Always there for you

Always there for you

We are a family dedicated to fulfill the needs of yours. Our passion towards that goal has led us to become one of the largest and leading FMCG company in Bangladesh with exports to 13 countries around the world.

SQUARE signifies accuracy and perfection meaning quality.

Founder Chairman’s Profile

Samson H Chowdhury, a legendary entrepreneur of Bangladesh, was born on 25 September,1925. After completing education in India he returned to the then East Pakistan and settled at Ataikula village in Pabna district where his father was working as a Medical Officer in an outdoor dispensary.

In 1952, he started a small pharmacy in Ataikula village which is about 160 km off capital Dhaka in the north-west part of Bangladesh. Mr. Samson H Chowdhury then ventured into a partnership pharmaceutical company with three of his friends in 1958. Samson, over a span of five decades,built Square Group, one of the largest and most diversified conglomerates of Bangladesh.

When asked why the name SQUARE was chosen he remembered - "We named it SQUARE because it was started by four friends and also because it signifies accuracy and perfection meaning quality" as they committed in manufacturing quality products. Now that small company of 1958 is a publicly listed diversified group of companies employing more than 56,000 people.The current yearly group turnover is 1000 million USD as of 2017.

Square is now not a name, but a synonym of quality- be it pharmaceuticals, hospitals, textiles, toiletries, consumer goods, herbal medicine, agro vet products, information technology, television channel, advertising agency, and a few more ventures.

To his followers, Samson H Chowdhury was a hero, to his contemporaries he was an icon, to young entrepreneurs he was a mentor and to regulators, he was an amazing symbol of fairness.In his approach to business, Samson H Chowdhury always put people's welfare at the focal consideration of entrepreneurship that made him different from other top businessmen in the country. Therefore, there has never been a single incident of labour unrest in any of his enterprises. He was one of the highest taxpayers of the country for a long period of time.

Samson H Chowdhury symbolizes hard work, vision, transparency and foresightedness, a combination very rare in the developing world. The sad demise of Mr. Chowdhury on 5 January 2012 at the age of 86 is truly an end of an era.

We belong to a unique nationality.

As Unique As You

We belong to a unique nationality. In our every footstep - from our inimitable history of cultural heritage to our love for mother dialect to our glorious freedom fight to our beautiful flora and fauna – we are only one of its classes. This unmatchable feature of us is also acutely rooted to every one of us in our individual affinity, enthusiasm, needs, dreams and hopes. At STL we believe in the importance of uniqueness both at individual and national level. Being a part of the most admired local conglomerate of Bangladesh - Square Group, we have gained the expertise and upheld somber eagerness in fulfilling your expectations with our quality product ranges through utmost sincerity. We consider you as unique in terms of your needs, and to satisfy that we have pooled a unique team of dedicated employee and stakeholder. Only for you we are relentlessly striving to be "as unique as you".

We attempt to understand the unique needs of the consumer and translate that needs into products.

Vision & Mission


We attempt to understand the unique needs of the consumer and translate that needs into products which satisfies them in the form of quality products, high level of service and affordable price range in a unique way.


  • To treasure consumer understanding as one of our most valued assets and thereby exerting every effort to understand consumers' dynamic requirements to enable us in offering maximum satisfaction.
  • To offer consumer products at affordable price by strictly maintaining uncompromising stance with quality. With continuous R&D and innovation we strive to make our products complying with international quality standards.
  • To maintain a congenial working environment to build and develop the core asset of STL – its people. As well as to pursue for high level of employee motivation and satisfaction.
  • To sincerely uphold the responsibility towards the government and society with utmost ethical standards as well as make every effort for a social order devoid of malpractices, anti-environmental behaviors, unethical and corruptive dealings.

Square today symbolizes a name, a state of mind


SQUARE, today symbolizes a name - a state of mind. Fifty years of hard work, passion and commitment have brought us where we are today from the very inception in 1958, when Square Pharmaceuticals Ltd, the flagship company of Square Group, was established. Today Square Group has burgeoned into one of the top-line esteemed conglomerates in Bangladesh.

Square Toiletries Ltd. started its journey in 1988 with a single product as a separate division of Square Pharmaceuticals.

In 1994, Square Toiletries Ltd. became a Private Ltd. Company.

At present, STL is the country's leading manufacturer of international quality cosmetics and toiletries with 18 brands and more than 49 products covering a wide range of categories like health & hygiene, skin care, hair care, oral care, baby care, fabric care, utensil care and male grooming.

STL’s core business is driven by care, illustrated by recent instances in its heritage such as:

  • It has researched extensively into menstruation as a campaign of its brand Senora and succeeded in creating a widespread acceptance among parents of both sexes and teachers towards menstruation hygiene, education and preventing of early marriage. It has also created a menstruation FAQ helpline for young girls who are reluctant to discuss the issue to directly discuss with a doctor.
  • STL has also been caring for the heritage of Bangladesh by revitalizing its folk Baul songs with its music reality show Magic Bauliana since 2014. This company did not confine its activity by initiating the reality show only, but took more vital project to introduce our folk culture in the global platform too. Now the biggest folk festival – “Dhaka International Folk Fest” in participation of the folk artists all across the world takes place in November since 2015 herein Bangladesh.
  • Under Supermom and Meril, STL has also provided a call center geared towards counseling for pregnant mother and women with regular doctors and psychologist Dr. Mehtab Khanam. This service center was launched 8 years ago in order to provide service to the mothers/to be mothers, and solve baby’s health related and psychological problems.

Besides core business functions STL has long been taking active part in different philanthropic activities like employment generation program for vulnerable community, financial aid to disadvantaged and natural disaster affected people, helping acid victims, tree plantation, creating mass awareness on health and hygiene issues, supporting in education and various local community programs and many more.

The MD & the CEO has been delegated necessary and adequate authority by the Board of Directors.

Corporate Governance

Board of Directors

A Quarterly Report on business operation and financial position is presented before the Board of Directors for their information and review, for implementation by the Executive Management. Every month co-ordination meeting is held congregating all the department heads to discuss priority issues and solve problems, if any.

Executive Management

The Executive Management is headed by the Managing Director and the Chief Executive Officer (CEO) who has been delegated necessary and adequate authority by the Board of Directors. The Executive Management operates through further delegations of authority at every echelon of the line management. The Executive Management is responsible for preparation of segment plans/sub-segment plans for every profit centers with budgetary targets for every item of goods and services and is held accountable for deficiencies with appreciation for exceptional performance. These operations are carried out by the Executive Management through series of team-bound initiatives.

It is our obligation to work for the welfare of society

Values & Principles

Well being of consumer, employee and society are the three foundation pillars of the values and principles of Square Toiletries Ltd. Square Toiletries Ltd. believes that it is their obligation to work for the welfare of society. In spite of being a commercial organization STL doesn't always opt for profit, rather it tries to be even more focused towards the fulfillment of its commitments to society and hence has an intense sense of responsibility to its customer, its people and its society as a whole. From the day to day business operation to quality policy, in every single activity of STL these core values and principals are reflected.

Quality Policy

  • Dedicated to make every effort to understand consumer needs to provide maximum satisfaction and to achieve market leadership.
  • Strive to continuously upgrade manufacturing technology and to maintain optimum level of quality measures in conformity with the international standard – ISO 9001: 2008.
  • Committed to achieve quality objective through continuous employee training and maintaining congenial working environment.

Sister Concerns

The intense sense of care and responsibility carries over to other member companies of the Square Group.

SQUARE Hospitals Ltd.

SQUARE Hospitals Ltd., a concern of SQUARE Group, is a 300 bed tertiary care hospital. The hospital is an affiliate partner of Methodist Healthcare, Memphis, Tennessee, USA; Christian Medical College-Vellore, India; and Care IVF (In-vitro fertility centre) Centre, Singapore. SQUARE Hospitals' vision is to become the location of choice for Bangladeshis and people of South and South East Asia for quality healthcare, as well as an integrated centre for clinical services, medical and nursing education and research. The hospital is located in the heart of Dhaka and aims to serve a greater portion of the capital city. At present it comprises two buildings on either side of Panthapath connected by an over-bridge. The main hospital building is 18 storied tall and is approximately 450,000 sq.ft. The second building (ASTRAS) is located across the street and is 16 storied with 136,000 sq.ft. Both facilities are constructed in accordance with the US Fire and Building safety standards. The outpatient department of this hospital can serve up to 1200 patients daily, through 60 examination rooms. To ensure optimum healthcare-hospitality, the patients are closely monitored in their waiting times in the outpatient clinics, emergency and admissions.

SQUARE Herbal & Nutraceuticals Ltd.

SQUARE Herbal & Nutraceuticals Ltd. is the first healthcare entity with a robust pledge to create a new era in the field of medication in Bangladesh. Already we have attained the core confidence of our health care providers with the highest quality herbal products of purely eastern and western origin, as well as meeting ever expected efficacy and safety of international standard. Where herbal medicine has created a revolution with its popularity and practice in the developed countries, being a developing country it is our excellence to explore this trend in line with the global competition, to have world-class herbal products available both for domestic and international use. The therapeutic classes we are covering:
- Anti-tussive & Expectorant.
- Hepato-protective.
- CNS & antidepressant.
- Adaptogen & Immunomodulator.
- Vitamin & mineral supplement.
- Hematinic
- Gastrointestinal
- Hormonal.
Along with natural medicine we have inaugurated traditional ayurvedic medicines under the ayurvedic division of SQUARE Herbal & Nutraceuticals Ltd. It is our conceit that we have brought these traditional medicines in a most modern approach with a sophisticated presentation. Our ayurvedic range covers energy tonic, digestive health products, liquid vitamins etc.

Square Food and Beverage Ltd.

Square Food and Beverage Ltd., a successful indigenous food manufacturing and marketing company is strongly committed to deliver high quality products with premium customer services through adoption of advanced technology, stress on human resource development, focus on continuous improvement and introduction of new products for the growing markets since 2001.

The company obtained the international quality standard ISO 9001 in 2005. Recently the company has acquired ISO 22000 for its food safety management system.

SQUARE Informatix Ltd.

The vacuum created for quality data connectivity within distributed offices for online systems inspired SQUARE to diversify into the Information & Communication Technology (ICT) sector. SQUARE Informatix Ltd. pioneered and commissioned the first of its kind VSAT Control Centre with a capacity to control 16,000 VSATs to provide the most secured, reliable and cost-effective data communication within & outside the country.

Apart from the communication solutions, SQUARE Informatix also have long experiences in providing complex network solutions, deployment of integrated Enterprise Resource Planning systems & the provider of Corporate Internet Services.

SQUARE Textile Ltd.

SQUARE Fashion Ltd.

Maasranga Communications Ltd.

Maasranga is the only production house in Bangladesh from where 13 episodes of 08 drama serials transmitted at a time in every week on 6 individual channels. It is equipped with world's latest high definition cameras, new HD editing setup, Apple Macintose G5 based edit panel with Final-cut Pro software, 02 HDV VTR etc. Country's only Sony HVR 1500A, HD-SDI cum DVCAM VCR with AJA KONA 3G capture card is available here to provide any sort of audio video input and output of web supporting resolution.

Along with the production house we have introduced the first HD technology based latest television channel in Bangladesh named Maasranga Television. This channel is totally free from any sort of prejudice and fully based on the Benglai culture and rituals.

Mediacom Limited.

Besides these we have a full-service advertising agency named Mediacom, which is reputed as the most strategy-based agency in the country. Its strategic inputs to a number of sick brands have brought them business and reputation to a dramatic extent. No wonder, Mediacom is seen as the brand-healers. Its wide range of working area covers Brand consultancy, Marketing communication, Social communication, Media planning, placement and monitoring, Audiovisual and print productions, Event management, Film and television, Press, Print, Editorial and so on.


Maasranga Productions Ltd.

Sabazpur Tea Company Ltd.

Sabazpur Tea Company Ltd. includes an organic garden of Bangladesh with true organic practices. Now, it is under the inspection of German based organization 'LACON' to have organic certification. Total area of this garden is 1167.35 hectors most of which includes large hills. Tea is grown on the slopes of hills of this garden. Along with tea this garden includes rubber, agor, fruit orchard, lake, etc. Natural forest with huge biodiversity of the garden enhances its natural beauty. Tea workers are facilitated with brick built house, solar power, medicine, education, entertainment besides their basic needs. Tea, collected from the hilly garden without hampering the flora has made its taste very special with the flavour of workers happiness.

Aegis services Ltd

Aegis services Ltd is a sister concern of SQUARE group. It is one of the leading services providing company of the country. Aegis Services Limited started its journey from 01 March 1999. Aegis means impregnable protection or shield. Services provided by Aegis include: Physical security to life and property at office, factory and residence; House Keeping Service (Cleaning); Accumulated cleaning package for once; External Glass Cleaning; Pest Control; Equipment services; Control Risk Management; Survey, Assessment and designing of security plan; Security Investigation; Event Management.


SQUARE College of Nursing

SQUARE College of Nursing is a registered College permitted by the Ministry of Health and Family Welfare .Govt. of the people’s Republic of Bangladesh and affiliated by Dhaka University and recognized by Bangladesh Nursing Council.


Our People are our Core Asset

Our People

STL has been built around one core asset, and it is its people. That is what makes working so special here. STL believes that work is more than a place you go every day. It should be a place of exploration, professional growth and creativity. It's about being inspired and motivated to achieve extraordinary things. STL wants its people to take pride in their work. After all, it's the combined talents, skills, knowledge, experience and passion of our people that make us who we are.

Currently STL is employing over 2,000 employees ensuring their consistent welfare and security. Due to its sociable working environment and highly motivated employee, STL is enjoying one of the lowest employee turnover rates. STL emphasizes on equal employment opportunity resulting in 38% women employees. Besides, STL also provides employment opportunity to physically challenges persons.