APTMA, CAP to work for brand development globally

The All Pakistan Textile Mills Association and the Chainstores Association of Pakistan agreed on Friday to jointly build and market Pakistani textile and apparel labels abroad, Business Recorder reported. Both bodies see brand building as a way to lift exports. The accord followed a visit to APTMA by a CAP delegation headed by Tariq Mehboob, the CAP patron.

Mehboob cited international benchmarks showing manufacturing supplies under thirty percent of a typical garment's final retail value, while product creation, promotion, branding and management account for sixty to seventy-five percent. He argued that strong Pakistani labels with global appeal could raise exports and keep a far larger share of each item's overseas value. Asfandyar Farrukh, CAP chairman, valued the domestic retail market at roughly Rs3 trillion, said it employs millions, and noted that more than fifty clothing labels cater to eastern and western shoppers.

Asad Shafi, APTMA chairman, said Pakistan has solid production capacity for western clothing and household fabrics, and its diaspora in the United Kingdom, Europe, North America and Oceania offers a sizeable consumer base. Participants also sought official measures covering overseas retail and warehousing, global marketing, online sales and payments, and easier currency rules for exporters opening shops abroad. The associations concluded that closer manufacturer-retailer ties could open new export channels and markets, and build Pakistani brands with lasting international presence.