A conversation with Zubair Naseem, CEO EBR Energy
EBR Energy, established in 2009, is a Pakistan-based renewable energy company providing solar solutions, engineering, procurement and construction (EPC) services, and post-installation support. Acquired by The Imperial Electric Company (IEC), a longstanding engineering organisation established in 1931, EBR Energy is expanding its focus towards battery energy storage systems (BESS) to address Pakistan’s changing energy requirements. Under the leadership of Zubair Naseem, Chief Executive Officer of EBR Energy, the company is pursuing advanced storage technologies to support greater energy independence for residential and commercial consumers.
Discussing the growing demand for battery storage, Zubair Naseem explained that changing government policies concerning payments to solar consumers had significantly altered the economics of solar investments. “Imperial Electric Company recognised a significant opportunity in moving towards batteries for solar applications. The calculations make sense, particularly when customers consider the long-term financial benefits of storing electricity rather than depending on government payouts that can change with policy revisions,” he said.
According to Zubair Naseem, this shift has transformed both consumer behavior and the supplier landscape. As more solar users seek to maximize self-consumption and reduce dependence on the grid, manufacturers and distributors have increasingly introduced their own battery brands. China’s manufacturing ecosystem offers considerable flexibility for customization, enabling businesses to develop products under different brands and specifications.
However, Zubair Naseem believes that product selection requires more than comparing prices and specifications. He emphasized that the credibility of the company introducing a product into Pakistan is equally important, particularly when customers are making a long-term investment in energy infrastructure.
“Before making a decision, customers should look at the group bringing the product into the country. If the group is strong, it provides greater assurance regarding product authenticity and, equally importantly, the after-sales services available to customers,” he stated.
This consideration has informed the group’s decision to partner with HiTHIUM, a Chinese company specializing in advanced battery energy storage technologies. The partnership reflects a preference for an established manufacturer with substantial production capabilities, including in-house battery cell manufacturing, rather than entering an increasingly crowded market solely through private-label products.
Zubair Naseem highlighted research and development as another major factor behind the selection. “HiTHIUM is essentially an R&D-driven company, which is why its technology is top-notch. As distributors, this gives us considerable confidence when interacting with customers and explaining the value of the solutions we are offering,” he observed.
He added that Pakistan’s battery storage market offers considerable room for growth as households and businesses increasingly recognize the financial and operational advantages of energy storage. The challenge, however, is to ensure that customers understand the importance of technology, reliability and long-term support alongside initial purchase costs.
“The market is huge, and HiTHIUM is an exceptional product. We are working to ensure that, considering its quality, it secures the market share it deserves,” Zubair Naseem said.
Looking ahead, EBR Energy aims to strengthen the adoption of advanced battery storage solutions by combining established international technology with local market knowledge and dependable customer support. Zubair Naseem believes that this approach can help consumers make more informed energy investments while supporting Pakistan’s broader transition towards a more reliable and sustainable energy future.
