The 2022 economic crisis shook the Pakistani people in a unique way. When the dollar rose, imports were halted, and reserves were running low; the dependence on imported goods came to light. Those who used to purchase premium chocolates, imported cereals, foreign cosmetics, and even basic household products were taken aback by the steep rise in prices and shortages due to import bans. Where this created uncertainty and dissatisfaction, it forced many to shift from imported goods to made-in-Pakistan ones.

Although the economic situation shifted buying behaviour, the consumer perception of weighing imported goods over local alternatives still prevails. At one end, we suffer from issues like unemployment, inflation, brain drain, and economic instability, whereas on the other, we continue to prefer international brands. The real problem is not about the product, but the complexes that we as a society have developed. It is common to perceive certain labels as reliable, high-quality, and a statement of class, just because they are sourced from another country. The frequency of people demanding a local alternative is much lower than that of vice versa. It is because we treat our local brands as mediocre, cheap, and unreliable when compared to others.

The blame cannot entirely be shifted towards consumers, because our local industry........

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