LAHORE: HBL Zarai Services Ltd, a wholly owned subsidiary of HBL, has launched a rural engagement initiative, “Khushiyan Da Mela” (Festival of Happiness), a first of its kind agriculture focused community festival designed for the farming heartland of Pakistan.
A statement issued by HBL Zarai Services said here on Tuesday the inaugural event was held in Chak 305-EB, Burewala, District Vehari, a complete rural setting, reflecting HBL Zarai’s commitment to engaging farming communities in the environments where they live and work.
Conceived as a family friendly rural festival, Khushiyan Da Mela goes beyond a conventional agri exhibition. It offers farmers and their families a joyous and inclusive experience while introducing them to integrated agriculture solutions, modern farming practices, and financial inclusion through trusted agri and banking partners. The initiative reflects HBL Zarai’s commitment to meeting farmers where they are, both geographically and culturally.
The mela brings together leading agriculture, financial & telecom institutions creating a one stop ecosystem where farmers can access agri inputs, advisory, banking services and connectivity in one joyous gathering.
A major highlight of the event was a specially produced pre-recorded stage play, featuring renowned performers Sohail Ahmed and Honey Albela. The play used humour and relatable rural storytelling to convey powerful messages around modern agriculture, informed decision making, and improved livelihoods, striking a strong emotional connection with the audience.
The first Khushiyan Da Mela was inaugurated by the farmers of the host community themselves, symbolizing ownership and participation from the very people the initiative is designed to serve. Thousands from the surrounding farming areas attended the event, turning it into a true celebration of rural life, learning, and togetherness.
The Chief Executive Officer of HBL Zarai Services Ltd said: “Khushiyan Da Mela is a reflection of our belief that meaningful impact begins with respect, inclusion, and understanding of the farming community. At HBL Zarai, we are building an integrated agriculture services platform that combines agronomy, inputs, mechanization, market access, and financial inclusion. By bringing our partners together in a community setting, we are not just offering services, we are building trust and long-term relationships with farmers and their families.”HBL Zarai plans to host 20 large melas and 40 mini melas during the year across the regions it serves, he said.
Mohammad Omer, Chief Marketing Officer of HBL Zarai, said: “Khushiyan Da Mela is about meeting farmers on their own ground, in a way that feels inclusive and respectful. By combining agriculture, banking, and storytelling in a festive setting, we are making agri services and financial inclusion more accessible and meaningful for farming families.”
Copyright Business Recorder, 2026
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