SILQ, the parent company of Bangladesh's leading commerce platform 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 ceremony took place at ShopUp's headquarters in Tejgaon, Dhaka.

This strategic partnership marks Alin's transition from traditional export operations to a direct distribution model, with SILQ assuming responsibility for delivering Alin products to retail shelves across Saudi Arabia. Through SILQ's robust on-ground logistics network, Alin products will now reach stores faster, ensure more reliable replenishment, and expand presence across key Saudi cities.

The initiative aims to cater to the growing demand among Bangladeshi expatriates and the wider South Asian community in Saudi Arabia - a significant demographic segment seeking familiar, high-quality Bangladeshi food products.

Initial shipments valued at USD 1 million have already commenced, supported by a nationwide route-to-market network spanning modern retail chains, wholesale distributors, and neighborhood groceries in Riyadh, Jeddah, Dammam, and other secondary cities. The rollout focuses on Ramadan and Eid readiness through expanded shelf presence and rapid replenishment cycles, setting an ambitious USD 20 million sales 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 of 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," added Mamun Rashid, President of ShopUp. "SILQ's infrastructure creates predictability at scale so Bangladeshi brands can show up where shoppers already buy."

Omar Farooque, Chairman and Managing Director of Alin Food Products Ltd., said, "With SILQ's on-ground capability in Saudi Arabia, Alin can serve customers directly and consistently. This partnership helps us deliver the authentic taste of Bangladesh to families who want the flavors they grew up with."

The agreement was signed 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. Representing Alin Food Products Ltd. were 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.