An insightful conversation with Mian Muhammad Kashif, CEO World Wide Cables (Pvt) Limited
World Wide Cables Pvt Ltd, under the visionary leadership of its CEO, Mian Muhammad Kashif, has established itself as a pioneer in manufacturing of Pakistan’s unconventional cable spectrum. The journey, which began in 2002 with the production of tape recorder leads, has been one of resilience, adaptation, and constant innovation. Over the years, the company has evolved with changing market demands, transforming itself into a comprehensive provider of high-quality cables that meet modern needs.
During a recent exclusive conversation with Engineering Post Mian Muhammad Kashif, CEO World Wide Cables recalled “In the beginning, we started small, manufacturing leads for tape recorders. It was a different time. But as technology progressed and tape recorders became obsolete, we realized the need to diversify. That’s when we ventured into flexible cables. My brothers Mian Asim and Mian Asif also joined me meanwhile and their support resulted positively both in terms of products and market development.”
For six to seven years, World Wide Cables focused on leads, but as the demand for UPS systems surged, the company pivoted to producing battery cables. Recognizing emerging trends, the company again adapted itself to new opportunities, this time to meet the rising demand for solar cables, as renewable energy gained traction in the country. “Solar energy was becoming an important sector, and we wanted to be at the forefront of that shift,” said Mian Muhammad Kashif.
The company didn’t stop there. As technology advanced and industries grew, the need for networking cables became apparent. World Wide Cables invested in state-of-the-art machinery imported from China, even establishing an entire factory within Pakistan to cater to this segment. Later, when the market demand for CAT-6 networking cables began to wane, the company transitioned to manufacturing fibre optic cables to support high-speed internet and modern telecommunications infrastructure.
Mian Muhammad Kashif emphasizes the company’s adaptability as one of its key strengths. “Every time the market evolved, we evolved with it. Our aim has always been to provide complete building solutions. Today, we manufacture all types of cables required for modern buildings, from networking cables to solar, fire alarm to CCTV cables, including the core requirement of building wires for electrification.”
One of the company’s most notable contributions to the industry has been its introduction of Fire-Resistant and Low Smoke Zero Halogen (LSZH) cables to its complete building solution package. These cables, which are far superior to conventional PVC cables, offer enhanced safety in case of fires, as they emit minimal smoke and toxic gases. “We believe in introducing international trends to Pakistan,” explains Kashif. “Our goal is to phase out traditional PVC cables and replace them with high-quality options like LSZH cables, yet, not putting extra price burden on our valued customers.
World Wide Cables’ commitment to quality and innovation has paid off. The company has been growing at a phenomenal rate since its inception, a testament to its customer-centric approach and strict adherence to industry standards. With a robust dealership network that spans both small towns and big cities across Pakistan, the company has built a reputation for reliability.
Looking to the future, World Wide Cables is set on transforming the Pakistani market by introducing more advanced products. One of their upcoming ventures is the launch of nylon cables, which are currently unavailable in the local market. “We want to ensure that Pakistani consumers have access to products that meet global standards,” he said. “At the same time, we’re committed to keeping our products affordable so that everyone can benefit.
