Tell us about yourself how did you reach here?
Our community, Dehli Wala Punjabi Sodhagran, is deeply rooted in the fields of trading, distribution, and retail businesses. My grandfather, Sheikh Mohammad ZAKI, came to Pakistan in the late 1940s and began with a small trading business of lace and yarn. From a young age, we are encouraged and groomed to learn the art of business. I fondly remember my father encouraging me to join him at his office after school and during holidays. I had the privilege of attending both local and international trade shows and exhibitions. My first international trade show was Beautyworld by Messe Frankfurt in Dubai, and it was there that I decided I wanted to become a businessman, specifically within the personal care and home care industry.
To further my aspirations, I pursued studies in business and finance, equipping myself with the knowledge and skills necessary to excel in the business world. Our family business initially focused on importing and trading personal care products such as soaps. Since joining the business, we have expanded into numerous verticals, including manufacturing, distribution, and e-commerce sales of personal care and home care products. Today, we manufacture for many renowned hygiene and home care brands, continually striving for excellence and innovation in our field.
How did I get here?
My journey has been one of dedication, education, and embracing opportunities. Inspired by my grandfather’s entrepreneurial spirit and my father’s mentorship, I immersed myself in the world of business from an early age. My academic background in business and finance provided a solid foundation, enabling me to understand the complexities of the industry. Today, I am grateful to run my own personal care manufacturing company and to contribute to our diversified family business, which spans multiple industries, including real estate development, perfumery, textiles, home care, and personal care. Our journey is a testament to the spirit of entrepreneurship that defines our community, and I am honoured to play a part in continuing our legacy of growth and success.
What was your strategy during COVID-19?
The Covid-19 pandemic was an incredibly challenging and confusing time for businesses and individuals worldwide. While many Western countries implemented strict lockdowns, the Pakistani government exhibited significant flexibility. Our sourcing was primarily dependent on imports from China and the UAE. As global markets closed, we had to shift our strategy and adapt to the changing circumstances. This was particularly difficult because local hygiene products required Drug Regulatory Authority of Pakistan (DRAP) certifications, and the shortage of raw materials (RM) due to import disruptions led to overpricing in the local market. For nearly a year, we faced a shortage of products as we prioritized maintaining high-quality standards and complying with government regulations. Despite these challenges, we managed to set up Direct-to-Consumer (D2C) portals, enabling direct deliveries to our consumers.
Additionally, we provided our sanitary products to hospitals and other relevant institutions at reduced prices to support our customers during this difficult time. Our team worked diligently from home, and we successfully achieved all our sourcing and assembling within Pakistan. We also built state-of-the-art facilities with ISO GMP and DRAP certifications, ensuring the quality and safety of our products. We are incredibly grateful to our dedicated team, whose hard work and adaptability made it possible for us to continue operating smoothly despite the disruptions. Their ability to efficiently work from home was a crucial part of our strategy to navigate through the pandemic.
Strategy During Covid-19:
- Shifted Strategy: Adapted to local sourcing due to global supply chain disruptions.
- Quality Assurance: Ensured no compromise on quality by complying with all regulatory requirements, even if it meant delaying our market presence.
- D2C Initiatives: Established Direct-to-Consumer portals for direct delivery to consumers.
- Support to Healthcare: Provided sanitary products to hospitals and relevant institutions at lower prices to benefit customers.
- Local Production: Developed local sourcing and manufacturing capabilities, establishing facilities with ISO GMP and DRAP certifications.
- Employee Support: Enabled our team to work from home effectively, ensuring their safety and well-being while maintaining productivity. Our approach during the pandemic focused on adaptability, maintaining high standards, supporting the healthcare sector, building local capabilities, and ensuring our team could work safely from home to overcome global supply chain challenges.
