‘Consumers’ expectations are continuously growing and we must recognize that.’

How has been your experience as the CEO of the company?
Since 2013 I have been managing ZIL Ltd. and have developed short and long term plans ensuring they are challenging but achievable. I have built the senior management team, advanced company culture and maintained awareness of the competitive market landscape. I ensure that the company maintains a high social responsibility and assesses risks in time. We have enjoyed accelerated revenue growth over the last five years through continuous improvement and overcoming challenges, leading to achievement of many milestones.

What are your major accomplishments?
Growing business volumes, fostering teamwork and collaboration, agility, empowerment and providing the right environment for everybody to achieve stronger business results. I have led the changes in marketing and sales operations, structure, processes and systems in different areas of the business to improve productivity and performance.

What is the biggest impediment in doing business in Pakistan?
Over the last many years, Pakistan has been making a concerted effort to improve the business climate. There are challenges in the external and internal business environment but this is similar to other emerging economies. I believe that given the immense potential that exists in Pakistan due to the size of the market and its large young population and growing middle class, we can still succeed.

What were the most challenging times in your career?
It occurred when I was working for another FMCG company. I had to focus on observing and learning the company culture and business. Having a deep understanding of both was critical to my success.

How do you see ZIL improving in the coming years?
Consumers’ expectations are continuously growing and we must recognize that. We have identified opportunity areas and have also initiated a sales strategy to meet different B2B and B2C needs. I am confident that with transformation from a single beauty product to multi-products, we will achieve sustainable growth for the company.

How is ZIL performing its role as a good corporate citizen?
We are guided by strong moral and ethical standards in our daily interactions and are fully compliant with corporate and taxation laws. ZIL received the PSX Top 25 Companies Award for 2019.

What were the challenges during the pandemic?
Issues from procurement of goods/raw materials to transportation to production facility to delivery without forgetting the human component had to be managed. It was challenging to make short-term plans. The immediate challenge was the safety of employees. We enforced strict measures in health and hygiene such as wearing masks, washing hands, using sanitizers and maintaining social distances, no travel by public transport, temperature checks, and we also allocated different times for lunches at offices and factory. Despite the scope of the lockdowns and accompanied operational challenges we organized IT support on overnight basis and started working from home. Today all our employees and their immediate family members are vaccinated. Notwithstanding all that, we had to manage the blood life of any businesses: cash flow constraints – timely recovery of debtors, payments to suppliers and employees, and servicing banks’ interests and debts.