The Pakistani industrial sector was rapidly evolving, and Dewan Group found itself at the center of a heated competition. The success of Dewan Motors and Dewan Cement had placed the company in a strong position, but rivals such as Toyota Indus, Honda Atlas, and Lucky Cement were not going to back down easily. With aggressive marketing strategies, expansion plans, and government incentives favoring multiple players, the challenge was clear: survive or be left behind.
The Automobile Battle: Hyundai vs. The Giants
At the headquarters of Dewan Motors, a tense strategy meeting was underway. Sales reports showed that Honda Civic and Toyota Corolla were still dominating the Pakistani market, despite Hyundai Santro and Elantra gaining traction.
Yousuf Farooqui: "We need a more aggressive approach. Our cars have the quality and affordability, but we need to convince customers."
Salman Farooqui (COO): "Toyota and Honda have strong brand loyalty. We need a campaign that challenges their dominance."
Nadia Hussain (CFO): "Our financials can support a major marketing push. What about offering better financing options for customers?"
Sikandar Mehmood (Head of Sales): "We should also expand our dealership network. Right now, our cars are not as accessible as Toyota's."
Yousuf nodded. "Then we go all in. Increase visibility, expand dealerships, and make financing easier for buyers."
Within months, Dewan Motors launched a bold campaign—offering zero-interest financing for the first year, opening five new dealerships in Lahore, Karachi, and Islamabad, and running aggressive advertisements comparing Hyundai's fuel efficiency to its competitors.
The strategy worked. Hyundai Elantra sales surged by 30%, forcing competitors to take notice.
Cement Wars: Facing Lucky and DG Khan Cement
Meanwhile, in the construction sector, Dewan Cement faced fierce competition from Lucky Cement and DG Khan Cement, both of whom were increasing production capacities and securing large government contracts.
At a site visit to the Hattar cement plant, Yousuf met with senior executives.
Factory Manager: "Sir, Lucky Cement is undercutting us on pricing. They are willing to take smaller margins to dominate the market."
Yousuf: "Then we must innovate. Can we improve efficiency to reduce costs?"
Plant Engineer: "We could invest in modern energy-efficient kilns, but it's a major investment."
Nadia Hussain: "Long-term, this would save us millions. We can use Dewan Financial Services to structure the investment."
Yousuf took a deep breath. "Let's do it. If we don't evolve, we lose."
Dewan Cement swiftly upgraded its plants, reducing energy consumption by 15%, allowing them to compete on pricing while maintaining profitability. The move paid off—major builders started shifting orders to Dewan Cement, recognizing its consistent quality and stable pricing.
Financial Strength: Banking on Dewan's Growth
Beyond autos and cement, Dewan's financial arm had to ensure liquidity and investment for expansion. At a meeting with banking partners, Yousuf discussed securing additional funding.
Bank Representative: "Your cement and auto businesses are growing, but expansion requires major capital. Are you considering issuing bonds or increasing bank loans?"
Nadia: "We prefer to keep debt low. A private equity investment could be an option."
Yousuf: "Or we could list Dewan Cement separately. The market is bullish, and an IPO would bring in significant capital."
After weighing the risks, Dewan Group decided to list Dewan Cement on the stock exchange, raising millions in fresh investment, giving the company an edge against its competitors.
A Rivals' Counterattack
Dewan's aggressive expansion did not go unnoticed. Toyota Indus slashed prices, Honda introduced special edition models, and Lucky Cement announced a billion-rupee expansion project.
At a press conference, a journalist asked Yousuf how Dewan planned to respond.
Journalist: "Your competitors are pushing back hard. Can Dewan sustain this battle?"
Yousuf (smiling): "Competition only makes us stronger. We will continue to innovate, expand, and deliver quality. The market decides the winner."
The statement made headlines. The industrial race was far from over, and Dewan was determined to stay ahead.
Conclusion
Chapter 18 highlights the intense battle Dewan Group faced in the automobile, cement, and financial sectors. With rivals launching counterattacks, the challenge was greater than ever. Would Dewan's bold strategies pay off, or would the competition prove too strong? The race was on.