Lahore, HBL Zarai Services Limited, a wholly owned subsidiary of HBL, has launched a landmark rural engagement initiative titled “Khushiyan Da Mela” (Festival of Happiness), a first of its kind agriculture focused community festival designed exclusively for the farming heartland of Pakistan. The inaugural event was held in Chak 305-EB, Burewala, a complete rural setting, reflecting HBL Zarai’s commitment to engaging farming communities in the environments where they live and work.
Conceived as a family friendly rural festival, Khushiyan Da Mela goes beyond a conventional agri exhibition. It offers farmers and their families a joyous and inclusive experience while introducing them to integrated agriculture solutions, modern farming practices, and financial inclusion through trusted agri and banking partners. The initiative reflects HBL Zarai’s commitment to meeting farmers where they are, both geographically and culturally.
The mela brings together leading agriculture, financial & telecom institutions including Supreme Wanda, Azeem Fertilizer, Bayer, Corteva, Syngenta, FMC, Barkat Fertilizers, Guard, Bank AL Habib, Bank of Punjab, HBL Konnect, and Zong, creating a one stop ecosystem where farmers can access agri inputs, advisory, banking services and connectivity in one joyous gathering.
A major highlight of the event was a specially produced pre-recorded stage play, featuring renowned performers Sohail Ahmed and Honey Albela. The play used humor and relatable rural storytelling to convey powerful messages around modern agriculture, informed decision making, and improved livelihoods, striking a strong emotional connection with the audience.
The first Khushiyan Da Mela was inaugurated by the farmers of the host community themselves, symbolizing ownership and participation from the very people the initiative is designed to serve. Thousands from the surrounding farming areas attended the event, turning it into a true celebration of rural life, learning, and togetherness.
The Chief Executive Officer of HBL Zarai Services Limited was present at the event and shared the following message:
“Khushiyan Da Mela is a reflection of our belief that meaningful impact begins with respect, inclusion, and understanding of the farming community. At HBL Zarai, we are building an integrated agriculture services platform that combines agronomy, inputs, mechanization, market access, and financial inclusion. By bringing our partners together in a community setting, we are not just offering services, we are building trust and long-term relationships with farmers and their families.”
Building on the success of the inaugural event, HBL Zarai plans to host 20 large melas and 40 mini melas during the year across the regions it serves, significantly expanding outreach and farmer engagement.
Sharing his remarks at the event, Mohammad Omer, Chief Marketing Officer of HBL Zarai, said: “Khushiyan Da Mela is about meeting farmers on their own ground, in a way that feels inclusive and respectful. By combining agriculture, banking, and storytelling in a festive setting, we are making agri services and financial inclusion more accessible and meaningful for farming families.”
HBL Zarai’s agriculture services are designed to support farmers across the full value chain, from advisory and quality inputs to financial access and market linkages. Community driven initiatives such as Khushiyan Da Mela play a vital role in creating awareness, encouraging adoption of better practices, and fostering a sense of shared progress. By blending education with entertainment and services with celebration, HBL Zarai continues to strengthen its role as a trusted partner in the sustainable development of Pakistan’s farming communities.
