Paternity byond labor pain

3
You cannot plan the kind
of deep love that results in
children. Fatherhood was
not a conscious decision. It
was part of the wonderful
ride; I was on. It was
destiny, kismet or karma
but the entire math finally
worked…

4
Dedicated to
Spiritually: My father
Professionally: Tariq Hameed,
Dr. FD Toor & Albrecht
Buehler
Personally: My Family

6
Preface
No father would want to and can experience labor,
but what about those who
experienced pain more
than labor? Who are these
people? And why on earth they
have experienced such level of pain,
anguish, torture, agony; though they
never gave birth to a child. Ask me,
who gave birth to many children in last 25 years. One
after another some died early and other survived.
Not all touched the sky, yet all equally dear to me
once born. You will ask me how on earth you can
give birth to a child. So let me first define a child…..
Once an idea is conceived, cross or self-fertilization
(parthenogenesis exceptionally) occurs in the brain
and an unborn child or fetus start growing till the
time it is delivered in the operation floor. Any idea
from conception to a commercial product is the child
I am referring to. I am grateful to all those who were

7
part of fertilization as donor of DNA materials in the
process and I am sure they all will be happy to see
the children growing and sad on the children died at
an early age.
Crossing the border from customer to consumer with
stories unsaid earlier and this script is all about
stories behind the line from fertilization to operation
floor with a pinch of post birth and early childhood
problems to the age of five. These children are
smarter than us; that’s why today I say I am not
smarter than a five year old!!
There are learning’s,success and failures in last twentyfive years
from 1987 to 2012, but the biggest learningis to tie synergy
amongparents and inmost of the cases parents were NPD and
Brand…..
The other learning is to understand the suffering,
patience, and tolerance of people around you during
the pregnancy. You go through the throbbing,
agonizing, hurting, excruciating, aches, impatience,

8
intolerance and still they love you, sit beside you,
and help you to deliver.
Happy Eid, led me writing the "Paternity: stories
behind the lines" The title I chose from a meeting at
head office, Engro Foods in March 2006, and it was
said that market research is a domain of marketing
not R&D.
To name few, the products I will be talking about
children such as UHT Yoghurt, Everyday, Olper's,
Olwell, Tarang, Olper's Cream, Chaika, Tea Max,
Nuirich, Addi & Moni, No. 113 and their life with
Passion from Innovative conception, Product
Development, Controls, standard life at floor to
Complaints.
This is dedicated to family and friend in my personal
and professional life involved physically,
psychologically and metaphorically whether they are
there today or giving me smile form the blue!!And I
know if not all in the blue but certainly my father
must be smiling at me…….The one I miss …..Cheers

9
Ibrar
Dec. 28th 2013
Contents
Chapter # Title Theme
1 Introduction
The surge of Memories, Moments &
Mysteries of life time
2 UHT Yoghurt Years don’t count
3 Everyday Challenge is a way
4 Pasteurized Milk
i. Dairy Specialities Genesis
ii. Nuirich Exodus
iii. JM Milk Leviticus
iv. 113 Numbers
v. Addi & Moni Deuteronomy
5 Olper’s Desires has no limit
6 Olwell Draw the lines
7 Tarang No short cuts
i. Chaika People
ii. TeaMax Cuts

10
8 Tarka Best opinion
9 Dobala Twenty different ways
10 UF’ Venture Capitalist
11 Banana Grey Matters
Annexure
1 Stage - Gate
2 Modified Stage-Gate
3 5 - D
4 7 - S
5 Glossary

11
My father always told me, I can do
anything I want in life, so long as I
do what I want to do…

14
INTROIDUCTION
The surge of Memories, Moments, Mysteries in life

15
Words never shared before….
“The surge (Tarang) of interest in an unknown
talent is unprecedented.”
Three hundred rupees was hell lot of money in 1975,
I was in grade eight, my father’s salary was like
rupees five hundred and fifty per month and I saved
out of a whimsical surge of buying my own
microscope. I started saving money the day my
father in March 1974 took me to Government
Sulemania Public High School, Samanbad, Lahore for
admission in grade seven. He was in full uniform and
Head Master Mr. Maqbool led us to class room,
showed us so that I could come back next day to
start my studies yet another new school in my life, I
have already been to three schools earlier in
Sargodha and Lahore. While coming back from class
room to leave school, I was feeling very proud and
then my father said to me while walking in verandah
in front of class rooms “study science even if you fail

16
or merely pass in third division” that instant I wrote it
on my heart and promised myself.
We came back home and next day I started going
school and saving some out of my pocket money to
buy laboratory glassware, equipment even though I
did not know what I will buy. That year I studied
Persian and next year Agriculture as optional subject.
By the time I moved to grade eight, I could save good
three hundred rupees and was wondering what to
buy and then one day at school lab we saw first time
onion cells under microscope. That triggered me to
buy a microscope. I went to Abkari road and found a
smart plastic body 10 x 160 Japanese microscope. I
did not think twice and bought that for all my savings
of the one year for rupees three hundred. I believe
that was the judgment day of my life to decide what I
really want to do in life. I decided to see the things
under the microscope unconsciously….
Seeing things under the microscope reminds me
fore-school learning at home when my father taught
me inductive and deductive logic, my father

17
graduated from Aligarh Muslim University with
mantaq (logic) as subject. So I learnt the words
mantaq-e-istaqraria (inductive logic) and mantaq-e-
istakhrajia (deductive logic) before age of six.
Whoa…This reminds me using the word in 2006 while
talking to Adeela Khan and she just gazed and said
what the hell these words are…….
I brought the microscope at home, we had a small
room like a mezzanine at home, I turned that into my
den and laboratory. There was no ladder so I just
used to climb by closing the door of our store
room….Then onwards I kept buying small glass ware
every month. And the time came when I could do
experiments in physics, chemistry and biology at
home.
My first big experiment was making acetyl
salicylic acid, and then nitric acid and the list
continue….
It was just fun to be in my laboratory without letting
other members of family and doing my experiments.
I broke my first retort when I was in F.Sc in 1979.

18
That was a loss and had to save money for another
four months to buy a new one again.
That was one golden period in life where I never did
any experiments in school or college labs but all at
home and in B.Sc. final practical examination, the
external examiner asked me where you learned
staining techniques, because my college attendance
said I never attended college labs!!! I just said by
myself at my own laboratory. He really appreciated
well during the exam and that was something which
encouraged me a lot.
You never forget small gestures of appreciation of
your teachers and carry the memories for rest of
your life.
The professional life started after graduation and the
new earning, learning and yearning started. Everyday
gives a new lesson for every moment, a new memory
for every moment gone and a new thought and a
question to explore new mysteries in life.

19
I studies during first three years of my professional
life more than what I learnt in last 26 years. And the
whole career shaped me into a different person and
chose life of a person who has questions to challenge
the problems and find new ways to solve them.
That’s the time when I got into research and new
product developments.
In professional life you cannot work alone, you have
team of people and they are supposed to work in
synergy to come up with acceptable solutions. This is
where the conflicts start. Every one look things from
their point of view in their shoes, and most of the
time they are not wrong, because each individual is
educated and trained to experience according to
their needs be it a technology, an engineering,
economics, management graduate. However for
success the most important thing is how these are
integrated into one team so that an acceptable and
successful solution is achieved for growth of a
company.

20
It is always people in a problem, product or project
involved get to work together and made it a success
or failure.
Interesting
problems, projects or
products came across on the
road always had cross road leading either to success
or failure. A technologist finds solutions to problems
presented by process, project or product team. And
this interaction with diversified teams is something
special for a technologist. I am blessed and had

21
opportunity to work with many great people directly
or indirectly like Syed Baber Ali, Syed Yawar Ali, Tariq
Hameed, Walter Bickle, Saulat Saeed, Javed Aslam,
Dr. FD Toor, Albreicht Buehler, Walter Budnik,
Mujeeb Rasheed, Javed Rasheed Farooqi, Richard
Strutzel, Haneef Rajpoot, Qasim Rasheed Farooqi,
Moulood Shahid, Imran Karim, Muhammad Zakir,
Tahir Rasool, and many others with loads of
experience in the start of my career and then mix
wagon of peers around me and this continue even
today.
Tariq Hameed taught me how important a person is,
Dr FD Toor taught me how important trust is, Walter
Bickel taught me the importance of back to basics,
Albrecht Buehler taught me the importance of
confidence in one’s abilities and values, Saulat Saeed
taught me freedom of choices, Mujeeb Rasheed
taught me patience, Beda taught me accept the
mistakes, Ghulam Dastagir taught me dedication and
hard work; All these people shaped me or in a
manner spoiled me by pampering to what I am
today.

22
Working with supply chain, finance, commercial,
sales and marketing opened new ways of thinking
and developed problem solving skills. Important
thing came across was to know what I do not know,
so I was willing to learn and apply it. First three years
in professional life was all about it.
Everyone wants a pat on shoulder…
I owe my love for people at work & train to Tariq
Hameed. The man I saw all my life as a perfect
manager. It was 1987 December and Dr. F. D. Toor
called me in his office around 10.15 am. I went to his
office, he was waiting and the moment saw me,
stood from his chair, held my arm tightly, and almost
dragged me to the conference room, I could not say
a word during few steps walk. Then he stopped just
outside door and said inside conference board
meeting is going on and Syed Babar Ali asked to send
the person who prepared the report on market
losses in relation to voltage fluctuations. That was a
stunner for me at the age below 26.

23
I entered the room occupied with around ten board
members of Milkpak Limited and I knew only one
person sitting on left hand side of Chairman Syed
Yawar Ali. I went straight inside and stood to right
hand side of Chairman Syed Babar Ali. I was asked to
introduce myself and then another question “Did you
prepare this report?” I said yes, another question
“Why” I said I noticed and found a relationship
between the two that is market return and voltage
fluctuation. It took in all 3 minutes for me to go
inside and outside of that meeting.
Few months later, I was in the main corridor of
processing plant at Sheikhupura, I heard “Ibrar how
are you?” I turned back
and saw
someone
whom I had
seen in the
board
meeting

24
few months back was asking me. I said “thank you
sir, I am fine” by that time. I did not know the name
of gentleman but that left me almost speechless,
how come a person I saw few months back and
remembers me. Later when I asked Kazmi, He told
me that he is Tariq Hameed GM Packages. All my life
I admire him as the best manager I have ever seen or
met. Important thing for me at that age was number
making Tariq Hmeed as my role model as a manager
and learning the importance of people. Other thing
was recognition that on the report of a trainee
company made a big decision by putting up 1
megawatt power plant for uninterrupted power
supply for sensitive products. That also led me to
deduce that a true entrepreneur see the true
potential irrespective of age of experience.

27
UHT YOGHURT
Years don’t count……….

28
Years do not count…
Newton never experienced an apple flying to
sky, but today every science student knows
Newton’s laws of motion, because he
experienced a falling apple. What if he would
have experienced a flying apple? The laws
would have been different.
Experience is something you cannot count on
number of years you live.
The moment we are born, we start experiencing
different things. Some we record for our future
reference, some we just don’t, especially the one we
do not pay attention to. Experience is very relative
terms, for me one’s experience in life is sum of his or
her personal observations, learning and education;
this is the one we rely most and the shared
experience of others around him or her. So when I

29
graduated I was already an old soul with merely
seventeen years of schooling!!!
August 1st 1987, joining Milkpak was a new
experience as Laboratory Executive and I was
prepared that on my day one, I might be said that
you were hired wrongly, so I was ready to come back
home without any heavy heart. But things went
smooth and I signed the joining papers.
Day one went nicely and met new people and I was
assigned two bosses. I think they saw the potential
on day one that handling this creature is not one
person’s job. My one boss Abid Raza Kazmi Manager
Quality Control was a biochemist with eight years’
experience hailed from Packages Ltd and other boss
Muzzafar Shah, Manager Research & Development
was a chemist with more than ten years’ experience
at Beatrice Foods USA.
Day two, I was called in and told that now I will be
handling a new to market product with R&D
Manager as a special responsibility. I had no choice

30
but to say yes. We started making the product trials
at laboratory scale. Finally on 30th August 1987,
Muzzafar Shah said, ok gentleman we will make our
first commercial batch tomorrow, so you better keep
eyes and ears open and tomorrow onwards you will
be responsible for product of this new product for
next six month, till the product is handed over to
production department. This was normal practice for
any new product. So we all agreed and geared up for
first commercial batch of a new to market product.
Quite enthusiastic for tomorrow but slept well and
did not dream anything about tomorrow’s activities.
The day started as usual, we were supposed to make
the product in frost juice plant processing line. All the
materials were ready, pre-batch preparation were
complete, so mixing of ingredient started at 10 am.
Now the clock started clicking and at around 2 pm,
we were ready, so we started packaging. It was 5000
liters batch and would take around three hours to
complete packaging in 5000 liters in half liter
tetrahedron storage keeping units (SKU). The
moment we finished packaging and had final packs in

31
our hands; from nowhere I said “we will consume
every pack in-house at canteen instead of launching
the product in market from this batch”.
The next moment I saw Muzzafar Shah’s face turning
red (He got good fair complexion). He looked straight
into my eyes and asked why? I replied because
product has a defect. I just cannot forget how he said
while grinding his teeth “I spent ten years at Beatrice
foods, I know how to make this product, and I bet my
job we will send this very batch for sales”. I do not
know again, from where I have this courage to say,
“Shah Jee I bet my job too” and simply signed on a
blank paper and said if this is what you said then
here is my resignation. Then I took another paper,
wrote something, sealed in an envelope, handed
over to Muzzafar Shah, and said this contains the
reason I think will refrain us to market this batch.
Muzzafar Shah took both the papers and said we will
talk tomorrow morning.
Here like to explain the product. UHT Yoghurt was
going to be introduced in Pakistan for the first time.

32
And beside the technical details and formulation, the
whole lot have to undergo minimum 12 hours in cold
storage at 4 degree Celsius prior to shipment, this
allows the product to settle and form a curd so that
when you cut the pack you have a set type yoghurt
with a firm curd. This is why we both had to wait for
next morning and see who is right and who is wrong.
Muzzafar Shah took home six packs with him to keep
them in refrigerator and see in morning. I came back
home without worries, slept well infact, even dreamt
how mischievously I am smiling in the morning.
Inside I knew I was not worried at all.
Next day as usual 8 am reached factory, and learnt
that Muzzafar Shah is on leave for some reason, so
thought I had to wait for another day till he comes
back and we check the product. I was not expecting
any call from him. But to my surprise, at 8.05 am, he
called and first things he said, “Hello, do you want
me to come tomorrow and should I resign today”.
Good God that means he has checked the packs.
Next sentence he said was “I opened the sealed
envelope and found the defect you wrote, how the

33
hell on earth you knew this?” I was happy inside, and
just replied Shah Sb. The resignation was just a joke, I
will be happy working with you and learning and as
far as second question of yours is concerned, I know
what I learnt and also know what I do not know. He
said, we will talk tomorrow more.
Nest day, we sat and discussed the defect and
technical reasons, he was very happy and before we
ended our meeting, he said now you take over the
project from here onwards and from my side your
probation is over. The problem was very simple,
during production the product was remixed at wrong
pH that caused the sandiness in product, I also
explained how I learnt that without even making the
product before joining the company. It was my
experience of collecting and recording information
during my studies at university out of syllabus from
general research articles. We consumed whole lot at
canteen for next three months.
That was the recognition of knowledge by the
experience. We all learnt that

34
 How you process the accumulated information?
 Experience is not associated with age or years
 Doing a thing in twenty different ways is great
 Accept if you are wrong
This was a small story but at the beginning of one’s
career such an experience is simply great. It is also
very important how people accept they are wrong
beside their life long experience. I learnt a lot from
Muzzafar Shah after that, he was open to his heart,
mind and soul, but he left within six months, he still
lives in my heart because of his acceptance and
recognition of knowledge without a fear and
differences in age and experience. One of the great
persons I had in my life…….

36
everyday
Challenge is a way……….

37
Challenge is a way…..
Everyone may have his or her own definition of
youth, but for me young is an individual who can
think of tomorrow, no matter what the age is… I met
Mr. Aftab Tapal and the first question he asked me
was do you still sky dive? Anyone can ask you a
question related to your passion and you reply even
without thinking so did I, yes, I still do because I am
young at 52. When I recall challenges in everyday life,
I always remember EVRYDAY.
Beda Rust told me we cannot produce EVERYDAY
from buffalo milk because of stability problem and
this is one reason we could not produce in India. I do
not know why it just hit me, may be from my family
history, may be warm blood at the age around 30 or
may be if you cannot do in in India that does not

38
mean in Pakistan can also not do. Something just
triggered me and I requested fifteen days from Beda
and Buehler to come up with a solution from buffalo
milk.
Next few days I kept thinking and reading and then a
line from scripture gave me a ray of hope. Blood and
milk today are synonym for me.
“Verily in cattle there is a lesson for you:
We give you to drink of what is inside their
bellies, from among chyme and from
among blood, pure milk palatable to those
who drink it” (Quran 16:66)

39
The Quran was revealed 600 years before the Muslim
scientist Ibn Nafees described the circulation of the
blood and 1000 years before William Harwey
brought this understanding to the Western world.
Roughly 13 centuries before it was known what
happens in the intestines to ensure that organs are
nourished by the process of digestive absorption, a
verse in the Quran described the source of the
constituents of milk, in conformity with these
notions. To understand the Quranic verse concerning
the above concepts, it is important to know that

40
chemical reactions occur in the intestines and that,
from there, substances extracted from food pass into
the blood stream via a complex system, sometimes
by way of the liver, depending on their chemical
nature. The blood transports them to all the organs
of the body, among which are the milk producing
mammary glands. In simple terms, certain
substances from the contents of the intestines enter
into the vessels of the intestinal wall itself, and these
substances are transported by the blood stream to
the various organs. This concept must be fully
appreciated if we wish to understand the following
verses in the Quran."And verily in cattle there is a
lesson for you. We give you to drink of what is inside
their bodies, coming from a conjunction between the
contents of the intestine and the blood, milk pure and
pleasant for those who drink it."(Quran 16:66)."And
in cattle(too)ye have an instructive example, From
within their bodies We produce(milk)for you to drink,
there are, in them(besides) numerous(other)
benefits for you, and of their(meat)ye eat."(Quran
23:21).The Quranic description of the production of

41
milk in cattle is strikingly similar to what modern
physiology has discovered.
I think in 1984 I bought a old book for merely five
rupees from road side old book foot path shop run
by Muhammad Yousuf in Anarkali Lahore
“Physiology chemistry” by Dr. Cole (An Indian
Physician) and he talked about blood proteins and
their stability in relation to buffers.
What that book told me was the stability of blood
proteins with sequestrants like polyphosphate such
as sodium hexametaphosphate and that triggered
me to think more and more about milk proteins.
New week I did some experiments in laboratory and
then asked Beda when can we run the commercial

42
trials? Next week we planned the trials, ran through
spray drier and sent the samples to Nestec, Vevey
Switzerland for approval.
Not to any surprise anymore for me, we got approval
of formulation of Everyday from buffalo milk within
next two weeks.
The day we got approval from Nestec, Beda came to
my office and said we both should claim royalty for
the product. You formulated and I produced. I just
looked on his glowing face, he was happy, I smiled
and pat my own shoulder with an imaginary hand
and went on to my work. The inner satisfaction I
cannot explain to myself even today. I think a sense
of fulfillment is much bigger than any rewards.

46
I can’t prove but I can’t
deny…That’s where my

48
milk
Where my heart lies……….

49
And lo! In the cattle
there is a lesson for
you. We give you to
drink of that which is
in their bellies, from
betwixt the refuse and
the blood, pure milk
palatable to the
drinkers. (16/66)

50
Where my heart lies……
While talking to oneself, we travel in time so
frequently that distance in years is just matter of
thoughts. I just recalled my meeting with Mr. Yaseen
Qasim Teli in 2005, who asked me “How much you
know about milk and how long is your experience?” I
remember the smile I could see on my face while
replying “Oh I am in milk business for last 43 years
and know atleast seven sources of lacteal secretion
of mammals”. He almost stood on his chair and
asked me “how old are you?” I replied 43 years (I was
born on December 28th 1961), Mr. Teli leaned on
table “then how come you have 43 years’ experience
with milk?” My answer was “my first food was
mother’s milk and then starting from buffalo in my
profession at least five more mammal’s milk I know
and worked with including cow, sheep, goat, camel
and yak (that was in Nepal; 2003 – 2004). He sat
down and we then started discussing the project, I
was there for.
From a Physicist point of view, it offers a challenge
due to its diverse nature of coexistence of true

51
solution, suspension and emulsion. Proteins in milk
being colloids form suspension. Proteins are heavier,
tend to settle slowly. They can trap water and make
it thick. This property of milk proteins also provide an
opportunity to make new products like yoghurt,
cheese etc. Fat in milk is in globular form and then
coating around liquid fat along with fat soluble
vitamins such as vitamin A, E, D entrapped in each fat
globule make it possible to form an emulsion. This
emulsion help to keep the fat uniformly distributed
because fats being lighter than water tend to rise on
top. This is why we often see a thick layer of top if
milk is left standing for a while. However this helps to
make products like butter, cream, desi ghee.
Whereas lactose (or milk sugar) makes milk sweet
with other vitamins such as C, B complex and
minerals forms a true solution in the most abundant
component of milk that’s water. Like all sugars
lactose help to make new taste such as caramel upon
heating.
A Chemist find various moieties and their genetic
variants in milk to transform in countless products

52
from a value of less than Rs 50 or 0.5 US $ per kg
such as raw milk sold in a village to more than Rs 880
million or 8 million US $ per kg such as folate binding
protein extracted from milk. Milk can be divided into
three main parts; namely water > 85 % generally,
Macro which include proteins, fats and lactose and
micro which contains all the vitamins, enzymes,
factors, minerals. Each one except water has various
types of moieties. Amino and imino acids are the
building blocks of proteins and all the essential
amino acids which human body cannot produce
inside body are present in milk. These fundamental
units of proteins form 100 variants of proteins in
milk. Fatty acids are fundamental units in fats along
with moieties of fat globule membrane containing
proteins, phospholipids, glyco peptides and many
others. Then we have lactose as major sugar in milk,
More than 26 minerals combined together help to
strengthen human bones, teeth and muscles
specially with abundant calcium and phosphorous.
Fat and water soluble vitamins though in minority
play a very vital role in human life.

53
Being Biologist milk takes you to boundaries of life
with diverse, colorful and mesmerizing nature of
micro-organisms such as molds, bacteria etc. present
and play with nutrients and skills of man to makes
new tastes. Once a choice is made what to taste, you
invite the tiny lives especially from lactic fermenting
group and let them enjoy their meal. This is
interesting in a civil society when guests are invited
they bring some gift for the house. Whereas in case
of guests from micro-world, they give you the gift
once they are fully satiated. Cheese, yoghurt, lassi,
labenh, cream, butter…. You name it they give your
gift of flavor and taste before they leave. And if the
invited guests from special clans such as probiotics
are allowed to house, they help you to clean up the
house, once you take the food. Normally what they
do, they take one or more components from the
food they are offered and transform them into a new
form. This is their way of thanking you for invitation
and offering food. But some time unwanted guests
break in and do the damages. They release the gases,
make food acidic, poison the food and make it
unpalatable, unhealthy or unsafe. You fall sick in

54
their presence. I wish you never taste a product
offered to coli form, salmonella, shiegella,
clostridium and other notorious mafias. I never
tasted a product bitter than milk invaded by bacillus
to form bitter peptides and that was only once.
I respect every scripture, and they all have true
messages in them from Torah to Quran if available in
its original form.
The journey of my heart, mind and soul is divided
into five parts like Torah
1. Genesis: "creation"
2. Exodus: "departure"
3. Leviticus: “regulations”
4. Numbers: “record”
5. Deuteronomy: "second law"

56
Genesis…..
I have a passion for milk, not because it is a complete
food, but because of diversity and the opportunities
it has in it for innovations and newness every time I
think of a new product. There is no other single raw
material with so much potential to challenge human
mind. These versatile multiplicities categorize milk in
to a complete food from infancy to age as well as raw
material of economic value.
It was February end 1994, woke up 4 in the morning,
got ready and managed to slide in the car at 4.50 am,
it was pretty cold outside and I had to drive all the
way to a village near Ganda Singh Walla border,
District Kasoor. Early morning where the roads are
deserted especially in winter, still driving for odd
sixty five kilometer was not something comfortable

57
but the inner drive kept me driving to the
destination. It took me almost fifty five minutes to
reach in the village at around 5.45 am.
Bashir Bhatti, the man I was going to meet was farm
manager around that village handling a small dairy
farm and 300 acres land of General (Retired) Sardar. I
came there
to
materialize
a deal for
supply of
raw milk so
that I could
start
pasteurizing
and
packaging
milk in
returnable
glass
bottles. I
was happy to be there not because I planned

58
something my brain said, but because every beat of
my heart was longing for this project from the day I
left Nestle on August 31st 1993. It took me almost six
months to find a right person, who could deliver me
right quality of raw materials.
I told I am passionate about milk and it is very hard
for me to stop talking about magic of milk, yet I have
to go back in time and continue from the village, I
reached in morning to finalize the deal for supply of
raw milk. We talked about the mechanism of supply
chain, pricing structure, quality standards and that
afternoon after a heavy lunch with them, I drove
back home.
This was the beginning of my first venture on quality
milk supply. Nothing is hand except the desire in
heart. No money, no plant or equipment, I started
my first brand Dairy Specialities, pure raw milk in
returnable Printed HDPE bottles. Milk used to arrive
at 6 in the morning; it was filtered and then filled
through a semi automatic system, capped, then all
the bottles stored in ice boxes and the delivery in a

59
van stars at 8 am and the van is back with empty
bottles from yesterday. These were cleaned, washed,
disinfected and drained for next day delivery. We
made a contract with farm to supply us minimum
400 liters per day at desirable quality. It continued
for good two month, clean hygienically drawn milk
from healthy buffalo with atleast 5.5 % fat and 9 %
SNF was the standard. We have targeted clients, who
paid for quality in advance for the whole month.
Things were good, but then we started having a
trouble with the supplier. Water was the first thing to
buy along with milk and then others to follow such as
neutralization, starch and that was a critical moment
came at a cross road where we had to decide what to
do next? Despite our effort greed won, in summer as
the milk production volume shrink, the farmers are
used to these practices and continue fetching healthy
margins. But for us this was not acceptable, we
parted our ways and informed the customers that we
cannot deliver substandard quality.

61
Exodus…..
It failed, but not me. When I was child, I read the
story of Timurlane (April
1336 – 18 February
1405), while on a run
after losing the
battle he found
shelter in a cave.
There he saw a
spider trying to reach the
ceiling of the cave. Timurlane was tired, exhausted
and defeated and looking aimlessly with soaring eyes
and dry lips in the corner of cave when that spider
got his attention. He saw the spider climbing and
falling countless times and finally reached the crevice
in the ceiling and got out of Timurlane‘s sight. That

62
was the turning point, Timurlane stood and said to
himself, I am a human being and if a spider can reach
the target, I will win the world. This story is part of
my life…even today and will stay with me forever…..
Time is mite, a small tick and the tick of clock never
stops. Just like a mite, time go largely unnoticed. It
itches when you see time emit light at the end of the
tunnel and you do not have courage to take even a
single step ahead. But that’s the time success starts
when you have lost all, so never quit…So the clock
kept ticking and I kept lingering with my heart, mind
and soul buried in desire to do it again. Time is also
chained in a clock as a prisoner of social desires,
needs and demands of your loved ones, so do I was a
prisoner of time from 1994 to 2008. Then I broke the
chains again and focused only on my passion.

64
Leviticus…..
Everyone is born with his or her very own
characteristics, biometry confirm today that too and
groom in their environment to set the regulations
that apply to their presence and service in the one’s
life. So did I, learnt, experienced, observed and then
set the standard, rules, which paved a new path.
Leaving
Engro Food in
anger was a
situation
which
triggered to
clean the
house and
start with a

65
new heart, mind and soul. Nuirich was the first child
to be conceived and born within a year from October
2008 to November 2009.
A tough call, yet a possible one, I am not a spider that
was first thing, so start climbing the same wall of
genesis “ The quality milk supply”.
Nuirich was my dream, done with passion and that’s
one thing done completely from cow to consumer. At
the same time it was the biggest learning for me
forever.
Hired the people,
trained them in-house
and from outside
sources such as Navitus
and Dinaz for synergy
and communication.
Designed the plant so
that everything fit in a

66
box and that was my first design of factory in a box
made from used or second hand machinery. Total
project cost was 20 million and two more partners.
We started with constraints of investment and cash
flow.
Product was exceptionally accepted by consumers
but then sky fall and had to change original plans and
then stop all operations. I would rate this project as
greatest learning of my life…...

70
Numbers……
Whole universe is made on numbers, that’s what I
really believe in side me. And when I thought to
relate this idea to test market pasteurized milk in a
limited
community,
The number
came from
one of my
colleague and
person very
hardworking,
dedicated to
what she has
learnt and
offered
herself from

71
design of bottle to distribution of product to the
consumer door step in a walled locality called Billey’s
homes where she was living too. That was one thing
with a very personal touch and passion.
Besides the problems which were largely related to
supply chain such as time of delivery, temperature of
product, yet >92 bottles per day in a community of
120 houses within two weeks was an achievement.
Other learning was giving a brand number to a
product instead of brand name and it worked well.

72
Deuteronomy….
Year 2009 was one of the best and worst years in my
life. I created a concept factory in a box, launched
Nuirich. I still remember when Ali Akbar said to me
that Asad Umar told him that how much he liked the
bottle and concept. I went into a shell and then again
want to do.
So tried again and developed something which I
would say was done from heart and today I know I
will do that again till I succeed. It was about creating
characters and associates them from childhood with
the consumers. And later develop that in a bigger
canvas.
This is about Adi&Moni, concept conceived by Hira
and honestly this is one work I owe her a lot. This
product gave me the strength no matter how many
times you fail; you keep trying unless you succeed.

75
Olper’s
Desires have no limits……….

76
December24th
2004 was one of the mostimportant
daysin my life.Icried……andasked“God whatyou
wantto tell me?”No answerandthenI had the
answeronJanuary 8th
2005..
We moved to Karachi on January 10th
2013 to re-start life
after coming back from Sri Lanka. I did not have job,
money living almost aimlessly and children staying at
home.
Andone day April 1st
2005 got call fromMillac,wentthere
and within five minutes Farrukh Ikram said I know you
won’t with me for long yet I take a chance, He was right

77
and I said so after 3 months and August 2005 again back
to home.
Farhat Raza called from Lahore and said he has given my
contact number to Engro and they are coming into dairy
and food. I was at home and bit feverish. Within two
hours got call from Shams telling me he got my contact
fromsomeone andwantedtomeetand if I could come to
theiroffice around2pm,We set the time at 4 pm and met
there with Shams, Ali Akbar and Babur Sultan.
We wentthroughnumberof meetingandone dayaround
fast breaking time on October 26th
2005, got a call from
Javed Iqbal asking me if I am coming tomorrow with
contract for new product development.
A desire has no limits and this is
true when people want to
perfect a product.
October 27th
2005 PNSC building, I went to Engro Foods
Ltd office on 5th
floor and first thing I was told this is your
office, start working today.

78
New company, new people and new desires that’s what I
got in the basket that day. When today I look back and
think about it, it looks bit weird today.
I got a contract with Engro Foods Ltd and joined with my
team.We deliveredthe samplestomarketingontime and
thenwaitedforthe market research feedback and finally
got the product approved before I left for Sukkur on
January 15th
2006.
The day used to start at 8 am with a continuous supply of
tea and cigarette and usually will end around 3 am. The
cycle continues till March 16th
when we had the first
commercial production.
One of the learning in Olper’s was
thoroughness and completeness of
knowledge.
GEA was the UHT equipmentsupplierandtheyinstalledit
by February 5th
2006 and then ran a trial next day. When
the product came out of UHT it was like freshmilkwithno
browning at all. That made me to think how come this is
possible? So I sent the samples for some testing such as

79
HMF and lactulose quantification.Same eveningIsat with
Peter Bornventura and Guido from GEA and told them
they have to tell me the fact or I wait till I get the lab
results, because I know something is missing in the
processing from the color of product; it cannot be so
white after UHT treatment. Both resisted for some time
and then Guido told me what is missing. Not to my
surprise they just forgot to fix the holding tube, which
help to keep milk for few seconds at 137 – 149 o
C for
sterilization purposes.
I wouldsaywhile developingOlper’sas per the desires of
Ali Akbar,JavedIqbal andteam,I usedall myaccumulated
skills to develop one page process mathematical design
using Fc, Fm, Fe and FH, which no one uses in Pakistan
even today.
The product wasexcellentwithminimal discoloration and
clean fresh taste compared to completion.

84
olwell
Draw the lines……….

85
Never leave infant alone….
We had a small park in block 28, Sargodha at a
walkinng distance from where we used to live in
from 1963 to 1968.. That park had slides, swings and
seesaw.
So every evening we used to go there and
play. For me sliding was not
fascinating but
swing or seesaw
was
interesting. Swings
used to give a sense of
freedom and seesaw allowed me to play small tricks
like where to place yourself on one side so that you
could lift heavier on other side just like a lever.

86
Then we moved to Lahore and gradually seesaw was
out of life. It took me more than
40 years to recall that seesaw,
when Javed Iqbal sent a proposal
for developing and launching
a new product HCLF, later
named “Olwell”.
Bench mark was assigned and that was Nesvita;
standards were set and tough one. That is product
has to be low in fat <1 %, with high calcium and
should taste like Olper’s which is 3.5 % Fat.
Technically both the desires are difficult to attain in
simple ways, because fat contribute to mouth feel
and taste and calcium reduces heat stability of milk.
With these desires product was formulated and
tested, it met both the requirements of brand team
and was approved. Then the product was subjected
to test shelf life. Essentially the product was tested
for more than 26 weeks to test shelf life instead of
normal 12 weeks and now the pains period started
while waiting for a go ahead to commercial
production.

87
All set and we got go ahead I believe October 25th
2005, but things changed a little bit and we all from
supply chain, marketing and sales planned a
workshop at PC Bhurban. We (Pasha, Ramzan, Nasir
& Me) four decided to drive and reached there on
23rd evening. Two days went ok and the last day
when we were in closing session, I got a call from my
home and they told me that someone broke in and
stole all the gold at home. Ok that was disturbing, yet
I did not discuss this with anyone and decided to
leave for Sukkur. Took a cab to Rawalpindi, then a
bus to Multan and then jumped into another bus
from Multan to Sukkur when I got a call from factory
that they are going into production of first batch of
Olwell. That was just normal news at that time, since
all was planned and everything was tested and all
were satisfied.
I think it was almost half an hour earlier before I
could reach Sukkur, I got another call that something
is not right with the product post UHT. Product is
settling immediately after UHT with a phase
separation. That was not right. I tried to understand

88
and comprehend the situation over the phone and
ask to perform few tests. Then again pain period
started. Another twenty minutes passed in the bus,
closer to Sukkur and then call came again from plant
and told me about the results. Ok As such there were
no variances in standard tests results. So the rush
started in veins, and just advised to production to
hold till I reach and see what could be possible
reason to the problem.
Reached Sukkur around 8 pm, went straight to home
to talk to family and within 20 minutes left for
factory to work out the problem. Naturally your
neural infrastructure and its operation is built in a
manner so that you process the information to
resolve the problems in a set manner, but the
moment you hear a relevant problem it stats
automatically. So was the case from first call till I
reach factory, I was processing the information and
trying to find solution for the problem. Again thanks
to Walter Bickle and his few words on back to basics
always walk along with me since 1989.

89
That counts how you think a problem? For me it is
always back to basic model, so I applied quick
analysis and was clear it is not process, it is
something to do chemically or biological, since there
is no microbial activity and no change in acidity so
biological is out and I am left with chemistry of
product. Are we using the raw materials? Yes, then
what is wrong? Definitely it is chemistry since there is
no evidence of technological or biological change in
the system.
What is in then raw materials? But hey there arose
another question? What is the product? The product
is low fat high calcium….. Shhhhhhh…. Fat won’t
cause this phase separation only protein de-stability
can cause this problem. Why protein will cause this?
Ok product is high calcium and milk proteins can
form complex with calcium to aggregate and then
form particles which are not heat stable and can
surely cause this defect. So let’s check calcium
content. Naturally milk have 900 – 1100 ppm calcium
and product was formulated with added natural milk
salt to boost the calcium level to 2000 – 2200 ppm so

90
we can claim a product USP high calcium low fat high
calcium (HCLF).
That was turning point in the product. Buffalo milk
contains more calcium than cow’s milk and when it
was tested, the total calcium in product was at 3200
ppm far above the desired level and that was the
true cause of defect. So adjustments were made and
then it was made also part of SOP to ensure calcium
content of raw milk and adjust the desired level of
calcium with fortification for each batch prior to
production. Number of lessons learnt in this product.
1. Repeat to ensure
2. Do not leave any loopholes
3. Details make difference

94
tarang
No short cuts in life……….

95
TARANG
It all started in May 2006, when company wanted a
liquid tea whitener. However there were
reservations such as small market, only one brand
Everyday with less than 65000 liters/ day sales
volume. In this situation the demand arises to
explore liquid tea whitener and the project was given
name TWL.

96
Naturally the idea was sent to supply chain to work
out and hence to R&D to step forward and formulate
the product and give it to marketing for research and
testing.
I flew to Karachi to have discussions with marketing
and brand team to understand the requirement and
bench mark. It is always ideal for a product developer
when brand manager says, this is the product, these
are the desired product parameters and this happens
rarely, because generally brand managers poke their
nose in technical issues related to product and its
development. But here Anwar Gaddafi, I would say
turned to be an ideal person who knew what are his
strengths and what he want, so came back to Sukkur
with open field without any boundaries to hit the
nails.
Passion to produce something new is always the
driving force behind development of any new
product and especially when you have no boundaries
and no one there to poke the nose!!! Here I go man,
adrenaline went up, eyes started sparkling and
smoking was on high. Brain cells started dancing to

97
the tune of new symphony played by rhythmic beats
of heart and whispers of blood streams in the veins.
The moment you begin to understand the immense
power and love you hold inside for a new product,
you will find an unending surge of joy, light and love
that will nourish and support you all the days of your
life. I was on a swing to hit the event horizon of a
new product later called Tarang (Surge).
All set to go and it was agreed that on the May 13th
2006, I will hit the road and make first trial batch of
TWL. Arrangements were made to get the materials
from various sources. Boys were ready on the floor
and it started at 10 pm May 13th 2006 when
preparation of first batch of TWL started. Afzal the
pasteurization supervisor working for last 8 hours in
B shift over stayed and we started mixing the
ingredients cautiously. Everything went well, shift
engineer Irfan Arshad was also there to ensure
production staff is synergized with R&D and all
support was there. Finally in two hours we started
packing and we had the first batch of TWL in Tetra
pack. I remember waited for an hour then tasted the

98
product and straight went to Irfan that I need to
make another batch, he was reluctant but agreed to
provide support for another batch. Same course of
event for next two hours and another batch of
product TWL was packed.
It was almost 4 in the morning now and everyone
was tired but me not happy with the outcome yet, I
got greedy and hungry for perfection and thought to
run the third trial right then. Here got some
resistance since this can hit product plan severely
and can cost Irfan his job. Afzal was working for last
14 hours. But at my assurance that I will face the
music in morning for top management, they all
agreed to go for the third trial. Within next two
hours we were packing the third trial batch that
night….. A long night with enthusiasm, energy,
passion, responsibility for all engaged in making of
history for a big product tomorrow.
By 6 am May 14th 2006, I left for home and came
back at 9 am to taste the product with Rehana, she is
not regular milk drinker yet when she was handed
over a one liter stainless steel mug. She sipped it and

99
then she left the whole mug empty after drinking
all…. That was the turning point where I could say to
myself this is the product I wanted to hand over to
Anwar Gaddafi to test in market.
After 5 days of incubation all three trial product
samples were sent to head office for Anwar
Gaddafi…. And at our end we started waiting the
feedback from market research. It took 3 months,
the product was kept at various temperatures such
as room temperature ~ 30 degree, Controlled
environment 20 degree and elevated temperature on
a kitchen shelf ~ 40 degree Celsius for three months.
Alongside market research continued for
sensometric studies and long awaited research result
confirmed my gut feeling during the trials that why I
needed to make the third trial on night between May
13th and May 14th 2006. The news broke that Product
Z (trial 3) is winner over other trials and the bench
marked product liquid Everyday tea whitener…..
Wow the lesson learnt was trust your gut feeling
while doing the product development!!!! It worked
very well and no one was affected, Irfan is still

100
working for Engro Foods as Assistant Manager
Production Coordination and Afzal is now Shift
Incharge at Engro Foods.
It was mid August when a meeting was called for
Sahiwal project in Lahore and then supply chain team
went back to Karachi to discuss TWL way forward.
Fears, reservations, risk assessment of individuals
pulled the breaks, though product was distinctively
superior yet brand team wanted more trials to
ensure perfection. It was agreed that more trials of
previously accepted recipe would be done for more
market research and shelf life studies, since the
biggest fear was product complaint of Everyday
liquid tea whitener specially the fat separation and
performance during the storage. This continued till
December 27th 2006 and a meeting was called at
Head Office Karachi.

101
All present from Supply chain like Shams, Tauqir,
myself,
Imran and
then
Marketing,
Brand and
Sales team
like Ali Akbar, Babur Sultan, Javed Iqbal, Mansoor
Nawaz, Anwar Gaddafi and Waqas Azhar (The new
brand manager for TWL). Arguments started with
risk assessment of product launch and it continued
that we need to still hold the product and wait for
more trials and tests. I remember at one point I got
infuriated and said “how many knows stokes’s law”?
All were silent when Shams said yes I have heard the
name Stoke’s law, the technical terminology was
used to explain why we are having a better product
and finally when the sentence came from, I believe
Javed Iqbal why Nestle could not make a good
product like our approved trial product, I remember
saying because they do not have me anymore. Finally
it was agreed that more trails and more shelf life

102
studies will be continued for the satisfaction of
marketing…. So we came back to Sukkur….
Inside I knew I have done my work and it is just
practice on floor, so it is ok and it is brand team right
to decide when to launch and even if they do not
want to launch even then it is ok with me.
Finally the news broke that we are launching the
product TWL on August 14th 2007 and the name of
product is “Tarang”. It was a sigh of relief. However
the projected volumes were low just 17000 liters/
day for 2007, 39000 liters/ day for 2008, 68000 liters/
day for 2010 and 100000 liters/ day for 2011. The
Product was rolled in August 2007……
Now it was just a routine and we started looking for
other products in R&D. Then fire broke at Head
Office and everyone had to move to Carlton hotel for
temporary arrangements till the company gets a new
office.
Product clicked and year end average was more than
expectation naturally because of mixed bag of
reasons. I must say the work done at each corner

103
was great, the product at R&D, the communication,
media, advertisement everything was a perfect hit
and the growth of brand was unprecedented. It grew
beyond expectations and limited the sources of
supply chain to restrict volumes beside demand form
sales. This is hurting for a company when demand is
there but no supplies.
It was March 13th 2006, I flew to Karachi for some
meeting at Carlton hotel and somehow got late and
missed my evening flight for some reason so asked
Fateh to arrange my travel by road back to Sukkur.
Instead of leaving for Sukkur at 3 pm, I was there at
make shift head office till 5 pm and went to talk to
Shams for something with Salman Goheer. While
coming out of director’s room Salman said “Sir jee
this year we can hardly produce 40000 liters per day
Tarang because of raw milk shortage, I remember I
was crossing the door, one foot outside and one still
inside the room, I just turned my head and said you
can make as much as you want such as 200000 liters
a day and came out of the room, Salman followed
me and we sat around his table and he asked me

104
how? I know in next five minutes Shams, Babur and
others were around that table and they just wanted
that I just go back straight to Sukkur make a trial in
the night and give the product to brand team for
testing.
It was T -20 world cup around and product code was
T-20 for all. Fateh arranged car form Hertz and I
travelled back, while during travel I kept talking to
Afzal and Irfan to make arrangement before I arrive
at Sukkur. It was March 13th 2008. I reached Sukkur
around 11 pm and straight hit the floor. Everything
was ready. I just have to modify recipe and the
product run the trial. Everything went smooth and
we packed the product by 4 am. Same team, same
people so same product…nothing new….
After 3 days product was sent to marketing and
waiting started. Now this time the race between
enthusiasm and time started and enthusiasm won.
Everything was streamlined and TWL, now T20 a
vegetable fat version of Tarang was ready to launch
and it happened with two months and product was

105
on production floor for commercial product on May
13th 2008 and in market within next 5 days.
The story does not end here, rather unexpected
come true, product complaint is the worst thing any
product developer wanted to hear but here came the
complaint fat separation. But why when everything is
according to SOP? No answer to anyone……
June 16th2006, at 1.30 am just came out of housing
colony at Sukkur plant with Rehana to see and
analyze during production what could be the
problem? While walking inside pasteurization
section, Rehana asked me Ibrar Hussain “all
ingredients should run simultaneously” I said yes
they should, and then she pointed out that it is not
happening. This is a nightmare for a product like
Tarang, since it won’t form a stable emulsion. The
moment of truth came at 2 am and that was the first
time I ever lost my patience, my blood pressure
shoot up and I threw. We came back and had some
medication and went to sleep for next day to talk
about controls and SOP following. The result was

106
elimination of Production Manager and product was
smooth again.
This really hurts when people ruin and I decided to
quit and submitted my resignation to company on
June 26th 2008. We agreed to and we moved from
Sukkur to Karachi on July 2nd 2008. I was supposed to
stay till September 30th 2008, but then asked to
utilize my accumulated leaves from September 9th
2008 till September 30th 2008 that was the last day of
mine working at Engro Foods.
I was asked if I can continue as consultant, while I
was thinking, on October 9th 2008 Ali Akbar asked
why do not you sign the consulting contract and I just
signed it without thinking more but again not
comfortable, so decided to leave the contract on
October 30th 2008. Now this was supposed to be end
of our relationship. I started my company till May
23rd 2009.
It was 1st week of May 2009, when I started
receiving calls from various people, sharing problems
they were facing with Tarang, almost 280 million

107
rupees product was at stake. Then end 2nd week
Imran Ahmed called and shared, saying he can ask
for help at a personal level, but won’t. Lareb was
around, he said dad when they know that you can fix
the problem then why they don’t ask. My immediate
reply was “ego is a poison my son”. This was another
lesson I learnt. We all have egos and that poison our
life.
It was Saturday May 23rd 2009 and I was at home,
when Danish Raza knocked the door, he came in and
my phone bell rang. It was Shams, he asked how is
Rehana, since she was not feeling well because of her
knee and of course living with me is not easy and
then came straight to point “you know the problem”
I said yes, so can you travel with me, I said yes, but
then I had arranged a training course with Navitus
starting May 26th 2009. So it was agreed we travel on
Sunday. Within an hour Fateh arranged the tickets
and next day we all Shams, Tariq Naeem, myself and
Hira were traveling to Sahiwal.
Sometime we look into problem so deeply that we
forget to see the basic, still today I acknowledge

108
Walter Bickel Project Director Nestle for Sheikhupura
factory in 1988 for teaching me back to basic over a
cup of coffee in his office. Beside normal deviations
from SOP, problem was simple and answer was in
hardness of water used for product making, problem
solved in two days and we came back…. Since then
been looking into product till December 31st 2011
against a contract for two years from January 1st
2010 to December 31st 2011.
Other things which came in between when visited
other companies like Shakarganj Foods and Haleeb
Foods, not to my surprise they all had the recipe of
Tarang yet unable to produce same product simply
because of basic things and basic deviations in
standard operating procedure….
I do not know how one feels about product
development, for me it is like having a child, seeing
him growing over the years. Today as I know Tarang
is 3rd biggest volume in Asia and major brand for
Engro Foods may be more than 250 million US $
value but for me it is still a child and I still want him
to grow older but stronger than me.

109
Especially here I will quote Kashif Bhatti and Faizan
Kaleem from Tetrapak who called me Ibrar
Tarang…this is true I work in my own Tarang, which
may be unique style of my own….

110
CHIKA….
Salman Baqapuri called with reference from Tetrapak
for improvement of CHAIKA shelf life. When I visited
Shakarganj Food Products Limited, Jaranwalla, to my
surprise they were using exactly the same recipe as I

111
developed for Tarang. Only thing I would say was just
basic things to correct and it was done quickly.
1. Improve raw milk quality of use SMP
2. Source of other ingredient
3. Standardized Process
4. Minor changes in formulation to suit the
quality of raw milk input
For me it was same product for another company
and by doing these changes, the volumes increased
from 25000 LPD to 15000 LPD.

112
TEA MAX
I was in Sahiwal and received a call from Asif Habib
from Haleeb Foods, who want to adjust Tea Max.
They are now selling >350,000 LPD from <120,000
LPD.

113
Again not to my surprise, they have the same recipe
as of tarang but still the product taste soapy and
does not stand for long on shelf.
Two things learnt, number one source of materials
and their quality are important for liquid tea
whitener.
Simply changed the source of oil/ fats and then
adjusted the electrolyte balance with change in
source of SNF from raw milk to skimmed milk
powder and there we go…. Product was just like
Tarang of infact little better than tarang.
Haleeb is another place after Milkpak where I found
one good friend for life I believe. Iqbal Jutt, one
person who stood with me in thick and thin….. Who
believed in me then and now..

116
tarka
Best opinions……….
Sharing Opinions….
I am sorry Omair Zahid Nagi for messing your dirty
table more than what it was, While I was trying o

117
open a tin of Desi Ghee to prove a point to Shams,
Babur Sultan and Javed Iqbal so they make clear
what product they want to market. It was mid March
2006, I was visiting Head Office to discuss two issues;
Issue one was Olper’s recipe for summer and a new
product Desi Ghee. When I opened the tin all the
liquid ghee spilled and fell on the table and papers.
Desi Ghee later branded with a name Tarka I
suggested to Adeela Khan, then the assistant brand
manager for cream and fat products. Tarka means fry
with oil or fat. So when it comes to standardize and
formulate the product for launch, naturally from the
drawing board it came to laboratory.
I have been dealing with the product since 1986 and
was very clear what competition is available. The
major brands were Milkpak, Nurpur, Nirala, Haleeb,
Millac. Marketing decided that Milkpak would be a
bench mark and the product should have grainy
texture, good flavor and whitish in color. Now that is
something where you have to think like a marketer
and work like a scientist. However the important
thing is you ensure that both ends understand the

118
imitations and keep a balance between need,
demand and delivery. As in this case the desires were
top of the world, need was to ensure extra fats in
supply chain are being disposed at a value added
price.
Normally in dairy fat is surplus and sold as fresh
cream in flush season. Quite a messy operation
generally across the dairy plants in Pakistan; The
alternatives are using the surplus fat and convert
them into value added products such as UHT cream,
Desi Ghee, Butter etc.
In the start up as was the case with Engro Foods, UHT
cream is a highly value added product and needed a
brand stability so all surplus fat cannot be used.
Butter itself in Pakistan is slow and low volume
market. So the option left is convert all surplus fats
into long life Desi Ghee at a better return than fresh
cream.
Desi Ghee is purified milk fat free from moisture and
non fat milk solids (normally termed as SNF). It has a
longer shelf life. The problems one can encounter

119
during storage may be rancidity, greasy, liquid fat on
top etc.
Now with his back ground when the demand is to
have a product with grainy structure and you mark a
product as bench mark then one must understand
how that bench mark product looks like, what are its
characteristics, so that you deliver accordingly. But if
you are not sure what bench mark looks like and how
does it perform then your desires are in conflict with
the demand from research and development. This
was the case with Tarka.
Demand: Grainy
Bench mark: Assumed Grainy
Actual: A simple experiment; See the bench mark
So we opened the bench mark and saw how it looks?
That’s where the mess on a rather messy table (Nagi
I am acknowledging your efforts you put in the
making of a company!!!). When the tin was open it
was clear yellowish creamy liquid oily on top. I had to
demonstrate to all present there give my true and
best opinion that there is a conflict between desires

120
and demands. As a matter of fact that small
experiment was enough to clear things in next five
minutes. So we all agreed upon same product, no
longer a grainy texture desire and we all settled for a
standard product.
New product development process addresses five
dimensions
1. Sensometery
2. Econometery
3. Chemometery
4. Legal
5. Health and Safety
Two important points to learn in this episode:
One is to know and keep the balance between
desires and deliverables
Two is to know and keep the balance between

121
ires and dimensions of new product development

124
dobala
Twenty different ways……….
Whim and waves….
Normally I like to travel by road and often used to go
to Sukkur by car, but that day of August 2009, I

125
traveled to Sukkur by air, since I had to come back in
evening. It was a routine visit to Sukkur. The first
person I met in process hall was Afzal (the
standardization supervisor), that very moment a
surge of doing something in these eight hour was
irresistible. While walking from entrance to
pasteurization section, I just asked Afzal; can he do a
trial product from me in next eight hours? He looked
at me and said yes I can but what and how? Next
thirty minutes I planned a new product, ingredients I
had in lab, so planned for a small batch of 3000 liters
of UHT imitation cream…. Here we go again with
another whim on waves of passion… We processed
and packed the product within 8 hours, my flight to
Karachi was at 7 pm, and we just could meet the
target by packing and 6.10 pm and I left for air port
at 6.20 with few samples packed in my hand. There
were few short cuts especially at UHT plant, where
we bypassed a normal route and sent the product
directly from UHT to filling machine.
Next morning I was at head office and put the packed
product on table of director supply chain. It is not

126
always necessary that new product demand should
come from brand or marketing, sometime it is good
to offer a new product to brand and marketing. So
was the case of UHT imitation cream, later marketed
with brand name of Dobala. There is one thing about
my engagement with Engro Foods, I did this trial
when I was not an employee, I was just engaged as a
consultant for Tarang from May 26th 2009 to
December 2009. Normally for a new product, you
need a proposal, plan and approvals, but in case of
Dobala, I just did it because I knew, nobody will stop
me and as a matter of fact that was one thing after
Nestle any company could afford me as myself.
After that I did not do any work on Dobala, time
passed and then came January 2010, when one day I
was asked to come to head office engro foods to
discuss something related to food laws and we
discussed UHT milk case in Lahore High Court. For me
that was a great opportunity for UHT milk industry,
so next day we flew to Lahore to discuss the
technical part with the lawyer. This traveling and
discussion continued for few weeks and then in

127
March I was asked to sign a two year consultancy
with Engro Foods, which I did and next day I came to
know that I need to work on UHT imitation cream.
The whole history of trials from August 2009 to
March 2010 was shared with me including inputs
from Danisco and Kerry Bioscience. The problem was
product cannot pass through pasteurizer and every
time a trial was arranged it failed at pasteurization
stage; too much viscous.
In such situation when you come across a problem
what you do with years of experience? I would
suggest what I did. Find another way or solution to
same problem. Here again experience in years does
not count, what counts more is a smart solution with
relevant experience and common sense;
management books says doing the same thing in
twenty different ways instead of doing same thing
for twenty years. The answer was in the product.
We all behave differently as human being, some are
easy going some are difficult to handle, ask any
human resource manager. Same thing applies to NPD
manager, some products are easy and some are

128
difficult, you have to understand the nature, only
then you can handle.
Technically speaking products containing fats or oils
are categorized in emulsions.

131
Urea Formaldehyde
Selection of Venture ……….

132
UF’ Venture Capitalist….
I laid six eggs and named each one age, energy,
passion, freedom, independence and friends and put
them in one basket and drove to Metal Formings on
September 1st 1993. My first day after deciding not
to go to Nestle anymore; I was in my office and
typing my resignation and the door opened, Tahir
Rasool Electrical Manager for Nestle Sheikhupura
Factory came in and asked what are you doing? I
replied typing my resignation, he said type mine too.
So I typed resignation for both and before leaving
that day, went to see Albrecht Buehler and handed
over him the sealed envelope, he was also about to
leave, so he put it in his briefcase and we left for
home.
As usual I came to factory next day at 7 am and was
going to my office, I heard Buehler calling, so I
stopped near milk reception station, He came near
and said in my twenty five years of service, I did not

133
sleep first time last night. I asked why, he said why
did you resign, Oh I said that while I was coming back
to Pakistan that I will work for two years and March
31st 1993 is the last day of two years so I resigned
and that basis I promised my friends two years
before that I will join them for a new project.
Somehow that resistance continued for another few
months and finally on August 31st 1993 I decided that
I won’t come tomorrow to factory to resume my
duties and will join Metal Formings tomorrow.
I would say that was turning point in shaping all my
life onwards. We set up a new company ErohalPvt
Ltd and I started working to develop Urea
Formaldehyde (UF). It worked well. Then with basic
product we all set to meet British industrial Plastics,
UK to discuss a joint venture

134
“UF”
At times we say “UFF” in Urdu when we come across
a situation where either we are in expression of
WOW and we mean what a great thing or we are
annoyed and say “UFF” in context of what the hell is
it? This is exactly what happened while going
through, I would say phase of “UF” at Metal
Formings, Lahore.
It was September 1st 1993, the day I entered in Metal
Formings Groups and we planned to work on “UF”.
What is in “UF”? A code name for a thermo-setting
plastic or chemical called Urea Formaldehyde used
for making plastic wares, household items, electrical
items etc.
A company name Erohal Private Limited was formed
with five directors. Since the company was formed in
Lahore so it was named after Lahore except that we
all read Lahore in a mirror!!! A team of two people

135
was set to develop the product and put things
together to start the operations.
Working together in a team of technical people
without a brand, marketing and sales background is a
uphill task. There was no question on the technical
abilities of all the member of the company be it
designing the equipment, fabrication of equipment
machinery, installation, electrification,
instrumentation, product development, formulation
or any other technical matter. But that’s not enough.
We needed something else besides that. And that
something else was understanding business
dynamics out of the box from the existing setup at
that time. General technical people are rigid and less
flexible and this very trait of technical people was the
major reason or limitation to think out of box and
beyond boundaries.
Time passed and a very beautiful piece of equipment
or a chemical reactor was developed in-house with
complete automation such as temperature, pH, flow,
stirring, mixing etc. Trials were conducted and final
product was molded to make few thermo-setting

136
plastic items. All was done locally with locally
available materials.
What major ingredients were missing in the whole
project?
1. Vision
2. Strategic planning
3. Business Plan
4. Marketing Plan
5. Branding
6. Sales Plan
Actually there was nothing on paper like a project
plan; it was a whim to diversify the existing business
and since technical expertise is available hence go
into something we know. The phrase “we know” is a
big trouble for any business. In reality we did not
know the abc of this particular business and we
straight jumped into pool without home work.
Developing product is not merely formulation it is a
complete set of A BiT that is Arts, Business,
Innovation and Technology and we hand only the

137
Technology in hand so everything washed away fairly
quickly.
Anyway product was developed and then it was
thought why not to look for a joint venture and we
approached British Industrial Plastics (BIP) the
company who developed Bakelite for world.
We set a meeting with management of BIP and
traveled to England and met the management at BIP.
That was half an hour meeting and there we all three
that is Shahid Moulood, Imran Karim and myself
presented our case and we knew after thirty minutes
that we will wind up this project the moment we
land back home. So we did the same. The project was
more than Rs 500 million and we never planned for
this scale of investment. For me it was not a failure
but learning that product development is not a
technical domain it is about a viable business
proposition and lot of spade work is required to think
in all dimensions only then you start developing the
product.

138
Common sense
prevails ……….

139
Grey matters
Common sense prevails ……….

140
Banana Case…..
We all need pat on our shoulder and that motivate us
especially when we have solved a problem, done
something good,, developed new product, process,
technology and we believe we deserve a pat. We all
see problems around us. Some time we pay attention
our self, sometime other points out a problem. But
what if we all know there is a problem and we live
with it for years? That’s where trouble is, we become
so used to the problem we stop considering it as a
problem and become blind. That was the case with
Cerelac banana.

141
One of the major ingredients in Cerelac banana is
banana puree or banana flakes. Like many fruits
banana also has dark side from processing point of
view. It turns grayish when cut due to oxidation if
exposed for a longer period after peeling. Everyone
from supply chain to marketing believes since this
darkening is natural and inevitable so nothing can be
done and we have to live with it. With this scenario
we started production of Cerelac banana at
Sheikhupura factory using banana flakes.
Later it was suggested to use banana puree since
flakes are expensive imported item. So the task came
to R&D to look after banana puree at a toll
manufacturing facility Standard Foods Ltd.

142
Sometime a small incident changes the whole
thinking
paradigm
to solve a
problem.
Sometime back in 1992, we were having a firefighting
training session and I believe that solved the problem
for ever in case of banana puree turning grayish. The
solution was there.
We planned a trial production of banana puree and I
made arrangement so that this darkening problem is
over forever. Just like fighting a fire, the triangle of
darkening of fruit has three sides namely Enzyme, Air
and Temperature and that EATS. So ensure that you

143
handle one of these and the problem is over. Air is all
around, Enzymes is there from fruit and process and
storage temperature need attention.

145
Arts, Business, innovation and Technology
are the four dimensions of New Product
Development (NPD) in industry.
A life time experience was shared to value
the importance of
 Arts to allure the consumers with dots,
colors and lines
 Business to bring the revenues through
branding, marketing and sales
 Innovation through intuitive ideas and
their deep insight
 Technology expediency with ease and
economy
In combination with internationally
recognized New Product Development
protocols such as
 Stage – Gate
 5 – D

146
 7 – S
And NPD cases studies sharing for various
products
What is new product development?
Designing, creating & marketing an idea or product…
Why new product development?
1 Critical driver of growth & profitability
2 Hypercompetitive world
3 Shrinking product lifecycles
4 Rapidly changing technologies

147
5 Customers demanding high variety
Why some new products fail?
1 Companies freeze or run
2 Do not fight competition
3 Traditional approach
4 Market needs not defined
5 CAT
6 Risk – excessive development cost

148
STAGE – GATE NPD PROTOCOL
Screening:
1. Idea
2. Prototype development
3. Technology
4. Consumer feedback

149
Feasibility:
1. Technology assessment
2. Manufacturing scenarios
3. Financial evaluation
4. Risk analysis
Development
1. Technical plan
2. Formulation
3. Food Engineering
4. Documentation
Testing
1. Product
2. Process
3. Consumer acceptance
4. Economics
Launch
1. Start up full production
2. Equipment Shakedown
3. Process Optimisation
4. Confirmatory Shelf-Life Study
5. Quality Approval
6. Introduction to market

150
5– D NPD PROTOCOL
Sitting in front of TV or walking through aisles of a
super market, we often come across new products
we have not seen before; it is not our imagination

151
but the hard work and sum of money spent by
companies on innovation and new product
development and hoping for a successful launch.
5-D is one of the most widely used protocols in the
food industry to develop products from Concept 2
Consumer through five stages namely:
1 Decide
2 Discover
3 Define
4 Develop
5 Deploy
Again in each stage there are many steps.
SMART SPIN GRID
• Spark
1. Human brain is a complex grid of infinite
sparks, but not every spark illuminates a

152
bulb. However it is important to park all
the Sparks and look for the illuminated
ones
• Scope
1. Once a spark lights a bulb, it need more
attention than the illumination alone,
therefore it is important to scale the flux
of the illuminated bulb fully.
• Search
1. Minor details make the difference and
one of the most important things is to see
all the knowledge
• SPIN
1. It is always last movement feel like
spinning a coin to go or not go), The board
SPINS THE COIN AND NIPS OR FLIPS in , if
it is head you go for next and if it is tail,
you just say it is tomorrow’s product!!!
• Sketch

153
1. Once board grants you to buy canvas,
colours, brush etc go the drawing board
and draw a complete sketch with the
knowledge acquired with all the minor
and major details.
• Set Up
1. Once you have draw the sketch, now it is
time to connect the information
systematically in an arranged manner and
weave a web with call intricacies and
complexities and set up the stage for next
round of the play.
• Situate

154
NPD PROTOCLS PRACTICED IN PAKISTAN
• Haleeb – Informal
• Millac – Informal
• Nurpur – Informal

155
• Nirala – Informal
• Nestle – Stage-gate/ 5Ds *
• Engro Foods – Stage-gate * Modified
NEW PRODUCT DEVELOPMENT
New product development is the most important
strategic activity of any firm
However, it is the most risky venture

156
Most new products fail!
– “…no more than 10% of all new
products or services are successful --
that is, still on the market and
profitable after three years” -
Marketing Management (2003)
Study by Assoc. of National Advertisers (1994) --
across all types of industries
– 27% of line extensions failed

157
– 31% of new brands introduced in
categories where company already
had a product failed
– 46% of new products introduced to
new categories failed
 Only 1 in 7 new product ideas are carried to
the commercialization phase
WHY NEW PRODUCTS FAILS?
 Poor planning and strategy
– Market is not attractive

158
 Poor concept
 Poor execution
 Poor use of research
 Poor technology
 Poor timing
– Changes in tastes/environment
 Bad support from channel
WHY NEW PRODUCT SUCCEED?
 Top-management commitment
 Start with the consumer -- not the factory

159
 Intelligent use of research
 Find a competitive advantage
 Move quickly
 Know when to get out
 Accept, but manage risk

161
Activities
Actions that have been identified through Dr. Cooper
and Dr. Edgett’s research as being highly correlated
with product innovation success, when these actions
are performed with a high level of quality. Activities
are recommended to be undertaken for every
product innovation project and omitting them
increases the likelihood of market failure for the new
product.
Benchmarking
Benchmarking is a process in which a company
compares its performance and practices against one
or more organizations. The objective is to identify
best practices that will help improve business
performance results.
Business Case
A business case results from the upfront work and
business analysis that occurs in Stages 1 and 2. It is
updated at each subsequent stage to reflect the
most current information. The Business Case defines:
1. The new product opportunity from many
perspectives (customer needs, market

162
opportunities, technical feasibility and
risks/rewards);
2. The project (the scope of activities necessary
to move from idea to launch); and
3. The justification for pursuing the project
opportunity (includes considerations such as
strategic fit and risk versus reward).
Critical Success Factors
Fact-based success derived from the many research
studies that have probed new product performance,
both successes and failures. The Stage-Gate process
is based on Dr. Cooper’s 15 critical success factors
that are based on over 30+ years of research.
Deliverables
Key information requirements that are necessary to
enable the Gatekeepers (or decision-makers) to
make good decisions. The team leader and team
members are responsible for bringing the required
deliverables to the gate. The type, quantity, and level
of detail of the information will vary from gate to
gate. Deliverables are created from the results of the
activities performed during the stage.

163
Gate
The decision point that precedes each stage. Gates
serve as quality control checkpoints, where go/kill
and prioritization decisions are made and the path
forward is decided. The decision:
 go – the project is approved and resources
committed
 kill – the project is stopped; no further work is
conducted; no additional resources are spent
 hold – the project passes, but other projects
are more attractive and there may be a
shortage of resources
 recycle – the project is missing deliverables,
so the Project Team is sent back to obtain the
requested deliverables
Gatekeepers
The Gatekeepers are the cross-functional team of
executives who make go/kill decisions at gates. The
Gatekeepers are also responsible for ensuring that
requested resources are approved and allocated to
projects.
Ideation/Idea Generation

164
A systematic process which guides the ongoing
generation of new product ideas. New opportunities
are routinely identified or discovered in the form of
new markets, new products and new businesses.
Innovation Diamond™
Best practice research has uncovered a common
theme in organizations that excel at product
innovation. Four key areas of best practice stand out
as common denominators and comprise the
Innovation Diamond: product innovation and
technology strategy; portfolio management – both
strategic and tactical; idea-to-launch new product
development process, and the right climate and
culture for innovation.
Integrated Activities
Activities or actions that require the input of project
team members representing all functional areas.
These activities are facilitated by the Project Leader
and are iterative in nature. All members of the
Project Team are expected to provide input based
upon their functional expertise and to participate in
the discussion that will result in the development of
the deliverables.

165
Killer Variables
Conditions that warrant an immediate kill decision at
a gate meeting. Such conditions could be any of the
following:
 Legal, ethical, regulatory, technological
roadblocks or moral objections to marketing
the product.
 Other issues as deemed important and/or
critical to the company.
Metrics
A prescribed set of measurements used to track
performance. Metrics can be used to measure
project, business, and process performance.
New Product Process
See Stage-Gate Process
Parallel Activities
Activities that are completed concurrently by
different project team members in order to
accelerate speed to market. For example, in Stage 1
some project team members are in the process of
completing the Preliminary Market Assessment while
other project team members are completing the
Preliminary Technical Assessment.

166
Portfolio Management
A decision-based process where a set (or portfolio) of
projects is analyzed in its entirety and from many
perspectives such as: risk/reward, strategic fit, and
time to profit. The objective is to periodically review
the portfolio and make critical go/kill decisions to
maximize its value, achieve balance and ensure
strategic alignment.
Post Launch Review (PLR)
The post launch review provides the details for a
retrospective analysis on the project – an
opportunity to evaluate the success of the new
product and/or service, and the effectiveness of the
Stage-Gate process. Each team member completes
specific surveys and information about monitoring
and improving chances of success.
Readiness Check
The readiness check is completed by the Project
Leader and reviewed by the Process Manager prior
to the gate meeting. It ensures that key activities
have been completed in accordance to the quality
required. These activities must be reviewed for
quality prior to the scorecard evaluation.

167
Scorecards
A set of measures upon which the project is judged.
Projects are rated consistently using a number of key
criteria based on rating scales. The ratings are then
added together to yield an overall project score so
that projects can be ranked-ordered against each
other or compared against a minimum acceptable
score. Scorecards facilitate consistent and fact-based
evaluation across a cross-functional team of
gatekeepers.
Stage
A prescribed set of activities which are carried out in
parallel (opposed to sequentially) by different
functional areas. Each stage is designed to gather
information needed to progress the project to the
decision point and reduce uncertainties. Each stage
costs more than the preceding one – it is an
incremental commitment process.
Stage-Gate® Process
A value based roadmap for driving product
innovation projects from idea concept to launch and
beyond. The Stage-Gate methodology was developed

168
by Dr. Robert G. Cooper, the world-expert in product
innovation and is widely implemented.
Technology Development Process
The Technology Development (TD) process guides
the development of higher risk projects that are
focused on new capability development – new
platforms or new technology. TD projects do not
yield commercial services and/or products as a direct
output, but rather are potential inputs into the Five
Stage Innovation Process.
Worksheets
Worksheets are the key forms and checklists that
guides teams to complete various activities and
submit high quality deliverables. The team leader
and team members are responsible for reviewing the
various worksheets and determining which ones are
the most applicable to the project’s needs.
6 - Stage Process
The 5 Stage Process is appropriate for developing
new products and services where the technology,
production, operations, service delivery and/or
marketing is unfamiliar to the organization and thus
requires greater risk management. It should contain

169
working documents, deliverables, and details for
each stage and gate of the process.
3 - Stage Process
The 3 Stage Process is a fast-track process to
facilitate innovation for low risk projects, without
compromising quality. This process is appropriate
when information, experience and expertise are
readily available.

171
We all like to talk about success and avoid failures
and this is normal. In my case I have no regrets to
admit that I had miscarriages in last 25 years too. But
each gave me a strength and reason to move
forward.
Miscarriage is a common problem presented in the
clinic and is just one of a large range of problems
associated with pregnancy. Miscarriages can occur
from early into the pregnancy up until a several
months, but the most dangerous months of
miscarriage are the first three months. For some
cases, after the first miscarriage the cognition has
not become balanced there is a chance of a second
miscarriage. Finding the causes of a miscarriage and
being able to save the baby is very important. It is
also good for the health of the innovation in the
future.
I remember about 17 years ago a woman who was 3
months pregnant presented with sudden bleeding.
The woman had been bleeding for 2 days already and
it was quite heavy. I gave her a check up and found
that her energy was very low and her pulse and

172
tongue all indicated Qi and Blood deficiency, so I
prescribed the appropriate Chinese Medicine and
encouraged her to rest. Soon after, her bleeding
stopped, the pregnancy continued and everything
was well. A few months afterwards she had a very
healthy baby boy! Now the boy is preparing for his
TEE and says he wants to learn medicine.

173
1. Causes & Symptoms of Miscarriage

175
Born December
28th 1961 with
manufacturing
defects such as
hypoglycemia,
hypotension learnt
later those were
actually gifts from
nature to continue
journey. For me
life is a time lapse
between two
breaths that is
breath of birth and
breath of death.
And the time is
passing by very
fast relative to
universe and this
experience of
paternity is the
story of fifty years
went like few
seconds.

Paternity byond labor pain

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