Dhaka’s retail scene has been rocked by the controversy surrounding Nobin Fashion, a clothing brand based in Dhaka city’s shopping mall – ‘Bishal Centre’, Moghbazar. The brand’s decision to sell Punjabi garments at an unprecedented Tk300-far below market norms-has ignited fierce public interest, local trader backlash, and questions over business ethics, social media marketing, and law enforcement accountability. The episode, unfolding just before Eid-ul-Fitr, Bangladesh’s largest festival, illustrates the tensions between innovative marketing, consumer access, and market regulation.

Aggressive discounts trigger backlash

In early March, Nobin Fashion launched its promotional sale, pricing Punjabi garments at Tk 300 (US$2.4) and pajamas at Tk 200 (US$1.6)–a fraction of the typical retail rates of Tk4,500 and Tk1,500, respectively. The move was pitched as a philanthropic effort to provide festival clothing for lower-income consumers amid rising essential commodity prices.

Yet the initiative quickly drew criticism from neighboring traders. Analysts noted that the pricing model mirrored tactics used by Evaly, the infamous e-commerce platform that collapsed after offering unrealistic discounts, deferred payments, and aggressive marketing campaigns. Nobin Fashion, also known locally as Nobin Punjabi, reportedly used similar strategies, leveraging social media hype and public endorsements, including references to the Prime Minister, to maximize attention.

While some consumers welcomed the affordable clothing, others warned that such steep discounts could destabilize market norms, create unsustainable competition, and encourage consumer over commitment.

The situation escalated on March 24 when Enamul Hasan Nobin, also known as Nobin Hashemi, the company’s owner, left Bangladesh via Hazrat Shahjalal International Airport. Nobin posted on Facebook:

 “I want to live like a lion, but I don’t want to orphan my children in the hands of the syndicate. So I’m leaving the country. Maybe I’ll return one day when the situation normalizes – Insha’Allah.”

Earlier, Nobin had claimed at a press conference that he received repeated threats from unidentified individuals demanding the removal of certain videos or promotions from social media.

Despite his departure, Nobin defended his business, stating:

 “I am an expatriate who came during the COVID-19 pandemic and started a business to........

© Blitz