What Pakistan Fisherfolk Forum (PFF) does

Pakistan Fisherfolk Forum (PFF), operating under the legal name Pakistan Fisherfolk Forum No 1 Grocery & karyana Store, is a Pakistan-domiciled direct-to-consumer online grocery retailer headquartered in Karachi, Sindh. The company runs a single e-commerce storefront at pff.org.pk selling branded grocery and karyana essentials, including cooking oils and ghee (Eva, Dalda, Mezan), olive oil (Italia), and chocolates (Cadbury, Lindt Excellence), alongside secondary categories such as grains, pulses, spices, household items, and daily utilities. Customer-facing interface is a self-serve product catalog with shopping cart functionality, supplemented by WhatsApp-based ordering and inquiry support, and home delivery is offered across Pakistan.

The business model is straightforward resale: PFF purchases third-party branded consumer goods and sells them at retail prices in Pakistani Rupees via its own website, with market-based pricing and a promotional 13% new-customer discount code (NEW2026). Product presentation is organized by brand (Eva, Dalda, Mezan, Italia, Cadbury, Lindt) and by category (Chocolates, Cooking Oil, Ghee, Olive Oil, Canola Oil, Sunflower Oil, Grains and Pulses, Spices, Household Items, Daily Utilities). The platform is positioned as a quality-and-purity-led alternative to traditional grocery shopping, with stated emphasis on sourcing from local farmers and trusted suppliers, though there is no proprietary technology, mobile app, loyalty program, or subscription mechanism disclosed.

Revenue is not disclosed, no funding rounds are on record, and no management team, founders, or institutional investors are identified. Operating geographies are limited to Pakistan, with no global footprint or regulatory/compliance certifications disclosed. The company is privately held with no public ticker, and the absence of any pipeline of partnerships, M&A, or leadership changes limits visibility into capital structure, governance, and strategic direction beyond ongoing catalog expansion.

Name

Pakistan Fisherfolk Forum (PFF)

Legal name

Pakistan Fisherfolk Forum No 1 Grocery & karyana Store

Website

https://pff.org.pk

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Pakistan Fisherfolk Forum (PFF) is a Karachi-based online grocery and karyana retailer selling branded household essentials such as cooking oils, ghee, and chocolates directly to Pakistani consumers through its e-commerce storefront pff.org.pk, with WhatsApp-based ordering and nationwide delivery.

Ownership category

akta.pro rank

Product category

Online Grocery Retail

NAICS

Other Specialty Food Retailers (44529), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

akta.pro secondary industry

Gourmet & Fine Food Stores (CRAHAGAG)

Keywords

• Online grocery store
• Cooking oil retail
• Chocolate distribution
• Household essentials
• E-commerce karyana

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: Direct retail sales of grocery and karyana products including cooking oils, ghee, chocolates, and household essentials through the company's e-commerce platform. Revenue generated through one-time product transactions at retail prices.
2. E-commerce Sales: Online retail operations selling branded products including Cadbury, Lindt, Dalda, Mezan, Eva, and Italia products through the pff.org.pk website with direct consumer delivery.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels2 records

Core offering

Online grocery and karyana retail store operating at pff.org.pk that sells branded food and household essentials—including cooking oils, ghee, olive oil, chocolates, grains, pulses, spices, and daily utilities—to Pakistani households through a direct-to-consumer e-commerce storefront with home delivery across Pakistan and WhatsApp-based customer support.

Product overview

Pakistan Fisherfolk Forum (PFF) is an online grocery and karyana store positioned as Pakistan's leading destination for premium quality groceries and daily essentials. The platform operates as a single unified e-commerce storefront rather than a modular platform architecture. The product portfolio includes multiple branded sub-categories: Eva (cooking oils and banaspati ghee), Dalda (cooking oils, ghee, and olive oil), Mezan (cooking oils and ghee), Italia (imported extra virgin and pomace olive oils), Cadbury (chocolate bars, wafers, biscuits, and gift boxes), and Lindt Excellence (Swiss dark chocolate bars in various cocoa percentages). Product categories span Chocolates, Cooking Oil, Ghee, Olive Oil, Canola Oil, and Sunflower Oil. The store also stocks grains and pulses, spices, household items, and daily utilities. All products are sourced from local farmers and trusted suppliers with a focus on purity, quality, and affordable wholesale-style pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• Pakistan Fisherfolk Forum Online Grocery Store Direct-to-consumer online grocery and karyana storefront offering a comprehensive catalog of branded food and household essentials with shopping cart, home delivery across Pakistan, and WhatsApp-based order support.
• Eva Cooking Oil & Ghee Eva branded cooking oils (sunflower, canola, cooking oil) and VTF banaspati ghee offered in multiple pack sizes (250ml to 16L) and packaging formats (pillow pouch, stand-up pouch, pet bottle, jerry can, tin) for Pakistani household kitchens.
• Dalda Cooking Oil, Ghee & Olive Oil Dalda branded cooking oils (canola, sunflower, corn), fortified VTF banaspati ghee, and pomace olive oil offered in 500ml to 16L packaging for household and bulk use.
• Mezan Cooking Oil & Ghee Mezan branded canola oil, olive oil, and banaspati ghee sold through PFF's storefront for Pakistani household consumption.
• Italia Olive Oil Italia branded premium imported extra virgin olive oil and pomace olive oil offered in 250ml, 400ml, 500ml, 1000ml, 3-litre tin, and 4-litre pack sizes for household kitchens.
• Cadbury Chocolates Cadbury branded chocolate bars, wafer bars, sandwich biscuits, gift boxes (Selections 7-piece and 15-piece), mini fingers, wafer rolls, and hot chocolate powder sold for household and gifting use in Pakistan.
• Lindt Excellence Chocolates Lindt Excellence Swiss dark chocolate bars (70%, 78%, 80%, 90%, 99% cocoa) and flavoured variants (mint, orange, sea salt, roasted hazelnut) in 50g and 100g sizes for the premium confectionery segment.
• Grains & Pulses Grocery category encompassing Basmati Rice, Flour (Atta), and Dals (lentils) sold as cleaned and stone-free staples for Pakistani household cooking.
• Spices & Herbs Grocery category of spices and herbs including Red Chilli, Turmeric, and Masalas marketed as 100% pure and organic for household cooking needs.
• Household Items Grocery category of household cleaning and personal care essentials including soaps, detergents, and cleaners from major brands for daily household use.
• Daily Utilities Grocery category of daily beverage and dairy utilities including Tea, Milk Powder, and Beverages with guaranteed fresh stock for household consumption.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Imtiaz Super Market: Major Pakistani grocery retailer with both physical stores and online ordering. Broader assortment and stronger brand recognition, but overlaps directly in online grocery delivery to Karachi households.
• Metro Cash & Carry Pakistan: Wholesale-style grocery retailer in Pakistan with both physical and online channels. Relevant comparable for the wholesale-style pricing claim in PFF's value proposition.
• AlFatah: Established Pakistani retail chain with an online grocery storefront. Comparable in selling branded grocery, household, and FMCG items to urban households via home delivery.
• Daraz: Largest general e-commerce marketplace in Pakistan with a growing grocery and household essentials category. Competes for branded grocery sales and offers a delivery infrastructure PFF lacks.
• Carrefour Pakistan: Hypermarket chain with online grocery delivery in Pakistan. Larger overall assortment and scale, but competes for the same urban household grocery basket with home delivery.

Direct peers

• GrocerApp: Pakistan-based online grocery delivery platform offering branded and fresh products directly to households. Closest direct competitor in product offering, business model, and target customer.
• Naheed.pk: Online grocery retailer from the established Naheed Super Market chain in Pakistan, offering branded grocery and household essentials through a DTC e-commerce storefront similar to PFF.

Emerging players

• Sabzi.pk: Online grocery delivery platform in Pakistan focused on fresh produce and household essentials. Comparable in DTC grocery delivery model, though with a stronger fresh-produce angle.
• Foodpanda Shops: On-demand grocery and convenience delivery platform in Pakistan. Overlaps in offering branded grocery and household essentials via quick delivery, increasingly competing for the same household basket.

Regional players

• Buyon.pk: Karachi-based online grocery and household essentials retailer. Direct overlap in product categories, geography, and target customer base, making it a strong regional comparable.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pakistan-fisherfolk-forum

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pakistan Fisherfolk Forum (PFF)