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. The content in this publication is expensive to produce. But unlike other journalistic outfits, business publications have to cover the very organizations that directly give them advertisements. Hence, this large source of revenue, which is the lifeblood of other media houses, is severely compromised on account of Profit’s no-compromise policy when it comes to our reporting. No wonder, Profit has lost multiple ad deals, worth tens of millions of rupees, due to stories that held big businesses to account. Hence, for our work to continue unfettered, it must be supported by discerning readers who know the value of quality business journalism, not just for the economy but for the society as a whole.To read the full article, subscribe and support independent business journalism in Pakistan
