Naheed.pk is one of Pakistan’s leading omni-channel retailers, combining a long-established physical supermarket business with a nationwide e-commerce platform. In this exclusive interview with Global FDI Reports, Munsub Abrar, Founder and CEO of Naheed.pk, discusses how the company is redefining the sector.
Q: How has founding Naheed Supermarket and transitioning it to Naheed.pk shaped your vision as an entrepreneur?
Munsub Abrar: As an entrepreneur, I always wanted to serve people beyond my store. Being a CS graduate, I was drawn to e-commerce. I was inspired by developments in the US with Amazon and Walmart, and in the UAE with Noon. My idea was to bring brick-and-mortar retail online to create an omni-channel experience.
In Pakistan, the biggest obstacle to e-commerce is trust. Our family business, built over 53 years, carries strong integrity and consumer trust. When we launched e-commerce, customers welcomed us because they knew our physical store had been serving for decades. We extended the same integrity and quality online that we had long provided in Karachi.
Karachi is a large city, and many of our customers have moved to different neighbourhoods or other cities. I now serve third-generation customers, many living outside Karachi. They often ask how they can access our products in Lahore or Islamabad. This need gave rise to our omni-channel retail approach.
Q: How do you want your journey to be perceived by international investors, especially those from the UAE?
MA: For international investors, particularly from markets like the UAE, Qatar and Saudi Arabia, the UAE has been the most modernised, driving digital adoption rapidly. Investors there look for partners with vision, integrity and the hunger to grow beyond traditional business boundaries. That is where Naheed stands out.
Over the years, we have scaled from a 1,100-square-foot grocery outlet to a 52,000-square-foot retail space, with more departments than any other supermarket in Pakistan, and an online presence offering over 80,000 SKUs. We are the largest omni-channel retailer in Pakistan and the second-largest e-commerce player after Daraz, which operates as a marketplace. Among standalone e-commerce providers, Naheed ranks number one.
Q: What key advantages have earned you recognition for retail excellence, and how will you sustain this market leadership?
MA: These achievements reflect the hard work of our teams, the supply chain, consumer service and operations, who have delivered for decades. Families have relied on Naheed for quality and reliability.
Our digital transformation has given us a unique edge. We invested early in building a robust e-commerce platform and developed operations from scratch with our own delivery and distribution centres across Pakistan: three in Karachi, one in Lahore, and one in Islamabad. Naheed.pk has built strong systems with teams eager to grow and explore new platforms.
With the UAE investing in Pakistan’s AI infrastructure and databases, Naheed’s vision is to be the first e-commerce player in Pakistan with an AI-driven data centre. Drawing on 53 years of experience, backed by data, robust systems and operational transparency, we are well-positioned for growth. This is where foreign investors can play a key role and why consumers continue to see us as their number one choice for daily needs.
Q: What drove your 2024 expansion to Malir Cantt, and what are your plans for further growth?
MA: This came from listening to our customers and analysing data. We found that the Malir Cantt area generated the most orders, as our products were not available there. This led to the strategic decision to invest in that neighbourhood. Today, about 30% of our business comes from that outlet, both in retail and e-commerce, driven entirely by data-based decision-making.
Q: What role do you see the UAE playing in your business portfolio today?
MA: The UAE is a key partner for Pakistan in retail, logistics and technology, consolidating international brands and bringing them to the region. UAE-based investors offer global expertise and resources, while we provide local market insights and operational depth.
Foreign investment from the UAE can accelerate our expansion through technology partnerships, logistics infrastructure or joint ventures to introduce international brands to Pakistani consumers. It is a win-win: we grow together, and that is our shared vision.
Our goal is to be Pakistan’s number one omni-channel retailer. For UAE investors, this is a strong opportunity to invest in a business deeply rooted in the local market, supported by established supply chains. With the UAE’s technology and advancements, this partnership can also expand into Central Asia and the Middle East, enabling the exchange of Pakistani products to the UAE and UAE products to Pakistan.
Q: Why is innovation central to delivering value for both customers and investors?
MA: For us, innovation means solving real-world problems consumers face in Pakistan’s retail sector. We listen to their needs and identify where retail is falling short. This approach led us to launch Naheed Pharmacy, a health store offering prescription medicines and skincare, similar to concepts like Boots or Life Pharmacy in the UAE.
Post-pandemic, demand for genuine medicines and skincare products has grown significantly. By addressing this, we remain aligned with consumer needs. For Naheed, innovation is not just about technology, it is about solving problems, making shopping easier and offering more choices.
Q: Why should Gulf investors consider opportunities in Pakistan?
MA: Pakistan has a young population, with 65% between 18–35 years, and a growing middle-income group. This is the right time to invest in Pakistan, building robust systems that provide the youth with the technology and infrastructure needed to drive innovation.
The UAE is on the right track with dynamic investments in Pakistan, supporting start-ups, boot camps and established businesses to create more value. With the technological expertise and experience UAE investors bring, Pakistani businesses can achieve more than ever before.
Q: What key lessons from your career shape your leadership style today?
MA: From my family business, I learned one thing: integrity is non-negotiable. You may have many ideas, even at 5 a.m., but without execution they are useless. Act on your ideas, and remember, without integrity, there is no business.
