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From Trend to Transformation: Shopping Motivation Towards Sustainable Beauty Products in Pakistan
No full textThis research investigates the effects of hedonic (HM) and utilitarian (UM) shopping motivations on green purchase intentions (GPI) for sustainable beauty products in Karachi, with consumer perceived value (PV) acting as a mediator and customer engagement (CE) as a moderator. Grounded in the Theory of Planned Behavior (TPB), Value-Attitude-Behavior (VAB) theory, and Customer Engagement theory, the study involves a quantitative approach. The target population consists of consumers of sustainable beauty and personal care products based in Karachi, Pakistan. Data was collected using a purposive sampling approach using a five-point Likert scale questionnaire and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM).
Findings indicate that HM exerts a positively significant influence on both GPI and PV. Conversely, UM negatively affects GPI but has a positive influence on PV. Moreover, PV serves as a significant mediator between HM and GPI, as well as between UM and GPI. Customer engagement (CE) negatively moderates the relationship between PV and GPI, while positively moderates the link between HM and GPI. However, CE does not significantly moderate the association between UM and GPI.
The results suggest that both hedonic and utilitarian shopping motivations shape consumers\u27 green purchase intentions, with perceived value and engagement levels playing crucial roles. These insights emphasize the importance of marketing strategies that balance emotional appeal, functional benefits, and active consumer engagement to foster sustainable purchasing behavior
Driving Sales Excellence & Financial Growth for OTC Medicines
No full textThis Experiential Learning Project (ELP) explored the challenges and opportunities in revitalizing the market presence of two pharmaceutical products, Mucaine and Nilstat, under the portfolio of Lucky Core Industries (LCI), one of Pakistan’s established healthcare companies. Both products serve medically significant purposes: Mucaine addresses symptoms of gastric acidity and indigestion, while Nilstat treats oral fungal infections such as candidiasis. Despite their clinical relevance, both have faced unique hurdles in maintaining brand relevance amid shifting consumer expectations and growing market competition. The core aim of this project was to examine these hurdles and develop actionable marketing strategies that could reposition the products more effectively in today’s evolving pharmaceutical landscape. The project adopted a layered, multi-method approach to data collection and analysis. Interviews were held with a diverse set of healthcare professionals, including general practitioners, dentists, pediatricians, gastroenterologists, and oncologists, to gather experiential insights on prescribing habits, awareness barriers, and promotional visibility. Parallel to this, online surveys were distributed to a wider pool of healthcare professionals and general consumers across major urban centers in Pakistan. This dual-track design ensured both qualitative depth and quantitative breadth, allowing for the triangulation of key insights from different stakeholder groups. Additional observational fieldwork in pharmacies and clinics helped assess real-world brand presence, visibility, and patient recall at the point of care. The research revealed a split narrative between the two products. Mucaine enjoys basic brand recognition among doctors but is increasingly viewed as outdated and undifferentiated, particularly when compared to competitors like Gaviscon. Doctors struggled to recall any recent promotional efforts related to Mucaine, and the product’s packaging and branding were described as uninspiring. Nilstat, on the other hand, showed stronger-than-expected consumer familiarity, especially among caregivers, despite low promotion and clinical visibility. However, this awareness was largely disconnected from professional guidance, and compounded by poor understanding of oral thrush symptoms, leading to underreporting and inconsistent treatment. Based on these findings, the project offers separate but complementary strategies for both products. Mucaine requires brand revitalization, including a visual refresh, modern communication tactics, and digital-first outreach that emphasizes accessibility and relevance. 9 | Page Nilstat, conversely, demands a condition-driven campaign rooted in public education and early recognition, supported by relatable visual tools like mascots and simple explainer content. These recommendations aim to improve not just product recall but health literacy and adherence as well. In its entirety, this project provides LCI with insight-driven, patient-oriented solutions that merge marketing innovation with behavioral understanding, offering a fresh pathway for enhancing product impact in an increasingly competitive market
Building Bazaar\u27s Private Label Portfolio
No full textThis report explores the business viability of launching a private label strategy for Bazaar Technologies in the Pakistani market, with a focus on key product categories including diapers, glass cleaners, and liquid detergents, and minor consideration given to candies, chips, and dry fruits. The research combines primary data gathered from general trade market visits, retail assessments, and consumer surveys to evaluate demand dynamics, pricing sensitivities, and competitive brand behavior across these segments.
The findings highlight several challenges to adopting a private label approach, such as entrenched retailer brand loyalty, tight pricing margins, and skeptical consumer perceptions. Despite these hurdles, the report identifies strong potential in under-served niche categories and specific pack sizes, especially in high-volume markets like Karachi. These categories often face limited competition or inflated national brand prices, offering Bazaar a window of opportunity
Importance of credible journalism, public trust in digital age highlighted
No full textILMA University successfully hosted its 5th International Conference on Combating Fake News and Climate Reporting in the Digital Era, bringing together top journalists, academics, and environmental experts to explore challenges in journalism, disinformation, and climate communication. The two-day event featured keynotes from veteran media professionals, panel discussions on AI-generated content and climate advocacy, and academic paper presentations across six sessions. The conference emphasized the role of credible journalism, digital media literacy, and public trust in the fight against misinformation. It concluded with a commitment to fostering truth, accountability, and environmental awareness in today’s digital age
The face of reform
No full textIn this personal and reflective piece, Asad Ejaz Butt recounts his journey into the civil service in 2018 and the deep influence of Dr. Ishrat Hussain on his career trajectory and Pakistan’s reform landscape. Dr. Ishrat is portrayed as a towering figure in governance and economic reform, with a legacy spanning key positions such as Governor of the State Bank of Pakistan, adviser to the Prime Minister, and head of the IBA Karachi. The article highlights his reformist mindset, liberal economic philosophy, and institutional achievements—particularly his pivotal role in the banking sector and education reform. Dr. Ishrat’s leadership and books like Governing the Ungovernable and Development Pathways are depicted as central to Pakistan’s policy evolution. His impact on institutions like the SBP and IBA, and on individuals through programs like IBA’s Talent Hunt, underscores his lasting contribution to the country’s socioeconomic development
IBA session raises awareness about ADR’s growing relevance in commercial disputes
No full textIBA Karachi organized a session titled “Impact of IBA for Smoothly Handling Commercial Disputes through ADR” to promote the use of Alternative Dispute Resolution (ADR) methods in Pakistan. Justice Jawad Hassan of the Lahore High Court emphasized arbitration, mediation, and reconciliation as faster, cost-effective alternatives to conventional litigation. He credited IBA for pioneering Pakistan’s first ADR Centre and praised Executive Director Dr. S. Akbar Zaidi and Director IBA-CEE Mr. Kamran Bilgrami for championing ADR education. The event highlighted IBA’s commitment to advancing legal literacy and fostering efficient dispute resolution practices among students, faculty, and stakeholders
IBA Karachi organises ‘Annual Career Fair 2025’
No full textIBA Karachi hosted its Annual Career Fair 2025 at its Main Campus, organized by the IBA Career Development Center (IBA-CDC). Under the theme “Think Next,” the event brought together over 170 companies from various industries, including banking, IT, manufacturing, retail, and pharmaceuticals. Industry professionals served as mentors, providing students with career guidance. Dr. S Akbar Zaidi, Executive Director of IBA, emphasized the fair’s role in connecting students with job opportunities and industry insights, reinforcing IBA’s commitment to graduate employability
Experts stress need for stronger green finance policies for energy transition
No full textThe Indus Consortium hosted the ‘Banking on Renewables’ event in Karachi, bringing together banking professionals, CSOs, and environmental experts to discuss green finance policies for energy transition. Speakers highlighted the role of financial institutions in promoting low-carbon growth and the challenges in implementing the State Bank’s Green Banking Guidelines (GBGs) and Environmental and Social Risk Management (ESRM) frameworks. Experts emphasized stronger public-private partnerships and increased financial support for renewable energy. The event also featured research presentations on the socio-economic and environmental risks of Pakistan’s LNG sector, urging equitable access to green financing
Corporate internship report - Atlas Battery Limited
No full textA comprehensive report on Atlas Battery Limited pilot programs including Sub-dealership program, home-delivery app and B2C systems. Includes Market data, Analysis and recommendations
Multicountry analysis of Sukuk and its impact on Economic Growth (2013-2022)
No full textThe rapid growth of Islamic finance has sparked discussions on its potential to foster socioeconomic balance and drive economic growth. According to a 2022 report by the Islamic Corporation for the Development of the Private Sector (ICD), Islamic financial assets expanded by 11% to USD 4.5 trillion, driven by strengthened markets in Malaysia, Indonesia, and Saudi Arabia. Many Islamic economies, including Pakistan and several African nations, are actively reforming regulations to promote Islamic finance as an alternative to conventional debt-based models. This study examines the impact of sukuk issuance on economic growth across eight sukuk-issuing countries from 2013 to 2022. Using Generalized Least Squares (GLS) with fixed and random effects models, the analysis employs secondary data from the Islamic Financial Services Board (IFSB) and the World Bank, incorporating control variables to mitigate bias. Findings indicate that sukuk issuances have not significantly influenced GDP growth, primarily due to their limited scale and the continued reliance of Islamic economies on conventional borrowing. The study underscores the need for structural reforms and a more strategic approach to sukuk deployment to enhance their role in economic development