I build businesses that grow and fix the ones that aren't.
20 years scaling FMCG operations across Pakistan and the UAE from PKR 400M+ distribution business and Q-commerce channels doing PKR 80M/month, founding new retail verticals from scratch. I work with founders and leadership teams as a fractional growth and business development partner.
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Based in Pakistan & UAE. Operating globally.
a lil' about me
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a lil' about me 〰️
I don't advise from the outside. I've been on the ground — building the operations, closing the deals, and carrying the commercial targets.
At Samrah, I grew the company from a single-brand importer into a PKR 400M+ enterprise, structuring agreements with 21 international brands, establishing Pakistan's only private-label butter and frozen foods manufacturing facility built to global food safety standards and building distribution across modern trade, traditional trade, and export markets in the GCC. I represented the brand at 15+ international trade expos across Europe, Asia, and the Middle East.
At Naheed, one of Pakistan's famous retail chains my role grew well beyond brand alliances and promotions. I led e-commerce through the COVID surge of 2019–2020, the first full year of live operation, building fulfillment under real demand pressure. I then led Naheed's collaboration with Panda Shops, scaling Naheed's presence on the Q-commerce platform to PKR 50M+ in monthly sales across 4 branches in 3 areas of Karachi, one of the platform's leading shops in its category. I also led the founding of Naheed Pharmacy, a new healthcare retail vertical launched in 2025, with a second branch secured at PSO Wall Street, I.I. Chundrigar Road in 2026.
Today I work with founders, CEOs, and growth teams through Toptal and direct mandates as a fractional Product Growth and Business Development consultant.
What I help with
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What I help with 〰️
Market Entry Strategy
Entering Pakistan, U.A.E. or broader South Asian markets is complex regulatory, cultural and commercially. I design market entry blueprints grounded in how these markets actually work not how they look on paper. I've done it myself, for Fresh St! brand, across two countries.
Distribution Channel Design
Whether you're moving from direct sales to a distributor model or restructuring a broken channel.
I design and implement distribution frameworks that scale with the right partners, incentive structures, and coverage models.
D2C & Q-Commerce Strategy
I've scaled digital commerce twice from the ground up. At Naheed, I led e-commerce operations through COVID and then scaled Q-commerce to PKR 50M+/month through Panda Shops.
I help brands design their digital channel entry strategy with the same ground-up rigor not from a slide deck.
Revenue Growth Architecture
Pricing strategy, category expansion, margin management, and commercial partnership development the mechanics of sustainable revenue growth, designed around your actual business model.
New Venture &
Business Development
From identifying the right opportunity to structuring the model and securing the right commercial partners.
I've founded and scaled new business verticals inside various organizations. If you're launching something new inside an existing business, this is work I've done.