Fatima Fertilizer is pleased to announce that Rabel Sadozai, a seasoned marketing specialist, has been promoted to oversee the organization’s Sales & Marketing division. Rabel is the first female to hold such a prominent position in Pakistan’s agriculture and fertiliser sector.
This is a promising future potential, because Rabel is a true depiction of 22 million empowered women who are directly or indirectly involved in Pakistan’s agriculture sector. Rabel will use her 22 years of accumulated expertise in her new capacity to set even higher standards within her work domain. She was able to effectively lead the functions linked to marketing communications after being engaged with Fatima Fertilizer for over 9 years.
Her most notable accomplishment was leading the drive to establish Pakistan’s first-ever Kissan Day on December 18, 2019, which was formally recognised by the Federal Government and has since been embraced as an annual event by all government and industry players. She has also played a key role in developing farmer-focused communication through traditional and digital media in order to raise awareness of their ongoing difficulties and advocate solutions to improve their economic and social standing.
Mr. Fawad Ahmed Mukhtar, Chairman of Fatima Group, has often emphasised the need for innovative and insight-based marketing to reach out to Pakistan’s farmers and assist them boost their yield and production. Sarsabz Fertilizer’s revolutionary marketing strategy, based on a brand promise of a 10% higher yield, has been a game changer not only for the company, but also for farmers’ livelihoods and Pakistan’s overall economy.
He also stated that he and his staff are working hard to promote equal opportunity within the company, and that they believe in fostering a culture that values and empowers women.
Pakistan has a lot of growth potential, but one of the biggest untapped potentials is its enormous female population, which is still waiting to be included in the national economy. Women make up 25% of Pakistan’s workforce, compared to a startling 82 percent of men. Ninety percent of the working women in the traditional agriculture and informal sectors work in extremely low-paying unskilled jobs.
The situation is similar in the public sector, where women primarily hold low to middle-ranking jobs, whereas only 5% of women in top management positions in the private sector. Fortunately, there is a rising awareness of women’s underrepresentation in the formal sector, which has resulted in encouraging policy reforms and on-the-ground efforts to promote women’s inclusion in all aspects of life.