P&G lists Pakistan among top 10 emerging markets

Published: June 21, 2013
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P&G Pakistan had acquired a huge piece of land for the manufacturing facility at Port Qasim but it utilised about 20% of the land only. PHOTO: FILE

P&G Pakistan had acquired a huge piece of land for the manufacturing facility at Port Qasim but it utilised about 20% of the land only. PHOTO: FILE

KARACHI: Procter and Gamble (P&G) has identified Pakistan as one of its top 10 emerging markets – that include emerging economies like Brazil and India – and the country will be the focus of it attention for further investments, P&G Pakistan Communications Manager Omeir Dawoodji told a group of journalists during a visit to the company’s state-of-the-art manufacturing facility at Port Qasim on Thursday.

Dawoodji was tight-lipped regarding the amount P&G plans to invest. He, however, confirmed that the Cincinnati, Ohio-based consumer goods giant wants to expand its manufacturing footprint in the country.

Dawoodji did not disclose the cost of setting up the Port Qasim plant, currently manufacturing the Ariel brand, but emphasised that P&G intends to make it a mega-manufacturing facility and utilise it for manufacturing other brands as well. The company markets over 300 brands globally, but its Pakistani subsidiary only deals in eight brands.

P&G Pakistan had acquired a huge piece of land for the manufacturing facility, which was inaugurated in 2010, but it utilised about 20% of the acquired land only, leaving enough space for further expansion.

It has been 185 years of growth for the now $85-billion company and further growth has to come through emerging markets, Dawoodji said, explaining why Pakistan is important for the company’s global parent.

The manufacturer of some of the leading brands like Pampers, Always and Safeguard has had tremendous growth during the past three years. P&G’s revenue for the year ended June 2012 was Rs22 billion, about 50% increase over the previous year.

The fiscal year 2012-13, too, will be a high growth year for P&G Pakistan, the company’s country head Faisal Sabzwari told The Express Tribune in a recent interview.

In a sign of its long-term commitment to the country, the Pakistani arm of the consumer goods giant has replicated its global strategy of incorporating the use of renewable energy sources for energy conservation, reducing water consumption and recycling the waste as demonstrated during the plant’s tour.

The facility at Port Qasim has been designed to use skylight during the day with a lot of windows built both in the office and the factory areas. They have been able to reduce their energy consumption by 12% during the last two years, the officials at the site told the media.

The reduction in water usage was about 46% as they have planted palm trees and used gravel instead of grass for the landscape to conserve water. “We put less than 2% of our waste to landfill,” an official said. About 97% of the waste generated is put to beneficial reuse, he said.

“The Port Qasim plant is our pride among the 75-plus plants P&G operates all over the world,” Dawoodji said while highlighting state-of-the-art features of the plant. “Goods manufactured at this facility can be exported to countries with rigorous quality standards.”

Published in The Express Tribune, June 21st, 2013.

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Reader Comments (11)

  • Shai
    Jun 21, 2013 - 12:55AM

    The problem is the waste produced by their end products……i can see diapers littering everywhere……..bad news for pakistan but good news for pg……

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  • Blunt
    Jun 21, 2013 - 12:07PM

    No doubt Pakistan is blessed with numerous wonderful opportunities and talents of the universe. All we need to do is to work at our fullest capacity with utmost dedication and honesty. All our dreams will come true some day InshaALLAH.

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  • Cobra Commander
    Jun 21, 2013 - 12:23PM

    @Shai:
    How is the fault of P&G that , we Pakistanis, have no concept of properly disposing off our garbage. No where P&G asks the end users to throw diapers where ever they see an empty plot.

    Due to the ever increasing population and some disposable income ,Pakistan is under the radar of FMCG mega giants. Even with the dismisal secuirty situation and electricity shortages these companies are looking to expand. We must overcome these issues to entice more multinationals to invest here.

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  • Xnain
    Jun 21, 2013 - 12:34PM

    “Procter and Gamble (P&G) has identified Pakistan as one of its top 10 emerging markets”
    Dear ET, it looks like somebody is not paying attention to the details. P&G may have identified Pakistan amongst their top 10 emerging markets for products but it doesn’t mean that Pakistan has been recognized as the 10th top emerging market in the world.

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  • BlackJack
    Jun 21, 2013 - 12:54PM

    @Shai:
    The waste is not produced by their end-products, it is produced by yours. Diapers are used all around the world, how come Pakistanis in those countries manage to dispose of used products in a civilized manner?
    On a separate note, the Pampers business of Pakistan used to be the toast of the region not too long back (10 years) – they used to send teams from P&G India to Karachi to learn what these guys were doing right. Sadly this is no longer the case.

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  • GhostRider
    Jun 21, 2013 - 2:26PM

    Pakistan being on FMCG watchlist is no great achievement…Any market with 200 million inhabitants will be a goldmine for an FMCG company. The real question is how much are these FMCGs are willing to reinvest in Pakistan from their huge earnings.

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  • You Never Know :-)
    Jun 21, 2013 - 3:08PM

    @Shai Pakistan needs to learn how to dispose its garbage properly.
    @BlackJack Pampers and Safeguard Pakistan are still considered success stories and case studies still produced on the same. Safeguard and Ariel communication from Pakistan is adapted in countries as diverse as Nigeria, Kenya, Egypt, Kazakhastan, Mexico, China and even India (current Ariel copy on air there is a Pakistan adapt)
    @GhostRider Read between the lines. The writer says P&G has acquired a huge tract of land of which just 20% is being utilised for the Ariel plant. I don’t think they plan to plant crop on the rest. Obviously it will be invested in future plants.

    So while the political, security and economic outlook for Pakistan still looks dismal, our sizeable population seems to be reason enough for FMCGs to invest here. Of course you do realize that these plants can also be used to export to other countries since it will be effectively cheaper to operate plants out of Pakistan.

    Cheer up folks, there might be a silver lining after all.

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  • Mystic
    Jun 21, 2013 - 3:39PM

    ummmmmm… how much of the stuff is imported and how much manufactured in Pakistan?

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  • unkown
    Jun 21, 2013 - 3:53PM

    Pampers plant on its way to Pakistan

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  • iyaz khan
    Jun 21, 2013 - 7:24PM

    Lets kick India of its high horse. Pakistan will soon cross India in economy.

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  • rots
    Jun 22, 2013 - 1:49PM

    @Shai:

    how is that the company’s fault? :S Should companies stop manufacturing and selling products in Pakistan simply because we are a jahil kaum who throws all its waste out on the street?

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