CEO - METRO Pakistan (Pvt.) Ltd

At the heart of our mission is a simple belief: if we serve our customers better every single day with quality, consistency, and integrity success will follow. That’s why our top priorities are to get the basics right, empower our people, and deepen trust with our professional partners.

1. Could you briefly share your professional background and career journey?

I bring over 30 years of professional experience, with a strong foundation in finance and business operations. I’m a Certified Chartered Accountant (ACCA) since 2002. Academically, I hold a Master’s degree in Economics from Kyiv Shevchenko State University. Over the years, I’ve developed deep expertise in corporate governance, financial risk management, and operational leadership. At METRO Ukraine, I served as CFO for four years before moving into the role of Sales and Operations Director, which gave me a comprehensive view of business strategy and execution across different functions. 

2. What are your immediate priorities as the new CEO of METRO Pakistan?

As the new CEO of METRO Pakistan, my immediate focus is on executing METRO Group strategy (sCore), which aligns with METRO’s global direction of strengthening our wholesale operations. Our strategy is to become wholesaler of choice, which fulfills the needs of professional customers, primarily traditional / convenience trade and HoReCa sector. This includes growing our B2B sales, enhancing our food service distribution model, and expanding our reach through opening new Warehouses in the sub-urban areas across the country. At the core, my top priority is to get the basics right, drive sustainable sales growth and further improve customer satisfaction by consistently delivering value, service quality, and reliability to our professional customers. 

I also aim to establish long term stability in the organization by fostering a supportive work environment, reducing turnover, and investing in our talent. We are committed to growing, retaining, and attracting top talent to drive sustainable success.

3. What inspired you to take on this role, of CEO, at METRO Pakistan?

What inspired me to take on this role is a deep sense of commitment to METRO and a belief in the potential of Pakistan as a growing market. Having spent several years within the METRO organization, including in leadership roles in Ukraine, I was drawn to the opportunity to lead a dynamic and resilient team here in Pakistan especially at a time when the company is evolving and strengthening its wholesale focus.

Pakistan presents both unique challenges and significant opportunities, and I saw this role as a chance to contribute meaningfully to METRO’s strategic growth while creating value for our professional customers, partners, and employees. Moreover, METRO Pakistan has already built a strong foundation, a trusted brand, and a motivated team, making it a truly exciting environment for any leader who wants to make an impact.

It’s a role that combines professional challenge, strategic importance, and purpose, all of which make it deeply inspiring and fulfilling for me.

Your growth is your responsibility, but also your greatest asset.

4. What are the core target groups that you want to focus on and that can help drive growth for METRO Pakistan?

Our core focus is on professional customers, particularly the trader segment including kiryana stores and small traders and the HoReCa sector, which includes hotels, restaurants, cafes, and caterers. These groups form the backbone of our B2B wholesale operations and offer significant growth potential. By understanding their specific needs and challenges, we aim to deliver tailored solutions, competitive pricing, and reliable supply through both our in-store and food service distribution channels. Additionally, we’re focusing on corporate clients and offices, and digitalization to serve these customers more efficiently and conveniently.

5. What is your long-term vision for the company, and how do you plan to position METRO in this market?

My long-term vision for METRO Pakistan is to solidify our position as the leading and most trusted wholesale partner for businesses across the country. We aim to be the go-to choose for professional customers, whether they are traders, HoReCa partners, or offices by offering them consistent quality, competitive pricing, and tailored solutions that help grow their businesses. To achieve this, we will continue to invest in digitalization, expand our food service distribution network, and strengthen partnerships with local suppliers. Ultimately, I want METRO to be recognized not just as a wholesaler, but as a reliable business enabler in Pakistan’s evolving retail and food service landscape.

Taking on the role of CEO at METRO Pakistan was not just a career decision it was a commitment to contribute meaningfully to a market with immense potential.

6. Are there any formats METRO is planning to explore in Pakistan?

Pakistan is the fifth largest population in the world with over 240 million people, growing middle class and rapidly developing urban and sub-urban cities. This provides an immense potential for growth and capturing the untapped documented market. METRO Pakistan aims to capitalize on this potential through the introduction of warehouse formats in suburban and peri-urban areas across the country. This format is designed specifically to cater to the needs of local businesses and traders in regions that were previously underserved by large-scale wholesale operations. So far, fifteen such warehouses have been launched across key areas in Khyber Pakhtunkhwa, Punjab, and Sindh, combined with our ten stores, enabling us to tap cities with a collective population of over fifty million people and bring METRO’s quality, pricing, and service standards closer to the heart of local markets. This approach not only increases our reach and accessibility but also strengthens our connection with small and medium-sized professional customers outside major urban centers. It’s a step forward in making wholesale more inclusive and widespread in Pakistan.

7. What are the unique challenges of operating in the Pakistani wholesale and retail landscape, and how is METRO adapting to them?

One of the most significant challenges in Pakistan’s wholesale and retail landscape is the dominance of the informal and undocumented sector, which accounts for nearly 98% of the market. This creates a highly fragmented and price-sensitive environment where traditional retailers and wholesalers often operate outside formal regulatory and taxation systems. Competing in such a space requires adaptability, efficiency, and a deep understanding of local customer behaviors.

To address this, METRO Pakistan is focusing on value-driven partnerships with professional customers, especially in the trader and HoReCa segments. We offer transparent pricing, consistent quality, and reliable supply, which gives us a competitive edge over the informal players.

Furthermore, initiatives like expanding into warehouse model and strengthening our food service distribution help us reach a wider base, while maintaining the trust and professionalism that define METRO’s global standards.

METRO stands out because we choose transparency where others choose shortcuts.

8. What role does METRO play in supporting small and medium enterprises (SMEs) in Pakistan? Also, development of suppliers and distributors in its supply chain?

Supporting small and medium businesses is at the core of METRO Pakistan’s mission. We view them not just as customers but as critical partners in the country’s economic ecosystem. Our role begins with offering reliable access to quality products at competitive wholesale prices, helping traders, HoReCa businesses, and other SMEs reduce procurement costs and improve profitability.

Beyond that, METRO actively contributes to the development of local suppliers and distributors within its supply chain. We work closely with SME suppliers to help them meet international quality, safety, and sustainability standards through knowledge sharing, training, and process improvements. Through our Own Brands initiative, many local producers have been given the opportunity to supply directly to METRO, gaining national visibility and growing their businesses.

Our goal is not only growth, but growth that is inclusive, transparent, and future-ready. The journey to sustainable success starts with getting the basics right.

9. How does METRO differentiate itself from other players in the market? What is one unique selling proposition for METRO? 

What truly sets METRO apart in the Pakistani wholesale market is its uncompromising focus on quality, food safety, and reliable service delivery. Our professional customers can count on us for consistent product standards, transparent pricing, and dependable supply chains. While the majority of the market remains informal and often inconsistent, METRO stands as a trusted partner that offers structured solutions, enabling our customers to grow their businesses with confidence. In addition, METRO is the only fully formal, tax-compliant wholesale operator, operating with complete transparency and integrity providing a complete trail of transactions to its customers and the government. Since our inception, we have contributed over PKR 95 billion to the national exchequer through sales tax, income tax, and other statutory contributions, a testament to our commitment to responsible business practices, documenting economy and national development. 

10. How does METRO Pakistan ensure consistent quality assurance across its supply chain, especially when working with a diverse range of suppliers?

Ensuring consistent quality across a diverse supplier base is a top priority for METRO Pakistan. We achieve this through a rigorous supplier onboarding and audit process, which includes compliance with international food safety, hygiene, and quality standards. Each supplier, whether large or small, is required to meet clearly defined specifications, and we regularly conduct site inspections, product testing, and documentation reviews to maintain those standards.

We also invest in capacity building for local suppliers, offering guidance and training to help them upgrade their operations and align with METRO’s global benchmarks. Additionally, we operate in-house quality assurance teams that monitor the entire supply chain from sourcing and warehousing to in-store handling and final delivery ensuring traceability, freshness, and consistency at every step.

Our Meat and Poultry department operates on internationally recognized food safety management standard FSSC 22000 which is a Global Food Safety Initiative (GFSI) recognized standard along with Halal and METRO internal Food Safety & Hygiene Standard. Food Safety System Certification (FSSC) 2000 is one of the leading global certification schemes which covers all requirements of HACCP, ISO 22000 and accepted across the world due to its comprehensiveness like BRC, IFS.

Through this structured and proactive approach, we not only safeguard our customers’ trust but also uplift the overall quality landscape of the local supply ecosystem.

Pakistan is a country full of potential with a large, dynamic population & an entrepreneurial spirit that is second to none.

11. METRO has been known for its focus on sustainability. What ESG (Environmental, Social & Governance) priorities will you continue or initiate during your tenure?

Sustainability is a core part of METRO’s identity globally, and here in Pakistan, we are committed to strengthening our Environmental, Social, and Governance (ESG) efforts further during my tenure. Our focus will remain on three critical areas: plastic reduction, food waste minimization, and lowering carbon emissions across our operations.

We have already made significant progress with 7 out of our 10 stores are now powered by solar energy, generating over 2,700 megawatt-hours of clean electricity annually, which helps reduce our carbon emissions by more than 1,500 ton each year. This is a milestone we are proud of, and we plan to build on it by expanding renewable energy use and increasing energy efficiency across all facilities.

In addition, we are continuing our efforts to reduce plastic consumption, including phasing out single-use plastics and offering sustainable alternatives in our stores. We're also working actively on reducing food waste by improving inventory planning, and educating our teams and partners about responsible procurement, storage and consumption.

Overall, our ESG approach is not only about compliance but about creating a lasting, positive impact on the environment, society, and the economy while enabling our customers and suppliers to be part of that journey.

12. How do you see METRO Pakistan evolving in the next 3–5 years? Is there any specific strategy in place to increase the scale of business in Pakistan? 

Over the next 3 to 5 years, I see METRO Pakistan transforming into a more agile, customer-centric, and digitally driven wholesale business. Our strategy is centered on scaling up B2B engagement by deepening relationships with our core customer segments particularly traders and HoReCa partners. We plan to expand our food service distribution capabilities and establishing warehouses in sub-urban areas of the country with fifteen warehouses already established and more in the pipeline. This will enable us to reach out to new potential customer base and expand the footprint of documented wholesale network in Pakistan. 

We also aim to accelerate digitalization in operations and enhance our product assortment to better meet the evolving needs of professional customers. 

Through the collective effort we aim to triple our business by 2030 in Pakistan.   

We aim to be more than a wholesaler — we aim to be a reliable business enabler.

13. Can you speak about METRO’s efforts in reducing plastic waste and promoting sustainable supply chains in Pakistan?

METRO Pakistan has taken a leading role in addressing plastic waste and promoting sustainable practices across its supply chain. We were the pioneers in the retail wholesale sector to eliminate single-use plastic shopping bags, replacing them with durable, non-woven reusable bags a change that set a new industry benchmark.

Beyond that, we are systematically working to eliminate single-use plastics from our operations by introducing sustainable alternatives for packaging and in-store use. For example, we have started replacing traditional shrink wrap used for carton storage with reusable elastic belts, significantly cutting down on plastic film waste. Additionally, we have begun using recycled plastic materials for pallets, helping us close the loop on plastic use.

Our commitment extends into packaging innovation as well we are actively working on partnering on recycling solutions for PET and Ecolean packaging, exploring partnerships with other reputable organizations to reduce environmental impact while maintaining food safety and quality.

14. How do you plan to nurture a high-performance culture within METRO Pakistan?

At METRO Pakistan, we are proud to already be recognized as one of the best employers in the country, having won the Top Employer Award for eight consecutive years. This achievement reflects the strong foundation we’ve built in terms of culture, leadership, and people development. In fact, METRO Pakistan consistently records one of the highest employee satisfaction scores across all METRO countries, as measured by our internal engagement surveys.

Building on this success, my focus will be to further nurture a high-performance culture by reinforcing what already works clarity of purpose, employee empowerment, and a strong sense of belonging. We will continue investing in our people through targeted training, leadership development programs, and performance-driven incentives, while also encouraging open communication, innovation, and cross-functional collaboration.

15. What is your approach to employee engagement and talent development, especially in a fast-paced retail environment?

In a highly competitive market environment, employee engagement and talent development must be proactive, continuous, and closely aligned with business goals. Our approach is centered around creating a strong sense of connection, ensuring every employee understands company strategy and vision, and how their role contributes to the bigger picture.

At METRO Pakistan, we also place a strong emphasis on internal communication, transparent leadership, and recognition of performance. We foster engagement through open forums, regular feedback loops, and by celebrating individual and team achievements. This not only keeps our people motivated but also strengthens their emotional connection to the organization.

When it comes to talent development, we invest in structured learning and development programs, including on-the-job training, leadership tracks, and cross-functional teams. We also identify high-potential employees early on and give them opportunities to grow into leadership roles helping us build a strong internal talent pipeline.

The key is to keep people challenged, supported, and inspired so they can not only keep up with the pace of change, but also help drive it.

We enable small traders, restaurants, and local entrepreneurs to thrive with quality products, reliable service, and transparent pricing.

16. What message would you like to share with METRO customers, partners, and employees as you step into this new role?

To our valued customers, partners, and dedicated employees, I want to express my gratitude for your trust and continued support. As I step into this role, I do so with deep respect for the journey METRO Pakistan has taken so far, and with strong commitment to taking it further together.

To our customers, we are here to serve you better every day, with quality, reliability, and solutions that help your businesses grow. To our partners, we remain committed to building transparent, long-term relationships based on shared success. And to our employees, I want to say that you are the heart of this company. Your passion, dedication, and talent are what drive our progress and I am excited to walk this journey alongside you.

Together, we will continue to make METRO not just a successful business, but also a trusted and responsible player in Pakistan’s wholesale and retail landscape.

17. What message would you like to share with EVOLVE readers and young professionals who aspire to follow a path similar to yours?

Over the years, one thing I’ve learned is that personal growth is never a straight line. It’s shaped by challenges, moments of doubt, unexpected opportunities and most importantly, by how we respond to them.

To the readers of EVOLVE, I encourage you to invest in yourself, not just in skills or titles, but in self-awareness, empathy, and resilience. Read more, ask more questions, surround yourself with people who challenge you, and never underestimate the power of consistency over time.

Your growth is your responsibility, but also your greatest asset.

We aim to transform METRO Pakistan into a future-focused business deeply connected with our customers, driven by digital innovation, & committed to operational excellence.