Ayesha Saba

Pakistan must take a multi-faceted approach to revamp its export sector with innovation and marketing at the heart of this strategy, supported by favourable policies and infrastructure development.

“With coordinated efforts, the country can enhance its global footprint and achieve sustainable economic growth,” stressed Abdul Khaliq, Trade Adviser at the Ministry of Commerce. Talking to WealthPK, he said innovation and effective marketing strategies could be crucial elements in strengthening Pakistan’s global export position. “Pakistan's export sector suffers from limited diversification, relying heavily on textiles and agriculture, while other high-value industries such as information technology, pharmaceuticals, and engineering remain underdeveloped.” He argued that to compete globally, the country must shift from producing low-value goods to high-value, technology-driven products.

He explained that countries like Vietnam and Bangladesh have excelled in global markets by leveraging innovation to enhance product quality and meet international standards. “Pakistan, however, lags behind in adopting cutting-edge technology and modern production techniques, limiting its ability to produce competitive goods.” Khaliq emphasised that government policies must prioritise research and development to help exporters move up the value chain. He stressed the importance of adopting digital marketing platforms and participating in international trade fairs to expand market reach and visibility. He said that branding and storytelling around Pakistan’s unique products, such as organic textiles and agricultural goods, could open doors to niche markets in Europe and North America.

“Exporters must target emerging markets in Africa and Central Asia, which offer untapped potential and are less saturated than traditional destinations like the US and EU, ” he suggested. Meanwhile, talking to WealthPK, Mohammad Suleman, a research associate at the Trade Development Authority of Pakistan, said the country faced numerous challenges in achieving its industrialisation goals, including low competitiveness, inadequate infrastructure, limited product innovation, and ineffective marketing of its products abroad. "The country continues to grapple with high unemployment and a weak export base, largely because it remains focused on commodities, intermediate goods, and low-value-added finished products. Moreover, irrational government policies and the overly complex incentives provided to industries are significant barriers to export growth."

He said, "Pakistan currently produces a narrow range of products locally and exports an even smaller selection. To achieve economic progress, the country must diversify its export portfolio and integrate into new global value chains. Our policies must aim to empower the business community, export-oriented industries, and small and medium enterprises. As the global market advances in technological innovation and value addition, our industries remain largely uncompetitive and unprofitable.” Suleman recommended streamlining export procedures, improving infrastructure, and offering targeted financial support such as low-interest loans for SMEs to facilitate their entry into global markets. He also called for collaboration between the private sector and the government to create export clusters that bring together producers, suppliers, and logistics providers for greater efficiency.

Credit: INP-WealthPk