Interview with Mr. Zia ul Mustafa Awan, CMA (Pak), CMA (USA), CMP (USA), President, House of Professionals and Director Global Markets, ICMP USA
PAGE: Tell me something about yourself, please:
Zia Ul Mustafa Awan: I am a management professional and corporate leader with over 25 years of experience across diverse industries, with a strong focus on organizational development, strategy, operations, project management, financial stewardship, risk management, and corporate governance. My professional journey has allowed me to work extensively at both national and international levels, contributing to institutional strengthening and leadership development. Over the years, I have had the opportunity to serve in senior leadership roles within corporate and regulatory bodies. I have served multiple terms as President of ICMA Pakistan, as President of the South Asian Federation of Accountants (SAFA), and as a Member of the PAIB Advisory Group of the International Federation of Accountants (IFAC). My corporate experience includes C-level positions at organizations such as Descon Engineering Limited, Pakistan Expo Centres, and Rustam Group of Industries. In addition to my executive roles, I have also had the privilege of serving as a Director on the boards of key national institutions, including Zarai Taraqiati Bank Limited (ZTBL), the Ignite National Technology Fund, and the Pakistan Institute of Corporate Governance (PICG).
Currently, I serve as President of the House of Professionals, a management consulting and professional training organization, and as Director, Global Markets at the Institute of Chartered Management Professionals (ICMP) USA. In these roles, I remain actively engaged in leadership development, professional certification, and global outreach initiatives. Alongside my executive responsibilities, I continue to work as a corporate trainer, public speaker, and writer, with a strong commitment to ethical leadership, governance, and sustainable organizational growth.
PAGE: Pakistan Super League has become a substantial brand. What is your take onit?
Zia Ul Mustafa Awan: The Pakistan Super League (PSL) has evolved into a strong and credible brand, both nationally and internationally. It is not just a cricket tournament but a well-structured platform that has contributed significantly to Pakistan’s economic activity, global perception, and sports ecosystem. PSL has successfully attracted international players, sponsors, and media attention, which reflects growing confidence in Pakistan as a host country. It has also revitalized cricket within the country by bringing international matches back to local stadiums, creating excitement among fans, and promoting young talent. From an economic standpoint, PSL has generated opportunities in multiple sectors, including hospitality, tourism, advertising, and event management. It has also encouraged professionalism in sports management and governance, setting a benchmark for other leagues and industries. Overall, PSL represents a positive narrative of resilience, branding, and strategic execution. It demonstrates how a well-governed initiative can create value beyond its core domain and contribute meaningfully to national image building and economic development.
PAGE: Fast food franchises are expanding rapidly. McDonald’s, KFC, Pizza Hut, Gloria Jean’s, Hardee’s, Burger King, etc., are household names in Pakistan. How would you comment on it?
Zia Ul Mustafa Awan: The rapid expansion of international fast-food franchises such as McDonald’s, KFC, Pizza Hut, Gloria Jean’s Coffees, Hardee’s, and Burger King in Pakistan reflects a positive shift in consumer behavior, urbanization, and economic growth. These brands have become household names due to their consistent quality, standardized services, and strong branding. Their presence indicates increasing purchasing power and a growing middle class that values convenience and global experiences. Moreover, the franchising model has created substantial employment opportunities, strengthened supply chains, and contributed to tax revenues. Importantly, this expansion also signifies Pakistan’s attractiveness as a viable market for international investors. It demonstrates confidence in the country’s retail and service sectors. At the same time, this growth encourages healthy competition, pushing local food brands to improve quality, innovation, and customer experience. Overall, the rise of fast-food franchises is a positive development, reflecting economic vibrancy, evolving lifestyles, and integration with global business trends.
PAGE: Experts reckon a quantum growth over the next ten years in the franchising business in Pakistan. What is your perspective on hotel chains?
Zia Ul Mustafa Awan: The franchising business in Pakistan is geared for significant growth over the next decade, and the hotel and hospitality sector stands out as one of the most promising areas within this expansion. With increasing urbanization, a growing middle class, and renewed focus on tourism and business travel, international and regional hotel chains are finding Pakistan an increasingly attractive market.
Global hotel brands bring with them standardized service quality, operational efficiency, and strong brand recognition, which enhances customer confidence and overall service benchmarks in the country. Their entry also encourages foreign direct investment, creates employment opportunities, and supports allied sectors such as transport, food services, and tourism.
From a strategic standpoint, franchising in hotel chains allows local investors to partner with established global brands, benefiting from their expertise, systems, and global marketing reach while adapting to local market dynamics. This model reduces risk and accelerates growth in the hospitality sector. Moreover, with initiatives aimed at promoting tourism and improving infrastructure, Pakistan has the potential to position itself as a competitive destination in the region. However, sustained growth will depend on consistent policies, ease of doing business, and maintaining quality standards.
From a broader perspective, the outlook for hotel chains in Pakistan is highly positive, and franchising will play a pivotal role in shaping a modern, globally connected hospitality industry.
PAGE: The Role of multinational companies (MNCs) is significant in the economy of Pakistan. MNCs have gotten a robust foothold 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?
Zia Ul Mustafa Awan: The presence of multinational companies (MNCs) such as Levi’s, Nike, Adidas, Next, Mothercare, Mango, and Hypermart reflects Pakistan’s gradual integration into the global economic system. Their growing footprint across fashion, wellness, retail, and service sectors signals increasing investor confidence and market potential.
MNCs play a vital role in economic development by bringing international standards, advanced technologies, and efficient business practices. They contribute to employment generation, skill development, and the formalization of the retail and services sectors. Additionally, their presence enhances consumer choice and improves quality benchmarks across industries. Another important aspect is knowledge transfer. Local businesses and professionals gain exposure to global trends, supply chain efficiencies, and customer service standards, which helps elevate the overall competitiveness of the domestic market. This, in turn, encourages innovation and continuous improvement among local enterprises. From a macroeconomic perspective, MNCs contribute to tax revenues, foreign direct investment (FDI), and export potential through localized production and distribution networks. They also help in building strong brand ecosystems that integrate Pakistan into global value chains.
However, it is equally important to maintain a balanced approach. Policymakers should ensure that local industries are supported and provided with opportunities to grow alongside multinational players. Strategic partnerships, joint ventures, and capacity-building initiatives can help maximize mutual benefits.
Considering these factors, the role of MNCs in Pakistan is largely positive, contributing to economic modernization, global connectivity, and long-term sustainable growth.