Rashid Ahmad Siddiqui, CEO of the Afeef Group of Companies, says “the government should only ensure the availability of utilities and provide modern infrastructure and allow the industry to grow without creating bottlenecks”.

IN early 2000, Afeef Printers relocated its modest offset printing press at Arambagh, Karachi, to the Korangi Industial Area, where a state-of-the-art manufacturing facility was established to produce food-grade disposable packaging stuff to cater to the needs of surging modern fast-food brand outlets. It marked a new beginning.

Taking a cue from emerging business trends, a new company — Afeef Packages Pvt Ltd (APPL) — was set up in 2003. APPL then acquired Afeef Printers, which had been operating since 1992. The sponsors then expanded into other allied business.

Spread over an area of 9,000 square feet, the flagship company of the Afeef Group, APPL, currently employs over 250 skilled and semi-skilled workers. The group’s four major companies, engaged in diverse operations, are catering to the needs of modern set-ups in designing, construction and furnishing. They also supply kitchen materials and fast-food items.

In fact, this long journey to success started from a small general store in 1977-78 in Karachi’s F.B. Area. It was the family’s first-ever business venture, having a background of job-seekers and landlords, said Mr Rashid Ahmad Siddiqui, CEO of the Afeef Group of Companies, while talking to this writer in his factory office in the Korangi Industrial Area last week.

Mr Siddiqui recalled that his father, late Mujeebullah Siddiqui, had a passion for the printing business, which initially engaged the entire family. Shahdab Printers was set up in 1982. Later on, Afeef Printers was established in Arambagh, where most of the work was done for pharmaceutical companies.

‘The economy needs good policies with lesser state intervention because responsible industry itself complies with global standards with regards to child labour, environment, workplace safety etc’

However, in early 2000, the group felt that supplies to food outlets across the country were not well-managed. Even disposable packaging goods like cups made of plastic and paper were being imported.

So, the group took a policy decision to enter and specialise in the fast-food disposable packaging segment. Its current annual turnover is around Rs1.2bn.

Mr Siddiqui revealed that the first two APPL contracts for the supply of ice cups were made with KFC and Unilever. Now, his company has over 90pc share of the domestic market for ice cups. The food-grade disposable packaging materials manufactured by his company are being used across the country.

The APPL is the only company that is simultaneously producing paper and plastic food-grade packaging under one roof. We can proudly claim that “our flagship company is the number one manufacturing facility for plastic and paper food-grade disposable packaging in the country,” said Siddiqui.

Providing details of the group’s other businesses, he said Afeef Builders (AB) is engaged in construction, renovation and remodeling of commercial projects. The company, established in 2001, offers construction services to the fast-food industry and other commercial projects.

In a span of 10 years, AB successfully completed over 100 projects, including more than 60 for KFC across the country.

Similarly, he said another company, Afeef Trading and Furniture (ATF) — established in 2003 — is engaged in meeting supplies of the fast-food industry. The company supplies all categories of goods, including inventories and equipment, which are required by fast-food outfits.

In order to meet high standard and quality of interior decoration, ATF imports items like tiles, false ceilings, electrical goods, plumbing and finishing items and sells its own air-conditioning units and furniture. The fast-food business largely depends on food and beverages supplies, including french fries, cheese, chicken, beef and juices, which are arranged and imported by ATF, added Siddiqui.

In 2009, the group realised that plastic food-grade disposable packaging had a great potential, and another company, Afeef Plastics Pvt Ltd (APsPL), was established separately from APPL.

The company has a large manufacturing facility with the state-of the-art plant and machinery, including sheet extruder, thermo-forming machines, vacuum-forming machine, injection-molding machines, cutting and packing machine mixers and compressors etc.

Talking about the country’s economic conditions, Siddiqui stressed the need for improving the security situation and promoting regional trade for businesses to flourish and the economy to gain strength.

But all of this needs good economic policies with lesser state intervention because responsible industry itself complies with global standards with regards to child labour, environment, workplace safety etc.

The government should only ensure the availability of utilities and provide modern infrastructure and allow the industry to grow without creating bottlenecks, he added.

Siddiqui suggested that soft loans should be provided to small and medium enterprises so that avenues for self-employment are created throughout the country.

Published in Dawn, Economic & Business, March 9th, 2015

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