DNA
LAHORE: The value-added textile and apparel export industry of Pakistan has expressed serious concern over the lack of timely arrangements by TDAP for Pakistan’s participation in the internationally renowned trade exhibition “Sourcing at MAGIC”, scheduled to be held from February 17–19, 2026, in Las Vegas, USA.
In separate letters written to the Prime Minister Mr. Muhammad Shehbaz Sharif, the Pakistan Readymade Garments Manufacturers & Exporters Association (PRGMEA) and the Pakistan Hosiery Manufacturers & Exporters Association (PHMA) pointed out that the value-added apparel sector contributes nearly 55% of total textile exports, earns billions in foreign exchange, and provides employment to millions of workers across the country. Industry stakeholders view this exhibition as a critical platform for sustaining export growth, strengthening buyer confidence, and expanding Pakistan’s footprint in the highly competitive North American apparel market.
Both organizations sought the PM’s urgent intervention to ensure the establishment of a well-organized and visible Pakistan Pavilion at the event. In their letter, the two leading trade bodies highlighted that despite exporters completing their registrations, paying participation fees, and initiating buyer outreach, the Trade Development Authority of Pakistan (TDAP) has yet to confirm adequate arrangements for a national pavilion, causing anxiety among exporters, particularly small and medium-sized enterprises (SMEs).
“Sourcing at MAGIC” is globally recognized as the largest and most influential apparel sourcing platform in North America, hosting over 2,000 international exhibitors and attracting more than 78,000 buyers, brands, and sourcing professionals from around the world. The exhibition offers unparalleled opportunities for networking, order booking, brand positioning, and long-term business development. TDAP has historically organized Pakistan’s Pavilion at this exhibition, and its continued participation is essential to sustaining the country’s credibility and visibility as a reliable sourcing destination for leading global apparel brands.
The appeal has been endorsed by prominent industry leaders, including Mr. Abdul Hameed (Chairman North Zone, PHMA), Mr. Shahzad Azam Khan (Former Chairman, PHMA) Ijaz A. Khokhar (Former Chairman, PRGMEA), Sohail Afzal Sheikh (Former Chairman, PRGMEA), Mr. Mubashar Naseer Butt (Former Chairman, PRGMEA) and Mr. Rizwan Zubair (Acting Chairman, PRGMEA).
The PHMA and PRGMEA leadership reaffirmed their commitment to working closely with the government to promote exports, enhance international market access, and project a strong, progressive, and competitive image of Pakistan’s value-added textile and apparel industry on the global stage.
The associations emphasized that the current global trade environment presents a unique opportunity for Pakistan. Changes in U.S. tariff regimes have comparatively enhanced Pakistan’s competitiveness against regional rivals. Countries such as India, Bangladesh, Vietnam, Sri Lanka, and China consistently participate in Sourcing at MAGIC with large, professionally designed national pavilions, allowing them to aggressively market their products and secure substantial export orders. Any absence or weak representation by Pakistan would risk ceding market share to competitors at a time when export-led growth is critical for economic stability.
PHMA and PRGMEA leaders recalled that in previous editions of the exhibition, strong buyer attendance was observed; however, Pakistan’s underrepresentation limited exporters’ ability to fully capitalize on the opportunity. They stressed that without timely government facilitation, exporters’ individual efforts may not yield optimal results, undermining months of preparation and investment by the industry.
The joint appeal urged the Prime Minister to personally direct TDAP to immediately finalize arrangements for a prominent Pakistan Pavilion, ensuring appropriate space allocation, branding, and logistical support. The associations noted that time is running short, and any further delay could result in Pakistan missing this crucial opportunity to boost exports, enhance its international image, and support employment across the textile value chain.
