SILQ, parent company of Bangladesh’s ShopUp, has signed an agreement with Alin Food Products Ltd., appointing SILQ as Alin’s exclusive distribution partner in the Kingdom of Saudi Arabia (KSA). The signing took place at ShopUp’s headquarters in Tejgaon, Dhaka, a press release said.
The partnership shifts Alin from traditional exporting to direct distribution, putting SILQ in charge of getting products onto retail shelves across Saudi Arabia. By activating SILQ’s on-ground network, Alin products will reach Saudi retail shelves faster, replenish more predictably, and scale coverage across key cities. This model is designed to meet strong demand from Bangladeshi expatriates and the wider South Asian diaspora, a sizable share of Saudi Arabia’s population, who seek familiar Bangladesh-made products.
Initial shipments totaling USD 1 million are live, supported by a nationwide route to market spanning modern trade chains, wholesale distributors, and neighborhood groceries across Riyadh, Jeddah, Dammam, and secondary cities. The rollout prioritizes Ramadan and Eid readiness with shelf depth and rapid wholesale replenishment, while setting a USD 20 million target for 2026.
“A direct route to the local shelf is how Bangladeshi producers build durable market presence in the Gulf,” said Ataur Rahim Chowdhury, CEO, ShopUp (Bangladesh). “This agreement with Alin gives consumers faster access to trusted products and gives the brand a repeatable path to scale.”
“Reliable distribution is the difference between occasional export and sustained growth,” said Mamun Rashid, President, ShopUp. “SILQ’s infrastructure creates predictability at scale so Bangladeshi brands can show up where shoppers already buy.”
“With SILQ’s on-ground capability in Saudi Arabia, Alin can serve customers directly and consistently,” said Omar Farooque, Chairman and Managing Director, Alin Food Products Ltd. “This partnership helps us deliver the authentic taste of Bangladesh to families who want the flavors they grew up with.”
The agreement was signed at ShopUp HQ in Dhaka in the presence of Ataur Rahim Chowdhury, CEO, ShopUp Bangladesh; Mamun Rashid, President; Maj Gen Hamid R Chowdhury, rcds, psc (Retd), Chief Strategic Advisor; and Shish Mohammed, General Manager, from ShopUp, and Omar Farooque, Chairman and Managing Director; Abdul Mazed Rony, Deputy Managing Director; Abu Jaber, Director; Mohammad Jalal Uddin, Chief Operating Officer; and Brig Gen Kazi Showkat Alam (Retd.), Chief Human Resource Officer, from Alin Food Products Ltd.
