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Frontier consumers are value seekers, not bargain hunters, says Dr Zeelaf Munir at Gulfood 2026

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Dr Zeelaf Munir, MD and CEO of English Biscuit Manufacturers (EBM) and Chairperson of the Pakistan Business Council, noted at the Gulfood World Economy Summit 2026 in Dubai that consumers in the frontier markets are more discerning than they are often perceived to be.

Participating in a global panel on the next wave of consumer growth, she highlighted how value-driven consumption, disciplined affordability, and trust-based manufacturing are enabling companies in markets such as Pakistan to build export-ready businesses and compete beyond domestic boundaries.
The Gulfood World Economy Summit brings together international policymakers, manufacturers, and industry leaders to examine how frontier markets will drive future demand in food and consumer categories. Representing Pakistan’s FMCG sector, EBM’s participation focused on how large domestic markets can serve as a launchpad for value-added exports rather than remaining consumption-led economies.

Dr Munir noted that frontier markets are increasingly being recognized for their manufacturing scale, compliance with international standards and ability to supply trusted products to regional and global markets.

She added that the long-standing perception of frontier markets as low-cost, high-risk destinations is steadily giving way to a new reality, where resilience and standard-compliance define competitiveness. In Pakistan’s case, sustained consumption despite repeated economic pressures is increasingly being seen as a demand signal, highlighting the opportunity to convert local scale into export-oriented manufacturing rather than relying on imports.
Drawing on its experience of operating at scale in one of South Asia’s most competitive consumer landscapes, Dr Zeelaf Munir emphasized that affordability in frontier markets is not driven by price alone, but about disciplined portfolio design, operational efficiency, and trust. These fundamentals, when executed consistently, allow brands to compete sustainably both at home and abroad.

Speaking at the summit, Dr Zeelaf Munir said, “The biggest misconception about frontier markets is that consumers are driven purely by price. In reality, they make considered choices based on value. It was important to bring Pakistan’s perspective to one of the world’s leading food economy platforms, because our region will drive the next chapter of global consumer growth.”

She added, “At EBM, this has meant building products that combine affordability with global standards of quality and safety, principles that are essential not only for domestic leadership, but also for export competitiveness.”
Alongside its participation at the summit, EBM also unveiled Piper’s Gold, its luxurious biscuit line in Dubai, reflecting the company’s focus on expanding its portfolio of export-ready, value-added products for international markets.

EBM has been a regular participant at Gulfood over 12 years, using the platform to strengthen international partnerships, showcase Pakistani manufacturing capability and expand its global footprint.
As global food systems face pressure from climate volatility and shifting consumer expectations, EBM’s export-oriented approach highlights how Pakistani manufacturers can compete through scale, resilience and trust, strengthening both corporate growth and the country’s export presence.

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itel Energy showcases AI-powered solar solutions at Lahore expo

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LAHORE – itel Energy concluded its participation as a diamond sponsor at the Lahore Solar Expo 2026 on April 22, presenting a range of renewable energy solutions aimed at strengthening Pakistan’s energy resilience.

The three-day exhibition attracted industry professionals and technology enthusiasts, with the company using the platform to introduce its latest innovations in solar and energy storage technologies.

A key highlight of the showcase was the Sparta Series hybrid inverter, featuring an AI-based optimisation system branded as SmartGo AI. According to the company, the system monitors weather patterns and adjusts battery usage automatically to maintain uninterrupted power supply during adverse conditions.

itel Energy also presented its Power Series portable energy solutions, which it said are equipped with Grade A lithium iron phosphate (LiFePO4) cells designed to ensure durability and a lifespan of up to 10 years.

In addition, the company demonstrated its commercial and industrial (C&I) energy systems, including the IPX-51314SPT battery solution. The system is designed to support scalable energy storage, allowing businesses to expand backup capacity up to 768kWh.

Speaking at the event, itel Energy Vice-President Eason Duan said the company’s “Power Up Pakistan” initiative focuses on providing reliable and intelligent energy solutions to households and industries.

The company said its participation in the expo reflects a broader commitment to promoting sustainable energy adoption and supporting the country’s transition towards cleaner power sources.

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Saad Ali Qureshi launches USPBA Pakistan chapter to promote trade and investment

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LAHORE – The US–Pakistan Business Alliance (USPBA) was successfully launched under Chairman Saad Ali Qureshi, COO of Rustum Associates and Dynamic Constructors. This marks a key advancement in boosting bilateral trade, investment, and economic collaboration between Pakistan and the United States.

The newly formed alliance aims to create a dynamic platform that connects entrepreneurs, investors, industry leaders, and professionals from both countries. By fostering collaboration and building strategic partnerships, the alliance seeks to unlock new opportunities for trade expansion, innovation, and sustainable economic growth.
Addressing the launch ceremony, Chairman Saad Ali Qureshi emphasized the importance of stronger economic ties between Pakistan and the United States. He stated that the US–Pakistan Business Alliance will play a vital role in bridging the gap between the business communities of both nations and facilitating meaningful partnerships.

“The establishment of the US–Pakistan Business Alliance is a major milestone in strengthening commercial relations between Pakistan and the United States. Our mission is to empower entrepreneurs, promote investment opportunities, and create a supportive platform where businesses from both countries can collaborate and grow together,” said Saad Ali Qureshi.

He further added that the alliance will focus on encouraging cross-border investments, supporting startups and emerging businesses, and promoting innovation across various sectors, including technology, manufacturing, trade, and services.

The alliance also plans to organize international business forums, networking events, trade delegations, and policy dialogues aimed at bringing together business leaders, policymakers, and investors. These initiatives will help facilitate knowledge exchange, strengthen economic partnerships, and promote mutual understanding between the private sectors of both countries.

Business leaders, entrepreneurs, and stakeholders welcomed the launch of the alliance and expressed optimism that the platform will open new avenues for cooperation and create long-term opportunities for trade and investment. They noted that such initiatives are essential for building stronger economic bridges and enhancing global business connectivity.

The launch of the US–Pakistan Business Alliance is being viewed as a positive and forward-looking development that will contribute to the expansion of bilateral trade, encourage foreign investment, and strengthen long-term economic collaboration between Pakistan and the United States.

Through its initiatives and partnerships, the alliance aims to become a key platform for promoting business growth, supporting economic diplomacy, and fostering stronger commercial ties between the two nations.

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CBD Pulse emerges as Punjab’s strongest signal to global investors

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 LAHORE – In today’s competitive global economy, where investors favour stability, growth potential, and quick returns, Central Business District Punjab (CBD Punjab) emphasises this message through CBD Pulse: Punjab is prepared for investment, and the moment to invest is now.

CBD Pulse is not just another promotional campaign; it is a strategic investment signal aimed at attracting serious investors, visionary developers and international partners. It reflects real momentum driven by execution and showcases a pipeline of high-value urban assets positioned to generate strong, long-term returns.

At a time when investors prioritize transparency and stability, CBD Punjab distinguishes itself through structured planning, regulatory clarity and rapid on-ground development. CBD Pulse brings this ecosystem into focus, highlighting premium commercial districts, high-yield real estate opportunities and modern infrastructure built to meet global standards.

What sets CBD Pulse apart is simple it is grounded in visible progress, not future promises. From accelerated development across key corridors to the rollout of strategically located projects, CBD Punjab is turning ambition into tangible results. The approach is clear prioritize speed, ensure delivery and maximize value creation.

For institutional investors, developers and strategic stakeholders, CBD Pulse offers a compelling advantage early entry into a rapidly growing urban market. With Pakistan’s urban expansion accelerating and demand for organized commercial infrastructure increasing, CBD Punjab is uniquely positioned to capture this growth at scale.

The initiative also reflects a strong pro-investment environment, backed by government support, streamlined procedures and investor-focused policies. These elements reduce barriers to entry while strengthening investor confidence an essential factor for both local and international participants.

CBD Pulse is designed to keep investors informed and engaged. Through regular updates, data-driven insights and direct communication channels, it ensures decision-makers have timely access to critical information. In fast-moving markets, timing and access are everything and CBD Pulse delivers both.

More than just infrastructure, CBD Pulse represents a shift in perception. It positions Punjab as a credible, competitive investment destination on the global stage. The objective is clear: attract capital, enable growth, and deliver measurable outcomes.

For those looking to invest in the future of urban Pakistan, the opportunity is open but not indefinitely. Early movers are best positioned to benefit as CBD Punjab continues to expand and unlock new value. CBD Pulse is more than an initiative it is a call to action. The investments made today will shape the skyline of tomorrow.

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