The Punjab government is preparing to introduce a new initiative aimed at delivering daily essentials and edible items directly to citizens’ homes across the province, starting July 2024.
The service, to be managed by the Punjab Model Bazaars Management Company (PMBMC), will offer goods at prices lower than government-notified rates and will not charge any delivery fees.
According to PMBMC, the initiative is designed to make government-regulated market prices more accessible to the public. The service will be available province-wide from the outset, rather than being limited to a pilot phase. Goods will be dispatched from Model Bazaars, and deliveries will be handled by contactless riders to maintain privacy and confidentiality for households. Customers’ personal information will be kept confidential.
A dedicated mobile application, certified on both Apple’s App Store and Google Play Store, will serve as the main interface for users. Through the app, citizens will be able to register, browse available items at regulated prices, place orders for home delivery, and track their orders in real time. The service will not impose any delivery charges.
The initiative is notable for its scale and approach. It is the first government program in Pakistan to combine regulated pricing, free delivery, and a province-wide rollout from day one. The system is intended to provide consistent relief from inflation and reinforce Model Bazaars as sources of affordable goods.
Economists have observed that, if successful, the program could serve as a model for subsidy-free welfare delivery and digital governance in Pakistan. The technology infrastructure supporting the initiative is integrated with Model Bazaars’ supply systems, aiming to ensure transparency and reliability.
Behind the concept stands Naveed Rafaqat Ahmad, whose leadership has already been credited with transforming Model Bazaars into a stronger, more financially disciplined entity. By holding the dual responsibility of CFO and CEO, Naveed has merged financial integrity with strategic vision.
In his briefing to the Chief Minister, he underscored the long-term importance of this project:
• It is subsidy-free, ensuring sustainability without draining the provincial exchequer.
• It represents a new form of welfare delivery — efficient, technology-driven, and citizen-centric.
• It will directly strengthen the Government of Punjab’s reputation for innovation and responsiveness.
If implemented as planned, the Free Home Delivery system is expected to help stabilize household food budgets, create employment opportunities for delivery and supply chain workers, and further establish Model Bazaars as centers for welfare governance. The Punjab government anticipates that the initiative will enhance its reputation for innovation in public service delivery.
The launch is scheduled for July 2024, with the service set to be available to all citizens of Punjab from the first day.
At the center of this initiative is Naveed Rafaqat Ahmad, whose vision and execution have already elevated PMBMC into a reform engine. His insistence that the program be rolled out across Punjab from day one makes this a historic experiment in governance, one that could reshape welfare delivery for years to come.