F.P. Report
KARACHI: LIPTON Teas and Infusions Pakistan, the world’s #1 tea brand in the industry (formerly known as ekaterra), is pleased to announce a groundbreaking partnership with Imtiaz Supermarket, a national retail chain, marking a significant milestone for both companies and the local channel landscape in Pakistan.
This collaboration signifies a strategic shift in LIPTON’s approach, transitioning from “negotiating with a customer” to “creating collective value with a partner.” The transformation has already yielded remarkable results, including a substantial increase in in-store sell-out market shares, the introduction of an Imtiaz-specific pack, and the implementation of a captivating call-to-action on the shelf. By embracing this new approach, LIPTON aims to redefine its modern trade footprint across Pakistan, leveraging the expertise and excellence of its esteemed partner, Imtiaz Supermarket.
During the signing ceremony held in Lahore, Kashif Imtiaz and Razzak Amin M-Akhtar Anjum, representatives from Imtiaz Supermarket, expressed their enthusiasm for the partnership. They emphasized their commitment to collaborating with LIPTON in reshaping the tea category and driving mutual success. LIPTON extends its gratitude to Kashif Imtiaz, Razzak Amin M-Akhtar Anjum, Farrukh Iqbal, Jahanzeb Aamir, and Omer Farooq for their dedication to the new strategy and their unwavering passion in bringing it to life.
Farheen Salman Amir, President BSPAN and General Manager Pakistan said, “As the partnership between LIPTON and Imtiaz Supermarket unfolds, we are excited to explore innovative approaches, enhance customer experiences, and contribute to the growth of the tea industry in Pakistan. Together, they aim to deliver exceptional value to consumers, solidifying their positions as leaders in their respective fields.”
LIPTON Tea and Infusions Pakistan is a renowned brand known for its high-quality teas and infusions, home to brands including Lipton and Brooke Bond Supreme in the country. With a commitment to excellence, LIPTON continuously strives to innovate and provide exceptional products to its consumers.
Imtiaz Supermarket is a prominent retail chain in Pakistan, offering a wide range of products and services to customers across the nation. With a focus on customer satisfaction, Imtiaz Supermarket aims to provide a seamless shopping experience and superior quality products.
