KARACHI: Lipton Teas and Infusions Pakistan, the world’s No. 1 tea brand in the industry (formerly known as ekaterra), announced a ground-breaking partnership with Imtiaz Supermarket, a national retail chain, marking a significant milestone for both companies and the local channel landscape in Pakistan.

This collaboration signifies a strategic shift in Lipton’s approach, transitioning from “negotiating with a customer” to “creating collective value with a partner.” The transformation has already yielded remarkable results, including a substantial increase in in-store sell-out market shares, the introduction of an Imtiaz-specific pack, and the implementation of a captivating call-to-action on the shelf.

By embracing this new approach, Lipton aims to redefine its modern trade footprint across Pakistan, leveraging the expertise and excellence of its esteemed partner, Imtiaz Supermarket.

During the signing ceremony held in Lahore, Kashif Imtiaz and Razzak Amin M-Akhtar Anjum, representatives from Imtiaz Supermarket, expressed their enthusiasm for the partnership. They emphasized their commitment to collaborating with Lipton in reshaping the tea category and driving mutual success.

Copyright Business Recorder, 2023