Abrar Hasan is the Chief Executive Officer of National Foods Limited, the leading multi-category food company in Pakistan producing over 250 different products, marketed both in Pakistan and exported to 35 countries worldwide.
Under his leadership, NFL has become a 13.5 billion rupee conglomerate, with ISO: 9001, ISO: 22000, HACCP certifications and numerous industry awards.
Mr. Hasan joined NFL as Plant Director in 1993 and held that position for 4 years. He was elected Deputy Managing Director in 1997 and then as Chief Executive shortly thereafter. In 1996, he led the development of a comprehensive Human Resource Management System which was the first of its kind for any national company in the country. He also led the development of an international marketing infrastructure starting in 1999, which has led to international sales volume crossing Rs.1 billion today.
As the Chief Executive, Mr. Hasan is providing direction and leadership to the Company by setting a clear vision for future growth – Vision 20/20, which aims to become a Rs. 50 billion company by the year 2020. The Company is set to deliver its long-term goals by focusing on top brands, growing customer base and aggressive international expansion.
Mr. Hasan has actively pursued new market opportunities and delivered successful strategies to drive NFL’s vision, focusing on continuous innovation, highest standards of quality and superior consumer value. He has steered the company to deliver steady sales growth year on year, clearly evident from the dramatic expansion in sales, from only Rs. 200 million in 1993 to Rs. 13.5 billion today; an enviable growth rate, ranging from 20% to 30% each year; despite tough economic conditions. This translates into an increase in NFL’s market capitalization from only Rs. 20.57 million in 1993 to Rs. 40 billion today.
Recognizing the vital role of Information Technology in business development, Mr. Hasan brought about an IT revolution in the Company. In February 2003, NFL became the first local food company to put in an ERP system (Scala) which was subsequently up-graded to SAP ERP system, in a record 6 months deployment.
Through the platform of the Pakistan Advertisers Society (PAS), Mr. Hasan was part of the team which launched TAM Peoplesmeter in Pakistan in September 2007 and the MEMRB Consumer Insight Survey, in August 2008, both first of their kind tools in Pakistan. He has also pushed for regulating advertisement ethics via PAS. As past Chairperson, Anti-counterfeit and Infringement Forum (ACIF), Mr. Hasan strongly supports creating awareness about counterfeit and IP infringement among consumers and other stakeholders.
Mr. Hasan is a staunch supporter of Corporate Social Responsibility; an Adult Literacy Programme for employees was started at NFL as early as the year 2000. In 2007, he spearheaded the development of a Sustainability Strategy, which is guiding all business functions across the board till today.
As a visionary and marketing leader, Mr. Hasan has addressed audiences of a diverse section of marketing organizations, conferences, seminars, educational institutions, and various publications. He has appeared on several business TV talk shows discussing the business environment and economy in general. He has received numerous accolades, including Marketing Excellence Award 2008 from the Marketing Association of Pakistan (MAP).