Market Link Private Limited was a startup targeting development of Digital Agriculture Value Chain, bringing all the major stake holders of Agri Industry (Farmer, Financial Institutions, Input Provider, Agri Produce Buyer) on one digital platform. The aim was • Documentation of Agri Economy• One Digital platform for all the major stake holders of Agriculture Industry, to interact with each other. • Provide easy & timely access of farmer to credit, inputs, and sales of Agri produce, with one stop solution• Increase the reach of Banks and financial institutions to farmers, while reducing cost of lending.• Reducing the role of middlemen and his exploitation in agriculture supply chain, enhancing Agri productivity.• Establish warehouses (storing quality assured agri., commodities and one stop shop for Agri value chain) linked with digital platform that is o Accessible to all the buyers of Agri Commodityo Linked to Commodity exchange (PAMEX)• Establishing uniform quality parameters for ease of trade, and reliability (locally and internationally).• Provide huge data base for banks (for customer access), and Agri development departments / institution for scientific research.The project was successful to the extent that a complete eco system of above-mentioned requirements on a digital platform (backed by on ground idea testing) was designed. The project could not go beyond this stage due to lack of investor’s interest in absence of Prudential and SECP regulations.

• Ethics: Successfully established a Procurement and Sales system with high ethical standards in a very complex and undocumented market which resulted in seamless operations.• Health, Safety & Environment: More than 4.0 Million Safe KM travelled by team (Car and Motorbike) and 2.5 million safe man hours. • Business Startup: Successfully established new business of Rice Processing and Export by setting up all functions of the business including Procurement, Agri Development, Warehousing, Processing, Packaging, Logistics, Trading and Exports along with Seed Business Unit. • Procurement: Established a comprehensive procurement network, under complex market conditions covering all major Paddy rice markets in Punjab and Sindh through 14 procurement centers, (from purchase of 43 kt paddy and rice in 2010 (Rs 1.5 Billion) to 190 kt (Rs 11 Billion) in 2013).• Sales: Average Sales value of last 3 years (Rice, By-Products) was around Rs 4.0 Billion per annum, by bringing major shift in company sales policy and scaling up local B2B sales from 3 KT in 2011 to 30 KT in 2012. • Business Unit Management: Established and successfully operated independent seed business unit.• Agri Development: Acquired 590000 euro Grant from GiZ for training of 10000 farmers on rice and wheat.• Trading: Through timely purchase and sales decision of Rice and paddy contributed significantly to the bottom line of the company. • Logistics: Successfully established and operated inbound (150 KT Paddy and Rice) and outbound (30 KT finished Rice Export thru Karachi Port) Logistics setup with innovative solutions.• Processing: Handled processing of paddy and rice into export consignments with zero quality complaints from buyers in international market with innovative solutions.• HR Management: Established team of 70 permanent and 200 Contractual (hiring and Training).Other Roles: Ware Housing Market Intelligence, New Business Development, International Certifications, BPR

Key Result Areas• Established rice export business for the company in international market through establishing agents and direct contacts with the customers.• Developed contracts and processes for export marketing and export transactionsAchievements• Introduced 3 critical customers in short span of 6 months resulting in long term relationship.• Devised Process flows for pitching sales call to buyers.• Devised & implemented internal process flows to capture and effect the export transaction.

• Successfully completed business feasibility study involving international and local consultants on establishing fruit processing and export business. The feasibility was approved by Board of Directors of Engro.

Key Result Areas• Managed Product Line of Phosphates Fertilizers with a portfolio size touching USD 200 Million (Rs 12 billion) a year with healthy margin delivery.• Was directly involved in planning & managing import of product from international market spanning across the globe (imports valuing 250 Million USD).• Planned, developed and directed the marketing (including ATL and BTL campaigns) efforts for 3 different products in Phosphates category in Pakistan.Achievements• Successfully revamped the campaign for branded fertilizer by conceptualizing and developing a Mascot for premium margin earning brand “Zorawar”.• Instrumental in gaining a trading margin of around million $ 1 million for Branded Fertilizer.• Successful execution of purchase deals committed at ~ 400 $ pt, during the period where market rose to ~ 800 $ pt within 6 month period.

KEY RESULT AREAS• Developed and implemented new approach on Market development by bringing customer focus across the company.• Managed a dynamic team of 22 Field Officer including hiring, remuneration and training for Market Development in 12 Political Districts of Lahore Region.• Successfully designed and implemented Region’s territorial re-alignment for increase in sales volume and reach to end customers.• Successfully managed distribution of 20,000 to 30,000 tons product throughout Multi District territories.• Was Area Manager of only territory in whole marketing area to over achieve targets for all products in 2006 inspite of long supply situation in industry, with positive growth in market share.• Planned and monitored budget cycle at regional level.• Active member of Business Process Re-engineering, formulating new guidelines and policies aimed at increased efficiency and elimination of waste.• Solely responsible for new product registration and handling GRPR with Punjab Government.ACHIEVEMENTS• Won Marketing Excellence Award (the most prestigious award in ECPL Marketing division) for years 2004 & 2005 performance. Only Person in entire ECPL management to win 2 consecutive Marketing Excellence Awards• Strategic Market Development initiatives resulted in market development of new product resulting in record sales from 500 tons in 2001 to 13000 tons sales in year 2004. • Instrumental in generating revenue of over Rs. 400 Million with a healthy margin delivery annually in assigned territories.• Successfully negotiated a deal of Rs 48 million to single institutional buyer for a new product in 2005.

• Managed a team of Field officers for sales and Market Development of 8 brands of Ciba in territory spread over 30 km radius.• Managed a network of 30 dealers for sales of company products with in assigned territory.• Was assigned a newly created in 1995 territory where by the end of my 2 years, anual business revenue increased from Rs 5 million to Rs 24 million, touching market share to 22 percent in presence of 100+ competitors.• Conducted and coordinated surveys for market development and study.• Launched new products• Farmer behavior change efforts for safe use of Agro Chemicals.