ISLAMABAD: Pak Telecom Mobile Limited (PTML), the surviving entity after the merger with Telenor Pakistan, has secured all major corporate and regulatory approvals to adopt “e&” as its new brand identity, with no approvals now pending, sources told Business Recorder.
According to sources, PTML’s Board of Directors approved the adoption of the “e&” brand, while the Pakistan Telecommunication Authority (PTA) also granted its approval last month, paving the way for the company to operate under the new identity. As part of the post-merger legal process, PTML has also submitted a certified copy of the Scheme of Amalgamation to the Securities and Exchange Commission of Pakistan (SECP), fulfilling another key statutory requirement following completion of the merger.
In a letter dated June 16, 2026, the PTA approved the brand name and directed the company to notify the Authority upon the effectuation of amalgamation under the applicable law and before the commercial launch or marketing campaign of the “e&” brand.
The regulator further instructed PTML to implement the approved brand modification strictly in accordance with the approval conditions.
However, the PTA, in its July 2 letter, has advised PTML/Merge Co to notify the Authority upon effectuation of amalgamation as per law and prior to commercial launch/campaign, etc, of the brand name.
Official sources revealed that PTML would inform PTA in a few days, after which the formal launch would be carried.
This development has, however, triggered debate in some quarters over the approval process for the new brand identity. Questions have been raised about the omission of the word “Pakistan” from the proposed brand name, with some observers asking whether the government and the regulator had carried out a comprehensive review and due diligence before approving the re-branding.
Official sources maintained that all legal and regulatory requirements have been fulfilled. They said PTML’s Board of Directors approved the new brand, the PTA has granted the required approval, and the company has already submitted the certified Scheme of Amalgamation to the SECP. The sources reiterated that no regulatory approval is pending, with only the formal notification to the PTA upon the legal effectuation of the amalgamation required before the commercial launch of the “e&” brand.
Copyright Business Recorder, 2026
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