In a major step toward modernizing Pakistan’s retail landscape, Zindigi, powered by JS Bank, has collaborated with the State Bank of Pakistan (SBP) to launch the full digitization of Liberty Market in Lahore. As one of the city’s most iconic and busiest commercial hubs, the transition of Liberty Market into a digitally enabled marketplace marks a significant milestone in the national effort to promote financial inclusion. The initiative is designed to provide a replicable model for other major commercial centers across the country, proving that even the most traditional retail environments can successfully transition to a transparent and cashless ecosystem.
Central to this transformation is the deployment of Zindigi Raast QR, a sophisticated payment solution that allows merchants to receive secure and instant payments from any bank or digital wallet. This interoperable system eliminates the barriers often associated with fragmented digital payment methods, offering customers a seamless scan and pay experience. With immediate transaction confirmation, both shopkeepers and shoppers benefit from enhanced speed and security. For the merchants of Liberty Market, this transition represents more than just a new way to collect money; it is a gateway to the documented economy, providing them with the digital footprint necessary to access broader financial services in the future.
Atif Ishaque, the Chief Business Officer of Zindigi, emphasized during the launch ceremony that this initiative is a core part of the company’s commitment to empowering local businesses. He noted that by providing modern payment solutions, Zindigi is making it easier for small and medium-sized merchants to transact with confidence and scale their operations. The inauguration was attended by a high-level delegation, including key officials from Zindigi’s leadership, representatives from the State Bank of Pakistan’s Lahore office, and members of the local government. The business community of Liberty Market, represented by its chairman and president, also voiced strong support for the move, recognizing the long-term benefits of reduced cash handling and increased operational efficiency.
The State Bank of Pakistan has been a vocal advocate for the digitization of the retail economy, and this partnership with Zindigi aligns perfectly with the central bank’s visionary framework for a cashless Pakistan. By integrating advanced fintech tools like the Raast P2M ecosystem into major markets, the government and financial institutions are working together to reduce the economy’s reliance on physical currency. This not only improves transparency but also helps in curbing the informal economy, ensuring that retail growth contributes directly to the national exchequer. The success at Liberty Market serves as a powerful case study for how technology can be used to bridge the gap between traditional commerce and the digital future.
Zindigi remains dedicated to fostering digital adoption at the grassroots level, supporting both consumers and merchants as they navigate this technological evolution. The company plans to continue its collaboration with regulators and civic authorities to expand these digital corridors to other cities and markets. By focusing on customer-centricity and robust financial infrastructure, Zindigi is not just offering a digital wallet but is actively reshaping the financial habits of the nation. As more shoppers in Lahore embrace the convenience of QR-based payments, the momentum toward a fully transparent and inclusive retail economy continues to grow, setting a high standard for the rest of Pakistan’s commercial sectors to follow.
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