LAHORE, (APP – UrduPoint / Pakistan Point News – 4th Sep, 2026) All Pakistan Textile Mills Association (APTMA) and Chain-stores Association of Pakistan (CAP) have stressed the need to develop Pakistani textile and apparel brands for international markets as an important avenue for increasing and diversifying Pakistan’s exports to the global markets.
This understanding was reached during the visit of high level CAP delegation to APTMA on Friday. CAP delegation was headed by Tariq Mehboob (Royal Tag), Patron CAP and included Asfandyar Farrukh (HUB), Wasif Sikandar Butt (Maria.B), Ahsen Mehmood (Charcoal), Muhammad Imran Saleemi (Rainbow Cash & Carry), Wahaaj Tariq (Lime Light), Daniyal Khalid (Zeitgeist), Kamran Saleem (Unze London), Saif-ur-Rehman (Zara Shahjahan), Hassan Mirza (Tesoro), Aftab Javaid (Rios), Hamza Shahzad (Rollover), Zain Shahnawaz (Uniworth), Mardan Ali Zaidi (Swera Departmental Store), Umair Mukhtar (Khas Stores) and Malik Asim Dogar Secretary General, CAP.
Earlier on their arrival at APTMA, they were received by Asad Shafi, Chairman APTMA along with Muhammad Qasim, Vice Chairman, Mohammad Ali, Vice Chairman North, Danish Aslam, Sufan Akhtar, Faisal Shakeel, Tahir Basharat Cheema and Raza Baqir Secretary General.
APTMA and CAP discussed the issues faced by the industry and trade in general and explored the export potential of moving further downstream from manufacturing into product development, branding, marketing and retailing. They undertook to continue this dialogue by involving the whole value added chain for the overall objective of uplifting exports.
Tariq Mehboob, head of CAP delegation, apprised that international experience shows that manufacturing accounts for less than 30 percent of the final retail value of a typical apparel product, while activities including product development, design, marketing, branding and management account for around 60–75 percent. Developing internationally competitive Pakistani brands can therefore not only generate additional exports, but also enable Pakistan to retain a substantially greater share of the value generated from each product sold overseas.
Asfand Yar, Chairman CAP said that retail market of Pakistan is roughly around three trillion rupees providing jobs to millions of people. He added that retail sector has more than 50 brands marketing apparel and garments catering to both eastern and western clientele. He continued that digitisation of invoices was started from Tier-I of retail sector and now replicated to the entire economy.
Wasif Sikandar Butt, Chairman elect CAP, stressed the need of mutual collaboration. He argued for eliminating trans national barriers in easy flow of global trade. He highly appreciated APTMA gesture to start consultation among all stake holders of value added chain.
Asad Shafi Chairman APTMA said that Pakistan already has a strong manufacturing base in Western apparel and home textiles, with established access to major international markets. At the same time, the large Pakistani and South Asian diaspora across the UK, Europe, North America, Oceania and other markets provides a significant consumer base for Pakistani and South Asian apparel, fashion and lifestyle products. Pakistani brands are well placed to serve this demand while also expanding beyond diaspora markets over time.
The meeting highlighted the need for a policy framework that facilitates international expansion of Pakistani brands, including overseas retail and warehousing operations, international marketing and brand development, e-commerce and digital payments, and simplified foreign exchange regulations for exporters establishing distribution and retail operations abroad.
APTMA and CAP agreed that closer cooperation between manufacturers and retailers can help create new export channels, access new markets and build Pakistani brands with a sustained international presence, thereby significantly increasing both the volume of exports and the value retained within Pakistan.
