The burgeoning small business sector in Pakistan highlights its significant economic potential. The fusion of talent and innovation has given rise to numerous noteworthy small enterprises. However, a primary challenge faced by many of these businesses is the limited resources available for marketing and promoting their offerings to the appropriate audience.
While social media holds immense potential for building brand identities, there remains a need to amplify the visibility of small businesses to drive sales and attract customers. However, advertising on social media platforms can be costly, leading business owners to rely on algorithms that may not always prioritize their content.
To tackle this challenge, larger organizations can play a vital role by providing small businesses with resources that would otherwise be inaccessible to them, as part of their sustainability efforts. This not only fosters goodwill but also establishes an emotional bond between the organization and society, portraying larger entities as integral members of the community rather than outsiders.
Women-led small businesses in Pakistan face particular hurdles due to limited resources, often operating from home without access to the infrastructure required for production.
Zong 4G partnered with five women-led small businesses—Northy Natural, Bellizi by Farah, MamaMia Meals, QnE.pk, and Scented Stories Candles—which, despite their growth potential, struggled to expand due to resource constraints. As part of this initiative, Dr. Urooj, a prominent influencer in Pakistan, created a five-episode series on Instagram. In these episodes, she reviewed each business’s products and services, shared their inspiring stories, and encouraged people to support them.
Dr. Urooj, with a significant Instagram following and income from brand endorsements, played a pivotal role in promoting these small businesses. Thanks to Zong 4G’s initiative and the support of a well-known social media personality, these businesses gained significant exposure, boosting their sales and fostering their growth. Zong 4G was among the pioneers in Pakistan to adopt this approach under their ‘Inclusive Growth’ sustainability pillar, focusing on marginalized communities’ social and economic advancement through dedicated efforts and volunteer support.
In their latest endeavor, Zong 4G supported women-led small businesses lacking resources for promotion. These enterprises, driven by the determination of their owners, have the potential to flourish. Zong 4G aided them by engaging Dr. Urooj, an experienced influencer, to create content featuring these businesses.
Zong 4G’s initiative illustrates how an organization can uplift small enterprises and empower them by leveraging available resources. This endeavor positions them as a company dedicated to societal betterment and community empowerment.
