LAHORE: HBL Zarai Services Ltd, a wholly owned subsidiary of Habib Bank Limited, has launched a new rural engagement initiative titled “Khushiyan Da Mela” (Festival of Happiness), marking a first-of-its-kind agriculture-focused community festival designed specifically for Pakistan’s farming heartland. The initiative reflects a growing emphasis on engaging rural communities through inclusive, culturally rooted platforms that combine agriculture, financial services, and social interaction.
According to a statement issued by HBL Zarai Services on Tuesday, the inaugural Khushiyan Da Mela was held in Chak 305-EB, Burewala, in District Vehari. The location was deliberately chosen to represent a complete rural setting, underscoring the company’s commitment to meeting farmers in the environments where they live and work. The event served as a practical demonstration of HBL Zarai’s approach to rural outreach, which prioritizes accessibility, relevance, and trust-building within farming communities.
Conceived as a family-friendly rural festival, Khushiyan Da Mela goes beyond the scope of a conventional agricultural exhibition. The initiative is designed to offer farmers and their families a joyful and inclusive experience, while simultaneously introducing them to integrated agriculture solutions, modern farming practices, and pathways to financial inclusion. Through collaboration with trusted agriculture, banking, and telecom partners, the festival aims to present practical solutions in a setting that feels familiar and welcoming to rural audiences.
The mela brings together leading agriculture, financial, and telecommunications institutions to create a one-stop ecosystem for farmers. Participants are able to access agricultural inputs, advisory services, banking solutions, and connectivity options in a single gathering. This integrated model is intended to simplify access to essential services and reduce the barriers farmers often face when navigating fragmented service providers.
A key highlight of the event was a specially produced pre-recorded stage play featuring renowned performers Sohail Ahmed and Honey Albela. Using humor and relatable rural storytelling, the performance conveyed messages focused on modern agricultural practices, informed decision-making, and improved livelihoods. The use of entertainment as a communication tool helped create a strong emotional connection with the audience, making complex ideas more accessible and memorable for farming families.
In a symbolic gesture reflecting community ownership, the first Khushiyan Da Mela was inaugurated by farmers from the host community themselves. This approach reinforced the initiative’s people-centered philosophy and emphasized participation by the very individuals it is designed to serve. Thousands of attendees from surrounding farming areas participated in the event, transforming it into a large-scale celebration of rural life, learning, and togetherness.
Commenting on the initiative, the Chief Executive Officer of HBL Zarai Services Ltd stated that Khushiyan Da Mela represents the organization’s belief that meaningful impact begins with respect, inclusion, and a deep understanding of the farming community. He noted that HBL Zarai is building an integrated agriculture services platform that combines agronomy, inputs, mechanization, market access, and financial inclusion. By bringing partners together in a community setting, the company aims to build long-term relationships and trust with farmers and their families. He further shared that HBL Zarai plans to host 20 large melas and 40 mini melas across the regions it serves during the year.
Mohammad Omer, Chief Marketing Officer of HBL Zarai, emphasized that the initiative is about meeting farmers on their own ground in a manner that feels inclusive and respectful. He stated that by blending agriculture, banking, and storytelling in a festive environment, HBL Zarai is making agri services and financial inclusion more accessible and meaningful for rural households.
The launch of Khushiyan Da Mela highlights a broader shift toward community-driven engagement models in Pakistan’s agriculture sector, where building trust and relevance at the grassroots level is increasingly seen as essential for sustainable rural development.
Follow the PakBanker Whatsapp Channel for updates across Pakistan’s banking ecosystem.