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
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
Zarea Rebrand
Launched “Zarea 2.0,” showcasing a renewed vision and commitment to innovation.
Apr'22
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.
Jan'24
IPO Pioneer
Pakistan’s first e-commerce platform to launch an IPO, marking a digital economy milestone.
Feb'25
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.
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
Board Of Directors
Our Board of Directors provides leadership, governance, and strategic guidance to drive our mission forward.
Misbah Momin
Chairperson
Misbah Momin is an entrepreneur, philanthropist, and social activist. She is the President of Misbah Momin Foundation and MMI Talks, and Editor-in-Chief of Mindful Magazine. She has experience in communications and business development with Bonds Travel Bureau. Misbah is a core member of the CARE Foundation and has served on the National Commission on the Status of Women (NCSW) in Pakistan.
Ali Alam Qamar
CEO/Executive Director
Ali studied at Aitchison College, Lahore, earned a BSc in Management from SOAS University of London, and an MSc in Finance from the University of Cambridge. He also completed a specialized course in Sustainable Finance from Harvard. With expertise in operations, supply chain, and procurement, he aims to digitize and streamline Pakistan’s procurement landscape.
Sohail Wajahat Siddiqui
Independent Director
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.
Juneid Akram
Non-Executive Director
Junaid Akram, an ex-bureaucrat with 30+ years in Pakistan’s Federal Board of Revenue (FBR), played a key role in tax administration and customs operations. As Director General, he led policy, tax collection, and enforcement. Serving as Collector at Port Qasim and Director of Intelligence in Lahore, he boosted national revenue. His work on STARR and PACCS modernized tax operations. Post-retirement, he joined the private sector, bringing expertise in risk management, strategic planning, and organizational transformation.
Muhammad Afzal Chaudhry
Independent Director
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. Throughout his career, he served as Chief of Special Assets Management, Senior Credit Officer, Deputy General Manager, and Regional Head, gaining extensive experience in the commercial, corporate, industrial, and banking sectors.
Nouman Ul Hassan
Executive Director
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.
Meezan Fahd Mukhtar
Non-Executive Director
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.
Our Management
Muhammad Ameer Usman, ACA
CFO - Chief Financial Officer
Muhammad Usman Ameer, a Chartered Accountant, has expertise in audit and assurance. He worked at TAGM & Co., AHW & Co., and PKF F.R.A.N.T.S. His skills include external audits, IFRS reporting, risk-based auditing, business valuation, and taxation.
Syed Muhammad Akram
Company Secretary
Syed Muhammad Akram, with 27+ years in corporate management, led IPOs, mergers, and compliance at Nishat (Chunian) Group. He managed major transactions, including share induction into CDC and key mergers, showcasing expertise in SECP and PSX regulatory compliance.
Muhammad Shehzad
CTO - Chief Technology Officer
Mr. Muhammad Shehzad is a technology leader with 13+ years of experience in software development, cloud computing, and agile project management. He specializes in mobile/web apps, Flutter, React Native, AWS, DevOps, microservices, and CI/CD pipelines, driving digital transformation and innovation.
Nouman Ul Hassan
CMO - Chief Marketing Officer
Nouman ul Hassan has 10+ years of experience in software development and digital marketing. He worked at IBEX and is a top-rated Upwork and Fiverr professional. His expertise covers various technical and strategic areas, making him a valuable asset.
Waheed Zaman
Head - Corporate Sales Division
Muhammad Abid Pervez
Head - Retail Sales Division
Abid, a retail sales veteran with 18 years in the cement and steel industry, served as G.M. He built a 3,000 MTPD sales network for Gharibwal Cement in Northern Punjab and managed PKR 10 billion in annual sales.
Amjad Farooq
Head - Agri Division
Amjad Farooq is an agricultural engineering and agribusiness professional with 21+ years of experience in irrigation, farm operations, and agribusiness development. He has led large-scale projects in irrigation systems, livestock feed production, and sustainable water management, driving efficiency and sustainability.
Ikram Ullah
Head - Agri Biomass Division
An experienced procurement and material management professional with 10 years at Packages Group, specializing in biomass supply chain, raw material procurement, and operations management. Skilled in supplier liaison, process optimization, baler and shredder operations, inventory management, cost control, and conflict resolution.
Umer Farooq
Manager Sales & Supply Planning
Umer Farooq is a supply chain professional with nearly 10 years of experience in agriculture, agri-fintech, and digitalization. He has worked with organizations like Telenor, GIZ, Ricult, SAWiE, and Bank Alfalah, leading innovations in supply chain optimization and digital transformation. His work has contributed to building scalable, tech-driven solutions for enhanced operational efficiency.
Faisal Tauseef Khan
Head - HR & Admin
Kashif Iqbal
Head - Supply Chain & Logistics
Kashif Iqbal, Manager of Vendor and Partnerships, has 10+ years of supply chain experience. He excels in building strategic alliances and stakeholder engagement, having worked with companies like Master Tiles to drive successful partnerships and business growth.
Najam us Saqib
Head - Building Materials Division
Najam us Saqib is a sales and business leader with 15+ years in the building materials and construction industry. He specializes in market planning, distribution networks, key account management, and driving revenue growth through innovative sales strategies and strong client relationships.
Abdul Hanan
Head - Import/Export Division
Abdul Hanan is an experienced supply chain and global trade professional, skilled in import/export operations, vendor management, and cost optimization. With expertise in procurement, contract negotiation, and regulatory compliance, he has managed international trade processes for leading firms like Haier and Mughal Iron.
Our Impact
UN SDG Goals
Zarea aligns with the United Nations' Sustainable Development Goals by digitizing trade, reducing emissions, and enabling inclusive economic growth.
(SDG 9)
Industry, Innovation, and Infrastructure
By increasing trade and streamlining traditional market
(SDG 11)
Sustainable Cities and Communities
By improving the quality of construction products and promoting transparency
(SDG 12)
Responsible Consumption & Production
By optimizing supply chain processes and reducing leakages
Message from the CEO
“Each order placed through Zarea saves an average of 4.3 kg of CO₂ emissions compared to traditional sourcing"
CEO & Founder
Ali Alam Qamar
Our Impact on the Planet
Environmental Benefits of Biomass & Its Impact on Climate Change
- March 21, 2025
The Hidden Impact of Climate Change on Agriculture in Pakistan
- March 15, 2025
propakistani.pk
- Mar 10, 2025
Zarea Limited has announced its strategic expansion into the local coal supply chain, aiming to solidify its position in the industrial fuel market.
profit.pakistantoday.com.pk
- Mar 10, 2025
Expansion expected to significantly boost revenue growth, diversify income streams, and unlock new opportunities; company’s stock rises by 4.33%
brecorder.com
- Mar 01, 2025
KARACHI: The Pakistan Stock Exchange (PSX) held a gong ceremony to celebrate the successful listing of Zarea…
thenews.com.pk
- Mar 01, 2025
mettisglobal.news
- Feb 24, 2025
The Initial Public Offering (IPO) of Zarea Limited has received an overwhelming response from investors…
dawn.com
- Feb 15, 2025
A unique investment opportunity in Pakistan’s fast-growing B2B E-commerce platform.
brecorder.com
- Feb 18, 2025
KARACHI: Zarea Limited, Pakistan’s leading B2B digital commodity trading platform, is set to go public with an…
thenews.com.pk
- Feb 18, 2025
KARACHI: Zarea Limited, one of Pakistan’s largest B2B commodities platforms, is gearing up for an initial public offering on the Pakistan Stock Exchange in a bid to raise at least Rs1…
