It is imperative for TDAP to effectively play the role of intermediary & interlocutor between government and exporters
KARACHI: In today’s fast changing world, where global marketing plays a significant role in a country’s overall prosperity, we find ourselves not so fortunate to have kept the right pacing along other developing economies and more so when compared with our neighbour India. Numerous issues and challenges face us and need our urgent attention, especially that of the Trade Development Authority of Pakistan (TDAP).
Let us take a look at the existing scenario with respect to overall performance when despite so many hurdles and a variety of reasons Pakistan’s export earnings crossed the $25 billion mark in 2012. This indeed has to be appreciated but there is no getting away from the fact that had the international business community been as supportive as it is to some countries in the neighbourhood, we for sure would have done much better.
First and foremost, we must improve upon the lopsided strategy which mainly focuses on garments and textiles. The possibilities and opportunities are there through diversification into non-traditional items such as foodstuffs, engineering goods, IT products, pharmaceuticals, gems and jewellery. We need to enhance our global market reach and regain those customers in countries that have shied away from Pakistani products due to our failure in meeting orders, quality assurance, and price competitiveness.
Vital assistance can be provided to entrepreneurs of all hue and sizes through commercial counsellors and Pakistani missions abroad to liaison with reliable business entities.
Our products’ quality standardisation and international compatibility through accreditation and internationally accepted certifications should be made mandatory. We also have a serious issue where the government regulatory authorities play an almost non-existent role.
Coming back to some in-house re-structuring, a professional team has to be raised from within the TDAP to identify new markets for all products in general and value-added products in particular from our well-established brands. They should also explore the halal marketing segment which is rapidly growing in many parts of the world. The TDAP can hold roadshows, organise participation in various relevant exhibitions around the world and also send delegations comprising real professionals to strategic commercial capitals.
In the given situation as now, it is quite imperative for the TDAP to effectively play the role of intermediary and interlocutor between government and exporters. It should find ways to incentivise small and medium-size exporters in the poultry, fisheries, vegetables and fruit sectors. Appropriate financial support based on performance and merit should be disbursed and in order to select the beneficiary a transparent system be put in place.
We have to bring all stakeholders on one page and redouble our efforts towards an efficient and result-oriented lobbying particularly for ‘Made in Pakistan’.
Atiq R Siddiqui
Published in The Express Tribune, September 8th, 2014.
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