Pakistan’s exports are constantly declining due to number of reasons during previous fiscal year FY16 the export suffered by 13% YoY basis while in the current fiscal year, July and August, the decline in dollar terms is more than 8 percent. To know how export trend can be reversed or halted, Daily Times talked to Dr. Ather Ahmed, one of the three Pakistani PhDs in International Marketing.
When asked what the government should do to halt falling exports, Ather Ahmed said, “In order to solve the problem of falling exports on a permanent basis government must start working on a war footing basis. The first step to promoting exports is the revamping of appointment procedure of commercial attaches in diplomatic missions abroad because at present, appointments are only used for gaining political favors. On the face of it, the Ministry of Commerce claims that they have a proper system of selection and testing of applicants.
“But if we look at it in reality, it will not be difficult to see that the majority of commercial attaches, community welfare attaches and other staff of diplomatic missions include sons, daughters and other close relatives of our MNAs, Senators and other political leaders. How come only relatives are clearing tests and interviews without having the relevant qualifications? We also need to change the culture and nature of commercial attaches. Instead of sitting and collecting trade inquiries for a week and sending them to the Ministry of Commerce for distribution to offices of TDAP for placing it on notice boards, trade inquiries must be sent to relevant trade associations for immediate actions.”
He also expressed concern that the export development fund was never spent on things it was meant for, saying it stunted the potential of Pakistan. “We must conduct special programs in English and each episode of program must focus on finest quality of one sector,” he said. “Each episode must be uploaded on websites of exporters and circulated to all chambers worldwide and potential buyers all over the world. Greenwich University in Karachi has initiated this and faculty members and students have developed a website by the name of ‘www.potentialofpakistan.com.pk’ and soon series of programs titled “Potential of Pakistan” in English will be made and aired.”
He called for TDAP to make an agreement with Pakistan National Shipping Corporation and Pakistan International Airlines for chartering their ships/planes for carrying exhibition stuff and cultural troupes for arranging displays and arranging cultural shows and fashion shows in different countries. “Normally people are attracted more in cultural and fashion shows. Many products for international brands are being manufactured in Pakistan. Why we are still unable to market our own products/brands in the international market? If we emphasise development of our own brands instead of making products for other known brands, surely we can enhance exports. At present, we are making products for Nike, Adidas, Levi’s and Reabock etc, but if we start making jeans Pakistani denim, we can gradually develop the brands all over the world as “Khaadi” and “Junaid Jamshed” has created their names and move upward constantly.”
When asked why Pakistan had failed to tap into newer markets, he said, “It is very big question mark not only for the government but also for exporters because exporters must be concerned with buyers only. Irrespective of their country of origin, every buyer is paying price of product but most of our exporters are tilted towards larger consumer markets like USA, UK EU etc, whereas we are losing markets in Australia, Far East, and Africa where population density is much more than traditional markets. In order to encourage our exporters to explore markets in nontraditional destinations, the government cannot bound exporters to look into these destinations but definitely can give some mouthwatering incentives to exporters who can start exporting to non-traditional destinations.”
However, Ather lamented that Pakistan’s tendency to stick to old systems of communication was a weakness. “We lack the will to adopt new prevailing trends practiced worldwide. We are still stuck to old system of communication through postal system where as we can directly communicate with exporters, our commercial attaches are themselves not updated with current and prevailing system of trade bodies and trade associations, and our diplomatic missions do not have an updated list of trade associations. The government should establish display centers in diplomatic missions and offices of our national airline, and arrange brochures of various exportable products in languages of host countries.”
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