BLC: Taking Brands Globally - Chairman Shan Foods, Sikander Sultan

Business leaders conference was held at Movenpick Hotel on 16 August 2017. It was attended by numerous business leaders. Mr. Sikander Sultan - Chairman Shan Foods was warmly welcomed. He grabbed all the attention of the audience while addressing on the topic, Taking brands globally.

He introduced Shaan Foods along with the struggle he carried with it, he mentioned that Shaan is in the ethnic markets, catering to all mainstream customers. Thus, declaring it as the largest ethnic brand.

While it’s true that many companies make a concerted decision to enter a given market, it’s actually more common to see the reverse scenario take place, their customers make the decision for them, or at the very least, these customers play a significant role in steering the company toward those decisions. As a result, more and more companies are going global without any sort of grand master plan. Instead, they are easing into an international presence one small step at a time, often learning as they go, creating plans in response to what they learn, and experimenting along the way.

Mr. Sultan told that he started with a work from his home’s garage which occupied his servant quarter as an office. Shaan from day one is very much convinced to make quality products. They try very hard to achieve their goals both Long & short term.

A global brand is one that has a consistent identity with consumers across the world. He advised that, “Today do your good and paradise is for you because all your desires will be met there.” As an individual we all try very hard to achieve our aims or purpose of life. Very diligently Shaan’s aim is to serve best market product,

“We worked very hard to build the knowledge & produce 100’s of recipe.”

He once again advised everyone to give and help others, seek honesty and have faith within yourself.

However, that value is a fraction of today’s leader. The brands value is calculated in terms of financial measures such as revenues and profitability combined with surveys of how consumers view brand and we see Shaan as one of the highly used product not just in the country but in International market too. Thus, customer satisfaction and demand speaks the volume the product carries within making it the global product.

In the end Mr. Sikander ended the note by telling that Brand building is an exercise that needs years to accomplish and shaan took 30 years to get where it is now. He said that money is a by-product of business so concentrate on what you return to society rather than money.