Our Leadership

Haji Sharfuddin Paracha established the enterprise in 1958, pioneering direct sourcing and building a legacy of trust in tea, spices, and bulk commodities. His vision transformed local commodity trading into a structured, integrity-driven business that spans generations.

• Founder
• 1958-1995
• Legacy Builder

Under his leadership, the company established strong relationships with growers in East Africa, Indonesia, and Sri Lanka for tea, and with spice farms in Vietnam. His principles of fair dealing and quality assurance remain the company's cornerstone today. He laid the foundation for what would become one of Pakistan's most respected commodity trading houses.

Mr. Shahid Nadeem Paracha is a highly experienced finance professional with over 35+ years of expertise in accounting, finance, and business operations. He currently serves as the Proprietor and Director of Accounting and Finance, where he oversees all financial, accounting, and reporting functions with a strong focus on accuracy, compliance, and strategic financial management.

He has worked closely with his father, Haji Sharfuddin Paracha, contributing significantly to the growth, stability, and financial strength of the family business through disciplined financial planning and effective management.

In addition to his professional responsibilities, Mr. Shahid Nadeem Paracha holds a Master's degree in Human Resource Management (HRM), further strengthening his understanding of organizational development and people management alongside his financial expertise.

• 35+ Years Experience
• Pakistan Tea Association
• Chamber of Commerce
• Financial Strategy

He is also an active member of the Chamber of Commerce, reflecting his engagement in the broader business community. Furthermore, he serves as an Executive Member of the Pakistan Tea Association (PTA), where he contributes to industry-level discussions, representation, and policy-related matters.

He also has extensive experience in the import of tea and spices, having previously managed and facilitated import operations, strengthening international trade relationships and supply chain efficiency.

With decades of dedication, leadership, and professional excellence, Mr. Shahid Nadeem Paracha continues to play a key role in financial strategy, business development, and organizational growth.

As a 3rd generation leader, Zeeshan Paracha drives global expansion, direct sourcing, and diversification across tea, spices, nuts, and pulses. He has established direct trade relationships with producers in Kenya, Sri Lanka, Vietnam, and Indonesia.

• Global Procurement
• Strategic Diversification
• Direct Sourcing
• Agent of Cardex

His forward-thinking approach has expanded the company's portfolio while maintaining the highest quality standards. He regularly travels to origin countries to oversee quality control and build lasting partnerships with growers. Zeeshan has successfully introduced new product lines including premium nuts and pulses, significantly diversifying the company's revenue streams.

A veteran of the trade with over five decades of experience, Muhammad Ziauddin Paracha is the backbone of the company's national distribution network since 1970. He has built relationships with thousands of wholesalers and retailers across Pakistan.

• 50+ Years Experience
• National Distribution
• Market Intelligence

His deep understanding of regional market dynamics and customer preferences ensures that products reach every corner of the country efficiently. His leadership in sales has been instrumental in making the company a household name in the commodity trade. From Karachi to Khyber, his distribution network is unparalleled in reach and reliability.

Muhammad Umair Ziauddin oversees domestic supply chain operations, including sales coordination, local procurement, and logistics management. He manages local sales and purchasing to ensure efficient sourcing, competitive pricing, and consistent product availability.

• Supply Chain Optimization
• Logistics Management
• Sales Operations
• Esteem Tea Launch
• Brand Expansion

By integrating modern technologies and process improvements, he has reduced lead times and enhanced customer satisfaction. He supervises warehouse operations, fleet logistics, and works closely with the sales team to ensure seamless product delivery across Pakistan.

Bringing a new-generation mindset, Umair emphasizes agility, digital adoption, and operational efficiency, while upholding the company's established values and legacy.

In addition, he has launched Esteem Tea, a mass-market brand focused on delivering consistent quality at accessible price points. Positioned for broad consumer reach, the brand is being developed with plans to expand into everyday staples such as spices and related products, reflecting his vision to build a scalable, high-volume consumer offering tailored to local market needs.