Karachi: Chairperson Benazir Income Support Programme, Senator Rubina Khalid, participated as the Guest of Honour at the launch of Alfa Mall, an innovative digital trading platform aimed at transforming the fashion industry. The event gathered notable personalities from the fashion sector, marketing experts, government representatives, and corporate figures. Senator Khalid, in her address, highlighted the importance of preserving and promoting Pakistan’s cultural heritage through traditional crafts and arts. She emphasized the integration of these products into the modern fashion market, offering opportunities for BISP’s Hunarmand beneficiaries to engage with the contemporary economy.

According to Press Information Department, the Chairperson urged Pakistani brands and fashion leaders to incorporate traditional arts and crafts into their creations, thereby supporting the artisans among BISP beneficiaries. The event highlighted inspiring stories of Hunarmand women from rural Sindh, such as Saima and Nosaba, who use art and craft to sustain their families. Alfa Mall, an initiative by Alflah Bank, introduces a “Buy Now, Pay Later” approach, merging digital and physical commerce. This platform empowers Hunarmand women by providing digital trading opportunities and connecting them to a broader market.

The collaboration between BISP and Alfa Mall aims to allow more beneficiary artisans from all over Pakistan to access this platform, thereby expanding their market reach and assisting them in overcoming poverty. This partnership represents a crucial step towards the financial empowerment of BISP beneficiaries, dedicated to offering Hunarmand women the chance to succeed in today’s economy. The event also featured stalls displaying Hunarmand products, showcasing the skills and talents of BISP beneficiaries.