The All Pakistan Textile Mills Association (APTMA) and the Chainstores Association of Pakistan (CAP) have agreed to work together to develop and promote Pakistani textile and apparel brands in international markets, with both organisations identifying brand development as an important opportunity to increase and diversify Pakistan’s exports. The understanding was reached during a high-level visit by a CAP delegation to APTMA in Lahore, where representatives from the manufacturing and retail sectors discussed ways to move Pakistan’s textile industry further downstream. The discussions focused on expanding beyond manufacturing into product development, branding, marketing and retailing so that Pakistani businesses can capture a greater share of the value generated from products sold in international markets.
The CAP delegation was led by Tariq Mehboob of Royal Tag, Patron of CAP, and included representatives from several leading retail and apparel brands, including HUB, Maria.B, Charcoal, Rainbow Cash & Carry, Lime Light, Zeitgeist, Unze London, Zara Shahjahan, Tesoro, Rios, Rollover, Uniworth, Swera Departmental Store and Khas Stores. Malik Asim Dogar, Secretary General CAP, was also part of the delegation. The delegation was received by Asad Shafi, Chairman APTMA, along with other senior office-bearers of the association, including its vice chairmen and secretary general. The meeting provided an opportunity for representatives across different parts of the textile and apparel value chain to discuss challenges facing the industry and explore areas where closer cooperation could support export growth.
During the meeting, participants discussed the broader challenges facing industry and trade and examined the potential for Pakistan to strengthen its position by developing more value-added textile and apparel products. The two sides agreed that greater attention should be given to product development, design, marketing, branding and retailing alongside the country’s established manufacturing capabilities. They also agreed to continue consultations involving stakeholders from across the value-added chain. The objective is to create stronger links between manufacturers and retailers so that Pakistani products can be developed for international consumers and marketed under brands capable of establishing a long-term presence in overseas markets.
Tariq Mehboob said international experience showed that manufacturing accounts for less than 30% of the final retail value of a typical apparel product, while product development, design, marketing, branding and management can account for between 60% and 75% of that value. He said Pakistan could generate additional exports by developing internationally competitive brands and could also retain a larger portion of the value generated from products sold abroad. His remarks highlighted the difference between simply exporting manufactured goods and developing products that carry stronger brand recognition in international markets. Building Pakistani brands with international appeal could allow local businesses to participate in additional stages of the value chain and increase the economic value retained within the country.
Asfandyar Farrukh, Chairman CAP, said Pakistan’s retail market was worth approximately Rs3 trillion and provided employment to millions of people. He noted that the country’s retail sector already had more than 50 apparel and garment brands serving customers seeking both eastern and western clothing. He also highlighted the expansion of invoice digitisation, which initially began with Tier I retailers and has since been extended across the wider economy. The development of a more digitally connected retail sector could support businesses as they expand their operations, manage transactions and connect with customers in domestic and international markets.
Wasif Sikandar Butt, Chairman-elect CAP, emphasised the importance of cooperation among stakeholders across the textile and retail sectors. He called for the removal of cross-border barriers that can affect the smooth movement of global trade and appreciated APTMA’s initiative to begin consultations involving stakeholders from across the value-added chain. Greater coordination between manufacturers, retailers and other participants could help identify practical barriers affecting international expansion and create a more connected approach to developing Pakistani products for overseas consumers.
APTMA Chairman Asad Shafi said Pakistan already possessed a strong manufacturing base in western apparel and home textiles and had established access to major international markets. He pointed to the large Pakistani and South Asian diaspora across the United Kingdom, Europe, North America, Oceania and other regions as a significant consumer base for Pakistani and South Asian apparel, fashion and lifestyle products. According to Shafi, Pakistani brands are well positioned to serve this existing demand and can gradually expand their customer base beyond diaspora communities. The diaspora market could therefore provide an initial platform for Pakistani brands seeking to establish recognition internationally before targeting a broader global customer base.
The meeting also highlighted the need for a policy framework that can support Pakistani brands as they expand internationally. The proposed areas of support include overseas retail and warehousing operations, international marketing and brand development, e-commerce and digital payments, as well as simplified foreign exchange regulations for exporters establishing distribution and retail operations abroad. Such measures could help businesses overcome some of the practical difficulties involved in setting up international operations and make it easier for Pakistani companies to maintain a direct presence in overseas markets.
The discussions between APTMA and CAP reflect an effort to strengthen cooperation between Pakistan’s textile manufacturing and retail sectors and create opportunities for businesses to move further along the value chain. Rather than relying primarily on the export of manufactured products, the two associations are seeking to encourage greater investment in branding, product development, marketing and international retailing. This approach could provide Pakistani businesses with opportunities to build stronger relationships with international customers while retaining a larger share of the value generated by their products.
APTMA and CAP concluded that closer cooperation between manufacturers and retailers could create new export channels, provide access to additional international markets and support the development of Pakistani brands with a lasting global presence. The two organisations believe that stronger coordination across the value-added chain can contribute to higher export volumes while increasing the value retained within Pakistan. Continued engagement among manufacturers, retailers and other stakeholders is expected to support efforts to strengthen Pakistani textile and apparel brands and expand their presence in international markets.
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