20 years growing FMCG businesses across Pakistan, UAE, and global markets. I help brands build distribution, launch digital revenue channels, and enter new territories from strategy through execution.
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I Scale Consumer Brands into New Markets.
Based in Pakistan & UAE. Operating globally.
a lil' about me
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a lil' about me 〰️
I spent two decades on the ground in FMCG not advising from the outside, but building from within. At Samrah, I grew the company from a one-brand importer into a PKR 400M+ enterprise: negotiating agreements with 21 international brands, establishing Pakistan's first private-label frozen foods and butter manufacturing facility, and launching distribution networks across modern trade, traditional trade, and e-commerce.
That hands-on operating experience is what I bring to consulting engagements. I know what it actually takes to get a product into a new market, build a distribution network that holds, and launch a digital channel that converts because I've done it under real commercial pressure, not in a workshop.
I seek to work with founders, CEOs, and growth teams globally through Toptal and direct mandates as a fractional Product Growth and Business Development consultant.
What I help with
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What I help with 〰️
Market Entry Strategy
Entering Pakistan, UAE, or broader South Asian markets is complex regulatory, cultural, and commercially.
I design market entry blueprints that are grounded in how these markets actually work, not how they look on paper.
Distribution Channel Design
Whether you're moving from direct sales to a distributor model or restructuring a broken channel.
I design and implement distribution frameworks that scale with the right partners, incentive structures, and coverage models.
D2C & Q-Commerce Strategy
I've led the full transition from traditional trade to D2C and Q-commerce for an FMCG business. I help brands build the model, choose the right platforms, and design the commercial terms that make digital channels profitable.
Revenue Growth Architecture
Pricing strategy, category expansion, margin management, and commercial partnership development the mechanics of sustainable revenue growth, designed around your actual business model.
Business Development
& Commercial Partnerships
Identifying, structuring, and closing the right partnerships brand agreements, distribution deals, retail alliances that create durable revenue rather than one-off wins.