Pakistan’s largest digital marketplace for physical commodities

About Us

Who We Are

We are one of Pakistan’s largest digital marketplaces for physical commodities. We source commodities and products from our local supplier base – and sell them to customers in Pan-Pakistan. We provide logistics, storage, financing, data & analytics, and a seamless digital experience that sets us apart.

Our Vision

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

Message from the CEO

The construction industry is a $10 Trillion market globally and is responsible for employing 1/12 workers globally. However, it still relies on outdated processes for procurement, especially in emerging market economies. We at Zarea want to change this, we are building the future marketplace for construction technology. Our ambition is to make the journey of construction seamless.

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.

Chairperson

Mrs. Misbah Momin

Misbah Momin is an entrepreneur, philanthropist, and social activist. She is the President of Misbah Momin Foundation and MM Talks, and Editor-in-Chief of Mindful Magazine. She has experience in communications and business development with Bonds Travel Bureau and Flying Group of Companies. Misbah is a core member of the CARE Foundation and has served on the National Commission on the Status of Women (NCSW) in Pakistan.

CEO/Executive Director

Mr. Ali Alam Qamar

Independent Director

Mr. Sohail Wajahat Siddiqui

Non-Executive Director

Mr. Juneid Akram

Independent Director

Mr. Muhammad Afzal Chaudhry

Executive Director

Mr. Nouman Ul Hassan

Non-Executive Director

Mrs. Meezan Fahd Mukhtar

Chairman

Mrs. Misbah Momin

CEO/Executive Director

Mr. Ali Alam Qamar

Executive Director

Mr. Nouman Ul Hassan

Independent Director

Mr. Sohail Wajahat Siddiqui

Independent Director

Mr. Muhammad Afzal Chaudhry

Non-Executive Director

Mr. Shafaat Ahmed

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Non-Executive Director

Mrs. Meezan Fahd Mukhtar

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.

CTO - Chief Technology Officer

Asad Hameed

Asad Hameed is an accomplished web designer and developer with over 10 years of experience, having created 200+ websites/platforms for global clients. As CTO of Zarea Limited, Pakistan’s leading commodities e-commerce marketplace, he drives technological innovation and platform development, ensuring scalable solutions for B2B transactions, making it intuitive and efficient for buyers and sellers in the commodities market. Specializing in Graphic Design, UI/UX, and e-commerce solutions, including Amazon and Ecwid, Asad optimizes Zarea’s platform for efficient bulk trading. His experience with Axtreem Tech Solutions and Fiverr has honed his skills in digital strategy, and as a Google AdSense expert, he leverages advertising to boost Zarea’s online presence and growth. In his role, Asad leads the development of cutting-edge technologies to enhance operational efficiency and scale the marketplace for Pakistan's growing commodities sector.

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 Finance 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 - Regional Sales South Punjab

Ali Ashfaq

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.

HEAD - Public Relations

Mustafa Pasha

Mustafa Kamal Pasha is a senior civil servant with more than 30 years of experience working with public and private sector entities such as Stock Exchanges, Pakistan Telecommunication Company (PTCL), Pakistan Telecommunication Authority (PTA), Technical Education and Vocation Training Authority (TEVTA) and Chamber of Commerce and Industry.

CMO - Chief Marketing Officer

Nouman Ul Hassan

CTO - Chief Technology Officer

Asad Hameed

CIO - Chief Investment Officer

Usman Iftikhar

CFO - Chief Finanace Officer

Usman Ameer

HEAD - Regional Sales South Punjab

Ali Ashfaq

HEAD - Corporate Division

Waheed Zaman

HEAD - Retail

Abid Pervez

HEAD - Supply Chain & Logistics

Kashif Iqbal

HEAD - Supply Chain

Noman Anwar

HEAD - HR

Faisal Tauseef Khan

HEAD - Public Relations

Mustafa Pasha

Journey till Date

Incorporated as Private Limited Company: Established as a Private Limited Company in Pakistan with a bootstrapped equity of PKR 20 million, setting the foundation for a high-growth commodities e-commerce platform.

Sep'20

Launch of E-commerce Operations: Launched our web app and entered the market, offering construction and finishing materials to customers

Oct'20

Media Recognition: Featured in prominent Pakistani media outlets such as Profit, Business Recorder, GEO, Dawn, and others, establishing brand credibility and recognition in the
marketplace.

Jun'21

Supplier Network Expansion: Successfully onboarded over 50 suppliers, marking a significant
milestone in building a robust and diverse supply chain.

Dec'21

Sector Expansion: Expanded e-commerce operations into the agriculture sector, broadening the scope of our e-commerce offerings to cater to a vital industry in Pakistan.

Jan'22

Technology Innovation: Launched advanced data analytics tools to monitor daily prices of 10+ commodities across Pakistan, empowering customers with real-time market insights.

Jun'22

Rebranding to Zarea 2.0: Unveiled a new identity as “Zarea 2.0,” reflecting our renewed vision and commitment to innovation and customer satisfaction.

Apr'23

Hyper-Growth: Achieved over 5,000 transactions across 10+ cities, onboarded 100+ suppliers, and garnered 8.23 million impressions, reinforcing Zarea’s position as a key player in the e-
commerce sector.

Jun'23

Strategic Licenses & Expansion: Acquired the prestigious Zone Enterprise License from the
Special Technology Zones Authority, securing a 10-year tax exemption. Geographic Expansion: Extended operations to Khyber Pakhtunkhwa (KPK) province and launched Zarea Academy to support industry education and growth.

Dec'23

Profitability Milestone: Recognized as one of Pakistan’s most profitable e-commerce companies, with reserves exceeding PKR 350 million and platform usage revenue surpassing PKR 280 million

Jan'24

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.

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

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

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State of the art
Mobile App

10 years+
commodities data