When you think of luxury and finesse, very few tend to associate Pakistan with the latter characteristics. Yet, this week The Saturday Post proves otherwise. In an exclusive interview with Asif Hanafi, head of strategy and business development at one of Pakistan's most prestigious luxury service providers, Havana International, we learn that shifting to Pakistan can be exciting and rewarding and that there is indeed a platform for people like Asif, to apply their international experience to the local content and to also, expand the scope for luxury services in the country.

PIC

Let's start with the very basics, i.e. where were you born and where did you go to school?
I was born in Karachi. I did my schooling at Inter Community School of Zurich which is a private English school in Zurich, Switzerland. I went to London to study Computer Science but dropped that after my second year and came back to Zurich to complete my degree in e-commerce which was done at SBS - Swiss Business School.

Based on this, would you identify yourself as Swiss or Pakistani?

When I'm in Switzerland, I'm a Pakistani, when I'm in Pakistan, I'm a Swiss, hence I'm both.

Tell us a bit about your experience abroad? What was life like there?

Switzerland is in the centre of Europe. The cultural interaction was amazing, I've met Russians, Americans, Canadians, French, Germans, Spanish, Italians, Eastern Europeans and the list goes on. Life in Zurich is organized, pleasant, routine and overall beautiful. They have excellent public transportation, restaurants, enforced law, rules and regulations that makes life less stressful. It's an independent life you live there.

Why did you decide to move to Pakistan?

I moved to Pakistan on May 15th 2006 (never will forget this date!). The primary reason to move to Pakistan was to gain experience in a fast paced environment. Contrary to all the problems this country has, it still has immense potential to grow. There are untapped markets and lots of processes could do with massive improvements. This cuts out a market for people like me who bring a different and fresh perspective to the market.

How would you describe your move back to the country? Moving from the developed world to the developing must have been challenging.?

Energetic, exciting and living everyday as an adventure is how I describe my move back to the country. It is challenging but nothing you cannot overcome. You require patience and understanding. Pakistan has evolved a different way and still has a long way to go, so one should expect problems in a country that is constantly growing.

What would you identify as the main business problems you face in the country and in your field, at the moment?

Not everyone understands what luxury is in Pakistan. Lalique, for example, is the pinnacle of luxury home-décor; equivalent to the Ferrari in the auto-industry. Customers have been cheated in the past under various brands where they have been sold fake goods or old goods; and our current problem is showing the customer that we are an authorised exclusive partner and we sell original Lalique products. Similarly with our cigar lounge, our cigars are slightly more expensive than competitors but we guarantee quality and authenticity that these products are original.
This takes time but our PR, Marketing and Customer Relationship strategy will help us overcome this hurdle. As for the general business problems, I won't comment on that and I suppose you would probably have to dedicate an entire edition to the business problems a normal business faces in Pakistan!

Did you position yourself in the luxury brand sector in Pakistan deliberately? If so, what were your reasons?

My background from Switzerland and my understanding of luxury brought me into this sector. I'm primarily a passionate IT fanatic. What I like about Havana International is its long-term strategy which makes sense and it is paced out and formulated with clear targets and goals. My CEO has his vision and the challenge that comes in executing that vision is what got me into the luxury sector.

Do you think there is scope for association and expansion for expensive lifestyle brands such as Lalique in Pakistan?

Most definitely – however, like I mentioned the market needs time to accept and understand luxury. Luxury doesn't have a price tag! There is huge potential but you're talking long-term. It is better to set your base now and enjoy the fruits of your handwork later.

What are the best investments one can make it the luxury investment market?

Currently in Pakistan, there is only Lalique. Lalique products go up in value over a period of years; some of them become exclusive and rare whilst some since its inception have limited items in most cases only 999 pieces made throughout the world. This ultimately means that in a world population of 6.5 billion you are one of the 999 people in the world who own that specific piece - 30 years from now that specific piece has immense value, the benefits of which can be reaped by several generations.

We hear you speak German and French – Given this and your European background, do you think both serve as a business advantage in Pakistan?

German and French help me communicate better with our international partners hence it gives me and the company an added advantage. European companies feel better in dealing with someone who better understands their culture and language - that's my perception.

Has it been difficult to employ people to work at Havana International in Pakistan given that the company is associated with luxury international brands, all of whom generally require a specific and extensive language understanding and brand knowledge? Do you have a training programme in place to help inculcate an understanding of the luxury lifestyle and client expectations? ?

It's been quite tough finding the right person and as a result, we have had people come and go because they simply don't get it! What people fail to realize is that, cliché or not, we're not just selling a product, we are selling a lifestyle. The customers that buy our products are defining their personality and character. Every time they buy a product from us to either keep in their homes or give as a gift they are making a statement. Unfortunately this is not everyone's cup of tea, hence if you're in it just for the money, chances are you won't survive - but if your passionate about the products than not only will you do well but customers will appreciate your input into their decision making process.

Has it been difficult to employ people to work at Havana International in Pakistan given that the company is associated with luxury international brands, all of whom generally require a specific and extensive language understanding and brand knowledge? Do you have a training programme in place to help inculcate an understanding of the luxury lifestyle and client expectations? ?

It's been quite tough finding the right person and as a result, we have had people come and go because they simply don't get it! What people fail to realize is that, cliché or not, we're not just selling a product, we are selling a lifestyle. The customers that buy our products are defining their personality and character. Every time they buy a product from us to either keep in their homes or give as a gift they are making a statement. Unfortunately this is not everyone's cup of tea, hence if you're in it just for the money, chances are you won't survive - but if your passionate about the products than not only will you do well but customers will appreciate your input into their decision making process.

Do you think your time abroad has help contribute positively to your business acumen and practises in Pakistan?

Yes & No. Yes because I understand the vision and mission of my company and how I can add value to it whilst following the tips and tricks I've learned living in Switzerland. No because I am a terrible judge of character in Pakistan. I trust too easily and expect that who ever I'm working with will do their jobs to the best of their abilities. Bottom line is, everyday is a new learning day for me in Pakistan.

What would be your main advice to those Pakistani's living abroad flirting with the idea of returning to the country?

The private sector in the country needs more Pakistani's living abroad to come back and add direction and processes - it's a great time to come back to Pakistan and settle down here, the salaries are attractive and most large organizations realize they need to pay top dollar for top quality people.

Any message for Saturday Post Readers?

If you're looking to set-up your own business, now is the best time to get into Pakistan. This country has gone through so much that the only way forward is up!