Abrar Hasan

Abrar Hasan is the Chief Executive Officer of National Foods Limited, the leading multi-category food company in Pakistan producing over 250 different products, marketed both in Pakistan and exported to 40 countries worldwide. Under his leadership, NFL has become a Rs. 50 billion conglomerate, with ISO: 9001, ISO: 22000, HACCP & BRC certifications along with numerous industry awards.

Mr. Hasan joined NFL as Plant Director in 1993 and held that position for 4 years. He was elected Deputy Managing Director in 1997 and then as Chief Executive shortly thereafter. In 1996, he led the development of a comprehensive Human Resource Management System which was the first of its kind for any national company in the country. He also led the development of an international marketing infrastructure starting in 1999.

As the Chief Executive, Mr. Hasan is providing direction and leadership to the Company by setting a clear vision for future growth, which aims to create food that enriches the lives of people every where; not just geographically but through multiple customer touchpoints. The Company is set to deliver its long-term goals by focusing on top brands, growing customer base and aggressive international expansion.

Mr. Hasan has actively pursued new market opportunities and delivered successful strategies to drive NFL’s vision, focusing on continuous innovation, highest standards of quality and superior consumer value. He has steered the company to deliver steady sales growth year on year, clearly evident from the dramatic expansion in sales, from only Rs. 200 million in 1993 to Rs. 50 billion today; an enviable growth rate, ranging from 20% to 30% each year; despite tough economic conditions. This is a result of foresightedness into providing dedicated focus to each category through a customer-centric approach.

Recognizing the vital role of Information Technology in business development, Mr. Hasan brought about an IT revolution in the Company. In February 2003, NFL became the first local food company to put in an ERP system (Scala) which was subsequently upgraded to SAP ERP system, in a record 6-month deployment. Currently, National Foods is in the process of incorporating SAP S/4HANA which is the latest ERP by SAP and enables to take quicker and more accurate business decisions.

Through the platform of the Pakistan Advertisers Society (PAS), Mr. Hasan was part of the team which launched TAM Peoplesmeter in Pakistan in September 2007 and the MEMRB Consumer 14 insight Survey, in August 2008, both first-of their kind tools in Pakistan. He has also pushed for regulating advertisement ethics via PAS. As past Chairperson, Anti-counterfeit and Infringement Forum (ACIF), Mr. Hasan strongly supports creating awareness about counterfeit and IP infringement among consumers and other stakeholders.

Mr. Hasan is a staunch supporter of Environmental, Social & Governance (ESG) matters; an Adult Literacy Program for women was started at NFL as early as the year 2000. In 2007, he spearheaded the development of a Sustainability Strategy, which is guiding all business functions across the board till today and focuses on Responsible Business Practices and Triple Bottom Line.

As a visionary and marketing leader, Mr. Hasan has addressed audiences of a diverse section of marketing organizations, conferences, seminars, educational institutions, and various publications. He has appeared on several business TV talk shows discussing the business environment and economy in general. He has been the recipient of numerous accolades, including Marketing Excellence Award 2008 from the Marketing Association of Pakistan (MAP).

Mr. Hasan has also played a leading role in the establishment and working of Pakistan’s first Collateral Management company, Naymat Collateral Management Company, that will bring formal credit to the farmers through financial institutions. He currently is the Chairman of the Board.