Made
Manufacturing & Sourcing
Our facility in Karachi manufactures products for Tarseel’s own brands and selected partners. We also manufacture for companies looking to produce locally under their own brand.
Explore Manufacturing
MadeMovedMarketedSold
Build your brand in Pakistan.
Tarseel helps FMCG brands get products made, moved, marketed and sold across Pakistan. We bring import and clearance, distribution, local manufacturing and brand building together through one accountable partner.
2005
Founded in Karachi
550+
Employees
18,000+
Outlets covered
72
Cities covered
3 + 1
Warehouses + plant
What we do
Distribution, manufacturing and brand building.
Tarseel helps brands enter Pakistan’s retail market, produce locally and build demand. Our three core capabilities support the international brands we represent and our own brand portfolio.
Moved & sold
Distribution & Route to Market
We import, warehouse, sell and distribute products across modern trade, general trade, HORECA and B2B, and ecommerce. Our sales teams and distribution network help brands reach retailers and maintain their presence in the market.
Explore Distribution
Marketed
Brand Building & Marketing
We plan and execute trade marketing, merchandising and in-store displays, and can support or fully manage a brand’s social media and traditional media activity in Pakistan. We also work with partners on new product development for the local market.
Explore Brand BuildingOur portfolio
Brands we represent. Brands we build.
Since our first partnership with Energizer in 2005, Tarseel’s portfolio has grown to include international brand partners and our own brands.
Batteries & lightingHousehold cleaningHome & fabric careFood packagingElectrical accessoriesPersonal care
Explore Our Brands
Brand partners
Our brands
Where we operate
From major retail chains to neighbourhood stores.
Tarseel covers more than 18,000 outlets across 72 cities in Pakistan, through six routes to market.
- International modern tradeGlobal hypermarket and supermarket chains
- Local modern tradeLocally owned supermarket chains
- General tradeNeighbourhood stores and wholesale markets
- HORECA & B2BHotels, restaurants, caterers and offices
- Sub-distributorsPartner distributors extending our coverage
- EcommerceOnline marketplaces and quick commerce
Our network
One accountable partner. Across Pakistan.
Warehousing and branch operations in Karachi, Lahore and Islamabad, with in-house manufacturing at our production facility in Korangi.
Head office · KCIP warehouse · Production facility
Karachi
Plot No 405, 4th Floor, Beaumont Plaza, Civil Lines Quarters, Beaumont Road, Karachi
021 3522274345
Regional office Warehouse
Lahore
Plot No 101-S, Quaid-e-Azam Industrial Estate, Lahore
021 34500481-82-89
Regional office · Warehouse
Islamabad
Plot # 79, Street # 6, I-10/3, Islamabad
051 8894831
Partner with us
Let’s discuss your plans for Pakistan.
Whether you are looking for a distribution partner, exploring local manufacturing or planning the next stage of your brand’s growth, we would like to hear from you.
Contact Tarseel
info@tarseel.net
Home / About
Who we are
About Tarseel
Tarseel helps FMCG brands import, warehouse, manufacture, market, distribute and sell products in Pakistan.
Who we are
From supply through to retail.
Tarseel helps FMCG brands import, warehouse, manufacture, market, distribute and sell products in Pakistan. Our distribution, manufacturing and brand-building teams work together to support brands from supply through to retail.
Starting with a handful of employees in Karachi and our first partner, Energizer, in 2005, Tarseel now has approximately 600 employees nationwide and reaches more than 18,000 outlets.
See Tarseel in motion
From sourcing to shelf.
Our journey
The evolution of excellence.
What one-window means
One partner from the factory floor to the shelf.
Tarseel gives brand partners a solution covering everything from the factory floor to the shelf, so brands have one partner for getting products made, moved, marketed and sold across Pakistan.
- Import and clearance department
- Nationwide distribution and warehousing out of Karachi, Lahore and Islamabad, including our KCIP facility
- In-house manufacturing at our production facility
- Trade marketing and key account management across every major retail channel
- In-house design, development and fabrication of in-store tools and POSM
- Social media and influencer marketing
- New product development
Mission and vision
What we are working towards.
Our mission
Trusted route to market
To be the most trusted route to market for the brands we represent, combining nationwide distribution, in-house manufacturing and marketing expertise into one accountable partnership.
Our vision
One-window FMCG leadership
To be Pakistan's leading one-window FMCG distribution and brand-building solution, taking products from the factory floor to shelves nationwide.
Leadership and team
The people leading Tarseel.
Meet the people leading key functions across Tarseel.
Khalifa Farhan Athar
Chief Operating Officer
Farhan oversees Tarseel’s operations and its partnerships with global brands, and as a founding leader helped build the company from a four-person start-up into a nationwide business.
He brings over 24 years of experience across FMCG, retail, distribution and business development, including four years at Procter & Gamble in sales, planning and trade marketing.
Rana Raheel
Chief Commercial Officer
Oversees commercial strategy, business development, pricing and customer relationships, ensuring alignment between business objectives and financial goals.
He has spent over a decade with Tarseel, progressing from accounts into business operations and performance management before becoming Chief Commercial Officer.
Mohammad Tayyab
Head of Sales
Tayyab leads Tarseel’s national sales function, including sales planning, key account management, go-to-market strategy and the expansion of national coverage.
He has been with Tarseel for two decades, rising from Sales Executive through key account, area, district and national sales leadership roles.
Shakeel Ahmed
National Branch Operations Manager
Shakeel leads branch accounting and operations across Pakistan, overseeing cash, receivables, stock reconciliation and compliance with company procedures.
He has been with Tarseel for nearly two decades, supporting its growth into a nationwide distribution network.
Furqan Ahmed Shaikh
Plant Manager
Furqan leads production at Tarseel’s Korangi facility, covering efficiency, quality, safety, procurement and third-party manufacturing, along with warehouse operations.
He brings over 12 years of experience from 3M in plant operations, process engineering, and health, safety and quality management.
Muhammad Rehan
Manager, Imports
Rehan leads Tarseel’s import division, managing global vendor relationships and international trade operations.
He has been with Tarseel for two decades, the last ten years in supply chain and logistics, and holds several supply chain certifications.
Sheheryar Ali
Financial Controller
Sheheryar leads Tarseels accounting and finance function, covering financial reporting, cash flow management and statutory compliance.
He is ACCA-qualified and brings over a decade of experience in finance and tax.
Partner with us
Let’s discuss your plans for Pakistan.
Whether you are looking for a distribution partner, exploring local manufacturing or planning the next stage of your brand’s growth, we would like to hear from you.
Contact Tarseel info@tarseel.net
Home / Brands
Brands & portfolio
Trusted brands. Lasting partnerships.
Our portfolio brings together international brand partners and our own brands for the Pakistan market. We support each brand with the capabilities relevant to its needs.
01
International brand partners
Tarseel has partnered with Energizer since 2005, when our business began. Energizer’s portfolio includes batteries and portable lighting under the Energizer® and EVEREADY® brands.
Visit energizer.com
Vileda joined Tarseel’s portfolio in 2025. Part of Freudenberg Home and Cleaning Solutions, the brand offers cleaning tools across wiping, scouring, gloves and floor care.
Visit vileda.com
A UK-based brand offering household cleaning and personal-care products, including kitchen and bathroom cleaners, laundry and floor care, and stain removers. Pakistan is currently one of Astonish’s top three export markets, supported by its partnership with Tarseel.
Visit astonish.co.uk
Tarseel has partnered with Falconpack since 2024, building its presence in modern retail and the HORECA sector in Pakistan. The range includes aluminium foil, cling film, baking and wax paper, food bags and related kitchen products.
Visit falconpackonline.com
02
Our brands
Shine On is our strategic investment in building a sustainable, flexible and fully autonomous cleaning tools business. The range currently spans microfiber cloths, sponge cloths, spirals (pouches and blister), scouring sponges, scouring pads, bath and body care, and a floor-cleaning range.
New production processes, including sponge lamination and in-house body-loofah production, are planned for 2026. Looking ahead, Shine On’s portfolio is set to expand beyond cleaning tools into laundry disinfectants, car care and home care.
Tarseel imports Aardee products and is developing the brand’s presence in Pakistan through its extension socket range.
Visit aardeeug.com
OSANIS
Launching 2026
Osanis is Tarseel's newest brand, launching in 2026 to meet growing demand for safer, sustainable, plant-based products. A homecare brand sourced from France and made with 100% ingredients of natural origin, Osanis combines effective cleaning performance with environmental responsibility.
It will also extend into baby care with Pakistan's first dedicated organic baby home-care range: an all-purpose cleaner, baby bottle cleaner and laundry detergent, all plant-based and dermatologically tested.
Partner with us
Looking for a partner in Pakistan?
Tell us about your brand and the market opportunity you want to pursue. We can discuss the distribution, manufacturing or marketing capabilities relevant to your plans.
Home / Distribution
Distribution & route to market
From import to in-market execution.
Tarseel manages imports, customs clearance, warehousing, sales and distribution for brands in Pakistan. Our network serves modern trade, general trade, HORECA and B2B customers, sub-distributors and ecommerce.
Import and customs clearance
Managing the route into Pakistan.
Tarseel handles imports and customs clearance for international brand partners. Our imports team coordinates with commercial and warehouse teams to move products from arrival into distribution.
Where we sell
Different channels. Different ways to win.
We help brands select the right sales channels for their products and establish availability in those markets.
International Modern Trade
We work with international retail chains including Metro, Carrefour and Spar, coordinating listings, customer requirements and stock availability.
Local Modern Trade
Our local modern trade coverage includes Imtiaz, Punjab Cash and Carry, Al Fatah, Kifaya, Springs and Naheed. Our account teams coordinate listings and supply with each retailer.
General Trade
General trade gives brands a presence beyond major retail chains and into everyday neighbourhood shopping. Tarseel covers more than 17,000 general trade outlets across Pakistan.
HORECA & B2B
We cover business customers across hotels, restaurants, hospitals, offices and transport hubs. Product selection, pack formats and purchasing requirements vary, so Tarseel adapts its approach to each customer’s needs.
Sub Distributors
Sub-distribution partners extend Tarseel’s reach into markets including Peshawar, Quetta, Jhelum, Multan and Gujranwala. They provide local coverage as part of our wider distribution network.
E-Commerce
We supply products through online platforms including Daraz and Foodpanda. Ecommerce gives brands another point of purchase alongside physical retail, with its own requirements for product information, availability and promotions.
Sales and key account management
Managing listings and customer relationships.
Tarseel’s sales and key account teams handle listings and customer negotiations across retail channels. They manage the customer relationship and coordinate product availability in line with each brand’s priorities.
Our Brand Building & Marketing team supports these accounts with merchandising, displays and promotions.
Partner with us
Looking for a route to market in Pakistan?
Whether you need support bringing products into the country, building retail distribution or expanding into new channels, talk to Tarseel about your plans.
Home / Warehousing
Warehousing & logistics
Warehousing
Storage, handling and logistics capacity supporting the brands we represent across Pakistan.
Logistics
Infrastructure built to support nationwide growth.
Tarseel’s logistics footprint spans Karachi, Lahore and Islamabad, alongside its production facility.
Karachi
Korangi Creek Industrial Park (KCIP)
In 2024, Tarseel strengthened its nationwide logistics network with the launch of its purpose-built KCIP warehouse in Karachi. Spanning 11,400 square feet, the facility offers capacity for up to 1,350 pallets and includes three dedicated loading docks to support faster, more efficient movement of goods.
Designed to improve storage, handling and service levels, KCIP forms a key part of Tarseel’s infrastructure for supporting a growing portfolio of brands across Pakistan.
11,400
Square feet
1,350
Pallet capacity
3
Loading docks
Lahore · Planned for 2027
Lahore warehouse and office facility
Tarseel is further expanding its logistics footprint with the development of a new warehouse and office facility in Lahore, planned for 2027. The new site is intended to strengthen our ability to serve customers across Central Pakistan, providing additional warehousing capacity, improved operational efficiency and a stronger regional base for continued growth.
Islamabad
Warehouse and branch office
Tarseel’s Islamabad warehouse and branch office support its logistics footprint in the capital and surrounding markets. The location forms part of Tarseel’s wider network across Karachi, Lahore and Islamabad.
Partner with us
Need storage and distribution capacity in Pakistan?
Talk to Tarseel about warehousing, handling and moving your products across the country.
Home / Manufacturing
Manufacturing & sourcing
Your product. Your brand. Our capabilities.
Tarseel brings sourcing, local manufacturing, packaging and nationwide distribution together to help brands bring products to market in Pakistan.
What we offer
Made locally, under your brand.
We already source and manufacture products for brands in our portfolio, including Astonish and Vileda. We also work with businesses looking to manufacture under their own brand, whether they supply bulk product for local processing and packing, or need a partner to source and produce a finished product.
Experience behind the offering
We know how a product is made and how it reaches the customer.
Our sourcing and manufacturing capabilities support products already sold through Tarseel’s distribution network.
Through our work with portfolio brands including Astonish and Vileda, we connect sourcing and production decisions with the practical requirements of packaging, pricing and retail.
Shine On, Tarseel’s first home-grown brand, demonstrates this approach across a growing range of cleaning tools, including microfiber cloths, sponge cloths, spirals, scouring sponges, scouring pads and floor-cleaning products.
Korangi Industrial Area, Karachi
Our production facility.
Tarseels production facility provides the manufacturing base for our local operations. It supports production across cleaning tools, personal care, home care and packaging categories. Investment in production space and automation has expanded our capabilities, including cutting, grooving, spiral making and flowpack packaging.
Depending on the product and agreed scope, we can undertake local processing, manufacturing and packing, combining work at our production facility with externally sourced materials, components or finished products.
Processing and production
Our cutting, grooving and spiral-making capabilities support the production of household cleaning tools. We assess every project’s materials, processes and output requirements to deliver a quality finished product.
Packaging and finished presentation
Packaging is part of making a product ready for sale. Our flowpack capability and wider packaging support help turn production output into finished products presented under the relevant brand.
Product development and quality control
We work with partners on product requirements, formulation where applicable, packaging and quality control. The production scope is agreed around the product, target price, expected volumes and market requirements.
Toll manufacturing
You supply the product. We make it shelf-ready.
Tarseel offers local manufacturing & conversion support using customer-supplied bulk product or materials. Depending on the product and our production capabilities, this can include processing, manufacturing, packing and preparation for sale under your brand.
Each engagement begins with a review of the materials you will supply, your finished product specifications and projected volumes. On that basis, we define the production process, packaging requirements and quality standards before manufacturing begins.
Private-label manufacturing & sourcing
Your label on our product, made to your standard.
Tarseel can work from your product brief to identify suitable sourcing and manufacturing options, combining local production with external supply where appropriate. We can help source the relevant materials, components or finished products and coordinate manufacturing and packaging under your brand.
The approach depends on what you want to sell, your target customer, price point and volumes. Some projects may be suited to production at our facility; others may require a combination of sourcing, local processing and packing. Our role is to bring those elements together into an agreed product and supply plan.
From finished product to market
The relationship can continue beyond manufacturing.
Tarseel can also support warehousing, sales and distribution across Pakistan, with brand-building and retail-execution services where required. You can engage us for manufacturing or sourcing alone, or discuss a broader partnership that takes your product through to market.
Partner with us
Tell us what you want to make.
Whether you have bulk product ready for local processing, an existing product you want made under your brand, or a new idea that needs sourcing and development, we would like to hear from you. Share your product requirements, packaging needs, expected volumes and any distribution support you require.
Home / Marketing
Brand building & marketing
Capabilities that go beyond distribution.
From trade marketing and in-store execution to media management and new product development.
Trade marketing and retail execution
Planning and executing at retail.
Our trade marketing team plans merchandising, promotions, shelf layouts and displays around each retail channel. It works with the sales and key account teams on joint business plans, with quarterly or annual reviews of volume and merchandising goals.
Dedicated merchandisers and sales promoters focus on the top 70 accounts nationwide, carrying out agreed displays and promotions. Regular reviews track merchandising goals, brand investment and shelf space.
Listings, customer negotiations and product availability are covered under Distribution & Route to Market.
Point of sale materials (POSM) and in-store design
Designed for the store where it will be used.
Tarseel designs, develops and fabricates in-store tools, displays and brand collateral, from Energizer checkout displays to Astonish podium setups. We adapt POSM for traditional kiryana stores and large hypermarkets, with in-house expertise working alongside external agencies and selected vendors.
Social & traditional media
Building awareness beyond the point of sale.
Tarseel manages social media activity for brand partners, including posts and reels produced with specialist creative partners. We can support a brand’s existing marketing team or take responsibility for managing its social media presence in Pakistan.
Tarseel also runs influencer collaborations with content creators in relevant lifestyle niches, tracking partnerships through unique codes and links to measure what delivers results. We support or manage traditional media activity as part of the wider brand plan, coordinating external partners where needed.
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New product development
Developing products for the market.
Tarseel supports product development and portfolio expansion for the Pakistan market, from building the Shine On range to introducing new SKUs within partner portfolios. For Astonish alone, newly launched SKUs in FY 2025–26, including Foam & Fresh Blocks and new Dishwash packs, accounted for 13% of total annual sales and contributed to 46% overall brand growth for the year.
13%of Astonish annual sales from new SKUs, FY 2025–26
46%overall Astonish brand growth for the year
Partner with us
Let’s build what your brand needs next.
Whether the priority is stronger in-store execution, a managed media presence or a new product for Pakistan, we can discuss the support Tarseel can provide.
Home / Careers
Careers at Tarseel
Build your career with Tarseel.
Explore opportunities across supply chain, sales, finance, manufacturing and marketing at Tarseel.
Current opportunities
Current openings
There are no current openings.
Please check back for future opportunities.
Supply chainSalesFinanceManufacturingMarketing
Home / Contact
Contact Tarseel
Let’s talk about your plans in Pakistan.
Whether you are exploring distribution, local manufacturing or support for a brand already in the market, tell us what you are looking for and the relevant team will get in touch.
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Send an enquiry
Thank you for contacting Tarseel.
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