LAHORE: The All Pakistan Textile Mills Association (APTMA) and the Chainstores Association of Pakistan (CAP) have agreed to work together to develop and promote Pakistani textile and apparel brands in international markets, terming brand development a key avenue for increasing and diversifying the country’s exports.
The understanding was reached on Friday during a high-level visit by a CAP delegation to APTMA. The delegation was led by Tariq Mehboob of Royal Tag, Patron of CAP, and comprised representatives of leading retail brands including HUB, Maria.B, Charcoal, Rainbow Cash & Carry, Lime Light, Zeitgeist, Unze London, Zara Shahjahan, Tesoro, Rios, Rollover, Uniworth, Swera Departmental Store and Khas Stores, besides Malik Asim Dogar, Secretary General CAP. The delegation was received by Asad Shafi, Chairman APTMA, along with other senior office-bearers of the association, including its vice chairmen and secretary general.
During the meeting, the two sides discussed issues facing the industry and trade at large, and explored the potential of moving further downstream from manufacturing into product development, branding, marketing and retailing to boost exports. They agreed to continue the dialogue by engaging the entire value-added chain in pursuit of higher exports.
Speaking on the occasion, Tariq Mehboob said international experience showed that manufacturing accounted for less than thirty percent of the final retail value of a typical apparel product, while product development, design, marketing, branding and management made up sixty to seventy-five percent of that value. He said developing internationally competitive Pakistani brands could not only generate additional exports but also help Pakistan retain a much larger share of the value created from each product sold abroad.
Asfandyar Farrukh, Chairman CAP, said Pakistan’s retail market was worth roughly three trillion rupees and provided employment to millions of people. He said the retail sector had more than fifty apparel and garment brands catering to both eastern and western clientele, adding that digitisation of invoices, which began with Tier I retailers, had since been extended across the wider economy.
Wasif Sikandar Butt, Chairman-elect CAP, stressed the need for mutual collaboration among stakeholders and called for removing cross-border barriers to ensure the smooth flow of global trade. He appreciated APTMA’s initiative in launching consultations with all stakeholders of the value-added chain.
Asad Shafi, Chairman APTMA, said Pakistan already had a strong manufacturing base in western apparel and home textiles, with established access to major international markets. He said the large Pakistani and South Asian diaspora across the United Kingdom, Europe, North America, Oceania and other regions offered a significant consumer base for Pakistani and South Asian apparel, fashion and lifestyle products, and that Pakistani brands were well placed to serve this demand while gradually expanding beyond diaspora markets.
The meeting also called for a policy framework to facilitate the international expansion of Pakistani brands, including support for overseas retail and warehousing operations, international marketing and brand development, e-commerce and digital payments, and simplified foreign exchange regulations for exporters setting up distribution and retail operations abroad.
The APTMA and CAP concluded that closer cooperation between manufacturers and retailers could help create new export channels, open access to new markets and build Pakistani brands with a lasting international presence, thereby significantly increasing both export volumes and the value retained within the country.
Copyright Business Recorder, 2026
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