Ayesha Saba

Pakistan’s efforts to become a brand-oriented country are constrained by economic challenges like fiscal deficits and underinvestment, with experts stressing the need for strong national branding and support for export-oriented industries to elevate the global presence of “Made-in-Pakistan” products. Talking to WealthPK, Majid Shabbir, Policy Adviser at Islamabad Chambers of Commerce and Industries, said economic constraints had substantially obstructed Pakistan’s advancement toward establishing itself as a brand-oriented nation. “Persistent challenges such as fiscal deficits, inflation, and insufficient investment in critical industries have curtailed the country’s ability to develop and promote brands on the global stage.” He pointed out that countries with strong national brands, such as Germany and South Korea, had successfully used branding to transform their economies, attract foreign investment and open new markets.

“If we want to promote the ‘Made-in-Pakistan’ banding, we must create our own brands at the international level and have a strategy for investing in branding. However, developing a brand requires substantial financial investments in packaging, design and advertising. If we want to reach our goal, we have to start from somewhere,” he added. Majid advocated for Pakistan to adopt strategies involving investment in marketing campaigns, enhancement of product quality and the development of a cohesive brand message that resonates globally. He also called for steps that support export-oriented industries, including financial incentives, streamlined trade procedures, and infrastructure enhancements. Rashid Awan, Assistant Manager, International Marketing Division at Trade Development Authority of Pakistan, said TDAP was actively contributing to improving market access by providing advisory services to the government on trade diplomacy and enhancing the “business” image of Pakistan in key export markets globally.

“This includes promoting Pakistani products and services on the international stage,” he told WealthPK. He further noted that Pakistan was globally recognised for its production of quality surgical instruments, leather garments, cutlery, sports goods, and cotton. “Many renowned international branding companies outsource their manufacturing to Pakistani units for the production of their brand materials. However, due to our inability to fully realise our potential in producing innovative products, we primarily export raw materials and unfinished goods to companies worldwide. These companies then process, brand, and market these products.” He maintained that TDAP was organising global exhibitions to showcase and promote “Made-in-Pakistan” products on international platforms.

Credit: INP-WealthPk