CEO - ChenOne

Blurb: In this era of globalization, one has to change with the ever-changing market dynamics and moving ahead by adapting different policies and techniques. But we never astray from our core values which makes our organization’s culture unique and exclusive

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

Kashif Asfaq: At ChenOne, we measure success in terms of innovativeness. This has been reflected in our continuous strive to augment innovation in each of our processes, products and capabilities throughout the company, at every level. Our Human Resource ensures to keep us ahead in this race of innovativeness by incorporating modern approaches and techniques into our everyday operations. 

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

Kashif Asfaq: Having a futuristic approach aids in accelerating growth and face challenges timely. Making long term strategies and planning helps in keeping up with the internal and external challenges and ensures constant development in each and every department of the organization. 

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

From the very beginning, we have focused on making better controls in the company at every level. Imparting right level of controls and authority makes every employee responsible thus improving the overall structure of the company. 

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

Values are the building blocks of any company, sustaining the ever-growing structure of the company. It is at the core of every business. We are proud of the values of our organization that has knitted our employees into one brilliant and diverse team. Also, in this era of Globalization, one has to change with the ever-changing market dynamics and moving ahead by adapting different policies and techniques. But we never astray from our core values which makes our organization’s culture unique and exclusive. 

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

Kashif Asfaq: At ChenOne, it is all about professionalism translating into commitment, integrity and determination. Professionalism at every stage actually translates into exceptional and professional services provided to our customers and the society as a whole. Any company cannot succeed after a certain time if it performs against the market growth patterns so constantly changing with time is the key factor to our progress. 

How do you prevent mistakes and practice damage control?

Banking on professionalism and implementing stringent controls have helped us avoid mistakes in the first place and take better decisions that are aligned with the interests of both, our employees and consumers. 

Evolve: How do you look at the chain of fashion stores in Pakistan and its current market trends?

Kashif Asfaq: The fashion market is growing rapidly with a number of big and small players entering the market every other day. With all these fashion houses emerging; there is still a huge artificial environment that has been created in the market by big yet non-experienced players. With the boom of Lawn trend, the market is getting saturated without any differentiation among the brands, thus the idea of making a unique fashion statement is a bit lost today. 

Evolve: How do you see the quality of your products and customer service in a highly competitive market? 

Kashif Asfaq: There has always been a persistent focus on improving the production standards to raise the quality of products to a level that best satisfies the expectations of our consumers. It is always an ongoing challenge to improve and maintain the quality and customer services by rigorously monitoring and rectifying mistakes. This has helped us diversify our portfolio, and meet the needs of the customers by giving them a unique experience in our stores.

Evolve: What distinguishes your company from its competitors?

Kashif Asfaq: Customers are our top priority. Through years of providing quality products, ChenOne has made a notable standing in the market and has left an indelible mark in the hearts of our consumers. We have catered to diverse customer due to our diversified offerings in product portfolio thus making it a one-stop solution for the whole family. 

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

Kashif Asfaq: At ChenOne, we believe that strategic vision with zeal to achieve more, but within the realm of professional norms always pay in the long run. We always keep on exploring at every level; may it be an improvement in products, processes or our customer services, there is always a room for improvement. There is a non-stop struggle to improve and to keep the quality of its products consistent to make it what customers would prefer and gravitate towards. 

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

Kashif Asfaq: We are aiming to go into mega ventures with diversification within the category, changing the overall dynamics of the category. Giving an ultimate experience in our stores, we are planning to expand our outlets nationwide, for all ages of customers catering to a diverse portfolio of consumers. Our aim is to make ChenOne a household name.

Evolve: Any message for the readers of EVOLVE magazine?

Kashif Asfaq: We should all play our small role individually to bring a change collectively. Our aim ought to be bringing positive change and take a progressive approach in each of our ventures. Let’s pledge to make Pakistan a progressive country by adding value individually.