APTMA and Chain-stores Association Join Forces to Promote Pakistani Brands Abroad
UrduPoint (4th Sep, 2026) - All Pakistan Textile Mills Association (APTMA) and the Chain-stores Association of Pakistan (CAP) have emphasized the importance of developing Pakistani textile and apparel brands for international markets as a key strategy for enhancing and diversifying Pakistan's exports.
This shared vision emerged during a meeting between a high-level CAP delegation and APTMA on Friday. Led by Tariq Mehboob (Royal Tag, Patron CAP), the delegation included representatives from various renowned brands: Asfandyar Farrukh (HUB), Wasif Sikandar Butt (Maria.B), Ahsen Mehmood (Charcoal), Muhammad Imran Saleemi (Rainbow Cash & Carry), Wahaaj Tariq (Lime Light), Daniyal Khalid (Zeitgeist), Kamran Saleem (Unze London), Saif-ur-Rehman (Zara Shahjahan), Hassan Mirza (Tesoro), Aftab Javaid (Rios), Hamza Shahzad (Rollover), Zain Shahnawaz (Uniworth), Mardan Ali Zaidi (Swera Departmental Store), and Umair Mukhtar (Khas Stores).
The CAP delegation was welcomed by APTMA's Chairman Asad Shafi, along with Vice Chairmen Muhammad Qasim, Mohammad Ali, and Danish Aslam, as well as other executives including Sufan Akhtar, Faisal Shakeel, Tahir Basharat Cheema, and Raza Baqir (Secretary General of CAP).
During the meeting, APTMA and CAP discussed challenges faced by the industry and trade. They explored export opportunities by moving downstream from manufacturing to product development, branding, marketing, and retailing. Both parties committed to continuing this dialogue, engaging all stakeholders in the value-added chain for the collective goal of boosting exports.
Tariq Mehboob, heading the CAP delegation, noted that international experience reveals manufacturing contributes less than 30% to the final retail value of an apparel product. Activities like product development, design, marketing, branding, and management account for approximately 60–75%. Thus, cultivating globally competitive Pakistani brands can not only generate additional exports but also ensure Pakistan retains a larger share of the value generated from each product sold internationally.
Asfand Yar, CAP's Chairman, highlighted that Pakistan's retail market is valued at roughly three trillion rupees, supporting millions of jobs. He mentioned 50+ brands in the apparel and garment sector catering to diverse clients. Digitization of invoices, already initiated in Tier-I retail, has now spread throughout the economy.
Wasif Sikandar Butt, CAP's Chairman-elect, stressed the need for mutual collaboration and called for eliminating trans-national barriers to facilitate global trade. He praised APTMA's initiative to initiate consultations among all value-chain stakeholders.
Asad Shafi, APTMA's Chairman, stated that Pakistan boasts a robust manufacturing base.