A Self-Sustaining Shift: Punjab’s Model Bazaars Under Naveed Rafaqat Ahmad

For years, Pakistan’s attempts to provide affordable essentials through state-run retail have faced challenges such as inefficiency, corruption, and reliance on subsidies. The Utility Stores Corporation (USC), once central to the federal government’s retail welfare policy, had by 2024 become largely stagnant.

Audits showed that over half of its outlets were loss-making, with many selling goods at prices higher than those in open markets. Issues like poor inventory management, outdated infrastructure, and a lack of digital tools contributed to its decline.

Punjab, meanwhile, has taken a different approach through the Punjab Model Bazaars Management Company (PMBMC). Under the leadership of Naveed Rafaqat Ahmad, PMBMC is preparing for a transition into the Punjab Sahulat Bazaars Authority (PSBA), which would be Pakistan’s first statutory retail authority if enacted in early 2025. Even before this change, PMBMC’s performance in 2024 has been cited as an example of how governance and oversight can help restore public trust in retail welfare.

Moving Beyond Subsidies

A notable aspect of PMBMC’s model has been its focus on affordability without heavy subsidies. During Ramzan 2024, PMBMC-managed bazaars offered flour, sugar, and ghee at prices up to 35 percent lower than open markets and 7 percent below official rates. The company linked prices to Deputy Commissioner ceilings, increased vendor monitoring, and used field inspection teams to enforce compliance. Vendors found overcharging were penalized, aiming to ensure that relief measures reached consumers.

Expansion and Government Support

The Punjab government allocated Rs. 3.44 billion in late 2024 for the construction of 13 new bazaars. By November, PMBMC had expanded to 36 bazaars in 25 districts, including 10 in Lahore, serving millions of citizens annually. Once the new bazaars are completed, the network is projected to reach nearly 50 million consumers per year. PMBMC covers its routine expenses through its own revenue, while government funds are used for capital expansion—a separation of operations and development that marks a shift from previous models.

Digital Initiatives

In July 2024, PMBMC launched Pakistan’s first government-backed free home delivery service for essential commodities. By November, over 85,000 orders had been delivered, processed through a mobile app and fulfilled by a dedicated fleet. This service has been particularly beneficial for elderly citizens, women, and those unable to visit bazaars. Additionally, “Sahulat on the Go” mobile bazaars were piloted in Lahore, bringing discounted essentials to underserved neighborhoods.

Vendor Inclusion and Social Impact

PMBMC has also emphasized inclusivity. Vendor stalls are rented at Rs. 8,000–15,000 per month, including utilities and services. Half of all stalls are reserved for women entrepreneurs, who receive rent discounts. By November 2024, over 1,200 vendors had joined, many entering formal retail for the first time. Farmers have also been directly linked to bazaars, bypassing intermediaries.

Transparency and Sustainability

PMBMC has introduced measures such as pricing boards, vendor complaint helplines, and mobile audit teams to promote transparency. Pilot projects in solarization have reduced electricity bills at select bazaars by up to 90 percent, with plans to expand this initiative across the network.

As of November 2024, PMBMC remains a Section 42 company, but its transformation into the Punjab Sahulat Bazaars Authority appears imminent. The relevant bill is ready for Assembly consideration, and, if enacted, would give the institution legislative permanence and expanded authority. The aim is to protect the model from political changes and ensure continuity.

Leadership and Recognition

Observers have credited Naveed Rafaqat Ahmad with leading PMBMC’s transformation. Media outlets have highlighted the company’s progress in affordability, inclusion, and innovation, describing it as a significant shift in public retail.

Conclusion

By November 2024, the Punjab Model Bazaars Management Company had 36 bazaars operational, 85,000 deliveries completed, 13 new bazaars under construction, and Rs. 3.44 billion invested in expansion. Its approach has been noted for its focus on sustainability, transparency, and citizen-oriented service. As PMBMC prepares to become a statutory authority, it offers a different model for welfare retail in Pakistan—one that emphasizes operational discipline, digital innovation, and social inclusion.