Brand equity gives long-term success.

Byline: KHALIL AHMED

Iftekhar Ahmed and Co. (IAC) performing digitally, traditionally to help develop brand loyalty

Interview with Mr. Waheed Ahmed - Director, Iftekhar Ahmed and Co.

PAGE: Tell me something about yourself, please:

Waheed Ahmed: I am currently the Marketing Director at Iftekhar Ahmed and Co. (IAC). As a Patron-In-Chief of the Pakistan Fruit and Vegetable Association (PFVA) and Chairman of Pakistan's fruits, vegetables, food and beverage sector by the Ministry of Commerce.

I try to ensure that I play a positive role in the economic growth of Pakistan, and do everything in my power to focus on the manufacturing of products within Pakistan that can be exported instead of relying on imports.

I have worked in a number of important roles in government-related trade bodies and associations such as the FPCCI export, fruit and vegetable, and horticulture committees. I was also recently appointed as the Chairperson of the Sectoral Council for Agriculture and Food Processing by the Ministry of Commerce, Government of Pakistan.

By partnering with the government, I focus on creating stronger trading opportunities for businesses in Pakistan to boost the horticulture industry.

I have played a major role in the development of Pakistan's trade relations, opening trade ties with 15 other countries where I was part of Pakistan's business councils, and promoting Pakistan's export potential to foreign governments.

I am a strong believer in the power of Pakistan's youth, which accounts for around 60% of the country's total population. I believe that with healthy activities and healthy food and drinks, the young population of Pakistan has a major role to play in the development of our country, and it is our youth to nurture and encourage the coming youth for a better future.

PAGE: Could you share your experience of launching brands in Pakistan?

Waheed Ahmed: Under the master brand of Iftekhar Ahmed and Co. (IAC), we have successfully launched two brands - Fruit Nation and LUSH. Fruit Nation is a premium nectars and Juice in the beverages category, while LUSH offers fruit drinks and tomato ketchup and chilli garlic sauces range under the LUSH brand to great excitement from our loyal customers.

Under each of these brands, we have a range of products that offer an innovative blend of fruit extracts such as ABC (Apples, Beetroots, Carrots), BerryApp, Govanna, Fit Punch, MangoApp and Masti Punch.

We launched ABC Juice last year as a healthy energy...