NOVOAIR, one of the country's private airlines, said Thursday it has signed a memorandum of understanding with Singer Bangladesh Limited aimed at providing mutual benefits to customers of both companies.

In a press release issued Thursday, the airline said the agreement was signed at Singer Bangladesh’s head office in Dhaka by NOVOAIR Director (Sales and Marketing) Sohail Majid and Singer Bangladesh Director (Marketing) Mohammad Zubayed Ul Islam, in the presence of senior officials from both organizations.

Under the agreement, NOVOAIR passengers will receive special offers on a range of Singer Bangladesh products and services, while Singer customers will gain access to promotional offers from the airline. The companies said they intend the initiative to enhance customer experience and create added value through cross-promotional activities.

“NOVOAIR continuously undertakes new initiatives to ensure enhanced services for its passengers,” Sohail Majid said, adding that the partnership would support improved customer service, promotional campaigns, and broader business collaboration.

The move reflects a growing trend among airlines to partner with non-aviation brands to expand customer engagement beyond travel, particularly in competitive domestic markets. NOVOAIR currently operates daily flights from Dhaka to key destinations including Cox’s Bazar, Chattogram, Sylhet, and Saidpur.

NOVOAIR and Singer Bangladesh said they expect to roll out joint offers and promotional activities as part of the partnership.