HBL Zarai launches wheat procurement under ANAAJ brand to boost farmer inclusion

KARACHI: HBL Zarai Services Ltd (HZSL), a subsidiary of Habib Bank Ltd, has initiated wheat procurement under its flagship ANAAJ retail brand, expanding its agri-supply chain operations in line with its farm-to-fork model.

The company, which started procurement with maize and later expanded into sesame and rice, aims to create structured, transparent market access for farmers, particularly smallholders. Wheat is the latest addition to its growing portfolio, reinforcing efforts to modernise agricultural practices and support financial inclusion in rural areas.

“Our mission has always been simple -- support the farmer at every step,” said Amer Aziz, CEO of HZSL. “From agronomy and mechanisation to procurement for ANAAJ, we are building an ecosystem where the farmer thrives.”

Most wheat has been procured from small-scale farmers, with spot payments made at the time of procurement and balances settled per contract terms. All payments are made via bank transfers to promote formal financial access and reduce reliance on informal credit networks, HZSL said in a statement.

The initiative aligns with the government’s rural uplift and financial inclusion agenda, with private-sector partners like HZSL playing a growing role. The company operates integrated agri-support centres called Zarai Deras across Pakistan, offering advisory services, mechanisation, inputs and procurement under one roof. These are complemented by its rural retail network, Zarai Dost, delivering agri-products and services to farmers at the village level. With each expansion, HZSL is aiming to develop a more resilient and farmer-centric agricultural ecosystem, the company said.