Women-led food ventures on the rise

The home-based food industry is rapidly emerging as a structured sector across urban areas of south Punjab, including Multan, with hundreds of women earning substantial incomes through digital platforms. Social activist Tahira Najam told APP that over 500 women in Multan alone are currently engaged in home-based food businesses, a number that continues to grow steadily. The entrepreneur credited social media platforms such as Facebook, WhatsApp and Instagram with expanding her customer base. Demand for homemade meals has surged by 30–40% over the past two years, driven by consumers' preference for hygienic, fresh and healthier food options. Office workers, students, hostel residents and individuals living alone are among the primary customers benefiting from these services. Entrepreneur Ayesha Khan shared that she started her venture in 2022 with an initial investment of Rs10,000, which has now grown into a stable business. She receives 15 to 25 orders daily, earning a monthly income between Rs60,000 and Rs80,000. Similarly, Zainab Ali, who joined the sector a year ago, said rising inflation had made it difficult to manage household expenses. However, her home-based food business now generates Rs40,000 to Rs50,000 per month through 10 to 15 daily orders, enabling her to achieve financial independence. Economist Jarrar Rizvi said that home-based businesses in Pakistan are expanding rapidly, with the food sector gaining particular prominence. He noted that digitisation, online payments and social media marketing have made it a low-cost, high-return business model. Despite its growth, the sector faces several challenges, including a lack of an organised delivery system, rising raw material costs and increasing competition. Chef Sajida Khalil emphasised that government support through formal registration, training, easy loans and access to digital platforms could further strengthen the sector, enhance women's economic empowerment and create additional employment opportunities at the local level.