What prompted Pakistan Cables to open an e-store Digital economy developing in Pakistan: Fahd K. Chinoy

What is the difference between Fahd K. Chinoy as Deputy Chief and Fahd as Chief of Pakistan Cables?
The difference is that there is more responsibility now. Since Pakistan Cables is a credible name, there are expectations all around; from customers, stakeholders as well as employees.
This new responsibility is quite a big one but given the kind of our background and footprint, it is not a daunting responsibility. This is an exciting opportunity. I think the potential in Pakistan and the potential in Pakistan Cables make the best combination.
The company is in my DNA and I understand it and also different disciplines very well how they apply in the company. I think this is an opportunity to apply things in consonance with the view that I have developed over the years here. Overall I think this is a good challenge and I am ready to accept it for exploiting positive gains.
The idea of e-store that Pakistan Cables has launched now was one among those which you had in mind in the past or is it a new one?
When you are not the boss, then you freely express your opinions as to what should be done and you assume taking decisions for the boss may be easy but, in fact, the impact of each and every decision is to be analyzed from multiple angles. Decision-making is easier looking at it outside than the inside. I used to think multiple things should be done but practically it is not so easy as the boss.
I was thinking about the e-store for around two years while observing the kind of maturity as regards the internet and mobile penetration on rise with 60 to 70 million users in the country. Thus, digital economy is developing. Also, I was feeling that the customers wished to develop a direct touch point with the company. For our customers we are here for everything and with all support but there are people, who build their homes, roam around the market for finding wire for installation. We had a huge response when we logged on to social media and people were asking questions and seeking information as regards the availability of our products and ways and means to get them. We were surprised how our following grew rapidly on social media. The pace of inquiries we were receiving unveiled very soon a fact that a direct touch point with the customers is missing for their convenience.
The benefits of e-store are multiple. One that sometimes the customer doubts if the product is available when he will visit the market. Then, being in the market the customer is influenced to go for another product. Thus, we want the people who are serious to buy our product must have a point to buy the product directly from us. This is also convenient for them as they receive the delivery at their doorsteps. Lastly, they need not worry about the brand and trust that it is a genuine product.
I think this will grow in the future as we moved on the basis of the response that we got and we realized the requirement. But still, I put it on record that our dealers’ network is the most significant for us. They have played a part in our growth and their number now stands at over 700 all over Pakistan. We have the widest nation-wide footprint and are available in almost every city in the country. We would continue investing in them. E-store does not mean affecting the old channel {dealers’ network} in any way after opening new one. We think both channels can coexist easily and one can see in many countries where multiple channels coexist widening the market of the products. The companies have their flagship stores, e-stores, dealers and their online services and all are functioning in parallel to each other.
How about the government’s e-commerce policy? Does it support e-commerce initiatives in Pakistan?
I appreciate government policy that the government recognizes this area which can be significant for the economy. There are many progressive initiatives that I am appreciative of. As far as the digital side is concerned, I think there is a lot of capacity. We are at the initial stage we see the economy around us being changed completely. I think the government’s step of digitalizing the economy is a huge step.