Karachi – The iconic food brand Al Khubz won the prestigious Brand of the Year Award that was presented by the
President of Pakistan. Al Khubz is one of the fastest growing and most popular brands in the country, which is renowned for its proprietary ‘Chakki Gold’ Atta and Premium Fortified Atta. The ceremony was held at the Governor’s House, Karachi, Sindh and was attended by the President of Pakistan HE Dr. Arif Alvi, Governor of Sindh Mr. Imran Ismail, CEO of Faisal Industries (Pvt) Limited Mr. Waleed A Malik, prominent dignitaries, and businesspersons.
Al Khubz is a brand of Faisal Industries Pvt Limited (FIL), one of the leading flour and food manufacturing companies in Pakistan. FIL commenced operations in 1959, with interests diversified across Flour Milling, Cotton Ginning, Rice exports, FMCG, food distribution and hospitality. The company started off in the industrial markets, focusing on sales to other manufacturers. In 2010 under its new leadership, FIL ventured into Pakistan’s massive consumer market with the launch of its brand Al Khubz. Sales have grown exponentially since the launch and the brand has gained immense popularity amongst retailers and consumers.
Speaking on the occasion, Mr. Waleed A. Malik, CEO of FIL stated, “I thank Allah first and foremost. l am thrilled to receive this award from HE Dr. Arif Alvi. This award is a testament to our commitment towards quality products, investing in proprietary technology and our vision of nourishing Pakistan. Pakistani consumers have fallen in love with the Al Khubz brand, and we are seeing unprecedented demand from across the country, we are planning capacity expansions to meet this demand and hope to satisfy our customers with Al Khubz. This award is for our customers, our team, my family and all our stakeholders.”
Speaking further regarding the wheat flour industry of Pakistan, Mr. Waleed A. Malik stated, “Pakistan is home to approximately 220 million people, where wheat is part of the staple diet of the entire population and an essential component in the food security of the nation. At FIL, we aim to ensure that we help play our part in ensuring we add to our national food security by providing quality products that not only fulfill the dietary requirements of the population, but also enhance value by providing nutrient rich products that help ensure a healthy and prosperous Pakistan.
Al Khubz aims to be an integral part of every kitchen in Pakistan, with increasing disposable incomes and an awareness to purchase products that signify quality, Al Khubz is on track to shift consumer behavior from purchasing substandard open flour into hygienically packed branded flour. We believe that the branded flour industry of Pakistan will be a major contributor towards the FMCG basket and is poised for exponential growth in the years to come.