Women-led food businesses grow in Multan

Home-based food businesses led by women are expanding in Multan, with more than 500 women engaged in the sector. Entrepreneurs and experts say digital platforms are driving growth, though challenges remain.

MULTAN: Home-based food businesses are increasingly taking shape as a more organised sector in urban centres of south Punjab, including Multan, with a growing number of women using digital platforms to earn income.

Social activist Tahira Najam told APP that more than 500 women in Multan are currently involved in home-based food ventures, adding that the figure is continuing to rise. She said social media platforms, including Facebook, WhatsApp and Instagram, have played a key role in helping women reach more customers and expand their businesses.

Demand for homemade food has increased by 30 to 40 per cent over the past two years. The rise has been linked to consumer preference for food that is seen as hygienic, fresh and healthier. Among the main customers are office employees, students, hostel residents and people living on their own.

Women entrepreneurs report steady earnings

Ayesha Khan, who runs one such business, said she launched her venture in 2022 with an initial investment of Rs10,000. She said the business has since become stable and now brings in between 15 and 25 orders a day. According to her, this translates into a monthly income of Rs60,000 to Rs80,000.

Another entrepreneur, Zainab Ali, said she entered the sector a year ago after inflation made it harder to meet household expenses. She said her home-based food business now earns Rs40,000 to Rs50,000 a month through 10 to 15 daily orders, which has helped her become financially independent.

Digital tools seen as key driver

Economist Jarrar Rizvi said home-based businesses in Pakistan are growing quickly, with food-related ventures becoming especially prominent. He said digitisation, online payment systems and social media marketing have made this a low-cost business model with comparatively high returns.

At the same time, the sector continues to face several difficulties. These include the absence of an organised delivery network, higher raw material prices and rising competition among sellers.

Call for official support

Chef Sajida Khalil said government backing could help the sector grow further. She said measures such as formal registration, training, easy loans and better access to digital platforms could strengthen home-based food businesses, support women’s economic empowerment and generate more employment opportunities at the local level.

The report highlights how women-led food ventures in Multan are becoming an increasingly visible source of income, supported by online tools and changing consumer demand, while also facing structural and cost-related challenges.