Mr. Zubair Naseem talks to Engineering Post
Founded as an EPC and original industrial enterprise, EBR Energy quickly established itself as a leading name in Pakistan’s renewable energy landscape. The company later entered a new phase of growth when it was acquired by Imperial Electric Company, a legacy engineering institution established in 1931 with deep roots in industrial and construction sectors. Building on this strong foundation, Zubair Naseem assumed the role of Chief Executive Officer in 2024, ushering in a renewed strategic focus on advanced battery energy storage and integrated energy solutions for Pakistan’s evolving power sector.
“Battery Energy Storage Systems are no longer optional; they are paramount,” said Zubair Naseem, emphasizing the urgency of reliable storage solutions amid Pakistan’s evolving energy mix. He highlighted EBR Energy’s recent collaboration with HiTHIUM, describing it as a strategic move aligned with global energy trends. “HiTHIUM is the number two battery company from China and a highly research-driven organization. They manufacture their own cells, which ensures complete quality control and innovation at every stage,” he explained.
According to Zubair Naseem, one of the defining strengths of the partnership lies in product durability. “Our batteries offer up to 11,000 cycles, whereas many competitors in the market provide only 3,000 to 4,000 cycles. That difference translates into long-term value, reliability, and lower lifecycle costs,” he noted. The residential battery project, launched in December 2025, has already generated remarkable market traction. “The response has been overwhelming. Our first shipment is completely sold out, and even the second shipment was sold before landing,” he shared.
Currently, the company is in the process of appointing distributors in Punjab and Khyber Pakhtunkhwa, with plans to launch operations in Karachi after June. “We are carefully building our distribution network to ensure technical support and product reliability across regions,” Zubair Naseem said. To encourage adoption, the batteries have been introduced at special introductory prices. “We want customers to experience the quality firsthand. Once they see the performance and durability, the product will speak for itself,” he added.
Beyond residential systems, Zubair Naseem revealed that commercial and industrial energy storage units will soon be introduced under Imperial Electric Company. “Commercial units require integration of multiple energy sources solar, grid, generators and that demands technical expertise. We are developing those integration capabilities right now,” he explained. He stressed that large-scale commercial solutions involve complex load management, synchronization, and safety mechanisms, areas where the company is investing heavily in engineering capacity.
Zubair Naseem also underscored the potential role of battery storage in national energy planning. “The government can utilize these systems to establish battery parks and store excess energy being generated during peak production hours,” he suggested. Such infrastructure, he believes, would significantly enhance grid stability and reduce wastage of renewable energy.
Reflecting on his leadership since taking charge in 2024, Zubair Naseem expressed confidence in the direction the company is heading. “We are combining legacy industrial strength with cutting-edge storage technology. That balance gives us a competitive edge,” he concluded. With strong industrial backing, advanced battery partnerships, and expanding distribution channels, EBR Energy is positioning itself at the forefront of Pakistan’s emerging energy storage revolution.
