Telenor Pakistan partners with Four Brothers Group to expand farmers’ access to certified agri-inputs

Islamabad, January 29, 2026 — Telenor Pakistan has entered into a strategic partnership with Four Brothers Group to improve farmers’ access to authentic and affordable agricultural inputs while promoting digital advisory and modern farming practices across Pakistan.

Under the collaboration, Telenor Pakistan’s digital agriculture platform Khushaal Zamindar and its e-commerce platform 7272.pk will be integrated with Four Brothers Group’s certified agri-input and seed solutions. The initiative aims to enable farmers to purchase verified agricultural inputs online with transparent pricing and reliable doorstep delivery, supported by expert guidance through digital advisory services.

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According to the companies, linking trusted agri-inputs with digital advisory is expected to help farmers improve productivity, reduce operational risks, and enhance overall farm profitability. The partnership also seeks to address longstanding challenges related to counterfeit inputs and limited access to expert guidance in rural areas.

By leveraging Telenor Pakistan’s nationwide digital reach, Four Brothers Group aims to expand awareness and adoption of certified agricultural inputs across the country. The collaboration is positioned as a scalable model to strengthen trust, affordability, and growth within Pakistan’s agriculture sector.

Commenting on the partnership, Ahsan Maykan, Chief Marketing Officer at Telenor Pakistan, said the initiative reflects the company’s commitment to transforming agriculture through technology. He said that by connecting farmers with reliable inputs and expert advisory through Khushaal Zamindar, the partnership would support the adoption of modern, technology-driven farming practices.

The collaboration builds on Telenor Pakistan’s ongoing efforts to promote smart and sustainable agriculture. Through platforms such as Khushaal Zamindar and partnerships with research institutions and agri-tech innovators, the company provides AI-driven advisories, climate guidance, and access to certified inputs. Officials said the integrated approach supports the development of a climate-resilient and technology-enabled agriculture ecosystem aimed at improving efficiency, productivity, and sustainability for farmers.