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Title: Prema Sets Sights on Pakistans Dairy Crown as MSCI Inclusion Ignites Growth Ambitions

Lahore, July 11, 2025 — In a bold move that signals its unstoppable rise, At-Tahur Limited — the company behind the beloved Prema brand — has unveiled an aggressive roadmap to cement its position as Pakistan’s most trusted name in premium pasteurized dairy. This announcement comes hot on the heels of its induction into the prestigious MSCI Frontier Markets Small Cap Index, a milestone that opens the door to global investors eager to bet on Pakistan’s evolving consumer story.For many households across the country, Prema milk has long stood out for its promise of purity, freshness, and safety — but now the company wants to go further. Backed by robust financial results — including a 38% jump in profits to Rs 146 million for the first half of FY25 — At-Tahur is doubling down on its vision to lead not just in the dairy aisles, but in sustainable growth and value creation for shareholders.“We see Prema as more than a brand; it’s a symbol of trust,” says CEO Rasikh Elahi. “This inclusion in the MSCI Small Cap Index validates years of hard work and gives us a stronger platform to attract international investors who share our belief that Pakistani consumers deserve world-class dairy products.”The MSCI nod is no small feat. With only five companies from Pakistan recently added, Prema now joins a club that typically attracts significant passive investment flows from funds tracking the index. Industry experts see this as a vote of confidence in the company’s fundamentals, which have gone from strength to strength even amid Pakistan’s turbulent economic cycles.Prema’s strategy is straightforward but ambitious: scale up production, expand its footprint in untapped urban centers like Karachi, launch innovative value-added products, and keep operating costs lean. The company’s pasteur...

This press release is issued by King Newswire