Nirala is a Pakistani food brand established over 50 years ago in Lahore. It started as a small breakfast shop and has since grown to be a global brand recognized for its unique ethnic foods. The founder's commitment to quality, distinctiveness, and hard work continues to guide the company. Nirala produces snacks, dairy products, beverages, and mithai across Pakistan and internationally through various subsidiaries, with competitors including Gourmet, Fazal Sweets, and Jameel Sweets in key cities. The company targets multiple market segments and employs modern production facilities and packaging to supply over 30,000 retail shops nationwide.