KARACHI: Safeguard, a renowned P&G brand and one of Pakistan’s leading anti-bacterial soaps, is now being exported to over 20 European countries from Pakistan. Safeguard takes pride in being 100% locally manufactured to serve the Pakistani market whilst maintaining high quality global standards. The export of Safeguard from Pakistan is estimated to contribute more than 10 million US Dollars to the country’s exchequer on an annual basis.
Speaking about the development, Sami Ahmed, Vice President, P&G Pakistan said, “This is an important milestone for our local operations. Our plant in Pakistan is one of the few locations in the P&G world where Safeguard is manufactured and exported from and it is the only site from which P&G is acquiring Safeguard for export to Europe. Since the establishment of our soap manufacturing facility in Hub over 20 years ago, this facility has served Pakistani consumers with high quality products that has improved everyday life which has now become a lucrative export item as well.”
P&G’s decision to turn Pakistan into an export hub for Safeguard to European markets is underpinned by efficiency of scale and regulatory improvements, which support the competitiveness of those exports from Pakistan. The export of Safeguard from Pakistan to European markets will further enable P&G to make a sizeable contribution to Pakistan’s economy, boosting the country’s overall exports which are in the process of being enhanced through multiple measures that the Pakistan government is taking.
P&G has already brought valuable foreign direct investment into Pakistan by expanding its local manufacturing footprint in the country. For over 25 years, P&G Pakistan has been serving consumers with high quality products and has made significant investments of over $150 million in fixed assets to date while nurturing and developing Pakistan’s finest talent and making them business leaders.
In line with the government of Pakistan’s ambitious ‘Job Creation Strategy’ to create 10 million jobs across five years, along with a special focus on skill-building, P&G is also keen to play its part by creating direct and indirect employment opportunities. Over the years, P&G has recruited and developed local talent and contributed to their progress in line with the company’s ‘promote from within’ culture. P&G’s investments continue to yield socio-economic benefits in country through the creation of over 6000 direct and indirect employment opportunities and development of a local supplier base, resulting in hundreds of millions of dollars in local value addition.
Since its first shipment on August 5, 1991, P&G has grown to be amongst the top fast-moving consumer goods companies in the country making available to Pakistani consumers globally successful brands, which are amongst market leaders in their categories. P&G is focused on delighting consumers by delivering superior products at a superior value, with meaningful and noticeable superiority in all elements of its consumer proposition, from products and packaging to brand communication and retail execution.