The Wire Pakistan's Mohammad Mohsin interviews Mush Panjwani, a trailblazer in the cafe and restaurant industry, about his journey and vision for the coffee culture in Pakistan.
Mush Panjwani is the mastermind behind the biggest local coffee brand in Pakistan, revolutionizing the way people experience coffee in the country. With a unique approach that combines high-quality coffee and a welcoming space for work and socialization, Mush has carved a niche in a market traditionally dominated by tea. His journey from direct sales to creating a coffee empire is both inspiring and insightful.
Mohammad Mohsin: Assalamu alaikum, you are watching The Wire Pakistan, and I am your host, Mohammad Mohsin. Today, we have a very special guest, Mush Panjwani, a renowned name in the cafe and restaurant industry. Assalamu alaikum Mush, how are you?
Mush Panjwani: Waalaikum Salam, fantastic. How are you?
Mohammad Mohsin: Very good. To begin with, could you please give us a little background about yourself and your journey? How did it all start?
Mush Panjwani: I spent many years biking to college, university, and different jobs. I taught tuition while studying at NED University. During my time at NED, I joined a job in direct sales, selling encyclopedias door to door. The commission-based income and the thrill of sales excited me so much that I dropped out of university to pursue a career in sales. For 11 years, I worked with an organization called Universal Educational Systems in Pakistan, where I built a sales team for Encyclopedia, Time Life Books, and Britannica.
After 11 years, I got an opportunity in Hong Kong. The company that imported our products noticed the growth in Pakistan and offered me a role to train distributors across Asia. So, in 1997, while everyone was leaving Hong Kong due to the handover to China, I moved there and worked in corporate sales, marketing, training, and business development, eventually expanding to 20 countries.
Mohammad Mohsin: That's quite a journey. You mentioned that one of your big dreams was entrepreneurship. How did that transition happen?
Mush Panjwani: Yes, the entrepreneurial dream was always there. Despite having a successful corporate career, I kept thinking about starting my own business. In 2016, I was fired from my job, which I saw as a blessing in disguise. It was the push I needed to start my own business. I launched my training company in Hong Kong, specializing in sales, marketing, and customer service training. In the same year, I also became a certified happiness trainer and introduced happiness training programs.
Mohammad Mohsin: And that eventually brought you back to Pakistan?
Mush Panjwani: Exactly. In 2016-17, I started visiting Pakistan for training assignments with National Bank of Pakistan, PIA, TCS, and other organizations. During these visits, I noticed the cafe culture in Pakistan. Unlike other parts of the world, where coffee shops are places to work, relax, and socialize, the cafes here were more like restaurants. That's when I saw the potential for a true coffee shop model in Pakistan.
Mohammad Mohsin: So, by 2017-18, you started your first coffee business?
Mush Panjwani: Yes, in 2017-18, after planning and preparation, I launched my first small coffee shop in April 2018. It was a big dream with a humble beginning.
Mohammad Mohsin: You mentioned that your 15th outlet is about to open. How challenging was it to build your brand amidst established names like Gloria Jeans, Espresso, and now international brands like Costa Coffee?
Mush Panjwani: I have huge respect for brands like Gloria Jeans and Espresso, but they follow a restaurant model. Our concept was different—a pure coffee shop with no kitchen, focusing on coffee and a space for people to work and socialize. The challenge was believing in the model and making it work here. It was about creating a space that encouraged people to stay, work, and connect.
Mohammad Mohsin: What do you think about the arrival of international brands like Tim Hortons and potentially Starbucks? Will it increase competition or improve the industry?
Mush Panjwani: The more players in the market, the better it is for the industry. Competition pushes everyone to improve their product, service, and pricing. It's beneficial for customers as they get better options, and it helps us refine our offerings and stand out.
Mohammad Mohsin: Introducing a coffee culture in a country dominated by tea is a big challenge. Do you think coffee can ever take over tea here?
Mush Panjwani: This question comes up often. It's not about replacing tea with coffee. Our product is the space we provide—a place for people to work, meet, and relax. We focus on creating an environment where people feel comfortable spending time. The coffee is part of that experience.
Mohammad Mohsin: How do you differentiate between a co-working space and a coffee shop?
Mush Panjwani: We are a coffee shop that provides a co-working environment. Our primary business is coffee, but we offer amenities like power sockets and Wi-Fi to facilitate people who want to work. It's about creating a space where people feel welcome to stay and work.
Mohammad Mohsin: Regarding customer behavior, who is your typical clientele?
Mush Panjwani: We cater to a diverse clientele. In the mornings, we have professionals grabbing coffee on their way to work. During the day, freelancers and remote workers use our space to work. In the evenings, friends and families come to socialize. We also attract customers on bikes, not just car owners. Our model is designed to accommodate a wide range of people.
Mohammad Mohsin: There was an incident where a customer complained about your policy on social media. How do you handle such situations?
Mush Panjwani: Social media complaints are becoming more common. We have a minimum spending policy to ensure that the facilities we provide are used by paying customers. If someone doesn't want to spend, they can't use the workspace. We explain our policy clearly, but sometimes people vent their frustration online. We focus on maintaining high standards of service and addressing genuine concerns constructively.
Mohammad Mohsin: How important is influencer marketing for your brand?
Mush Panjwani: Influencers play a significant role for many brands, but we believe in zero-cost marketing. Our goal is to make our product, price, and service so good that people talk about us organically. We don't rely on influencers to promote our brand.
Mohammad Mohsin: What are your thoughts on the pricing of coffee compared to tea?
Mush Panjwani: Coffee is inherently more expensive than tea because coffee beans are imported, and the raw material costs are higher. We started with lower prices, but due to inflation and other factors, our prices have increased. Despite this, we aim to offer the best quality at a reasonable price.
Mohammad Mohsin: Lastly, what is your vision for the future of your brand?
Mush Panjwani: We aim to expand our franchise model and make our brand a household name in Pakistan. Our goal is to continue providing high-quality coffee and a comfortable space for people to connect, work, and relax.
You could watch the full youtube interview here:
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