Nani.pk, a company exclusively geared toward Pakistani mothers, has been in development for a year and is currently working diligently to get ready for its forthcoming soft launch this weekend.
Young businesswoman Bushra Latif, who is leading the initiative and is from Dera Ismail Khan in Khyber Pakhtunkhwa, claims that she was inspired to create a platform for Pakistani women after seeing her older sister and her friends struggle with parenting.
“I used to see them running around with two children – and a newborn baby in tow – with barely any time for herself,” states Bushra. “She was constantly anxious and consumed by guilt. It used to really affect me seeing her so physically and emotionally worn out all the time.
There is also such a lack of accessibility for mothers in Dera Ismail Khan – families are lumped with the trouble of traveling to bigger cities to purchase child-specific products and apparel. I identified the need for a platform like Nani.pk in 2020 at the start of the lockdown and decided to just run with it to help other women like my sister.”
Nani.pk goes beyond simply being an online platform by acting as a platform with a variety of childcare items.
“Our parents’ generation was very different compared to ours. We’ve seen, and we’re continuing to see, how the world is transitioning so rapidly what with the internet and the advancements in technology,” states the young entrepreneur.
“Given that, parents today, particularly mothers, need a system, a safe space, to learn about motherhood, where they can deeply understand what it means to be a good mother and how to raise healthy, emotionally regulated children!”
Bushra currently manages a team of seven people from the well-known coworking location COLABS in Gulberg, Lahore.
But it wasn’t always like this. The founder of Nani.pk only had one team member on board in 2021, and the two of them shared many responsibilities in marketing, research, human resources, and other areas. Bushra says it was a laborious but thrilling process.
“I take pride in the fact that Nani.pk will soon be in a position to provide emotional support to mothers. There was a lot of thought behind the ethos of the brand and the name itself. Nani.pk’s nani is a modern grandmother who is worldly, wise, plays bridge, is evolved, and knows exactly what’s happening in the world today. She’s not just a warm-hearted grandmother, but also the eternal nurturer, a compass for Pakistani mothers.”
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