Fatima Fertilizer Ltd: A top choice for Pakistani farmers

Razia Sultana, winner of Farmer-Farmer Competition shares her journey of becoming a farmer

Although female labour participation in Pakistan has grown by more than half over the past two decades, the country continues to hold the second last rank in the Global Gender Gap Index. At a mere 25%, it has the lowest female labour force participation in South Asia. Apart from the obvious correlation between economic independence and women empowerment, closing the gender gap is essential for national growth. The IMF estimates that if Pakistan were to engage more women into the formal labour force, it would increase its economy by 30%.


Despite this widening gap in the male female economic participation, the contribution of women in the agriculture sector of Pakistan is commendable. According to Pakistan Bureau of Statistics, 24% of Pakistan’s GDP comes from the agricultural sector and 75% of working women are involved in agricultural activities. The gender gap in the agricultural sector is gradually closing as women have started embracing managerial roles.



Rabia Sultan, a progressive farmer from Muzaffargarh and the president of Farmer Association of Pakistan, is one such woman who has defied all odds in a male dominated profession. Although her father wanted her to appear for the CSS examinations, she aspired to be a competent farmer like him.

She used Fatima Fertilizer’s Sarsabz Nitrophos (NP) and Sarsabz CAN (Gawara) on her cotton crops to achieve a staggering 61 mounds per acre of yield. Throughout her journey, Sarsabz Fertilizers have remained a trusted partner and a leading source of guidance. This relationship has been creatively shown in a first of its kind TVC for a fertilizer product with a woman as a protagonist. The Punjab government too has recognised her success by rewarding her achievement.



Although Fatima Fertilizer was established less than a decade ago, it is currently known as the most progressive agri-solutions provider in Pakistan. A major reason for that is its innovative marketing techniques that are based on data and emotional stories. Its testimonial campaign consisted of four such stories; the other three farmers being Akhtar Hayat for rice and real life brothers Zahid Ali and Faisal Ali for cotton and maize respectively.

The export and import manager and group head brand manager Rabel Sadozai commented on the campaign: “Many of us hold this stereotype of women in rural societies not playing any significant role in agriculture whereas this is not at all true. Women are actually very active in the sector but the tragedy is that their work has never been recognised nor has there been a serious effort from private sector to advocate greater empowerment for them."

He went on to add:  "We sell more than just a fertilizer here at Fatima Fertilizers, we seek to fulfill the aspirations of our customers and we truly believe that it is them and not the product that is the true hero. Despite being a gamble, we are so glad the campaign resonated so well with our target audience and we have gotten great feedback on it!”

Fatima Fertilizer is striving to bolster Pakistan’s backbone i.e. the agriculture sector by focusing on producing Nitrate based fertilizer that is the most efficient and effective nutrient source for Pakistani soils. Additionally, it is collaborating with the Government of Punjab to provide hi-tech mechanisation service centers, information and technology tools to the farmers.