DGlobal, a prominent player in Pakistan’s digital banking landscape, has announced a major shift in its business strategy, deciding to pause its business-to-business (B2B) commercialization of the DCore platform. Instead, the company will focus its resources and efforts on its rapidly expanding Waseela initiative, which is aimed at transforming the rural economy of Pakistan. The pivot reflects the company’s growing commitment to its mission of fostering financial inclusion and driving economic development in the country’s rural areas.
Launched two years ago, Waseela has steadily grown into a critical infrastructure project aimed at addressing the unique challenges faced by Pakistan’s rural communities. The initiative, along with its customer-facing brand Kisaan, is focused on building both digital and physical infrastructure to enable commerce and services in areas that have traditionally been underserved. With a team of over 250 employees and an operational footprint that stretches across more than 100 locations in central Punjab, Waseela is positioned to become a major driver of economic change in the rural sector, which has long been considered an untapped market in Pakistan’s economy.
Tania Aidrus, the Co-founder and CEO of DGlobal, explained the strategic pivot, noting that Waseela has shown the most promise in terms of market fit and has directly aligned with the company’s original mission. “This is a major step forward in our journey. Waseela is where we’re seeing the deepest product-market fit, and it directly aligns with our founding mission: to radically improve access, opportunity, and innovation in Pakistan’s emerging economy,” said Aidrus.
The decision to pause the B2B commercialization of DCore, which was initially designed as a digital platform for business-to-business transactions, has been a carefully considered move. While DCore will no longer be marketed externally, it will continue to serve as the technological backbone for Waseela’s financial services, playing a vital role in powering the embedded financial infrastructure that supports Waseela’s growing range of offerings. This move enables DGlobal to maximize its focus on the rural sector while still leveraging the strength of its core platform.
Waseela’s growth trajectory is impressive. In just two years, it has positioned itself as a transformative force in rural Pakistan, particularly through its focus on financial inclusion, transparent supply chains, and streamlined business operations. The initiative’s efforts to digitize and modernize rural commerce are seen as crucial steps toward unlocking the economic potential of rural communities, which have historically been excluded from the formal economy.
DGlobal’s decision to prioritize Waseela is not only an acknowledgement of the initiative’s potential but also a reflection of the vast opportunities within Pakistan’s rural economy. The company’s leadership has recognized that the key to driving long-term growth lies in addressing the needs of these underserved populations, where innovative digital solutions can have a profound impact on improving livelihoods and creating new economic opportunities. DGlobal’s commitment to its employees has also been highlighted in this transition. The company is actively working to provide support to team members affected by the strategic shift, demonstrating its dedication to maintaining a strong and unified workforce during this period of recalibration.
Looking ahead, DGlobal is confident that this realignment will not only strengthen Waseela’s growth but also amplify its impact on rural Pakistan. By focusing its resources on this initiative, the company aims to accelerate its efforts to bring transformative change to the rural economy, and in doing so, contribute to the broader goal of economic and social development across the country. For further details on Waseela’s initiatives and DGlobal’s strategic shift, interested parties can visit the official websites at www.waseela.global and www.kisaangroup.pk.
