AZEEM TALIB – PEL
Indigenous Design and In-House Use of Advanced Technologies Are Our Hallmark: Azeem Talib
Pak Elektron Limited (PEL) is one of Pakistan’s leading engineering and manufacturing companies, with a legacy of more than seven decades. Established in 1956, PEL has played a key role in the country’s industrial and infrastructure development by providing reliable and high-quality electrical and energy solutions.
PEL specializes in the design and manufacture of power and distribution transformers, switchgear, energy meters, and other electrical equipment, serving utilities, industries, and major infrastructure projects. The company is known for its strong indigenous design and engineering capabilities, in-house R&D, and a consistent focus on quality and innovation.
In addition to serving the domestic market, PEL has a significant international footprint, exporting its products to around 40 countries across Europe, the Middle East, Asia, Africa, and North America—proudly carrying the “Made in Pakistan” identity. With a reputation for reliability, durability, and robust after-sales support, PEL continues to strengthen Pakistan’s position in the global engineering sector. Here are the views of Azeem Talib, ….Head of Sales and Marketing of the company.
PEL’s Role and National Pride
PEL is a unique organization of its kind that today is not only serving Pakistan but is also projecting the country’s name globally through Made in Pakistan products. Our products, including modern transformers, are being exported to Europe, the USA, and a total of around 40 destinations worldwide—under the PEL brand and with the Made in Pakistan identity.
This is unique because, generally, technically advanced products are imported into Pakistan. It is rare for highly sophisticated engineering products manufactured in Pakistan to be exported. This is a matter of pride for all of us. Personally, I feel immense pride in being associated with PEL—an organization that has been serving the country for the past 70 years.
Selling in a Consumer- and Import-Ridden Country
Pakistan has different types of customers, many of whom are highly price-sensitive. When you talk about world-class quality, you are naturally offering a premium brand. If you look at the PSX-listed companies, almost every company is our customer.
Customers understand that the premium they pay is returned in the form of reliability, product durability, and long life. It is relatively easy to decide whether to import a similar product or buy a Made in Pakistan product from an institution like PEL, which also ensures continuous service and support.
The real challenge arises where the purchaser is not technically sound or does not understand the sensitivity of technology-related decisions. This usually includes individuals who are involved in real estate or projects purely as financiers and make purchase decisions. We understand that they are not yet our core customers; however, with time, they will learn.
AI & PEL
Most of PEL’s products are not high-end consumer products. Once you purchase and install equipment for a substation, you usually forget about it. In large malls or high-rise buildings, people rarely know where panels or transformers are installed—until a problem arises.
In this field, the primary objective of innovation is to ensure uninterrupted and reliable power transmission. Advancements in materials, processes, design, and engineering worldwide are often not visible to the general public. However, when you look at PEL’s product footprint and reliability, you will find no blemish on PEL’s track record. This reflects how critical a reliable and robust product is in ensuring uninterrupted power supply.
In-House Use of New Technologies
It is true that processes have completely changed. The era of hand-drawn drawings is long gone; everything has shifted to computers, where AI, software, and various tools are used.
What is distinctive about PEL is that our design and engineering are indigenous. We learn, transfer technology, and benefit from global experience, but the application and product improvement processes are carried out locally. We do not simply copy external designs and reproduce them. Our R&D is based on local data, environmental conditions, and multiple contextual factors. PEL places special emphasis on quality, for which equipment and processes are continuously updated.
PEL Exports
A general issue is the absence of a structured government system that facilitates exports comprehensively. In some specific cases, when a company creates momentum, financial institutions offer financing support, and certain preferential rates are provided for import, export, and customs matters. However, operational support remains limited. Despite this, PEL has a presence on every continent, including the Middle East, South Asia, Southeast Asia, Europe, and America.
What PEL Deals In
In major categories, we manufacture power transformers up to 1,032,000 volts, including 132 kV transformers used at grid stations. We produce around 100 such units annually, representing a business of approximately Rs. 30 billion.
We also manufacture distribution transformers, commonly seen mounted on poles, operating at 11,000 volts. These are supplied to all utilities, industries, and housing societies, representing equipment worth Rs. 25–30 billion.
In addition, we produce MV panels used for distribution and control purposes, providing system protection. We supply between 1,000 and 2,000 panels annually.
Energy meters are another category, with annual production ranging from 12,000 to 15,000 units, supplied mainly to utilities. Besides these, we manufacture several smaller and other related products.
Future Plans
PEL is setting up a brand-new greenfield project in the form of a new switchgear factory. The facility is currently under construction and is expected to become operational in the first quarter of 2026.
We are expanding our capacity. While PEL already operates Pakistan’s largest transformer factory, this new facility will be the country’s largest switchgear factory. Our Ferozepur Road factory complex houses all manufacturing units at a single location. – By Muhammad Salahuddin
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