Director Sales and Marketing – Yummy Ice Cream

"In business, it’s not enough to simply follow trends; you have to anticipate them. Our focus on long-term strategy allows us to stay ahead of the curve and continuously offer innovative products that align with consumer needs."

EVOLVE: Can you share a bit about your early life and upbringing? How did your family background influence your career choices?

Ms. Razia Ahmed: My foundational education was completed at the International School of Choueifat in Lahore, Pakistan, where I earned my high school diploma. Following this, I undertook a foundation year at Queen Mary University of London, where my passion for history was ignited. Motivated by this newfound interest, I chose to pursue a degree in history and politics.

Growing up, our family business was a central topic of discussion in our household, and I often spent my vacations at our manufacturing facility in Lahore. Upon completing my education and returning home, I recognized the opportunity to formally join the business. I was eager to contribute my skills and knowledge to support its continued growth and success.

EVOLVE: How do you think your education in History and Politics has shaped your perspective in the business world?

Ms. Razia Ahmed: Studying history and politics provided me with a deeper understanding of the forces that shape societies and economies. History highlighted the cyclical nature of economies and the enduring impact of past decisions on current market conditions, while political analysis sharpened my critical thinking about power dynamics—an essential skill in business negotiations and leadership. Overall, my academic background equipped me with a broader perspective, enabling me to approach challenges with a strategic mindset and a greater appreciation for the complex interplay between business, politics, and society.

EVOLVE: What inspired you to join your family business after completing your degree? Were there any challenges you faced when transitioning from an academic background to a family business environment?

Ms. Razia Ahmed: As I mentioned earlier, our family business was always at the heart of household conversations, and from a young age, I began learning about its manufacturing operations. Upon completing my degree, I was eager to apply the skills I had acquired and put them into practice.

While I wouldn't necessarily describe them as challenges, I believe the realities of our society became evident when I first started working in the business. At that time, women in business in Pakistan were still a rarity, particularly in my role within the company. Additionally, having been away from Pakistan for an extended period, it took some time to acclimate to the local environment. Nevertheless, drawing from this experience, I have worked to create a more supportive and empowering environment for the women in our organization, striving to make a positive impact in their professional journeys.

EVOLVE: In what ways do you think your unique background contributes to the innovation and growth of the business?

Ms. Razia Ahmed: My academic background in history and politics from Queen Mary University of London has been instrumental in shaping my approach to business innovation and strategy at Yummy Ice Creams. During my time at Queen Mary, I gained a deep understanding of how historical trends and political dynamics influence industries and societies, which has enabled me to adopt a more informed, long-term perspective on the ice cream business.

Studying history taught me the critical importance of understanding past successes and failures. I've come to appreciate that the most successful companies are not only those that innovate but also those that are grounded in a broader historical context. This insight has been invaluable in recognizing emerging trends, whether in consumer preferences or the growing market emphasis on sustainability. It has also helped guide our business in adapting practices that keep us ahead of the curve.

My studies in politics have complemented this perspective by offering a deeper understanding of the regulatory and social forces that shape the business landscape. Through my knowledge of political dynamics, I have been able to navigate industry regulations, advocate for more sustainable practices, and engage with community stakeholders in ways that align with both our business objectives and our social responsibilities. Politics has also helped me appreciate the strategic value of partnerships and the impact of public policy, which has been especially relevant as we work to position Yummy Ice Creams as a socially responsible brand that actively engages with local communities and supports ethical practices.

Moreover, the critical thinking and problem-solving skills I developed throughout my studies have been invaluable in driving innovation at Yummy Ice Creams. Whether finding creative solutions to production challenges, identifying untapped market segments, or developing new product offerings, my academic training has equipped me with the ability to think analytically and develop forward-thinking strategies that promote both growth and sustainability.

Additionally, my time in London allowed me the opportunity to travel extensively, which further broadened my perspective and helped me become adaptable to the rapidly changing technological landscape we face today.

In essence, my education at Queen Mary University has not only expanded my intellectual horizons but also provided me with the tools to think critically, understand market dynamics, and lead a company that is both innovative and socially responsible. As a result, Yummy Ice Creams is well-positioned for continued growth in an increasingly competitive market.

“Joining a family business requires resilience, adaptability, & deep understanding of the values that have shaped the company.”

EVOLVE: In a competitive ice cream market, what do you believe sets Yummy Ice Creams apart from other brands?

Ms. Razia Ahmed: What sets Yummy Ice Creams apart in this highly competitive market is our rich family heritage in ice cream manufacturing, built over decades of dedication to creating the finest quality products. Founded by my uncle in 1981 and later acquired by my father in 1989, our company has remained deeply rooted in family values.

In the early days, my father began experimenting with small-batch, homemade ice cream recipes using locally-sourced ingredients. What began as a personal passion for crafting the creamiest, most flavorful ice cream soon evolved into a thriving business committed to ethical, large-scale manufacturing practices—all while maintaining the same unwavering dedication to quality that has defined us from the start.

Our family’s hands-on approach to ice cream production is central to our identity. Despite our growth over the years, Yummy Ice Creams remains a family-owned business, and we continue to innovate while staying true to the foundational principles established by our founders. Whether it’s introducing new, adventurous flavors or adopting more sustainable manufacturing practices, we remain committed to the craftsmanship and values that have guided us from the very beginning.

For us, creating ice cream is more than just a product—it’s about crafting a memorable experience that reflects our family’s history and our genuine love for the art of ice cream making.

EVOLVE: How do you think consumer preferences are evolving in the ice cream industry, and how is your company adapting to these changes?
Ms. Razia Ahmed: Consumer preferences in the ice cream industry are evolving rapidly, driven by several key trends. In the post-COVID era, there has been a noticeable rise in health consciousness, with consumers increasingly prioritizing transparency in ingredient sourcing. They are more likely to support brands that emphasize sustainability, ethical practices, and organic sourcing.

To align with these shifts, our company is committed to innovation and enhancing our production techniques by focusing on locally grown ingredients. We are expanding our product range to include options tailored to health-conscious consumers, while also considering the current economic landscape by offering budget-friendly choices that still prioritize nutritious ingredients.

We are also leveraging data analytics to monitor consumer preferences in real time, enabling us to respond swiftly to emerging trends and adjust our offerings to meet the evolving demands of the market. This proactive approach ensures that we remain agile and continue to deliver products that resonate with today’s discerning consumers.

EVOLVE: What role do you see technology playing in the future of your business and the ice cream industry as a whole?

Ms. Razia Ahmed: Technology is poised to transform the ice cream industry, impacting everything from production processes to customer engagement. Advanced technologies such as automation and artificial intelligence are driving improvements in efficiency and consistency. For example, automated mixing and packaging systems have streamlined production, reduced labor costs, and enhanced product quality. AI also offers significant potential for optimizing supply chain management, enabling us to better forecast demand and minimize waste.

Data analytics plays a key role in providing valuable insights into consumer preferences and behavior. By analyzing sales data and customer feedback, we are able to continuously refine our product offerings to better align with market demands. This real-time data has fundamentally enhanced our understanding of everything from flavor trends to promotional strategies, enabling us to stay ahead of the curve.

EVOLVE: What is your vision for the future of your family business, particularly in the ice cream industry?

Ms. Razia Ahmed: My vision for our family business is to position it as a leading brand recognized for exceptional quality, innovation, and sustainability. Our strong family legacy provides a solid foundation for this growth. For instance, we made history as the first domestic company to successfully challenge a multinational in court, exposing deceptive marketing practices and unlawful behavior. Despite significant pressure, we stood firm in defense of what was right. As we continue to prioritize quality and craftsmanship, I envision integrating modern techniques and flavors to appeal to a broader, evolving audience. Embracing innovation is key to staying competitive, and I see opportunities to expand our product offerings to include healthier options, such as low-calorie and plant-based ice creams, alongside unique flavor profiles inspired by local ingredients. This would not only attract health-conscious consumers but also celebrate the rich culinary heritage of our region.

“True leadership isn’t about being in charge; it’s about taking care of those in your charge. I aim to lead with empathy and integrity, ensuring that our team feels supported and motivated to bring their best ideas to the table.”

EVOLVE: Yummy Ice Cream faces stiff competition from other established brands. What marketing campaigns and strategies are you considering to increase brand recognition and appeal to a wider audience?

Ms. Razia Ahmed: The ice cream market is highly competitive, with established brands constantly vying for consumer attention. Understanding this landscape is essential for crafting effective marketing strategies. To boost brand recognition, we plan to highlight our unique selling propositions, including premium quality ingredients, innovative flavors, and sustainable sourcing—all at an accessible price point, allowing us to serve a broad customer base. This commitment to affordability and quality has been key to our business growth.

Our goal is to position Yummy Ice Cream not just as a dessert, but as an experience that resonates with health-conscious consumers and brings people together. We are exploring multi-channel marketing campaigns, combining both digital and traditional platforms. Social media, for example, will allow us to engage audiences with interactive content like flavor polls and behind-the-scenes glimpses of our production process, fostering a deeper connection with consumers. Influencer partnerships will also help amplify our reach, particularly among younger demographics.

Most importantly, we continuously track campaign performance through data analytics and consumer feedback, enabling us to adjust our strategies in real-time. This agile approach ensures we stay relevant and responsive to our audience’s evolving preferences. We firmly believe that market feedback is the most powerful driver of sales.

EVOLVE: What do you see as the biggest opportunities for growth in the ice cream market, both in Pakistan and globally?

Ms. Razia Ahmed: Experimenting with innovative flavors and creating unique experiences can attract adventurous consumers. In Pakistan, the mass market has become increasingly receptive to new and diverse flavor combinations, which presents a significant opportunity for creativity in our offerings. Both locally and globally, brands can explore collaborations using regional ingredients or cultural flavors to craft products that resonate with local tastes while appealing to a wider audience.

Moreover, the rise of e-commerce presents a substantial growth opportunity, both within Pakistan and internationally. With the broader reach offered by online platforms, companies in Pakistan have a unique chance to expand globally, leveraging our strategic geo-location as an advantage. However, it is important to remain mindful of emerging markets, especially those still developing from the ground up. The opportunities for trade and global expansion are vast, and we are well-positioned to capitalize on them.

EVOLVE: Have you noticed any changes in consumer behavior regarding ice cream consumption in different seasons? How has this influenced your sales strategy?

Ms. Razia Ahmed: Consumer behavior regarding ice cream consumption fluctuates significantly with the seasons. Warmer months typically see a surge in demand as people seek refreshing treats, while colder months often bring a dip in sales. Interestingly, certain flavors, like rich chocolate, tend to gain popularity in winter, catering to consumers looking for indulgent options.

To adapt to these seasonal changes, our sales strategy is dynamic. We use data analytics to predict trends and adjust our product offerings accordingly. In the summer, we ramp up inventory of popular flavors and introduce limited-time offerings to generate excitement. During the colder months, we focus on promoting indulgent flavors and explore collaborations with seasonal ingredients to appeal to evolving consumer tastes. Additionally, we actively engage with customers through social media and feedback channels, ensuring we stay attuned to their preferences. This approach allows us to be agile, ensuring we meet consumer demands year-round.

EVOLVE: Lastly, what advice would you give to EVOLVE readers or young professionals considering a career in their family business, especially in a competitive industry like yours?

Ms. Razia Ahmed: For young professionals considering a career in the family business, particularly in a competitive industry like ours, my advice is to embrace both the unique opportunities and challenges that accompany working in a family-owned enterprise. Family businesses provide a rich foundation of tradition, knowledge, and purpose, which can be deeply fulfilling. However, they also come with high expectations and the need to balance innovation with legacy. It is crucial to understand and appreciate the history and values that have shaped your family business. These principles have been integral to the company’s success and will continue to guide its future growth. Take the time to learn from the experiences of previous generations and understand how the business has evolved. This knowledge will offer invaluable context when making decisions or implementing new strategies. At the same time, it is important to recognize that the business environment is constantly evolving, and innovation is essential for maintaining competitiveness. Being part of a family business does not mean adhering solely to tradition; rather, it involves finding ways to preserve what distinguishes your brand while adapting to new market trends and consumer expectations. Above all, working in a family business will teach you important lessons about navigating the real-world business landscape.