Beyond disruption: innovation that regenerates

What We Do

We create authentic narratives, programs and interventions that generate measurable impact, for both business and society. We design business models, products, and experiences that create shared value for the social, economic, and environmental
systems they operate within.

Market & Consumer Intelligence

We decode the cultural, commercial, and competitive contexts in which brands operate. We help our clients build their strategic foresight capability. This includes consumer research, trend analysis and opportunity mapping — grounded in deep fluency with emerging markets across South Asia, MENA, and beyond.

Value Propositions

We design business models, products and experiences where growth regenerates rather than extracts. This could mean launching a new venture, redesigning a product line, entering a new market, or transforming how customers interact with your brand. From opportunity mapping through to prototyping and pilot, we ensure that your offerings are viable and beneficial for your business and the envoirement it operates within.

Brand Strategy and Design

We design narratives that are both commercially compelling and socially credible. This means decoding your market and cultural context, identifying where purpose and profit genuinely align, and crafting narratives that resonate. The output might be a brand platform, a communications strategy, or a stakeholder engagement program. The through-line is authenticity: stories that hold up because they’re grounded in the difference you make.

Brand Activation & Experience

We bring strategy to life in the market through interventions that bring your brand’s purpose to life and generate both commercial return and social impact. Curated experiences, cultural programming, community engagement and ideas that deliver.

Organisational & Operational Transformation

We help organisations redesign how they work — processes, structures, capabilities, and ways of operating. This includes modernising workflows, building new operational capabilities, and aligning with strategic ambition. We bring experience scaling ventures, managing complex supply chains, and leading transformation programs in financial services, logistics, and industrial contexts.

Impact Assessment & ESG Integration

We make purpose measurable and accountable. We help organisations embed purpose into governance, reporting, and operations as a management discipline. This includes ESG strategy and compliance, impact measurement frameworks, risk-adjusted sustainability roadmaps, and preparing for evolving regulatory and investor expectations.

Our Focus

We concentrate our expertise in areas where regenerative innovation matters most:

Environment

Circular economy, climate adaptation, life-centred design

Health & Wellness

Preventive care, mental health, wellbeing economies

Arts & Culture

Creative industries, cultural preservation, experience design

Women & Children

Gender equity, education, family wellbeing

New Articles

Case Studies

PCI x Suzuki 40 years

IBL Healthcare Strategy

Our People

Waqqas Khanzada

Founding Member | Growth, Operational Excellence, Logistics & Supply Chain

Ghalia Naseer

Partner | Regenerative Strategy, Circular Economy, Design Thinking, Advocacy

Nadia Qaisar

Partner | Digital Marketing, Omni-Channel Experience, D2C, Influencer Marketing

Hasan Mahmud

Founding Member | Business Process, ESG Compliance, Risk Advisory, Financial Planning, Audit

Mehwish Rafi

Founding Member | Innovation, Consumer Intelligence, Branding, Communications

Contact Us

  • hasan@theparabels.com
  • +923702303840
  • 1st Floor 4C Saba Avenue commercial street 2 DHA karachi, Pakistan.
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