- Pakistan Super League evolved into strong national and commercial brand and has the potential to become one of Asia’s premier T20 brands
Interview with Mr. Khalid Tawab — former Senior Vice President, FPCCI
PAGE: Tell me something about yourself, please.
Khalid Tawab: I have been serving the business community of Pakistan for several decades in various leadership and institutional capacities, with a particular focus on international trade, economic diplomacy, and private-sector development. Currently, I am leading international coordination and engagement for FPCCI, working closely with regional and global economic forums, chambers of commerce, and development institutions. My work revolves around strengthening Pakistan’s trade relations, promoting investment, and facilitating private-sector participation in regional and global markets.
PAGE: McDonald’s, KFC, Pizza Hut, Gloria Jean’s, Hardee’s, Burger King etc. are household names in Pakistan. For a couple of decades, several brands have been doing tremendous job and there has been no looking back. How would you comment on it?
Khalid Tawab: The success of international franchise brands in Pakistan reflects the country’s evolving consumer landscape and growing middle class. Brands such as McDonald’s, KFC, Pizza Hut, and others have not merely sold food; they have introduced standardized service quality, hygiene benchmarks, supply chain efficiencies, and customer experience models that were previously limited. Their growth over the past two decades demonstrates that Pakistan offers a viable and resilient consumer market despite economic cycles. These brands have also contributed significantly to employment generation, youth training, and formal sector documentation. Moreover, they have localized their menus and marketing strategies, which shows adaptability to cultural preferences. In essence, their sustained presence signals investor confidence and the long-term potential of Pakistan’s urban consumption economy.
PAGE: Experts reckon a quantum growth over the next ten years in franchising business in Pakistan. What is your perspective?
Khalid Tawab: I believe franchising in Pakistan is poised for substantial growth over the next decade, provided macroeconomic stability improves. With a population exceeding 240 million, a youthful demographic, rapid urbanization, and increasing mall culture, the market fundamentals strongly support franchise expansion. Franchising offers a lower-risk entry model for entrepreneurs by leveraging established brand equity, operational systems, and marketing frameworks. Beyond food and retail, sectors such as education, healthcare, fitness, logistics, and technology services present significant opportunities. However, growth will depend on regulatory facilitation, ease of doing business, stable exchange rates, and improved investor confidence. If these conditions align, Pakistan can emerge as one of the leading franchise markets in South Asia.
PAGE: Franchising is not confined to food, it has also made its mark in fashion, wellness, retail, and services segments including Levi’s, Nike, Adidas, Next, Mothercare, Mango, Hyper Mart etc. What is your standpoint in this regard?
Khalid Tawab: The diversification of franchising beyond food into fashion, wellness, and retail is a natural progression of a maturing consumer market. International brands such as Levi’s, Nike, Adidas, and others symbolize aspirational consumption and global connectivity. This trend reflects rising brand consciousness, improved retail infrastructure, and increasing disposable income in metropolitan centers. It also encourages competition, quality improvement, and better retail standards. From an economic perspective, non-food franchising broadens the formal retail base, enhances tax documentation, strengthens supply chains, and creates employment across marketing, logistics, and store operations. The key going forward will be strengthening local partnerships, ensuring competitive pricing amid currency volatility, and encouraging local brands to adopt franchise models domestically and internationally.
PAGE: What is your take on Pakistan Super League (PSL) as a brand?
Khalid Tawab: In my opinion the Pakistan Super League (PSL) has evolved beyond a cricket tournament into a strong national and commercial brand. It has successfully repositioned Pakistan on the global sporting map and restored international cricket confidence in the country. From a branding perspective, PSL integrates sports, entertainment, media rights, sponsorships, and franchise investments into a structured commercial ecosystem. It has enhanced youth engagement, created commercial opportunities for sponsors, and stimulated hospitality, tourism, and advertising sectors. In brand-building terms, PSL demonstrates how intellectual property, entertainment value, and consistent management can transform a sporting event into a valuable economic asset.
With continued transparency, professional governance, and international marketing outreach, PSL has the potential to become one of Asia’s premier T20 brands.