Three pivots later, how will agritech startup Tazah deal with the international e-commerce business?

If you’re a startup in Pakistan, you need the superpower of shapeshifting; quick reflexes, a sharp eye for opportunity, and the ability to regear in an entirely new direction if the need presents. Tazah Technologies knows this reality all too well. Originally launched as an agritech marketplace with ambitions to streamline Pakistan’s fresh produce supply chain, the company has now pivoted into cross-border e-commerce. 

Why? 

Because in a market where operational hurdles can stall even the most well-funded ventures, adaptability isn’t just a strength, it’s survival. By leveraging its logistical expertise and tech-driven approach, Tazah is now tapping into global trade, proving that sometimes, the best way forward is a completely new path.

This story maps out the journey of how Tazah Technologies navigated a challenging economic landscape, the rationale behind its pivot, and how Zambeel is positioning itself in the highly competitive world of international e-commerce.

Tazah bites the dust

Founded in 2021 by former Careem executives Abrar Bajwa and Mohsin Zaka, Tazah embarked on a mission to digitise Pakistan's agricultural supply chain. This was a promising company, considering that even though Pakistan is an agricultural economy, the sector accounts for only 23% of the GDP but together with agro-based products fetches 80% of the country's total export earnings. Yet, the sector remains difficult and the entire supply chain network requires technological advancement to match global standards. 

Tazah technologies aimed to revolutionise the movement of produce from farms to retailers, enhancing efficiency and price transparency. Initially, Tazah's vision was to address the inefficiencies in Pakistan's agriculture sector. The sector is plagued by fragmented supply chains, leading to inflated prices and significant food wastage. To combat these issues, Tazah developed a B2B marketplace connecting farmers directly with retailers, aiming to streamline operations, reduce post-harvest losses, and ensure that retailers receive high-quality products while farmers gain better market access and fair compensation.