In 2022, Afifa Khalid, a young entrepreneur from Karachi, launched Fresh n Roshan (FnR) with the ambition to transform how fresh fruits and vegetables reach consumers in Pakistan. Her innovative approach brought mangoes, onions, curated gift boxes, and ready-to-eat fruit packs to households and supermarket chains like SPAR, Pandamart, and United King.

Yet, scaling a business in a highly competitive market was challenging. Afifa struggled to meet multinational retailers’ strict standards, maintain freshness in supply chains, and build strong digital marketing. The real breakthrough came through the European Union–funded Growth for Rural Advancement and Sustainable Progress (GRASP) project, implemented by the International Trade Centre in partnership with PPAF, FAO, and SMEDA.

With GRASP’s support, Afifa secured a PKR 5 million loan through Habib Metro Bank, allowing her to expand operations, invest in digital outreach, and scale up supply from two to six stores daily. She also launched new product lines and, recognising her enterprise’s potential, GRASP awarded her a PKR 10 million matching grant under its fourth cycle.

Today, Fresh n Roshan is recognised on national platforms such as FoodAG and FoodAsia. For Afifa, the project not only unlocked financial resources but also validated her vision—turning a promising startup into a model of how women entrepreneurs can modernise value chains and compete in mainstream markets.