Zindigi, the digital banking initiative powered by JS Bank, has achieved a landmark milestone in Pakistan’s journey toward a cashless economy by successfully inaugurating the digitization of Lahore’s iconic Liberty Market. This initiative, executed in close collaboration with the State Bank of Pakistan (SBP) Lahore, aligns with the central bank’s visionary framework to enhance financial inclusion and modernize the country’s retail landscape. By transforming one of the nation’s most prominent commercial hubs into a digitally enabled marketplace, the project serves as a scalable model for other major trade centers across Pakistan. The integration of Zindigi Raast QR allows merchants to accept secure, instant payments from any banking app or digital wallet, providing a seamless “scan and pay” experience for thousands of daily shoppers.
The inauguration ceremony featured a high-profile gathering of regulators, provincial administrators, and business leaders, underscoring the strategic importance of the project. Representing Zindigi were Atif Ishaque, Chief Business Officer; Mohsin Khan, Head of Merchant Channel; Hammad Raza, Regional Business Head; and Adnan Akram, Business Development Manager. The State Bank of Pakistan was represented by Deputy Chief Manager Bilal Shafqat and Assistant Chief Manager Muhammad Hammad, while the Government of Punjab’s administrative support was marked by the presence of Lahore District Commissioner Capt. (R) Muhammad Ali Ijaz and Assistant Commissioner Abdul Sami Sheikh. The Liberty Market business community, led by Chairman Mian Zahid Jawaid Ahmad and President Sohail Sarfraz Munj, expressed strong support for the transition, noting that digital transparency would ultimately benefit local traders.
During the launch, Atif Ishaque emphasized that the initiative is rooted in a commitment to empowering local businesses with modern payment solutions that foster consumer confidence. Beyond just speed and convenience, the digital ecosystem at Liberty Market is designed to improve operational efficiency and financial traceability for small and medium-sized merchants. This transition away from cash-heavy transactions is expected to reduce the security risks associated with physical currency while providing merchants with a documented financial footprint, which is often a prerequisite for accessing formal credit facilities. As Zindigi continues to expand its digital footprint, the successful implementation at Liberty Market highlights the power of public-private partnerships in accelerating Pakistan’s shift toward a transparent and inclusive retail economy.
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