Market Entry . FMCG . Pakistan . Gulf . Europe
20 years in FMCG. I've done it.
Now I help others do it faster.
Karachi, Pakistan
Hamburg (Formerly)
U.A.E.
Operating Globally
The Work
I don't advise from the outside.
I've built the operations,
closed the deals, and carried
the commercial targets.
Available for market entry consulting, fractional growth mandates, and advisory roles for brands entering Pakistan, Gulf, and European markets. Also via Toptal — Top 3% vetted.
About
The story so far.
KARACHI · HAMBURG · DUBAI · GLOBAL
I co-founded Samrah Enterprises with a single imported brand and zero revenue. Fifteen years later, it is a 720M PKR peak-revenue FMCG company with 20+ international brands, a 400M PKR private-label manufacturing facility, two retail brands active in Pakistan and UAE, and distribution across Carrefour, Imtiaz, Al-Fatah, Spar, and Jalal Sons.
That was not a straight line. It meant negotiating freight contracts and import tariffs, surviving cash flow pressure during COVID, closing institutional business with Pakistan International Airlines, and building a team of 100+ people from scratch. I learned what market entry actually costs - time, capital, and relationships.
Before Samrah, I studied Kommunikationsdesign in Hamburg and worked in design and brand strategy across European clients. The .de stayed. It's a reminder of where the thinking sharpened — and a signal that I understand how European businesses think when they look at emerging markets.
Today I work with founders, CEOs, and commercial teams as a consultant and market entry partner bringing the same ground-up rigour to their growth. I am also building Blitz Sports, Express Works LLP and other ventures, applying founder-level thinking to new categories.
By the Numbers
720
M PKR
International brands onboarded and managed
21+
400
M PKR
15+
Operating in FMCG across 3 continents
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.