APTMA, CAP to work on brand development

The All Pakistan Textile Mills Association (APTMA) and the Chainstore Association of Pakistan (CAP) have launched a joint drive to replace imported retail stock with locally produced goods and to help domestic fashion labels reach overseas markets. Business Recorder said the effort started on Friday at a first Manufacturing Retail Working Session in Lahore, attended by retail brands and large textile producers. It is part of APTMA's wider agenda, led by Dr Gohar Ejaz, aiming for USD 3 billion more in exports within 12 months and USD 10 billion later.

APTMA Chairman Asad Shafi argued that most fashion retail is made up of local labels, reflecting homegrown design and consumer insight. He wants Pakistan to own global brands, noting that manufacturing usually makes up under 30 percent of an apparel item's retail value. Over 80 percent of textile exports are already processed, yet Pakistan keeps only a thin slice of the value.

Retailers showed imported products and explained the hurdles to local sourcing, such as build quality, technical capacity, design development, cost levels and timely supply. Manufacturers displayed their technical abilities and new products, aiming to substitute imports with local alternatives. The association plans to make the partnership lasting and to work with federal ministries, the Federal Board of Revenue and the Trade Development Authority of Pakistan on a national strategy for export support, market entry and branding.