Chairman - Ruba SEZ Group & Pak China Joint Chamber Of Commerce & Industry (PCJCCI)

Evolve: Businessmen of Pakistan normally prefer Western companies while choosing them as their partner or principal but you have opted a different track and chose a Chinese company. Please share the myth behind this move?

Shah Faisal Afridi: The concentration in this region with a 55% share has opened doors to a new era of regional connectivity  in which landlocked countries should indulge themselves in South-South integration through inter and intra trade relations.

Due to the geopolitical advantage of Pakistan our country has potential to become a manufacturing hub by bringing technological advancements from China. The trained human capital, sufficient raw material available in Pakistan amalgamated with Chinese Technology would prove to be the best “Product Mix” which would be cost effective and quality rich.

We are fortunate that we have two neighboring countries having more than 2.5 billion population. It means our businessmen have more opportunities to export their goods to such a large market. It means we have one-third of global market within our two neighboring countries. Having a huge consumers’ market in the shape of China, we are bound to make stronger relationship with the country economically, politically and culturally.

Evolve: What is the secret of Ruba SEZ’s continuous and consistent growth in Pakistan?

Shah Faisal Afridi: By implementing the strategy of “Growth towards Partnerships” under the umbrella of Ruba SEZ we’ve succeeded in the formation of 13 Joint Ventures in a very short time of just 15 years. “Quality in the competitive price” is our notion and our secret of growth.

Evolve: How do you manage a rapidly growing company while focusing on operations?

Shah Faisal Afridi: We manage our companies by implementing the best management practices of the world. We believe in management by objectives (MBO). By establishing strategic business units; we have cascaded down the decision making process to the managerial level portraying a complete corporate culture. We take much pain while hiring the professionals and once we hire a professional we give him the fullest confidence. Although, we have a foolproof mechanism for monitoring, evaluation and accountability, but, trust is always our pivotal point. With the grace of Allah, we are operating our companies with highest performance and rapid growth.

Evolve: You must be facing a number of business challenges. How do you address them?

Shah Faisal Afridi: Life itself is a great challenge, but when one starts a business, he has to learn living with challenges. Particularly, in a country like Pakistan, which is confronting a series of crisis; energy crisis, law and order crisis, political crisis, corruption crisis and above all trust deficit, cumbersome taxation policies, inconsistent and incoherent government policies add miseries to the fate of businessman so, operating a business in the environment of crisis is a big challenge. But, in the love of our people and beloved country, we are facing all of the challenges with courage and patience. All of the challenges to be confronted by RUBA SEZ are addressed through mutual consultation with directors and professionals. We never opt confrontation with any stakeholders as well as with the government. With the grace of Allah, mostly the challenges are overcome in a friendly manner having support from within and out of the company through proper channel.

Evolve: How do you look at the industry and its current market trends?

Shah Faisal Afridi: Cost effectiveness is the hallmark of present milieu of business and commerce. Acquisitions and mergers of big industrial conglomerates explain the phenomenon of market and resource capitalization for achieving economies of scale. China’s success story precisely reveals the effectiveness of cost reduction through mass production, specialization and clusterization.

The industry is currently moving towards the innovation and value addition. In the scenario of free trade at world level, our indigenous industry may not survive merely relying upon the conventional and primitive style. The consumers are quite open to the international product line, which is available to them with better quality and competitive price…and also with innovative form. The major industrial groups are up grading their product line at par with the international competitors. As long RUBA SEZ is concerned, we are already working with the 2nd largest economy of the world – China, furnished with the world standards and quality.

Evolve: What is the importance of values in sustaining a company? Can values repel change?

Shah Faisal Afridi: There is an economic doctrine that Change is always resisted whereas change is a perpetual phenomenon in this world. Values in a growing concern matter a lot. The good values never repel change. All good values are emancipated from the total trust and faith in Allah. At Ruba SEZ We have inculated a culture of daily motivation and inspiration, daily lecture in the early morning is delivered by an eminent religious scholar to keep the employees attached to their religious roots and values. We teach our employees to always remember that Allah is watching. The values set by founder of Pakistan; Unity, Faith and Discipline are the main keys to our ethics.

Evolve: What kind of culture you have maintained in Ruba SEZ and how would you throw light in its significance?

Shah Faisal Afridi: We endeavor to practice a complete model of corporate culture amalgamated with Islamic injunctions where honesty, sincerity and self respect at all levels with a strong sense of cooperation and participation in the company operation is implemented. Learning from Chinese experience, we encourage our associates – not to say employees – to work multi- dimensionally and we produce quality human capital – The Ultimate driver of economic success.

Evolve: How do you prevent mistakes and practice damage control?

Shah Faisal Afridi: Prevention is better than cure – ultra fine cannon of business and normal life. We do not adopt punitive measures, rather check & balance at all levels depicts the very philosophy of our group. Unlimited authority does not prevail at any level rather group discussions on the pattern of Islamic shoorah have been introduced. Responsibility commensurates with appropriate authority in the hallmark of our H.R Policy.

Evolve: What distinguishes Ruba SEZ from its competitors?

Shah Faisal Afridi: We believe in innovation and Change and always go for new,, We believe in customer first.. We focus on customers rather than profits. We consider a single rupee customer as, our Lord ….. Blessing of Allah -

Evolve: What is the recipe to achieve long-term success? 

Shah Faisal Afridi: The basic recipe to achieve long-term success is the honesty, honesty and honesty. The company should be honest with customers, with employees, with shareholders, with partners and with directors. The hard work and up-gradation based upon research and development plays the role of catalyst to this recipe.

Evolve: Where do you see yourself and your organization in next 5-10 years?

Shah Faisal Afridi: In the next 5-10 years, I see my company to progress as the credible manufacturer of the products capable of empowering the people of Pakistan with a prospered lifestyle by enjoying high quality luxuries and necessities on low price.

Evolve: Any message for the readers of EVOLVE?

Shah Faisal Afridi: “Be connected with Allah and serve the fellow humans on the earth in creating economic resources for them through enterpreurship. Enterpreneurship is “Sunnah” and a source of major earning on the planet. The educated youth should become entrepreneurs; the job givers, rather being the job seekers”