LAHORE: Hayat Group – a Turkish conglomerate with a three billion USD turnover – has launched its operations in Pakistan with the marketing of various hygiene products. The introductory products launched in the Pakistani market are Molfix (baby diapers) and Papia and Familia (toilet paper, paper towel, facial tissue). In a statement released on Monday, Hayat Kimya said it believed that the Pakistani market had a huge potential as an emerging market and as the world’s sixth largest population, together with benevolent relations with Turkey for decades. “The company, world’s 5th largest branded baby diaper manufacturer, as well as the largest tissue manufacturer of Middle East, Eastern Europe and Africa, brings its top innovative and high-performance products to Pakistan in February, and will continue investment worth 150 million USD in the near future. The multinational company’s headquarter is in Turkey and has nine subsidiaries across the globe, including Pakistan. Hayat Kimya manufactures a variety of brands, with products setting high standards. Molfix, Papia and Familia are leader brands in Turkey, Iran, Russia, Nigeria, Egypt and Morocco. With a strong export network from Australia to Madagascar, Dominican Republic to Yemen, Hayat brands reach millions of homes in more than 100 countries.” M. A. Ki??l?, the chief executive officer of Hayat Kimya, said on the occasion, “Pakistan has a sentimental value for Hayat, because of the historical brotherhood of our countries. Hayat Kimya has great confidence in Pakistan, following our initial investment in Pakistan, we project to continue our investment of 150 million USD.” He further added, “We believe everyone around the world has the right to access good quality products. Therefore, we offer the same Hayat quality as in Turkey, to Pakistan. Our success comes from mutual trust, mutual faith between Hayat; and thousands of customers, and millions of consumers around the world. Insha Allah, we will carry our brands to future, and expand in South Asia through Pakistan.” Hayat Pakistan General Manager Erdem Dumano?ullar? added, “As Hayat Pakistan, we will do our best to deliver the accumulated experience, high-quality, high-technology products brought by Hayat. We would be pleased to contribute to employment, export and business opportunities in Pakistan.” “Molfix baby diapers are the world’s first and only 3D technology flexible body system diapers. Molfix, a two-decade old brand is a manifestation and reinforcement of the brand’s position as a brand of happy babies. With an innovative 3D technology, the diaper brand aims to be the diapers of choice for mothers in Pakistan, ensuring ease of movement for babies along with its absorbent and leak-resistant nature and high quality giving babies full protection keeping their skin dry and healthy around the clock. The brand ambassador Ayeza Khan, attended the launch event in Lahore, and added ‘I am extremely excited to be part of Molfix’. “Tissue category brands Papia and Familia don’t have any artificial whiteners and they are made of 100 percent pure cellulose. Our brands will reach millions of homes in Pakistan with toilet paper, paper towel and napkin varities,” said the statement. Published in Daily Times, February 13th 2018.