CEO – Sparco Paints

Evolve: Please share something about yourself, your education and family background? 

Malik M. Asif: I joined Sparco Paints in 1994, currently serving as a CEO of the Company. The Company was founded by Malik Muhammad Javed Iqbal in 1988 as a sole proprietorship; with untiring efforts and leaving no stone unturned we crafted it as a Private Limited Company in 2004. From a small business to a dynamic enterprise, the company has consistently set foot through major cornerstones of its industry, gaining numerous milestones and nationwide recognition to its credits. I have completed my Graduation from University of the Punjab, Alhamdulillah.

The company has come a long way from a small business to a powerful organization striving each day, becoming the leading and worthwhile business of the nation. SPARCO is our prestigious brand name and we are specialists in Decorative paint, Auto paint, Nitrocellulose paint, Wood shelter paint and Epoxy coatings.

Evolve: What is the secret of your Organization’s continuous and consistent growth in Pakistan? 

Malik M. Asif: By the Grace of Allah Almighty, one and the only secret of incessant and steady growth of the organization is practicing the eminent proverb ‘Honesty is the best policy’. We have an ardent credence in succession planning.

Evolve: You must be facing a number of business challenges. How do you address them? 

Malik M. Asif: It is the nature of the business; it is just like a roller coaster ride with many upheavals in it. One has to face so many challenges which are the part of growing business; we have the audacity to face the challenges upfront, we also get the services of the professionals/consultants to move forward. Amongst its many business challenges, the deployment of technology, innovation and robust marketing and branding activities have led to the rapid growth of Sparco Paints.

Evolve: How do you manage a rapidly growing company while focusing on operations? 

Malik M. Asif: We believe and always hire highly professionals from the business market on merit basis through our HR Department to handle all the operational matters, in order to meet the volatile nature of business. 

Evolve: What is the importance of values in sustaining a company? Do values repel change? 

Malik M. Asif: To sustain and maintain the standards in corporate sector, values are always accounted for. Of course, values play their effective role for development of the company. 

Evolve: What kind of culture you have maintained in your Organization and how would you through light in its significance? 

Malik M. Asif: A company culture that facilitates employee’s happiness means lower turnover and better company performance. Employees are loyal and companies perform better. It’s a win-win situation.

As we are in a developing phase, that’s why it’s a challenge for our management to create a friendly environment for smooth functioning of the office atmosphere, however, it needs improvement by adopting professionalism top to bottom level.

Evolve: How do you prevent mistakes and practice damage control? 

Malik M. Asif: By counseling and need based refresher training courses to the concerned staff. We believe that don’t pretend the rumor doesn’t exist, specifically when the rumor is extremely damaging the reputation of the company and has the potential to gain widespread traction.

Evolve: How do you look at the Paint Industries in Pakistan and its current market trends? 

Malik M. Asif: Keeping in view the constructions of new housing schemes and commercial buildings not only in Pakistan but also worldwide, we look forward the bright future of the Paint Industries in Pakistan in near future, as the awareness and interest of new generation is developing towards Paints.

Evolve: How do you see the quality of your Product and Customer Service in a highly competitive market? 

Malik M. Asif: We believe in quality and do not compromise on it, however, it’s very difficult to satisfy the customers, but we always strive to provide the best services to our customers at all levels. The extensive research for innovative product knowledge and methods to engineer the product quality constantly invigorates its existence.

Evolve: What distinguishes your company from its competitors? 

Malik M. Asif: We can say that the most powerful marketing strategy has little to do with advertising, direct mail, websites, referrals or blogs. We offer our products that are so unique or even trendy that our business is associated with. We extend our products and offer a valuable service to make the products more useful to the customers. Our quality of the product with fare prices, timely supply, public demand, as well as advertisement makes us prominent.

Evolve: Is there any company that has ever impressed you? 

Malik M. Asif: No doubt all well-known companies have always and should maintain their names in the business market, however, we always inspired and follow by fast growing company, like Orient.

Evolve: What is the recipe to achieve long term success? 

Malik M. Asif: In a world of constant change and volatility, successful business leaders recognize the need to maintain their leadership edge. They understand that developing new knowledge, skills, and experience is critical to remain competitive. Finding the time for personal and professional development can be a challenge - there are just not enough hours in the day. However, if you think about your time as an investment in yourself and your long term career success, you’ll find that it is the best investment you can make. Good relationship and fare dealing in all respects are always keys to success. 

Evolve: Where do you see yourself and your Organization in next five-ten years? 

Malik M. Asif: We are not here to just lay castle in air but in reality want our name to be heard in Paint Industry, for which we are striving hard to achieve our goals. Insha Allah we are expecting ourselves to be on the top in Paints Industries with quality services. 

Evolve: Any message for the readers of EVOLVE Magazine? 

Malik M. Asif: I personally acknowledge the efforts the EVOLVE team putting in the magazine with its diversified approach and innovative loom which is making it trending among public and private sectors. 

EVOLVE Magazine has knowledgeable reading material, and is one of the most popular and reading Magazine among the readers. It is a great Magazine to get the advanced comprehension and also a source to make yourself updated with top-notch happenings in the world.