Hashim Ali Shah
Matti UR Rehman
Introduction of Shan spices
Mission statement of Shan
History of Shan
Owner of Shan
Marketing and Promotion
Shan food competitive EDGE
Shan Foods (Pvt.) Ltd. is a rapidly growing food
company with presence in over 50 countries.
Shan Foods (Pvt.) Ltd. has prided itself in hiring
the most talented and educated people of the
country to achieve the name and market share in
The journey of Shan’s remarkable success starts
from 1981, when the dream of one man became a
Sikander Sultan is a Pakistani entrepreneur who
are the founder and current CEO of Shan Foods
Because of Sikander Sultan, Today Shan stands
as one of the most successful food company
and a powerful global brand with presence in
more than 50 countries across 5 continents.
Initially it was started from home and because
of unremarkable success Sikander sultan
decide to launch its brand named as “Shan”
Shan has now enhanced its production capacity
even further with the manufacturing units
installed in UAE and Saudi Arabia.
Shan does not offer products only; it provides
unique taste and delightful food experience
that is JUST PERFECT!
Shan mission includes:
Continuously develop and produce quality products.
To be consumer oriented company with keen insigne of
To obtain optimum results and retain highest quality
standard through efficient and motivation of human
Shan Foods (Pvt.) Ltd has
been governed by its core
They shape the culture and
define the character of Shan,
these core values include:
Caring for community
Working with passion
Believe it or not Shan Foods
started from a single small room
some twenty five years ago.
The first few spice recipe mixes
were indeed shared within the
family and later on distant
relatives, friends and even
perfect strangers started to
It was then that the management
decided to launch its very own
brand and start a full scale
manufacturing unit to cater to
the taste of the local public.
“Shan” soon found their way
into the international markets by
virtue of local travelers.
The Company then decided to go into exports
and since then there has been no looking back.
Now, Shan is one of the largest exporters of
premium quality packaged spices, recipe
mixes, rice, pickles and desserts with products
adding taste and flavors to meals across 50
countries in 5 continents.
Shan has now enhanced its production capacity
even further and is all set to lend our cooking
more great taste and gives us more good times.
Sikander Sultan is the founder and current
CEO of Shan foods.
He is a renowned and influential businessman
in the Pakistan food industry.
In 1981, Sikander Sultan was the first one to
recognize the potential of launching an
independent company that produced hygienic
and first-rate recipe mixes and plain spices.
He has now acquired Raani Foods, a UK-based
brand and continues to enter new markets
under the Shan Foods umbrella.
Shan selects the finest quality ingredients and
blends them in the right proportion to produce
the perfect blend of recipe mixes.
These products are then preserved as the "Just
Perfect" blends through V-Lock packing
technology, to ensure lasting freshness and
Sikander Sultan decides to take Pakistan’s cultural heritage of
spice mixes and transformed it into an exemplary company.
The company produces around two hundred different products
including recipe mixes, plain spices, salts, traditional and Delves
“Shan” continues to develop the wide range of Shan Foods
products by entering new markets and launching new products
As of 2008, over a 100 products were being
exported to 52 countries and the annual
revenues exceeded Rs 1.5 billion, with the
company enjoying a 50 per cent of market
Shan Foods was established as a cottage / home based
industry selling the Recipe Mix mainly to friends and
family; then the demand grew and it grew so well that
today it reaches Rs. 3 Billion sales mark with product
distribution channel in 50 countries.
Shan Foods has very clear-cut strategy to stay within
the spice business and do not get into any other
business risking the potential growth opportunity.
Distribution of the product forms the basis of success
of a product because better the distribution channel of
the product, easily it is available to the customers, thus
greater is the success of the company.
In Pakistan alone Shan has 500 distributors; from
Karachi to Kashmir.
The distribution channels of Shan Foods include:
Hyper Market(e.g. Macro)
International Chains (e.g. Wal-Mart)
Shan Foods always have aggressive strategy to sell
as much as they can by setting price parity with
the cost and keeping market price in mind.
High volume is always the key strategy, Shan
Food has recently launched a product line of
Oriental Recipe Mix.
People can see the strategy implemented by Shan
is Think Globally, Act Locally
Shan is capturing middle class who can`t afford
restaurant or prefer to eat home and Shan is
directly competing with Knorr and National foods.
After this Shan tends to place the brand internationally
by getting all international certification and winning
award “Superior Taste Award” by “iTQi”
2003-2004 Best Export Performance Award by FPCCI
2003-2004 Export Performance Awards by KCCI
2004-2005 Best Export Performance Award by FPCCI
2004-2005 Best Merit Performance Award by FPCCI
2005-2006 Best Export Performance Award by FPCCI
2008-2009 Best Export Performance Awards by KCCI
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