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Karachi: United Business Group (UBG) leaders have emphasized the need for strategic marketing to tap into Africa’s substantial economic potential. They argue that aggressive marketing efforts are crucial for exploring the continent’s import market, which exceeds $600 billion, and improving Pakistan’s relatively small trade footprint in the region.
Despite Africa consisting of 54 countries with a combined GDP of $2.9 trillion, Pakistan’s exports to the region remain at a modest $1.66 billion. In contrast, India exports over $30 billion to African nations. UBG leaders attribute this disparity to weak banking channels and limited trade facilitation, which undermine confidence.
The leaders underscored Pakistan’s potential to boost exports in traditional sectors like rice, mangoes, sports goods, and textiles. UBG President Zubair Tufail proposed deploying fact-finding missions to key African markets to identify sustainable trade opportunities. He suggested leveraging Pakistani embassies and trade missions to facilitate this effort.
To enhance visibility, the leaders recommended that Pakistani missions in Africa establish display centers showcasing exportable products, which could foster business connections with local importers. They noted that Africa offers varied markets with different quality requirements and fewer regulatory hurdles, particularly regarding Sanitary and Phyto-Sanitary measures.
Furthermore, they highlighted the opportunity to supply Halal-certified products to Africa’s significant Muslim population, capitalizing on the global demand for such goods. Identifying strategic gateways like Kenya, Mauritius, Ghana, South Africa, and Morocco, the leaders urged the government to enhance banking and trade facilitation to help exporters access this high-potential market.