Zindigi, powered by JS Bank, has formally inaugurated the digitisation of Liberty Market in Lahore in collaboration with the State Bank of Pakistan’s Lahore office, marking a notable milestone in the country’s ongoing push toward a cashless retail economy. The initiative, carried out under the State Bank of Pakistan’s broader financial inclusion framework, transforms one of the city’s most prominent and heavily frequented commercial centres into a fully digital payment-enabled marketplace, and is being positioned as a replicable model that could be extended to commercial markets across Pakistan.
At the heart of the digitisation effort is Zindigi Raast QR, which allows merchants at Liberty Market to receive secure and instant payments from any bank account or digital wallet. Customers can complete transactions through a straightforward scan-and-pay mechanism that provides immediate payment confirmation, eliminating the friction typically associated with cash-based retail transactions. The integrated system is designed to enhance speed, security, transparency, and operational efficiency for both buyers and sellers, contributing to a broader ecosystem shift in how everyday commerce is conducted in Pakistan’s urban markets.
The inauguration ceremony brought together senior officials from Zindigi, the State Bank of Pakistan, the Government of Punjab, and the Liberty Market business community. Representing Zindigi were Atif Ishaque, Chief Business Officer; Mohsin Khan, Head of Merchant Channel and Retail Sales; Hammad Raza, Regional Business Head Central; and Adnan Akram, Business Development Manager. The State Bank of Pakistan was represented by Bilal Shafqat, Deputy Chief Manager; Muhammad Hammad, Assistant Chief Manager; and Hafiz Asim Mushtaq, Senior Officer. Government of Punjab officials present included District Commissioner Lahore Capt. (R) Muhammad Ali Ijaz and Assistant Commissioner Model Town Abdul Sami Sheikh, while the Liberty Market business community was represented by its Chairman Mian Zahid Jawaid Ahmad, President Sohail Sarfraz Munj, and General Secretary Darshan Singh.
Speaking at the event, Atif Ishaque noted that the initiative reflects Zindigi’s commitment to equipping local businesses with modern payment infrastructure, making it more convenient for merchants to accept digital payments and for customers to transact with confidence. Zindigi has reiterated its intent to continue working alongside regulators, civic authorities, and business associations to drive sustainable digital adoption and accelerate Pakistan’s transition toward a more transparent and financially inclusive retail economy.
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