Tarseel sales team at the annual sales conference

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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.

Tarseel sales team on motorbikes, ready for the market — Sales team heading out to market, Karachi

Our journey

The evolution of excellence.

Tarseel timeline from 2005 to 2027: partnerships, facilities and milestones

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 the KIA 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

Stock being unloaded into a Tarseel warehouse

Tarseel merchandiser setting up a Shine On display in store

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

A business leader with over 24 years of experience across FMCG, retail, distribution, franchising and business development. As a founding leader of Tarseel, he has been instrumental in building the company from a four-person start-up, while developing strong partnerships with leading global brands.

His experience spans sales and distribution, brand development, retail operations, supply chain, manufacturing and business strategy. Prior to Tarseel, he spent over four years with Procter & Gamble, building a strong foundation 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 joined Tarseel in 2014 as an Accounts Executive, moved into business operations and performance management as Assistant Business Manager in 2016, and was appointed CCO in 2025, a progression reflecting over a decade of growing responsibility within the organisation.

Mohammad Tayyab

Head of Sales

Leads Tarseel’s national sales function, overseeing business development, sales planning and growth strategy, key account management, go-to-market strategy and the expansion of national coverage.

He joined Tarseel in 2005 as a Sales Executive and has grown with the company through a succession of leadership roles: Key Account Manager for Modern Trade, Karachi (2007); Area Sales Manager, Karachi (2009); District Sales Manager South, covering Sindh, Balochistan and South Punjab (2012); National Operations Manager (2014); and National Sales Manager (2016), before taking on his current role.

Shakeel Ahmed

National Branch Operations Manager

With Tarseel for nearly two decades, through its growth into a nationwide distribution network. He leads branch accounting and operations across Pakistan, with all branches reporting to him, and oversees cash, receivables and stock reconciliation and compliance with company SOPs.

Known for discipline and accountability, he continues to strengthen the operational backbone on which Tarseel’s branch network runs.

Furqan Ahmed Shaikh

Plant Manager

Responsible for daily production operations at the Korangi facility, from efficiency, quality and safety to procurement, vendor management and third-party manufacturing projects. He also oversees warehouse operations and supports product development for the local market.

He joined Tarseel in 2024 after more than 12 years at 3M, where he built a background in plant operations, process engineering, and health, safety and quality management.

Muhammad Rehan

Manager, Imports

Brings over two decades of experience. Having joined the company in 2005, he has spent the last ten years in supply chain and logistics, leading the import division, managing global vendor relationships and overseeing international trade operations.

He holds an academic degree along with several supply chain certifications, and is known for driving efficiency and navigating complex regulatory requirements.

Sheheryar Ali

Financial Controller

Heads the accounting and finance function since 2019, responsible for the company’s financial reporting, cash flow management and statutory compliance.

A Chartered Accountant with an ACCA qualification and over a decade of experience in finance and tax, Sheheryar brings a strong focus on financial discipline and internal controls.

Partner with us

Lets 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