The business environment in Bangladesh is undeniably dynamic and competitive, demanding exceptional vision and adaptability from its leaders. In this arena, Md. Quamrul Hassan stands as a luminary whose innovative approach and strategic foresight have not only redefined industries but also set new benchmarks for leadership excellence. His remarkable career, spanning over two decades, is a testament to his ability to merge business acumen with social consciousness, earning him the title of The Game Changer by The InCAP.

As the Chief Business Officer of ACI Consumer Brands, Hassan has pioneered transformative initiatives that have shaped consumer behaviors and elevated market standards. From introducing Virgin Drinks, a trailblazer in Bangladesh’s carbonated soft drink market, to establishing ACI Pure Salt as the nation’s benchmark of purity and quality, his accomplishments are both groundbreaking and impactful. Moreover, his leadership extends beyond product innovation to advocating for social change—championing initiatives like VAT exemptions on sanitary napkins and contributing to the development of the national Salt Policy.

The InCAP engaged in an insightful conversation with Md. Quamrul Hassan to explore the philosophies, milestones, and challenges that define his illustrious journey. In this exclusive interview, he shares his thoughts on leadership, innovation, and the transformative power of resilience.

Without further ado, we present The Game Changer in his own words— a visionary leader shaping the future of Bangladesh’s corporate landscape.

Exclusive Interview with Quamrul Hassan

Md. Quamrul Hassan
Chief Business Officer
ACI Consumer Brands

The InCAP: Mr. Quamrul Hassan, your professional journey is a testament to visionary leadership and unwavering dedication. Could you share the pivotal moments and milestones that have shaped your career and defined your path to success?

Quamrul Hassan: My professional journey has been shaped by several pivotal moments and milestones that reflect both my passion for innovation and my commitment for driving growth and positive change. One of the most defining moments came when I was with Global Beverage Co. Ltd., where I had the opportunity to launch and nurture Virgin Drinks in Bangladesh. This was a groundbreaking move in the carbonated soft drinks market, challenging two global giants and introducing a fresh, innovative product to the local market.

After that, I joined ACI Consumer Brands, where I was fortunate to introduce several game-changing products, such as Air Freshener, and the first-ever iodized Vacuum Evaporated (VE) salt in Bangladesh under the brand name ACI Pure Salt. These products not only addressed the market needs but also helped establish ACI’s leadership in the consumer goods sector. One of the most fulfilling moments was launching Freedom Sanitary Napkin and Twinkle Baby Diaper, both of which have become a household name in Bangladesh. In addition to these, I have successfully launched numerous personal care, home care, and kitchen care products that continue to meet consumer needs with a high level of satisfaction. I also had the privilege of working with global reputed brands like Colgate, Dulux, Panasonic, Pidilie etc.

A significant milestone in my career was delivering sustainable business growth over the years, which was a testament to the effectiveness of our strategies and the dedication of the entire team. A key part of this success was building an agile and creative team with a strong digital acumen, enabling us to adapt to market trends and consumer behaviors quickly and effectively.

Another proud achievement was developing a strong social movement in the female hygiene arena. Through strategic collaboration with industry players, NGOs, regulatory authorities, we successfully waived VAT on sanitary napkin products, which was a major win for women’s health and economic empowerment in the country.

Additionally, I played a key role in building a strong footprint in the Salt industry of Bangladesh by collaborating with manufacturers and regulators to develop the Salt Policy, ensuring better quality and consistency in the market. These milestones have not only shaped my career but have also defined my commitment to driving innovation, social change, and business growth.

The InCAP: As the Chief Business Officer of ACI Limited, how has your strategic vision evolved over the years to drive the company’s growth and adaptability, particularly in response to changing consumer behaviors, market trends, and increasing global competition?

Quamrul Hassan: As the Chief Business Officer of ACI Limited, my strategic vision has evolved to ensure that we maintain our leadership position while adapting to the rapidly changing business landscape. One of the key areas of focus has been closely monitoring and responding to shifts in consumer behaviors. With consumers becoming more discerning and informed, we have placed a strong emphasis on consumer insights and adapting our product offerings to meet their evolving needs. This consumer-centric approach has helped us align our brands with the preferences and expectations of our target audience.

Additionally, we have continually adapted to market trends by focusing on innovation and digital transformation. As global competition intensifies, it has become essential to leverage technology to enhance both product development and operational efficiencies. We’ve integrated advanced technologies and data analytics into our decision-making processes to drive smarter business strategies and improve our competitive edge.

To further ensure adaptability, we have embraced agility in our operations, allowing us to swiftly respond to market changes and global disruptions. This flexibility, combined with a deep commitment to quality, innovation, and customer satisfaction, has been critical in driving ACI Limited’s consistent growth and positioning the company as a forward-thinking, global player in its respective industries.

The InCAP: ACI works with renowned international principals like Panasonic and Colgate. How do you foster effective collaboration with these global partners to achieve shared business objectives?

Quamrul Hassan: At ACI, one of our key visions is to provide products and services of high and consistent quality, ensuring value for money to our customers. To achieve this, we prioritize strong, effective collaboration with our global partners, like Colgate, SC Johnson, Panasonic, AkzoNobel. By incorporating their best practices, we not only enhance the quality of our products but also align our operations with industry-leading standards.

Our collaboration with Colgate, for instance, allows us to leverage their vast expertise in consumer insights, product development, and quality control. This partnership helps us introduce innovative products to the market while maintaining the highest standards of quality, ultimately delivering the best value to our consumers.

Our approach to working with global partners revolves around building relationships based on trust, shared values, and a commitment to excellence. By fostering open communication and aligning business objectives, we ensure mutual success and a positive impact on the markets we serve.

The InCAP: Mr. Quamrul, how do you integrate innovation and sustainability into your business strategies? Can you share examples of how this approach has translated into tangible success for your company?

Quamrul Hassan: At ACI Consumer Brands, we integrate innovation and sustainability into our business strategies by focusing on continuous innovation, excellence in execution, and driving productivity and efficiency across all operations. Innovation is at the core of everything we do—whether it’s developing new products, improving existing ones, or refining our processes to meet the ever-evolving needs of our consumers.

For example, we’ve consistently launched new products that cater to emerging consumer preferences, leveraging cutting-edge technology to enhance performance and create more value. By fostering a culture of excellence, we ensure that every product we bring to market meets the highest standards of quality and reliability, which builds strong brand loyalty.

The InCAP: You are widely recognized for building high-performing teams. What is your leadership philosophy, and how do you inspire innovation and collaboration within your teams?

Quamrul Hassan: My leadership philosophy revolves around empowerment, role clarity, and fostering a positive, innovative mindset. I believe that for teams to truly thrive, each member must feel empowered to take ownership of their responsibilities and contribute their unique strengths. Providing clear roles and expectations is crucial, as it ensures that everyone is aligned toward common goals, reducing ambiguity and promoting efficiency.

Inspiring innovation within my teams starts with encouraging an open mindset—one that values new ideas, experimentation, and continuous learning. I prioritize creating a culture where failure is seen as a learning opportunity rather than a setback. I also emphasize the importance of analytical ability, where data-driven decision-making is encouraged to support innovation.

Being tech-savvy and embracing the potential of AI and new technologies is another cornerstone of my leadership approach. I push my teams to leverage these tools to enhance efficiency, uncover new insights, and drive creative solutions. Ultimately, I strive to create a collaborative environment where everyone feels motivated to contribute their best work and challenge the norm, leading to high performance and continuous growth.

The InCAP: Throughout your remarkable career, you’ve undoubtedly encountered significant business challenges. Could you share a defining moment when you turned a major obstacle into an opportunity, and the key lessons that experience taught you?

Quamrul Hassan: One of the defining moments in my career was when I introduced iodized vacuum evaporated (VE) salt in Bangladesh. At the time, the market was dominated by local, impure salt not properly iodized. Convincing consumers to make the switch was a major challenge, as they were accustomed to the traditional, non or less iodized salt. However, I saw this as an opportunity to create a positive cultural and behavioral change, emphasizing the health benefits of iodized salt. We worked hard to educate consumers about the importance of iodine in their diet and the long-term health benefits it would bring. This required a strategic blend of marketing, public awareness campaigns to build trust and credibility.

The key lesson from this experience was the importance of patience and persistence. Changing consumer habits is not easy, but with the right strategy, proper product knowledge, and a clear focus on long-term benefits, you can turn challenges into opportunities. It also reinforced my belief in the power of creating value for consumers, even if it requires overcoming significant hurdles.

The InCAP: How do you balance the demands of your professional role with your personal life, and what strategies have you found most effective for maintaining this balance?

Quamrul Hassan: Balancing my professional role with personal life is essential to maintaining overall well-being and effectiveness. One key strategy I use is prioritizing socialization and making time for family. I ensure that weekends are reserved for family activities, helping me recharge and stay connected with loved ones. Additionally, I value family vacations as a way to step away from the demands of work and create lasting memories. On the professional side, maintaining strong business and social associations allows me to stay engaged while also ensuring I have a network of support that enhances both my career and personal life. The key is time management and being intentional about where I invest my energy.

The InCAP: Okay, now let us ask you a typical question – what was the turning point in your life? Surely, there must have been a key moment that sparked your consistent success.

Quamrul Hassan: The turning point in my life came when I decided not to follow the well-established career path in the financial and banking sector after my graduation, but instead pivoted towards brand marketing. In 1999, I joined Global Beverage Co. Ltd. and had the incredible opportunity to launch and nurture Virgin Drinks. This was a groundbreaking moment, as we introduced a brand that would revolutionize the country’s carbonated soft drinks (CSD) market, surpassing two global giants in the industry. That experience not only shaped my career but also taught me the power of innovation and the impact of daring to challenge the status quo.

The InCAP: Mr. Quamrul Hassan, as a revered Bangladeshi corporate leader, your extraordinary journey from Sandwip to a position of prominence is profoundly inspiring. How have your roots influenced your professional values, and what advice would you offer to aspiring leaders striving to make their mark in the business world?

Quamrul Hassan: For me, the values shaped by my roots in Sandwip have had a profound impact on my professional journey. Growing up on an island, I’ve witnessed firsthand the resilience and fighting spirit of the people there. The challenges they face in such an isolated environment have instilled in me a deep sense of perseverance and determination to never give up, no matter the obstacles. When I moved to Dhaka in class 7 to live with my elder brother, who was a banker, I was exposed to a new world of opportunities, but also new challenges. My mindset from the very beginning was clear: I would never allow myself to be unemployed after graduation. I always believed in forging my own path, seizing opportunities, and working hard to stay ahead. This mentality, shaped by both my upbringing in Sandwip and my experiences in Dhaka, has been a constant driving force in my professional journey.

For aspiring leaders, my advice would be simple: Never let adversity or circumstances define your potential. Always embrace the fighting mentality. Stay committed, adapt to change, and most importantly, have the courage to take risks. The road to success is rarely straightforward, but with resilience and a clear vision, you can make your mark in the business world.

The InCAP: Reflecting on your remarkable journey and the milestones you have achieved, what parting insights or words of wisdom would you bestow upon our esteemed readers?

Quamrul Hassan: Reflecting on my journey, my greatest takeaway has been the power of in-depth knowledge, continuous innovation, and the drive to be a change maker. The world is constantly evolving, and to stay relevant, one must always be curious, learning, and adapting. Never settle for the status quo; instead, challenge it by thinking creatively and pushing boundaries. True success comes not from following established paths, but from forging new ones that create meaningful impact. My advice is to stay committed to growth, embrace change, and always strive to make a difference, no matter how small it may seem at the time.

Quick Chat with Quamrul Hassan

The InCAP: The greatest achievement of your life as of now

Quamrul Hassan: The greatest achievement of my life so far is establishing ACI Pure Salt as the first-ever Vacuum Evaporated (VE) Salt with 100% purity in Bangladesh, which became best brand in 15 years in a row in salt category in the country.

How do you define patriotism?

I think patriotism is the heartfelt urge to contribute positively and selflessly to the betterment of society and the country.

The greatest philosopher in your view

I don’t have a specific philosopher in mind, as I believe wisdom can be found in many places and perspectives, rather than being confined to a single individual’s philosophy.

Meaning of “Success” to you

To me success is creating a positive change that uplifts live and leaves a lasting impact.

Your Icon

Dr. Arif Dowla, Managing Director of ACI Limited is my icon for his visionary leadership and transformative contributions to business and society.

Name the most influential books you have read

I don’t have any particular influential books, as I mostly read journals, magazines, and articles. I prefer not to be influenced by any single idea, instead staying open to diverse perspectives and insights.

What did you want to be when you were a child?

When I was a child, I wanted to be a doctor.

Which is the best gift you’ve ever received?

The best gift I’ve ever received is the opportunity to learn and grow through experiences, as it has shaped who I am today and continues to inspire my journey.

Your greatest fear

My greatest fear is the uncertain future of my country, where challenges like political instability, environmental issues, and economic inequality could hinder progress and prosperity.

Favorite Poet and Author

Rabindranath Tagore is my favorite poet and author.

What motivates you?

I am motivated by the drive for success, the excitement of innovation, and the thrill of taking on new challenges.

How do you want to be remembered?

I want to be remembered as a change maker who always inspired positive transformation and innovation.

Your favorite holiday destination

Thailand is my favorite holiday destination because of its beautiful landscapes, rich culture, delicious food, and vibrant atmosphere, offering a perfect blend of relaxation and adventure.

Best piece of advice you’ve received

The best piece of advice I’ve received is to never harm anyone, as kindness and integrity are the true measures of success and fulfillment.

You in only three words

Innovative. Change-Maker. Marketer

The InCAP: Thank you, Mr. Quamrul Hassan, for sharing your incredible journey, insights, and vision with us. It has been a truly enriching conversation, and we are confident your words will inspire our readers and aspiring leaders across the globe.

Quamrul Hassan: Thank you for having me. It was a pleasure sharing my thoughts and experiences with The InCAP. I deeply appreciate the platform and your commitment to the industry. My best wishes to the team and your esteemed readers.

To get more insights from Cover Stories, Please click here!