P@SHA (Pakistan Software Houses Association) is a platform that deals with Information Technology (IT) and Information Technology Enabled Services (ITES). It is the amalgamation of various software companies that are “engaged in the business, development, or marketing of software, IT & IT Enabled Services, information systems consulting, software related to training, provision of any IT or IT Enabled services.” It is currently the only organisation representing the IT industry in Pakistan, and “acts as a voice of the industry.”
Raison d’être
Its overall objective is “promoting, protecting and developing the software industry in Pakistan” and it does this by bringing industry players together with authorities such as the government in order to further develop and facilitate this growing service sector. It also leads several initiatives that serve to strengthen and broaden this industry in Pakistan.
The Beginning
P@SHA started in 1992 when various software companies decided to come together and form a trade association. The association runs on membership fees and provides services such as the protection of members rights, assisting members locally and internationally, as well as activities aimed directly at broadening the scope and long-term viability of the IT sector in Pakistan.
P@SHA plays a role in formulation of industry policy, by weighing in on government legislation and outlining more beneficial policy frameworks. The association has also been honored internationally for their work, through the Asia Pacific ICT awards. The Association has now surpassed 350 members, which are categorized as either Corporate members, or Associate members, depending on their annual revenues.
Jehan Ara, President
After growing up and working in Hong Kong, Pakistan-born Jehan Ara took over the Presidency of P@SHA. With considerable experience in freelance writing, marketing and media, and business ownership, she focused on innovation, development and industry growth.
Speaking about her job at P@SHA in an interview, Jehan Ara said, “the position has allowed me to passionately talk about innovation in our sector. It is a job that has been very fulfilling although there is still a lot to be done.”
A self-proclaimed “gadget freak”, she is “passionate about anything I undertake – whether it is the branding of P@SHA, the planning of an event, the development of a product, cooking a meal, counseling, working with younger people, or taking on a cause and pursuing it to the limits.” Under her leadership, P@SHA has taken on more innovative ventures than ever before, and encouraged further participation in the IT sector, particularly among youth and women.
Industry Initiatives
P@SHA plays an active role in attracting and supporting new entrants to the industry. It teamed up with Google to provide grants for budding tech innovators in Pakistan, in an initiative called the P@SHA Fund for Social Innovation. The project aims to find people interested in creating solutions to social problems through a technological approach. The program is open to “entrepreneurs, social activists, and non-profits who use technology to meet social needs in education, culture, medicine, the environment, or other community problems.”
Women on the Web (WoW)
P@SHA also teamed with up Google Business Group (GBG) for a project called Women on the Web (WoW) that aims to enable female entrepreneurs by helping increase their access to the Internet and supports their development of online businesses. Other countries have already been working on this initiative with GBG. The program involves “a structured and sustainable platform for businesses to grow by building a strong network of support among fellow entrepreneurs. Through workshops, training and mentoring, this initiative will help women expand their web presence, connect with customers, and work more efficiently online.”
Jehan Ara has on several occasions expressed her interest in empowering women in Pakistan, both in the workplace and their communities. The Business Recorder quoted Jehan Ara’s explanation about their motivation for pursuing this project: “If all Pakistani women with limited resources can utilize Internet access to start their business from home, the economic impact of this initiative will be far reaching for Pakistan. More importantly, it would allow more Pakistani women to get empowered and become more self-sufficient.”
P@SHA ICT Awards
Under Jehan Ara’s leadership, P@SHA has cultivated platforms for Pakistani entrepreneurs to access opportunities in this industry. One such program is the P@SHA ICT Awards, which recognizes both product and service innovators. Winners of the ICT Awards gain international access and recognition, and the possibility of investment in their ideas. The event encourages innovation and helps create networks and exposure for participating companies.
Jehan Ara is optimistic about the growth of this industry and the role of youth in furthering it. She stated in an interview:
Pakistani youth are the most talented individuals that I have had the good fortune of meeting. I know that the situation around us looks hopeless but believe me as long as we have over 100 million young people in this country who believe that we can develop and change and who are ready to do what they can to bring about that change, there is always hope.
