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Business Strategy



Sir.Qayuum Qureshi
Hassan Hashim Butt(2113050)
Hassan Suhail (2113216)

Business Strategy
History of Qarshi

Qarshi Industries (Pvt.) Ltd. is one of the largest natural products companies in
Pakistan. It is a modern and progressive facility that manufactures and markets leading
brands that have become household names. As a leading manufacturer of Natural
Products, Qarshi is engaged in promoting healthy living for over seven decades. It has
been offering blend age-old Oriental and Greek herbal preparations with the latest
advancements in science and technology to provide safe and effective products to its
From humble beginning in 1968, Qarshi Industries (Pvt.) Ltd. is now Pakistan's largest
herbal pharmaceutical company. It was conceptualized 75 years ago by the venerated
eastern poet Allama Muhammad Iqbal. Its inception was in the shape of a clinic at
Beadon Road in the city of Lahore, in the heart of Punjab, which was opened by Shifa-
ul-Mulk Hakim Muhammad Hassan Qarshi, He was a practitioner of herbal medicine
and health supplements. The clinic was started with a view to provide pure and effective
herbal medicines to the general populace.
In 1968 the youngest son of Shifa-ul-Mulk, Mr.Iqbal Ahmed Qarshi after completing
M.S.C in Chemical Engineering, laid the foundations of QarshiDawakhana that has now
evolved into Qarshi Industries, a modern and successful company that outweighs by far,
the expectations of its original founder.
Qarshi Industries is highly rated company in its category in Pakistan. It has consolidated
its image as a quality-conscious company and has, over the year, demonstrated its firm
commitment to quality and strict adherence to international standards. Qarshi takes
pride in maintaining a high quality in its products and superior skills and acquiring the
latest in advanced technology.
They ar e pr oduced by mai nt ai ni ng t he hi ghest standard of quality and
purity. These include health food supplements,medicines tonics and syrups.Al l
t he di vi si ons i . e. et hi cal Mar ket i ng, Fi nance, Sal es and
pr oduct i onconfigured with fully computerized system. Time and distance are not
thelimitation at Qarshi Industries with 24 hours of receipts of an order fromthe
market goods are dispatched to the customers.

Business Strategy


Distinctive Leadership in Quality, Human Resource, Research & Development, Corporate
Social Responsibility.
To be Premier source of knowledge and Leadership for the Achivement of Economically,
Environmentally and Socially Sustainable Development.

Free health tips from qualified hakeems
Free diet plan
Delivery of all products of Qarshi
Free home delivery
Online help services
Production information from BEMS consultant

Business Strategy

Refreshing Syrups

Johar Joshanda

Business Strategy
Mineral Water & Ketchup

James & Honey

Business Strategy
Company Profile

We are pleased to introduce Qarshi Industries (Pvt) Ltd. as a leading natural product
manufacturing company in Pakistan. I am sure that you are already aware of worldwide
interest in natural products and their fast growing consumption. We are keen to
introduce traditional Unani and Ayurvedic products of international standards by
Qarshi. We are the first and only organization in SAARC, Middle East & Africa with six
International Certifications / Accreditations: ISO 9001, ISO-14001, HACCP, ISO 17025
(Norway & PNAC) and Organic certification. The company was established in 1968. Our
modern manufacturing facility, fitted with latest equipment of European and US origin,
commenced operations in 1988.

We are pleased to offer a wide range of products including following major categories:

Instant Herbal Tea: Effective and innovative herbal remedy for treatment and cure from
cold, cough and flu. It comes in the form of granules packed in sachets and can quickly
dissolve in hot water/tea/coffee.
Refreshing Drinks: Our refreshing drink concentrates are popular with consumers
particularly during summer months and special occasions.

Health Supplements: Our health supplements have gained the confidence of medical
community as well as general public. Some of them are single herb based preparations
where as some are herbo-mineral preparations.

Natural Medicines: More than 200 traditional Unani and Ayurvedic products, centuries
old but scientifically proven, are available in this category.

Food and Farm Products: Pickles, Jams and Jellies have been developed and are
being marketed in selected markets.

Natural Mineral Water: WE have marketed natural mineral water under brand name
"Sprigley" in Pakistan and overseas market including Afghanistan.

Juices: A modern juice plant has started its test production and we plan to commence
full production in the near future.

Business Strategy

Locations in Lahore

Head Office
Jam-e-Shirin Boulevard,
15-G, Gulberg-III, Lahore, Pakistan
Ph: +92-42-111 200 300
+92-42-5831924 - 5
Fax: +92-42-5834057
Research & Development
P.O. Qarshi New Shalimar,
Multan Road, Lahore, Pakistan
Ph: +92-42-7463134 - 7463135
Fax: +92-42-7463137

Core competencies:
Production capabilities of producing at high volumes.
Ability to highly diversify the product portfolio.
Background from tib.
Good will and good brand image in market.
Springley is the only natural mineral water available in
Ability to produce herbal medicine.
Favorable capital structure (zero liabilities).
Research and development capabilities.
Ability to maintain high quality in their products.
State of the art machinery and equipment.

Business Strategy


At corporate level:
The main objective of the business is to earn high revenues and high financial
The firm applies an aggressive strategy based upon push strategy mainly focusing
on the distribution efficiency.
Being the market leaders for their main products Qarshi industries use build and grow
strategy on corporate levels.

At business unit level:
On the business unit level Qarshi is applying diversification strategy
Ensures many products to be order qualifiers and most of them are sliding towards
order winners.

At Functional level:
Two way relationship with distributors
Based upon SCMC which stands for sales channel and marketing control.
coordinate all the marketing activities and sales channel
Ensure maximum efficiency in the operation of the distribution channel.
Extensive job rotation and duty assignment, in order to ensure the involvement.

Business Strategy
R & D

Qarshi has always been emphasizing on quality which lead to research and
R&D Department has developed a complete profile of 207 products based on indigenous
knowledge of Tibb-e-Islami and Ayurveda.
Main role is to provide lead to production dept to pursue business level strategy.

Target Market

Families of urban population.
Concerned about their health and preferring quality natural products.
School/college/university students engaged in sports activities.
Professional Athletes
Club-level Athletes
Field Workers

Business Strategy
Foreign certificates:
Wegian board grants ISO 17025 to QRI:

Norwegian Board of Accreditation has granted accreditations certificate ISO 17025 to Qarshi
Research (QRI) to make its research internationally authenties.
The certifacate was granted by the Director Norwegian Accreditation Dr. GroRodland to Iqbal
Ahmed Qarshi, the Chief Executive Qarshi Industries (Pvt) Ltd, in a formal ceremony here on
The ceremony was attended by Dr. Khalid Saeed Technical Director Norwegian Accreditation
Dr. Ronald Nielson Technical Assessor Accreditation. Ismail Gull Khattak Director Labs Pakistan
National Accreditation Commission (PNAC) and number of other dignitaries.
Brand of Asia.
Qarshi Johar JoshandaBrand Of AsiaBy Time magazine.
As we all know, Johar Joshanda is one of the flagship brands of Qarshi Industries and is the
market leader in its category. Due to its highly consistent quality, Johar Joshanda is used by
consumers, of all ages, all across the country and abroad as well.On May 5th, 2008, TIME
magazine endorsed Johar Joshanda as one of the Best Brands of Asia. It was the cover story and
the article thoroughly explained the benefits, usage and market leadership of Johar Joshanda.
This is a reflection of Johar Joshandas tremendous market success as a true mega brand with a
broad consumer base. Further, the recognition by TIME further strengthens Johar Joshanda as a
global brand. This is a matter of great pride for Qarshi Industries and for every Pakistani as well
as a testimony to Qarshis time-tested reputation of product excellence. In addition, this
milestone has not been achieved by any other Pakistani consumer brand so far, in any product
category whatsoever.