Chief Executive
Guard Agricultural Research & Services (Pvt.) Ltd
With over 70 years of experience, Guard has firmly established itself as a leading brand in Pakistan. From its humble beginning in 1948 as an automobile filter manufacturer, Guard has grown to become a pioneer and market leader in the industry. Today, Guard is not only known for its quality automobile filters and research of new varieties of seed but also for its rice division.
Rice holds special significance in Asia, where about 90% of rice is produced and consumed as a staple food. In Pakistan, although it is the second most favourite food after wheat. The increasing population and decreasing land and water resources for rice cultivation necessitate serious and concrete efforts in research and development to come up with such rice technologies that can result in higher yields.
Realising the importance of private sector seed research, Guard Agricultural Research & Services was established in 1989. In 1999, Guard began collaborating with the Hunan Rice Research Institute (HRRI) in China to develop new hybrid seed varieties. This collaboration expanded into a joint venture with Yuan LongPing High-Tech Agriculture Co., Ltd. China, an offshoot of HRRI. The company is named after Professor Yuan Longping, the "father of hybrid rice" and the inventor of hybrid rice technology.
With a special focus on looming water scarcity and climate change threats, which pose a serious threat to national food security, our company has emerged as a leader in demand-driven agricultural research, challenging the monopoly of public sector institutions and multinationals. The government has approved thirteen hybrid and two open-pollinated rice varieties from Guard Agri, which have tolerance for heat and water scarcity.
With great passion for increasing the productivity of the farming sector, we have been actively striving to achieve food security through an untiring effort spanning the past 35 years. We successfully pioneered the introduction of hybrid rice seeds in Pakistan in collaboration with Chinese scientists, for which the Government of Pakistan honoured me with the Sitara-i-Imtiaz in recognition of my contribution to the revolution in rice production. This innovation doubled farmers’ incomes, improving socio-economic conditions and alleviating poverty in rural Sindh. The surplus rice production also led to increased rice exports, bringing in valuable foreign exchange.
Another key factor in Guard’s success is its ability to adapt to changing market dynamics and consumer preferences. The brand has consistently been at the forefront of innovation, regularly introducing new varieties and packaging options to meet the evolving tastes and lifestyles of its consumers. This agility has not only helped Guard stay ahead of its competitors but also established it as a trendsetter in the industry.
Guard’s rice division was the first to introduce packed and branded rice in Pakistan, a revolutionary concept at the time. This move not only transformed the rice industry in Pakistan but also set a new standard for quality and consistency in the market. Guard rice quickly became the go-to brand for consumers seeking premium-quality rice that was hygienically packed and ensured the highest level of purity.
What sets Guard apart from its competitors is its dedication to maintaining the highest quality standards across all its products. From sourcing the best rice grains to employing strict quality control measures at every stage of production, Guard ensures that every grain of rice reaching consumers’ tables is of the highest quality.
However, Guard’s success as a brand goes beyond its products. It is the strong brand values and commitment to customer satisfaction that have built trust and loyalty among its consumers. Guard understands the importance of listening to its customers and addressing their needs and concerns. The company invests heavily in customer service and strives to go above and beyond to ensure that every customer has a positive experience with the brand. This focus on customer satisfaction has fostered a loyal customer base that consistently returns to Guard for their rice needs.
In addition to its success in the domestic market, Guard has also made significant strides in the international arena. The brand is now exported to over 42 international markets, showcasing the global appeal and trust it has garnered over the years. Guard rice has become synonymous with Pakistani rice, known for its superior quality and taste across borders.
As the founding chairman of the Seed Association of Pakistan (SAP), the Rice Exporters Association of Pakistan (REAP), the Pakistan Hi-Tech Hybrid Seed Association, and former President of the Lahore Chamber of Commerce & Industry (LCCI), I believe that with the untiring efforts of local scientists, the role of the private sector in seed research and development is increasing day by day, as I have closely worked with both government and private researchers.
Guard is a strong brand that has successfully positioned itself as a market leader in the rice industry. With a strong brand identity, a loyal customer base, and a global presence, Guard is poised to continue its success story for years to come.
MESSAGE
The Pakistan-China Joint Chamber of Commerce and Industry extends heartfelt congratulations to the people and leadership of China on the occasion of National Day. We highly admire and appreciate China’s remarkable development, particularly over the last four decades. This progress is a testament to the visionary leadership of China and the effective reforms and policies introduced by the Chinese government. The China-Pakistan Economic Corridor (CPEC) stands as the strongest pillar of economic, commercial, and cultural connectivity between Pakistan and China.
China is definitely Pakistan’s well-wisher, and the two countries are tied together through the largest economic engagement-CPEC-which will prove instrumental in changing the whole scenario and can indeed be termed a fate-changer. We believe that the bilateral relationship between these neighbouring countries is characterised by mutual trust, respect, and goodwill towards each other. The Pakistan-China Joint Chamber of Commerce and Industry (PCJCCI) has set a remarkable example of this goodwill.
