- Consistency, authenticity, and smart innovation turn startup brands into global success stories from Pakistan
- Driven by quality and heritage, Laziza brings Pakistan’s rich culinary culture to the world
Interview with Agha Shahab Ahmed Khan, Director of Convenience Food Industries (Pvt) Ltd
PAGE: Tell us something about yourself, please:
Agha Shahab Ahmed Khan: Throughout my career, I have been deeply engaged in industrial leadership and economic policymaking, with a strong commitment to fostering Pakistan’s business ecosystem. As Director of Convenience Food Industries (Pvt) Ltd, I have played an instrumental role in building one of Pakistan’s most recognized spice brands, which exports to global markets.
Beyond my entrepreneurial journey, I have had the privilege of serving as President of the Karachi Chamber of Commerce & Industry (KCCI) — one of Asia’s largest business chambers — where I worked to bridge the gap between the private sector and policymakers, advocating for business-friendly reforms. My involvement spans multiple advisory boards, university boards of governors, and industrial committees, reinforcing my dedication to economic development, industry competitiveness, and capacity building. At my core, I believe in value creation, industrial innovation, and strategic policymaking as the foundation for sustainable economic growth.
PAGE: Could you tell us about the success of your brand?
Agha Shahab Ahmed Khan: Laziza’s journey is a testament to the power of vision, consistency, and market-driven innovation. From humble beginnings, we have built a brand that has dominated the domestic market and earned a global presence, reaching millions of consumers across Europe, North America, the Middle East, and beyond.
The success of Laziza stems from its unwavering commitment to quality, authenticity, and consumer trust. In an industry where competition is fierce, we have differentiated ourselves by staying true to traditional flavors while continuously innovating to meet modern consumer preferences. Our expansion strategy has been driven by rigorous quality control, supply chain optimization, and market intelligence, allowing us to remain competitive on a global scale. We don’t just sell spice blends; we deliver an experience, a connection to heritage, and a promise of consistency, which is why Laziza has built an enduring reputation in households worldwide.
PAGE: What is your perspective on entrepreneurship in Pakistan?
Agha Shahab Ahmed Khan: Entrepreneurship in Pakistan is both an opportunity and a challenge. The country is home to a young, dynamic, and ambitious population eager to innovate and create value. However, challenges such as bureaucratic hurdles, high costs of doing business, and inconsistent policies have often stifled entrepreneurial potential. Despite these challenges, Pakistan remains a land of immense opportunity. The rise of e-commerce, fintech, and digital platforms has unlocked new avenues for aspiring entrepreneurs. The agri-food sector, value-added exports, and tech-based solutions hold tremendous potential for those willing to invest in efficiency, branding, and international market expansion. For Pakistan’s entrepreneurial landscape to flourish, we must foster an ecosystem that rewards innovation, reduces regulatory burdens, and provides easier access to capital. The more we empower entrepreneurs, the stronger our economy becomes.
PAGE: What must be done to encourage the youth to embrace entrepreneurship and launch new brands?
Agha Shahab Ahmed Khan: Pakistan’s youth is its greatest asset, yet many struggle to translate their ideas into viable businesses due to a lack of structured support, mentorship, and funding opportunities. To unlock their full potential, we must take a multi-faceted approach:
1. Education & Skill Development – Business education must go beyond theory and integrate real-world problem-solving, market-driven skills, and digital literacy. Entrepreneurial thinking should be embedded in the curriculum from an early stage.
2. Access to Capital – A major barrier for young entrepreneurs is funding. The government and financial institutions must develop structured financing models, seed-funding programs, and venture capital incentives to support startups.
3. Ease of Doing Business – Streamlining regulations, reducing bureaucratic red tape, and fostering a culture of innovation will encourage risk-taking and business creation. Public-private partnerships can play a pivotal role in this.
4. Market Access & Globalization – Pakistan must facilitate export-oriented entrepreneurship, encouraging businesses to think beyond local markets and establish a global footprint. E-commerce platforms, trade facilitation, and brand-building initiatives will be key drivers of success. By nurturing an ecosystem that values innovation, risk-taking, and long-term thinking, we can transform Pakistan into a hub of entrepreneurial excellence.
PAGE: How would you comment on brand value?
Agha Shahab Ahmed Khan: A brand is far more than just a name—it is an equity built over time, a symbol of trust, and a bridge between a company and its consumers. A successful brand doesn’t just sell a product; it creates an experience, evokes emotions, and fulfills desires. Key elements of brand value include:
– Perception & Loyalty – Consumers don’t just buy a product; they buy how it makes them feel. The most successful brands establish a strong emotional connection, ensuring long-term loyalty.
– Innovation & Demand Creation – A strong brand doesn’t follow trends—it sets them. If there is no demand, it creates demand through innovation, superior offerings, and market positioning.
– Consistency & Reputation – A brand’s reputation is built over time through reliability, authenticity, and customer trust. Every interaction with the brand reinforces or weakens this reputation.
– Quality & Price Perception – A premium brand commands a higher perceived value not merely because of its price but because of the trust and quality assurance it represents.
– Global Scalability – The true power of a brand is its ability to transcend borders and maintain its essence across different cultures and markets.
Laziza’s success reflects these principles — it is not just a spice brand; it is a legacy built on trust, quality, and innovation, which is why it continues to thrive in highly competitive global markets.