Emerging Desi Brands

Written By: Naveed Ahmed Murad

One of the greatest things about Pakistani brands, or as we may call them ‘desi brands’, is that they are present in every corner of the world but are just not that visible or still out of the limelight. Thus, we never get to hear much about their performance in the international markets. So here we are discovering the huge markets captured by our very own Made in Pakistan products or the ‘desi brands’.

The confectionary giant, Ismail Industries, grew from a small firm with a couple of brands to a large scale manufacturer selling more than a dozen brands. It soon discovered that its offerings like candies, jellies and lollipops can provide consumers all around the world with a whole new fun filled and exciting experience. It started to export and sell in other parts of the world and now exports most of its products to more than 30 countries including USA, UK, Middle East, Sri Lanka and Bangladesh. Having strong and lasting relationships with customers for over 15 years, it has proved that Pakistani businesses are committed towards quality and customer satisfaction.

Late Hakeem Mohammad Saeed’s dedication, determination and commitment led towards the creation of Hamdard (Waqf) Laboratories, market leader of herbal medicines and products both locally and internationally. Hamdard, with a portfolio of major brands like Rooh Afza, Ispagol, Joshanda, Safi and more than 30 other brands, has grown rapidly and emerged as one of the best ‘desi’ brands in the foreign market. These are made available in many countries including USA, Canada, UK, Middle East, Russia and some parts of Europe and Africa.

Pioneers of Afghani Cuisine in Pakistan and a symbol of hygiene and quality, BBQ Tonight has grown exponentially from a road side café in 1988 to a restaurant offering cultural and traditional Pakistani cuisine at 3 local and one overseas outlet while catering to the need of thousands of Pakistani food lovers everyday . BBQ Tonight joint ventured with a UAE based company to launch an outlet in Dubai which has been a great success and is one of the favorite dining out restaurant of not just the South Asians living there but also the local Arabs and foreigners. As a result, with the huge foreign clientele, BBQ Tonight is planning to expand its operations in the global market.

BBQ Tonight is just one of the many local restaurants promoting and representing Pakistan. Sabri Nehari has been adding spice in the lives of many consumers with its mouth watering and delicious ‘nehari’ not only in Pakistan but in USA as well.

Hassan Sheheryar Yasin, salutatorian graduate from the Pakistan School of Fashion Designs launched his own fashion label, HSY, in the year 2000. In less than a decade, HSY has emerged as one of the top South Asian fashion labels in the world. Yasin, began his career as a fashion choreographer in 1994. HSY now employs over 350 people and six stores internationally. It is yet another brand promoting Pakistani Fashion industry in the world and contributing to the gigantic international fashion market. Yasin is also affiliated with the ‘Federation of Fashion and of Ready-to-Wear of Couturiers and Fashion Designers’ which is the French fashion industry governing body.

In the textile sector, many firms have grown into top manufacturers and exporters of apparels and home textile products of Pakistan. This includes Gul Ahmed that provides superior quality products in the European and American markets. Gul Ahmed Lawns is one of the most successful and one of the most favorite female apparel brands of the firm in the overseas market. Apart from that, mills like Afroze Textile Industry are creating goodwill for Pakistani brands in the international market in terms of quality, innovation and consistency.

Bareezé is one such ‘desi’ brand that is recognized for quality products in the domestic and international market. With products ranging from crisp cotton to luxurious silks and sheer organza, Bareezé offers a wide variety of ever-developing innovative manufactured goods. Its major strength is its dynamic local and foreign retail network in countries like UAE, UK, India and Malaysia along with its wide ranged local network. The brand is still growing and reaching out to serve more and more customers in different parts of the world.

On the banking side, Habib Bank launched its operations in 1984 in New York with one branch in Manhattan and one in Queens by the name of Habib American Bank. The bank has been adding value to banking services for the past 25 years while providing a variety of banking services from Financial Institution services to Consumer & Corporate banking services and International Trade Finance. Providing a broad range of banking products and services to diverse communities globally is the mission of Habib American Bank. It plans to expand its banking network in other parts of America.

Shan Foods has grown rapidly with its products now available in more than 50 countries. Shaan is one of the brands trusted for good taste and quality that has enabled it to reach out to foreign markets after capturing the market share locally. This brand with a highly motivated and energetic workforce and edge in technology is determined to innovate and meet needs of customers globally.

These are just a few examples of the many brands that have marked their presence globally and have created goodwill and support for our ‘desi’ brands. With their urge to innovate, excel and grow, these brands by the grace of Allah will grab world’s market share in their respective industries. We wish them success in their future endeavors and hope that they will make us more proud.

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