Pakistan’s largest digital marketplace for physical commodities

About Us

Who We Are

Zarea Limited operates as a B2B e-commerce marketplace, streamlining commodity trade with technology. The company is transforming procurement in key industries, driving efficiency and growth in Pakistan’s digital economy.

Our Vision

Zarea’s vision is to make procurement simple and easy.

Message from the CEO

Driven by a vision to transform commerce, we’re unlocking Pakistan’s $50 billion commodities market—fueling SME growth, increasing output and throughput, providing easy access to capital, and leading a digital transformation.

CEO & Founder

Ali Alam Qamar

Board of Directors

Chairperson

Mrs. Misbah Momin

Learn More

CEO/Executive Director

Mr. Ali Alam Qamar

Ali received his early education at Aitchison College, Lahore, followed by a Bachelor of Science in Management from SOAS University of London and a Master’s in Finance from the University of Cambridge. He has also completed a specialised course in Sustainable Finance and Investments from Harvard University. Ali brings a diverse background in operations, supply chain management, and finance. He has been instrumental in leading various initiatives within the business sector. With his deep expertise in procurement, Ali is committed to transforming Pakistan’s procurement landscape, making it digital and seamless.

Independent Director

Mr. Sohail Wajahat Siddiqui

A prominent corporate leader and former Federal Minister for Petroleum and Natural Resources, he significantly increased order intake, share price, and dividends as MD of Siemens Pakistan. With 30+ years in the energy sector, he restructured PSO, saving millions. Holder of a master's in Electronics Engineering and the Sitara-e-Imtiaz award, he developed a respected energy plan saving billions. He also served as Chapter Chair of YPO/YPO Gold and President of OICCI and MAP.

Non-Executive Director

Mr. Juneid Akram

Juneid Akram is a seasoned leader and ex-bureaucrat with over 30 years of experience in Pakistan’s Federal Board of Revenue (FBR), where he played a pivotal role in tax administration and customs operations. As Director General, he led key initiatives in policy implementation, tax collection and customs enforcement. As Collector of Customs at Port Qasim, Karachi, and Director of Intelligence and Investigation in Lahore, Juneid was instrumental in significantly increasing national revenue. His contributions to national projects like the Sales Tax Automated Refund Repository (STARR) and the Pakistan Automated Customs Clearance System (PACCS) modernized the country’s tax and customs operations. Post-retirement, Juneid transitioned into the private sector. His deep expertise in risk management, strategic planning, and organizational transformation brings strong oversight and valuable insights to the board.

Independent Director

Mr. Muhammad Afzal Chaudhry

He holds a Postgraduate degree in Economics from Punjab University and a Diploma in Banking with "Role of Honour" from the Institute of Bankers, Pakistan. With a 43-year banking career, he worked at UBL, Commercial Bank of Oman, First Women Bank, and Silk Bank. He served as Chief of Special Assets Management, Senior Credit Officer, Deputy General Manager, and Regional Head, gaining extensive experience in commercial, corporate, industrial, and banking sectors.

Executive Director

Mr. Nouman Ul Hassan

Nouman ul Hassan brings over 10 years of extensive experience in software development and digital marketing to our company. He has honed his skills in reputable organizations such as IBEX and has established himself as a top-rated professional on platforms like Upwork and Fiverr. His proficiency spans a diverse range of technical and strategic areas. He is adept at leveraging cutting-edge technologies to develop robust software solutions and has a deep understanding of digital marketing dynamics.

Non-Executive Director

Mrs. Meezan Fahd Mukhtar

Meezan holds a Bachelor of Arts and Sciences from the prestigious School of Oriental and African Studies (SOAS), University of London. She is a dynamic entrepreneur in the fashion industry, bringing innovative ideas and a keen sense of style to her ventures. With a strong academic background and a passion for creativity, Meezan has successfully established herself as a prominent figure in the fashion world. She is married to Fahd Mukhtar, sponsor and director of Fatima Group.

Division Heads

CMO - Chief Marketing Officer

Nouman Ul Hassan

Nouman ul Hassan brings over 10 years of experience in software development and digital marketing to the Company. He has honed his skills in reputable organizations such as IBEX and has established himself as a top-rated professional on platforms like Upwork and Fiverr. Nouman's proficiency spans a diverse range of technical and strategic areas. He is adept at leveraging cutting-edge technologies to develop software solutions and has a deep understanding of digital marketing dynamics. His expertise includes search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, content marketing, and data analytics. This broad skill set enables him to craft and execute highly effective digital marketing strategies. In his role, Nouman drives ZL’s digital marketing efforts, focusing on maximizing its online presence and engagement. His strategic initiatives have significantly contributed to ZL platform's visibility, resulting in more than 5 million impressions and attracting over 250,000 visitors. His ability to analyze market trends and consumer behavior allows ZL to stay ahead of the competition and continually refine its approach. Nouman's leadership in digital marketing has not only enhanced ZL brand's reach but also improved its conversion rates and customer acquisition strategies. His dedication to staying updated with industry advancements ensures that ZL’s marketing efforts are always at the forefront of innovation. His strategic insights, technical acumen, and hands-on approach are invaluable assets to the Company's growth and innovation, positioning it for sustained success in the competitive digital landscape.

CIO - Chief Investment Officer

Usman Iftikhar

Usman has over 14 years of experience in financial advisory. Usman has demonstrated expertise in executing transactions across various sectors, including technology, healthcare, automobile, logistics, power, and others and executed deals of USD 400 million.

CFO - Chief Financial Officer

Usman Ameer

Muhammad Usman Ameer is a Chartered Accountant with significant experience in audit and assurance services. He has worked as a Senior Associate at TAGM & Co. Chartered Accountants and an Assistant Manager at AHW & Co., followed by a position at PKF F.R.A.N.T.S (Pakistan). His expertise spans external audits, interim reviews, internal audits, and risk-based auditing across diverse industries. He is skilled in financial reporting according to IFRS, managing audit teams, and providing business valuation and taxation services.

HEAD - Corporate Division

Waheed Zaman

Waheed Zaman has extensive experience in sales departments in the cement, cable, and steel industries, having worked at Bestway Cement Company, Fast Cables, and Zak Steel Industry. His insights into market expansion and strategic sales have been instrumental in driving corporate sales at Zarea.

HEAD - Retail

Abid Pervez

Abid is an industry veteran with 18 years of experience as Retail Sales G.M in the cement and steel industry. He has the sole distinction of building a sales network of 3000 M. Tons per day for Gharibwal Cement in Northern Punjab and was responsible for PKR 10 billion annual sales.

HEAD - Supply Chain & Logistics

Kashif Iqbal

Kashif Iqbal excels as a Manager of Vendor and Partnerships, where his talent for nurturing dynamic collaborations and building strategic partnerships drives success in stakeholder engagement and alliance development. He has over 10 years of experience in supply chain working with companies such as Master Tiles.

HEAD - Supply Chain

Noman Anwar

A seasoned professional with over 20 years of dedicated experience in the agriculture sector, and a profound understanding of agricultural procurement. His expertise spans various aspects of agriculture raw material procurement, making him an invaluable asset in optimizing supply chains and ensuring efficient resource utilization.

HEAD - HR

Faisal Tauseef Khan

Faisal Tauseef Khan is a seasoned HR and Administration professional with over 20 years of experience in diverse roles across the UAE and Pakistan. He has a solid background in HR management, talent acquisition, employee relations, and administrative oversight, having managed teams of 250+ employees. Faisal has worked in multiple industries, showcasing his adaptability and leadership in both HR and office management. He is also experienced in procurement, business startups, and overseeing operations for real estate and other sectors. His qualifications include an MBA in General Management and several certifications in management and administrative fields.

Journey till Date

Foundation for Growth

Launched in Pakistan with PKR 20M equity to build a high-growth commodities e-commerce platform.

Sep'20

Ecommerce Launch

Web app launched to provide construction and finishing materials to customers.

Oct'20

Media Recognition

Featured in top Pakistani media, building brand credibility and recognition.

June'21

Supplier Expansion

Onboarded 50+ suppliers, strengthening a diverse and robust supply chain.

Dec'21

Agriculture Expansion

Expanded e-commerce operations to serve Pakistan’s vital agriculture industry.

Jan'22

Technology Innovation

Introduced analytics for real-time commodity price tracking across Pakistan.

Jun'22

Technology Innovation

Introduced analytics for real-time commodity price tracking across Pakistan.

Jun'22

Zarea Rebrand

Launched “Zarea 2.0,” showcasing a renewed vision and commitment to innovation.

Apr'23

Hyper- Growth

Surpassed 5,000 transactions, 100+ suppliers, and 8.23M impressions across 10+ cities.

Jun'23

Licensing & Expansion

Secured a 10-year tax exemption and expanded operations to KPK, launching Zarea Academy.

Dec'23

Profitability Milestone

Surpassed PKR 350M in reserves and PKR 280M in platform revenue.

Dec'23

Profitability Milestone

Surpassed PKR 350M in reserves and PKR 280M in platform revenue.

Dec'23

Our Commodities

At Zarea, we offer a diverse range of high-quality commodities tailored to meet the needs of various industries. Our carefully selected products ensure superior performance and reliability, helping your business thrive in a competitive market. Explore our commodities to find the perfect solution for your operational requirements.

Building and Finishing

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Seed

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Energy and Petroleum

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Solar

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Agriculture Biomass

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Fertilizers

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Sugar

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Cotton and Yarn

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Grains and Pulses

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Cement

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Brands

Cities

About Us

Who We Are

Our Vision

Message from the CEO

CEO & Founder

Ali Alam Qamar

Board of Directors

Division Heads

Journey till Date

Foundation for Growth

Ecommerce Launch

Media Recognition

Supplier Expansion

Agriculture Expansion

Technology Innovation

Technology Innovation

Zarea Rebrand

Hyper- Growth

Licensing & Expansion

Profitability Milestone

Profitability Milestone

Our Commodities

Our Clients

Our Suppliers

Cutting-Edge Technology

State of the art Mobile App

10 years+ commodities data

Inbuilt AI & ML functionalities

Live Order Tracking

Digital User Dashboards

Our Impact

Industry, Innovation, and Infrastructure

Sustainable Cities and Communities

Responsible Consumption & Production

Tell Us Your Requirement

Fulfillment Categories

Zarea Limited

Pakistan’s largest B2B commodities platform, pioneering the future of commodity trading and distribution in Pakistan.

Registered Office

Zarea Limited, Delta 6 Office No. 6011, NASTP, Abid Majeed Road Lahore Cantt.

Telephone No: +92 325 7111222

Email ID: info@zarea.pk

Mobile Apps

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Company

Investor Relations

Resources

Support

Purchased - Maple Leaf Cement (OPC)

Purchased - Hamza – White Refined Sugar

Purchased - Fauji Cement (OPC)

Purchased - Corn Silage

Purchased - Tandlianwala – White Refined Sugar

Purchased - Concrete Solid Blocks

Purchased - Ravi Sand

Purchased - Bestway Cement (OPC)

Purchased - Ravi Sand

Purchased - Bestway Cement (SRC)

Purchased - Bestway Cement (OPC)

Purchased - Bestway Cement (OPC)

Purchased - Ravi Sand

Purchased - JDW – White Refined Sugar

Purchased - Maize (Corn)

Purchased - Rice Straw

Purchased - No.1 Bricks (Special Premium)

Purchased - Margalla Crush

Purchased - Corn Cob Red

Purchased - 707 ( Awwal Bricks)

Purchased - Bestway Cement (OPC)

Purchased - Ravi Sand

Purchased - Fast Cables 2.5 mm Standard (Wiring Cable)

Purchased - Kohat Cement (White)

Purchased - Hunza Steel (Grade 60 Steel Bar)

Purchased - Hunza Steel (Grade 60 Steel Bar)

Purchased - Hamza – White Refined Sugar

Purchased - Rice Husk

Purchased - Margalla Crush

Purchased - Canadian Solar Panel

State of the art
Mobile App

10 years+
commodities data