RAZMIN by Qureshi Enterprises: Competing with the Secret Sauce of Competitors

Abstract

The case is comprised of the entrepreneurial venture of Mr Fahim Qureshi, who visualized the opportunity for growth and marketability for food, beverages and various FMCG products in Pakistan by organizing the scattered demand. He established QURESHI ENTERPRISE (QE) in 1997. Mr Qureshi believes that his deep knowledge of the consumer market, compounded with f inancial strength and other capabilities provides ample opportunities and further scope for expansion and with this, in mind, he created his brand “Razmin”. The brand is for numerous culinary products, like corns, curry pastes and a wide range of sauces. All these items are manufactured, packed and branded in Thailand.