Tarseel—Urdu for ‘distribute or spread’—is the brainchild of Khalifa Farhan Athar. After having worked in Procter and Gamble for over five years, traversing the length and breadth of the country, he had seen a dearth in the local market for professional FMCG distributors.

As fate would have it, while he was pondering making a foray into the world of distribution, he was introduced to representatives of Energizer Middle East Africa who were looking for a distributor (Pakistan region). At the same time, Imrooz Group was looking towards adding FMCG to it’s portfolio of ever increasing businesses.

In 2005, Farhan left his position at P&G to lead the FMCG arm of the Imrooz Group. Tarseel started with 2 employees, in the mezzanine floor of Qamar House (I.I. Chundrigar Road) in Karachi. Step-by-step, the company has expanded to almost 200 employees nationwide providing a niche service to brands looking for a route to market in Pakistan. Tarseel has evolved from a pure distribution model to one which provides a much more holistic support to its brand partners.

Over time, the leadership at Tarseel has seen new opportunities and made the most of them. Stepping into a new decade, Tarseel aims to go from strength to strength, with its employees as its pillar of support.