Lahore, July 11, 2025 — In a bold move that signals its unstoppable rise, At-Tahur Limited — the company behind the beloved Prema brand — has unveiled an aggressive roadmap to cement its position as Pakistan’s most trusted name in premium pasteurized dairy. This announcement comes hot on the heels of its induction into the prestigious MSCI Frontier Markets Small Cap Index, a milestone that opens the door to global investors eager to bet on Pakistan’s evolving consumer story.
For many households across the country, Prema milk has long stood out for its promise of purity, freshness, and safety — but now the company wants to go further. Backed by robust financial results — including a 38% jump in profits to Rs 146 million for the first half of FY25 — At-Tahur is doubling down on its vision to lead not just in the dairy aisles, but in sustainable growth and value creation for shareholders.
“We see Prema as more than a brand; it’s a symbol of trust,” says CEO Rasikh Elahi. “This inclusion in the MSCI Small Cap Index validates years of hard work and gives us a stronger platform to attract international investors who share our belief that Pakistani consumers deserve world-class dairy products.”
The MSCI nod is no small feat. With only five companies from Pakistan recently added, Prema now joins a club that typically attracts significant passive investment flows from funds tracking the index. Industry experts see this as a vote of confidence in the company’s fundamentals, which have gone from strength to strength even amid Pakistan’s turbulent economic cycles.
Prema’s strategy is straightforward but ambitious: scale up production, expand its footprint in untapped urban centers like Karachi, launch innovative value-added products, and keep operating costs lean. The company’s pasteurization plant is already operating at more than 90% capacity, while new product lines — including flavored milks, yogurts, and smoothies — are carving out fresh revenue streams. Plans are also underway to expand its Holstein Friesian herd, enhancing milk yields and ensuring consistent quality.
Perhaps just as impressive is Prema’s commitment to sustainability. The company has already commissioned a 200 kW solar power plant to offset energy costs, adding to its existing green energy capacity. And in a clear sign of its financial discipline, At-Tahur recently met its Rs 750 million Sukuk obligation well ahead of schedule — strengthening its balance sheet while sending a reassuring signal to lenders and investors alike.
Of course, no success story is without its hurdles. The company recently faced a Competition Commission penalty over past marketing claims, but it swiftly responded, securing a significant reduction in the fine and reaffirming its dedication to transparency. For many shareholders, this responsiveness only reinforces Prema’s reputation as a responsible market player.
With demand for healthy, hygienic dairy products on the rise — and an increasingly health-conscious middle class willing to pay a premium for quality — At-Tahur’s trajectory looks more promising than ever. For global investors, its inclusion in the MSCI Frontier Markets Small Cap Index is expected to be a game changer, making Prema’s growth story more visible on the world stage.
For Pakistan’s dairy market, this could well mark the start of a new era — one in which a proudly local company competes at international standards, backed by investors who believe that the future is fresh, pure, and, quite literally, Prema.
Media Contact
Organization: Investify
Contact Person: Rafiq
Website: https://www.investify.pk/
Email: Send Email
Country:Pakistan
Release id:30529
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