Islamabad, Pakistan: Pakistan Tobacco Company Limited (PTC) announced the launch of its ‘Made in Pakistan 3.0’ initiative on Monday, marking a significant milestone in the company’s journey of innovation and economic contribution.
The initiative will see PTC export its modern oral tobacco-free nicotine pouches, Velo, to Japan, expanding Pakistan’s footprint in the global market and potentially earning USD 100 million annually through all its exports.
The launch event was attended by Jam Kamal Khan, Federal Minister for Commerce, along with distinguished guests from the public and private sectors.
PTC, recognised as Pakistan’s first multinational company, has been a cornerstone of the nation’s economy. Over the past five years, PTC has contributed over Rs 680 billion to the exchequer and was awarded the prestigious ‘Highest Taxpayers Award’ in 2024 for its substantial fiscal contributions.
Since April 2019, PTC has pursued its ‘Made in Pakistan’ initiative, aligning with the Government of Pakistan’s export ambitions, focusing on the export of cigarettes and processed tobacco to various countries. This venture has generated over US$157 million since its inception, significantly bolstering the Pakistani economy.
Building on this success, the ‘Made in Pakistan 3.0’ initiative aims to further enhance Pakistan’s economic standing. The introduction of nicotine pouches to the Japanese market represents a pivotal step in PTC’s commitment to innovation, growth, and its journey of creating ‘A Better Tomorrow™’. This initiative is expected to add an additional US$50 million annually through foreign exchange earnings.
Federal Minister Jam Kamal said, “Today marks a new chapter in PTC’s history. The ‘Made in Pakistan 3.0’ initiative not only exemplifies PTC’s dedication to economic progress but also showcases Pakistan’s capability to produce high-quality, innovative products for the global market.”
Kamal continued, “Pakistan has always been an ideal destination for foreign investors. The government is doing its best to facilitate such large-scale investors at all levels. Today’s event is a testimony of the government’s extended support under the premiership of PM Mian Muhammad Shahbaz Sharif to such entities.”
Michael Dijanosic, BAT Group’s Regional Director for Asia Pacific, Middle East and Africa, commented, “It’s a proud moment as PTC prepares to export modern oral nicotine pouches to key markets like Japan. This achievement highlights our strong partnership and marks a major step forward for both BAT and Pakistan. Expanding into international markets creates new revenue streams and opportunities, reinforcing our position as global leaders.”
Ali Akbar, Managing Director and CEO of PTC, added, “We are thrilled to expand our reach with Velo and contribute further to the economic development of Pakistan. Our commitment to excellence and innovation drives us to continuously seek new opportunities and markets. I would like to further request the Government of Pakistan to continue extending their valuable support by framing the right regulatory and fiscal regime for this segment, enabling it to flourish. Sensible regulations will certainly determine the long-term success and sustainability of this business.”
As PTC continues to pioneer new frontiers, the ‘Made in Pakistan 3.0’ initiative stands as a testament to the company’s unwavering dedication to progress and excellence.
