- Pakistan’s youthful talent and growing consumer base create immense opportunities for innovative businesses today
Interview with Mr. Sajid Katiya, an entrepreneur
PAGE: Tell me something about yourself, please:
Sajid Katiya: I’m an entrepreneur who loves building brands that people connect with. Over the years, I’ve explored different industries — food, fashion, lifestyle — and each journey has taught me something new. For me, entrepreneurship is about resilience, creativity, and creating value that lasts. I enjoy the challenge of taking an idea from scratch and turning it into something people can trust, celebrate, or identify with.
PAGE: Is it worth investing in start-ups and building brands?
Sajid Katiya: Yes, absolutely. Start-ups are the breeding ground for fresh ideas, and brands are what give those ideas longevity. When you build a brand, you’re not just selling a product — you’re building identity, trust, and loyalty. It takes patience, but the rewards of seeing a brand stand on its own are worth it.
PAGE: How would you describe the investment opportunities for the youth in Pakistan?
Sajid Katiya: Pakistan is full of opportunities, especially for young people. With one of the youngest populations in the world, we have both the talent and the consumer base to create and scale new businesses. Digital platforms have lowered the barriers to entry, making it easier to test and grow ideas. Whether it’s food, fashion, e-commerce, or tech-enabled services, there’s immense potential. The main challenge is access to funding, but persistence and creativity can open doors.
PAGE: What are your recommendations for investors?
Sajid Katiya: Focus on the people as much as the product. A passionate, adaptable team is often more important than a perfect business plan. Don’t chase quick returns — strong brands take time to build. Diversify, but also be willing to take calculated risks in new sectors. The market in Pakistan is evolving, and the biggest wins will go to those who back innovation early.
PAGE: Tell us about your brands and the journey:
Sajid Katiya: Each brand I’ve built reflects a different passion. Sacha’s Cakes is re-launched as a customized cake venture and has become a household name for birthdays and celebrations.
Dhaagey is our premium abaya brand, offering elegant and modern modest fashion.
Goli Bhai Daal Chawal takes a lighthearted, youthful approach to comfort food, while The Fluffy Chef focuses on indulgent burgers and fast food that are fun and flavorful.
Epic Arena is an entertainment-driven platform designed to bring people together.
And then there’s Youniform, our corporate and school uniform brand. With Youniform, the goal has been to bring dignity, comfort, and consistency to how students and professionals present themselves. Uniforms are often overlooked, but they play a huge role in identity and discipline, and we wanted to raise the standard in this space.
The journey hasn’t been linear — there have been successes, setbacks, and a lot of learning along the way. But what keeps me going is the drive to create brands that people remember, rely on, and connect with in their everyday lives.