butterflygroupbd.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Butterfly Group, founded 1987 in Dhaka, is Bangladesh's leading multi-brand consumer-electronics and home-appliances retailer and manufacturer, operating 200+ retail stores, an e-commerce platform, and three manufacturing subsidiaries producing LED TVs, refrigerators, and air conditioners under LG and Hisense technology alliances.
- Ownership category
- akta.pro rank
Butterfly Group industry classification
Industry- Product category
- Consumer Electronics and Home Appliances Retail
- NAICS
- Electronics and Appliance Retailers (4492), Major Household Appliance Manufacturing (33522), Small Electrical Appliance Manufacturing (33521)
- SIC
- Household Appliances (3630), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers) (CRACACAB)
Keywords
Where Butterfly Group is headquartered
LocationHeadquarters
- HQ city
- Dhaka
- HQ country
- Bangladesh
- HQ region
- Asia
Offices12 records
Markets served
Butterfly Group business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Consumer Electronics Retail: Sale of consumer electronics and home appliances including TVs, air conditioners, refrigerators, washing machines, ovens, and kitchen appliances through retail stores and e-commerce platform.
- Hire Purchase and EMI Schemes: The company offers hire-purchase schemes that allow customers to pay over time, expanding the customer base to those who cannot pay upfront for electronics and appliances.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for consumer electronics and appliances |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Butterfly Group product offering
Product offeringCore offering
Butterfly Group is Bangladesh's largest multi-product consumer durables retailer, distributing televisions, air conditioners, refrigerators, washing machines, ovens, kitchen appliances, generators, and water heaters through 200+ retail showrooms and an e-commerce storefront. The group also manufactures LED TVs, refrigerators, and air conditioners through wholly-owned subsidiaries under strategic alliances with LG and Hisense. Hire-purchase and EMI payment schemes extend product accessibility to a broad range of households across Bangladesh.
Product overview
Butterfly Group operates as a multi-brand electronics and home appliances retailer and manufacturer in Bangladesh. The company offers a comprehensive portfolio of consumer durables organized across multiple product categories: televisions (OLED, QLED, UHD, Smart TV), air conditioners (inverter and non-inverter models), refrigerators (top mount, bottom mount, freezer, multi-door, no-frost, minibar), washing machines (front loading, top loading, semi-auto), ovens (solo, grill, convection, electric), and other appliances including generators, water heaters, kitchen appliances, irons, and fans. The group also distributes commercial air conditioning solutions and AKASH DTH television products. Butterfly manufactures LED TVs, refrigerators, and air conditioners at its backward integration facilities established in 2012 through strategic partnerships with LG and Hisense. The product ecosystem is centered on multi-brand distribution, with the company serving as authorized dealer for LG, Samsung, Hitachi, Whirlpool, Haier, Toshiba, Hisense, and its own Butterfly brand.
Differentiator
Problem solved
Functional benefit
Brands
- BUTTERFLY: The company's own brand sold alongside LG, Samsung, Hitachi, Whirlpool, Haier, Toshiba, Hisense and other international brands
Products and services
- Television (OLED, QLED, UHD, Smart TV)
- Air Conditioners (Inverter, Non-Inverter)
- Refrigerators (Top Mount, Bottom Mount, Freezer, Multi-Door, No-Frost, Minibar)
- Washing Machines (Front Loading, Top Loading, Semi Auto)
- Ovens (Solo, Grill, Convection, Electric)
- Kitchen Appliances (Rice Cooker, Dishwasher, Sterilizer, Induction Cooker, Blender, Mixer Grinder, Toaster, Sandwich Maker, Kettle, Unilever Pureit)
- Irons (Dry Iron, Steam Iron, Styler)
- Ceiling Fans
- Water Heaters (Vertical, Horizontal)
- Petrol Generators
- Commercial Air Conditioners (Cassette Type, Ceiling Type)
- AKASH DTH Combo Systems (Common LNB, Basic) Direct-to-Home satellite television systems for digital television reception, targeted at households and businesses needing satellite broadcast.
- Butterfly-branded LED TVs, Refrigerators, and Air Conditioners (Manufacturing) LED TVs, refrigerators, and air conditioners manufactured at Butterfly's state-of-the-art backward-integrated production facilities under strategic alliance with LG and Hisense.
Quantifiable outcome
- Top position in consumer electronics in Bangladesh maintained since 2001
Companies that use Butterfly Group
Customer profileSegments1 record
Ideal customer profiles2 records
Butterfly Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Butterfly Group partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- LGcoreLong-standing strategic partnership with LG. LG awarded Butterfly Marketing Limited with distribution rights in 1995. Strategic alliance extended to manufacturing in 2012 with state-of-the-art manufacturing facilities established for LED TVs, Refrigerators, and Air Conditioners production under LG brand.
- HisensecoreStrategic alliance with Hisense established in 2012 for manufacturing facilities. Hisense partnered with Butterfly for local production of LED TVs, Refrigerators, and Air Conditioners in Bangladesh.
- Butterfly Manufacturing Co. LtdcoreManufacturing company established in 2012 as part of Butterfly Group's backward integration strategy. State-of-the-art manufacturing facility for consumer electronics.
- Butterfly Industries LtdcoreManufacturing company established in 2012 as part of Butterfly Group's backward integration strategy. Produces LED TVs, Refrigerators, and Air Conditioners.
- Butterfly LimitedcoreManufacturing company established in 2012 as part of Butterfly Group's backward integration strategy, operating as part of the group's backward integration initiative.
- Butterfly Marketing LimitedcoreButterfly Marketing Limited is the first venture of Butterfly Group, founded in 1987. Started with 3 retail outlets and became the foundation for the group's consumer electronics business.
Scale indicators4 records
Recent moves9 records
Expansion highlights5 records
Butterfly Group competitors and assessment
Company assessmentDirect peers
- Marcel: Bangladeshi electronics and appliance brand competing in refrigerators, TVs, ACs and washing machines with both manufacturing and retail channels. Directly comparable in product mix and target customer to Butterfly.
- Walton Hi-Tech Industries: Bangladeshi manufacturer and retailer of consumer electronics and home appliances (TVs, refrigerators, ACs, washing machines) with nationwide distribution. Directly comparable to Butterfly as a multi-category durable-goods brand-retailer-manufacturer competing for the same Bangladesh household wallet.
- Singer Bangladesh: Long-established Bangladeshi consumer durables retailer and distributor with deep nationwide presence in sewing machines, refrigerators, ACs and small appliances. Closely comparable to Butterfly Group's multi-product retail and hire-purchase financing model.
- Transcom Group: Diversified Bangladeshi conglomerate with consumer electronics and appliance distribution partnerships alongside other FMCG and industrial businesses. Comparable as a multi-brand consumer electronics distributor in Bangladesh.
- Best Electronics (Bangladesh): Bangladeshi electronics retailer operating showrooms across the country with TVs, refrigerators, ACs and household appliances. Same category, customers and GTM as Butterfly Group's retail network.
- Rangs Electronics: Bangladeshi electronics retailer and brand offering refrigerators, TVs, freezers and small appliances with nationwide showrooms. Directly comparable multi-category retail presence in the same Bangladesh market as Butterfly.
- Electro Mart Bangladesh: Bangladesh-based omnichannel electronics and home appliance retailer carrying Samsung, LG, Sony and other global brands. Comparable on assortment, financing options, and Bangladesh consumer target.
Regional players
- Croma (Tata Group): India's largest omnichannel electronics and appliance retailer under the Tata Group, carrying TVs, appliances and gadgets. Comparable South Asian specialty electronics retailer model, though operating in India rather than Bangladesh.
- Reliance Digital: Large-format consumer electronics and appliance retail chain in India within the Reliance Retail network, distributing Samsung, LG and other global brands. Comparable store-based specialty electronics model, but India-only footprint.
Broad incumbents
- LG Electronics (Home Appliance division): Global appliance and electronics OEM of which Butterfly is a long-time distribution and manufacturing partner; comparable as a wider industry incumbent whose Bangladesh strategy is partly executed through Butterfly's network.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Butterfly Group social profiles
Digital presenceButterfly Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Butterfly Group leadership team
Management profileNumber of profiles
Profiles1 record
Butterfly Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
Butterfly Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Butterfly Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Butterfly Group
What does Butterfly Group do?
Butterfly Group is Bangladesh's largest multi-product consumer durables retailer, distributing televisions, air conditioners, refrigerators, washing machines, ovens, kitchen appliances, generators, and water heaters through 200+ retail showrooms and an e-commerce storefront. The group also manufactures LED TVs, refrigerators, and air conditioners through wholly-owned subsidiaries under strategic alliances with LG and Hisense. Hire-purchase and EMI payment schemes extend product accessibility to a broad range of households across Bangladesh.
Is Butterfly Group a public or private company?
Butterfly Group is a private company. It is classified as unknown and is currently operating.
When was Butterfly Group founded?
Butterfly Group was founded in 1987. It employs 1,001 to 5,000 people.
Where is Butterfly Group based?
Butterfly Group is headquartered in Dhaka, Bangladesh, in the Asia region.
How does Butterfly Group make money?
Two revenue lines are on record. Consumer Electronics Retail is the primary driver. The others are hire Purchase and EMI Schemes.
Who are Butterfly Group's main competitors?
Direct peers on record are Marcel, Walton Hi-Tech Industries, Singer Bangladesh, Transcom Group, Best Electronics (Bangladesh), Rangs Electronics and Electro Mart Bangladesh. Regional players are Croma (Tata Group) and Reliance Digital. LG Electronics (Home Appliance division) is listed as a broad incumbent.
Does Butterfly Group have an API?
No public API is recorded for Butterfly Group.
What industry is Butterfly Group in?
Butterfly Group's product category is Consumer Electronics and Home Appliances Retail. Its primary akta.pro industry code is CRACACAB, Refrigeration & Freezer Retail (Refrigerators, Freezers, Wine/Beverage Coolers). Its NAICS code is 4492 and its SIC code is 3630.