Each year, Fairtrade NAPP has taken up a stall at what has become Pakistan's most recognised trade platform for women-led micro, small, and medium enterprises. This year was different in one important way as the stall was led by women workers from the sports balls sector.  The people who make the products, speaking directly to buyers, trade officials, and diplomats about the work and what it is worth.

Sialkot is a city the world knows for what it produces. What is less well known is who makes those things, and under what conditions. Fairtrade NAPP's ongoing presence at WE-Exhibit is, in part, an answer to that gap.

More on WE-Exhibit 2026

Now in its third year since launching in 2023, WE-Exhibit has grown into Pakistan's most recognised trade platform for women-led businesses and has earned the distinction of being the country's first major trade exhibition dedicated to women-owned enterprises of all sizes. This year's edition brought together around 170 exhibitors from across Pakistan, spanning sectors from textiles and leather to sports goods, surgical instruments, home decor, and personal care.

At the heart of the exhibition was a dedicated Export Pavilion with 28 stalls, designed specifically for businesses ready to engage with international buyers. The event was supported by the Trade Development Authority of Pakistan (TDAP) and the Sialkot Chamber of Commerce and ran across 13 and 14 February 2026 at the Women Chamber of Commerce and Industry in Sialkot. 

An Opening with Global Eyes

The formal inauguration set the tone for everything that followed, while also reflecting values that strongly resonate with Fairtrade NAPP. The Turkish Consul General, Mehmet Eymen Simsek, as chief guest, emphasized the importance of enabling women entrepreneurs to access and integrate into global markets, a vision closely aligned with Fairtrade NAPP's commitment to creating equitable opportunities for women producers. His presence, alongside Turkish Commercial Attache Nurettin Demir, highlighted the growing international interest in initiatives that promote inclusive and ethical trade.

Ms. Fouzia Perveen Chaudhry, Senior Director General at TDAP, warmly acknowledged the women exporters and industry leaders of Sialkot for their resilience and ability to compete in demanding international markets. Her remarks underscored the spirit of empowerment and capacity-building that Fairtrade NAPP stands for, supporting women not just to participate, but to thrive with dignity in global value chains. She also described WE-Exhibit 2026 as a key milestone in TDAP's provincial engagement strategy, bringing trade opportunities closer to regional entrepreneurs. This decentralization of access mirrors Fairtrade NAPP's focus on reaching women communities and ensuring that the benefits of trade are more inclusive, sustainable, and far-reaching.

The People at the Fairtrade NAPP Stall

What made Fairtrade NAPP's presence at WE-Exhibit 2026 particularly meaningful was who stood at the centre of it. Two women workers from Vision Technologies, a Fairtrade-certified company in the sports balls sector, volunteered to lead the stall. They were not there as representatives of a programme or as beneficiaries of a campaign. They attended visitors throughout both days, shared Fairtrade NAPP's initiatives, and spoke directly about what certification means for their working lives. The people who make the products were the ones telling the story.

Saarah Anum, Country Program Manager for Pakistan at Fairtrade NAPP, was present throughout and shared an introduction to the organisation's work with visitors and officials. The event led to a meaningful recognition: Dr Maryam Noman, Chairperson of WCCI Sialkot, presented Saarah with a partnership certificate in recognition of Fairtrade NAPP's contributions to advancing gender equality within its standards and systems.

The stall attracted a wide range of visitors, from buyers and exporters to government officials and university students. Several companies expressed interest in pursuing Fairtrade certification in the future, and youth members from Sialkot University engaged with the team about ethical trade and producer welfare. These conversations point to a growing awareness of what Fairtrade represents, and what it can offer to businesses and workers across Pakistan.

Voices from the Floor

Shahreen Raza, 27, from Vision Technologies Corporation, reflected on what the exhibition meant for younger women in business:
"This event was not only an Exhibition but a massive platform where women and young businesswomen come forward and gain real experience in learning financial empowerment. I have observed strong market linkage building through this event."

Haseeb Ghuman, 26, from Talon Sports, offered a view of the larger picture:
"By convening government representatives, diplomats, trade bodies, and entrepreneurs under one platform, WE-Exhibit 2026 strengthened Pakistan's women-led export ecosystem and underscored the growing role of women as contributors to Pakistan's export economy. Moreover, it demonstrated the power of strategic collaboration in enabling women-owned businesses to compete confidently at both national and international levels."

What Comes Next

The outcomes from WE-Exhibit 2026 extend beyond the two days of the exhibition. During the event, the Labour Department, Social Welfare Department, and Sialkot University all expressed keen interest in collaborating with Fairtrade NAPP in the future, and contact information was exchanged. These connections point toward the kind of multi-stakeholder engagement that can shape better conditions for workers at a systemic level, reaching beyond certified supply chains to influence policy and practice more broadly.

The partnership with WCCI will be built upon through joint campaigns focused on women in agriculture and in the sports ball sector across Punjab, connecting Fairtrade values, including fair wages, safe working conditions, and sustainable practices, to the work being done on the ground.