Director General - Defence Export Promotion Organization (DEPO)

Evolve: Please enlighten us about the vision and strategy to make Defence Export Promotion Organization (DEPO), a leading platform to promote exports associated with defence industry and when you are going to hold next IDEAS?

Masood Akram: First of all I am grateful to “EVOLVE” for providing me such an opportunity to interact with corporate sector through this interview. Before sharing vision and strategy I would like to briefly tell you about the history of DEPO. 

In January 2001, Government of Pakistan established Defence Export Promotion Organization (DEPO) as a national platform to promote exports and facilitate foreign inquiries related to defence products. Our vision is to provide active support to defence manufacturing / service sector and the export chain through promotion, facilitation and coordination for sustainable growth of defence exports. 

As you know, DEPO conducts defence exhibitions, seminar and conferences connected with defence exports and facilitates participation in foreign exhibitions through pro-active marketing strategy. One of the major roles of DEPO is to conduct IDEAS (international defence exhibition and seminar) biennially at Karachi. IDEAS is the biggest defence exhibition of international stature in Pakistan being organized by DEPO and it is the manifestation of Pakistan’s indigenous defence production capabilities, utilizing its export potential. The 9th International Defence Exhibition and Seminar (IDEAS-2016) will be held from 22 – 25 November 2016 at Expo Centre Karachi. IDEAS will showcase a wide variety of technology and equipment used by armed forces all over the world. With the motto “Arms for Peace” IDEAS-2016 will provide a good opportunity to Pakistan to display its defence capabilities and potential and also promote the country’s image worldwide. 

Evolve: Do you think that IDEAS has helped the defence sector of Pakistan to showcase their capabilities in true sense? 

Masood Akram: There is no second opinion to this claim that IDEAS has played a turned around role to promote defence sector of Pakistan. With the passage of time IDEAS has significantly contributed towards promoting strategic partnership with our friends and has served to achieve the shared objectives of peace and stability in the region. It is one of the finest meeting points of the world’s defence industry for demonstrating, selling, better marketing, promoting, joint venturing, outsourcing, signing of MoUs and technical collaboration in the Asian defence market as well as enhancing our mutually beneficial relations with the international community. IDEAS exhibits a wide variety of defence systems, ranging from equipment used in third world countries to the most sophisticated technology from the west and showcases technology of tomorrow and innovations in defence with more than thousands of weapon systems on display. 

Evolve: What types of challenges are you facing in achieving your objective? 

Masood Akram: We are progressing gradually as we have tough competition all around us from quality to cost. We plan to achieve desired objectives through vigorous marketing utilizing diplomatic channels and trade visits by participation in international defence exhibitions and also by organizing IDEAS, which is basically the Flagship of DEPO. As you know due to prevailing security environment, the holding of IDEAS and inviting such a large number of foreigners have always been a challenge. The main aim of the IDEAS is to demonstrate capabilities of Pakistan defence industry, alongside international companies. It is pertinent to highlight that large number of foreign delegations as well as exhibitors attended the IDEAS-2014 due to continued marketing efforts. It enables the buyers to compare technology and the cost, so that they can have an assessment of the level the Pakistan industry has reached. IDEAS also serves as a platform to portray a positive and realistic image of Pakistan.

Evolve: What role Ministry of Defence Production is playing to strengthen the military exports from Pakistan? 

Masood Akram: Besides IDEAS, MoDP also encourages our industry to participate in the international defence exhibitions abroad. Pakistan Pavilion is established under MoDP in Abu Dhabi, France, UK, South Africa, Turkey and Malaysia, whereas, individual Defence Production Establishments (DPEs) also participate in a few other exhibitions. MoDP promotes public and private sector manufacturers equally. Defence product catalogue, documentary movie, website and now completion of display halls, where a wide range of defence products would be showcased, are a few examples. MoDP also ensures that visiting delegations are networked with DPEs. During visits abroad by Minister or Secretary brochures and documentary movies in sufficient quantity are taken along for promotional purposes. 

Evolve: What is the future of defence export industry of Pakistan? 

Masood Akram: I am very confident that future of defence industry of Pakistan is very bright. As you know, marketing and sale of defence products is a time-consuming job. It normally takes long time to finalize and deliver a defence-related deal. In Pakistan’s case, the sale is government-to-government which usually takes more time in terms of evaluating and finalization. Moreover, supplier-customer relations are also very crucial in this regard. Although we are using the concept of IDEAS for the promotion of defence products but still there is a lot of work to be done. To encourage the private sector in enhancing the defence capabilities and export of Pakistan, DEPO is planning to hold a seminar on “Public Private Partnership in Defence Production and Export: Challenges and way forward” at Islamabad in near future, wherein eminent speakers from Pakistan and abroad would participate. 

I am really proud to say that our products like JF-17 Thunder aircraft, Main Battle Tanks (MBT) - Al-Khalid and Al-Zarrar, the Baktar Shikan Anti-Tank Guided Missile, Super Mushshak, Fast Attack Craft (Missile), UAVs and various ammunitions are indigenously developed and equally being commended by the international community. 

Evolve: Any message for the readers of EVOLVE? 

Masood Akram: First, I appreciate ‘EVOLVE’ as this is a unique initiative of its kind. I have found it blended and flavored with different type of business and investment content. The message I would like to convey is that Pakistan is a peace loving country with the strength to defeat any enemy designs directed to destabilize it internally, or using external elements. Our strength is our defence capability with sufficient reliance on domestic products