An Exclusive Interview with Adnan Sheriff, Director of Jubilee Corporation
Jubilee Corporation stands today as one of Pakistan’s most respected engineering organizations, and according to Director Mr. Adnan Sheriff, its success is deeply rooted in a six-decade legacy of trust, technology, and national contribution. Established in 1962, the company has evolved from a pioneering electrical supplier into a leading provider of advanced power distribution, automation, energy management, and industrial protection solutions.
During a recent exclusive conversation with Engineering Post Adnan Sheriff explained this journey by saying, “Jubilee Corporation is a story of engineering excellence and commitment to Pakistan’s industrial development. Our mission has always been to bring world-class technology to this country.” With its head office in Karachi and regional and liaison offices spread across Lahore, Islamabad, Faisalabad, Multan, and Peshawar, the company ensures nationwide accessibility and dependable technical support for clients across industries.
Adnan Sheriff attributed the organization’s strong reputation even among competitors, to its unwavering commitment to integrity, technical excellence, and consistency. He said, “Respect is not something you demand; it is something you earn through decades of honesty and consistent performance.” Jubilee Corporation insists on dealing only in genuine, globally certified products sourced from more than 35 renowned manufacturers around the world. According to Adnan Sheriff, “Any product or solution supplied by Jubilee Corporation is trusted because people know it is innovative, compliant, and exactly as claimed.” Transparency in business practices, accuracy in documentation, and fairness in pricing have helped establish long-term trust with consultants, contractors, industries, and institutions.
What differentiates Jubilee Corporation from traditional trading companies is its engineering-driven approach to sales and customer service. Adnan Sheriff emphasizes this point clearly: “We want to be seen as an engineering solution partners. Our purpose is to guide clients towards the right technical solution not just to make a sale.” The company’s team of qualified engineers provides system design support, technical guidance, and training, ensuring solutions are application-specific and aligned with global best practices. Over six decades of dependable service, consistent nationwide stocking, and reliable after-sales support have contributed to the company’s strong market standing. “Our commitment doesn’t end once a product is sold,” Adnan Sheriff remarks. “In fact, that is exactly where our responsibility begins.”
When discussing ideology and future direction, Adnan Sheriff highlighted that the company’s core belief revolves around “Technology Transfer for National Advancement.” He explained, “We see ourselves as a bridge bringing international-standard engineering solutions to Pakistan so that our country’s infrastructure can grow safely, efficiently, and sustainably.” With Pakistan’s industrial landscape rapidly transforming due to the energy crisis, digitalization, and sustainability demands, Jubilee Corporation has aligned its vision to address these national challenges.
Adnan Sheriff outlined three major areas shaping the future: sustainable energy, automation and IoT, and local technical capability development. “We are transitioning from being a power product supplier to becoming a complete energy solutions provider,” he states. This includes smart energy metering, power quality solutions, and integrated systems for renewable energy. On automation, he adds, “The world is moving toward data-driven industries. Our goal is to help Pakistani factories become smarter, more efficient, and better connected.” Strengthening local engineering competence is another key objective. Adnan Sheriff stressed, “Pakistan needs local expertise. We are investing heavily in technical services so that more system design and integration work can be done within the country rather than abroad.”
Competition in the electrical industry has intensified, but Jubilee Corporation manages it through exclusivity, technical depth, and reliability. According to Adnan Sheriff, “We do not enter price wars. Compromising on quality just to win a deal goes against everything we stand for.” Instead, the company strengthens its exclusive global partnerships, ensuring genuine and certified products. Its engineering-based solutions help shift the conversation from “price” to “value.” “Our engineering team allows us to offer complete systems, not just components. That is where competitors struggle to match us,” he explained.
Maintaining a strong nationwide inventory gives the company another advantage. “Industries cannot afford shutdowns. Our ability to provide critical components immediately is often more valuable than any price discount,” said Adnan Sheriff.
On the question of long-term and short-term goals, Adnan Sheriff confirmed that Jubilee Corporation is progressing efficiently, but with strategic caution. “The Pakistani market is volatile, so our approach must be intelligent and flexible,” he said. In the short term, the focus is on liquidity, resilience, and rapid turnaround for critical infrastructure projects, especially those requiring power quality and protection solutions. For the long term, Adnan Sheriff highlights a major strategic shift: “We are transforming the company from a distributor into a technology integrator. Energy management systems, smart automation & controls are our future.”
Adnan Sheriff strongly advocated for increased local manufacturing of electrical products in Pakistan. He explained, “If we do not localize, we will continue to drown in the trade deficit. This sector is too important to rely solely on imports.”
He promotes a philosophy of “Smart Localization,” where Pakistan begins by producing simple, high-volume fast moving items before advancing to more complex systems. However, he stresses that quality cannot be compromised. “Local products must meet global standards like IEC. Without that, we cannot ensure safety, reliability, or export potential,” he warned. He also urged government support through tariff rationalization, duty relief on raw materials, and financing for advanced machinery and testing labs.
On the subject of product quality, Adnan Sheriff reiterated that Jubilee Corporation is committed to delivering superior, long-lasting solutions. “Better products do not just mean high-tech products, they mean reliable, safe products that minimize downtime and maximize efficiency,” he explained. The company continuously updates its portfolio with cutting-edge solutions such as Static VAR Generators, Active Harmonic Filters, and advanced sensors. He added, “We invest equally in our people. A product is only as good as the engineer who installs and supports it.”
Brand visibility is another strategic priority. Adnan Sheriff while explained the company’s goal said: “We want Jubilee Corporation to be recognized as Pakistan’s trusted, world-class engineering authority.” The company is focusing on thought leadership through whitepapers, case studies, webinars, and specialized training events. Senior engineers maintain a professional presence on digital platforms to reflect the company’s technical expertise. “In my view, knowledge-based dialogue and sharing is one of the strongest forms of marketing,” Adnan Sheriff stated.
In his concluding message, Adnan Sheriff shifted the conversation toward Pakistan’s engineering future. “The most valuable import substitution Pakistan can achieve is not equipment, it is skilled human resource,” he emphasized. He urges young engineers to embrace continuous learning, specialize in emerging technologies, and seek practical exposure. Adnan Sheriff says, “There is a gap between classroom theory and the skills required in modern automation and controls. Your responsibility is to narrow that gap.” He assures that Jubilee Corporation is committed to nurturing national talent, adding, “Our biggest contribution to Pakistan will always be the engineers we help train, develop, and empower.”
