Introduction

Question: Could you please introduce yourself in your own words?

Mr. Omer Aftab: I’ve been working for the cause of breast cancer for over 22 years now. I would describe myself as an activist by passion and a businessman by heritage. I was born into a business family. My father was a visionary entrepreneur, and he introduced me to business when I was just sixteen. But along with that, I’ve always been deeply interested in activism. Even during my school days, I was deeply involved in social work. I have always believed that instead of merely complaining that things are not right or that the government is not doing enough, each of us should take responsibility and play our own role in bringing positive change in society.

Early Life and Struggles

Question: Coming from a background of success and recognition, what were some of your early life struggles before reaching this stage?

Mr. Omer Aftab: At a very young age, I was balancing two worlds learning the fundamentals of business while actively engaging in social work. Although I completed my BBA and MBA, I believe the entrepreneurial instinct is largely a God-given gift. Entrepreneurship is also an aptitude, and I grew up in an environment where business thinking was always present. From an early stage, many ideas came to my mind, and I experimented with different initiatives. The journey of becoming an entrepreneur requires learning every aspect of work from the ground up. I experienced this firsthand, even working as an accounts clerk to understand the practical side of business and build my knowledge from scratch. When I started the Pink Ribbon campaign, the path was far from easy. In the early days, television channels were reluctant to air our campaign because breast cancer was considered a taboo topic.  In the first five years, we did not receive much positive response from anywhere. It was a challenging period, and progress felt very slow. However, through persistence, continuous awareness efforts, and positive messaging, we gradually began to change public attitudes and helped open the conversation around breast cancer in Pakistan.

The Birth of Pink Ribbon

Question: What was the exact moment that led you to start the Pink Ribbon campaign?

Mr. Omer Aftab: There were numerous challenges in the early days. As I mentioned, there was almost a complete media blackout. Imagine wanting to share the Pink Ribbon campaign with the public, yet no outlet was willing to broadcast it raising awareness felt almost impossible when the topic itself was taboo. We also tried to launch a youth awareness program. I approached a progressive, open-minded college principal, hoping she would allow an awareness session, but she refused, saying the topic was inappropriate for discussion. Funding was another major hurdle. When I reached out to a woman CEO of a multinational company producing women’s products, she also declined support, even though their headquarters backed the Pink Ribbon cause in other countries. In Pakistan, however, they would not associate their brand with breast cancer. That moment made me realize the depth of the stigma surrounding breast cancer in Pakistan and the urgent need to break the silence. It was from this understanding that Pink Ribbon Pakistan was born.

Breaking the Taboos

Question: Since breast cancer is a taboo subject, how did your organization break those barriers?

Mr. Omer Aftab: Persistence has been the key to our success. Our strategy focused on awareness, empathy, and education rather than fear. With all available resources, we poured our heart and soul into the campaign, using every possible approach to engage people. We went door to door, never stopping, and carefully included a fear factor in our awareness efforts to emphasize the importance of early detection. Over time, our consistent work began to pay off people responded positively, and media, universities, and government organizations started supporting us once they saw the sincerity of our mission.

Myths about Breast Cancer In Pakistan

Question: What, are common Myths we have in Pakistan about Breast Cancer?

Mr. Omer Aftab: When we began our campaigns and interacted with doctors, I was  surprised to learn that some MBBS doctors believed breast cancer only affects women over forty. Some even considered it a disease of “modern women” who do not breastfeed. This, however, is a complete myth. In Pakistan, the average age for breast cancer is currently thirty-five, while globally it is fifty-five. This means many women in their thirties are being diagnosed, and in some cases, even girls as young as 15, 20, or 21 are developing breast cancer. The common misconceptions—that breast cancer only affects older women, only married women, or occurs because a woman does not breastfeed—are all false. An 18- or 20-year-old unmarried woman can develop breast cancer, and in such cases, breastfeeding is not a factor. These myths are particularly widespread in rural areas. In some parts of southern Punjab, it is still wrongly believed that a woman develops breast cancer as a result of “wrongdoing.” In reality, breast cancer is caused by cells in the body growing uncontrollably. Normally, cells grow and die at a balanced rate, but when this balance is disrupted, the excess cells form a tumor.

Understanding Breast Cancer in Pakistan

Question: What, in your opinion, makes the situation in Pakistan different from other countries?

Mr. Omer Aftab: It’s quite complex. Studies show that Indian and Pakistani women share similar genetic and cultural backgrounds, but our diets differ significantly. While many Indians follow a vegetarian diet, in Pakistan the high consumption of meat and processed foods—often treated with hormones and steroids—can affect estrogen levels, which are directly linked to breast cancer. What’s particularly concerning is that the age of onset in Pakistan has dropped drastically, with many cases now appearing in women under 35. This makes early detection and lifestyle awareness absolutely critical. That is why breast cancer rates are higher in Pakistan compared to India. The combination of dietary factors, hormonal exposure from meat and processed foods, and lifestyle differences contributes to earlier onset and increased prevalence, making awareness, early detection, and preventive measures even more urgent.

Awareness and Early Detection

Question: What methods does Pink Ribbon use for awareness and early detection?

Mr. Omer Aftab: The focus of early detection has remained central for many years because breast cancer is the only type of cancer that can be diagnosed early. When detected early, the chances of survival are over 90%. There are three ways to ensure early diagnosis:

1. For younger age groups, after the age of puberty, one fixed day each month should be set for self-examination.
2. Women aged 30 and above should have a clinical examination by a doctor once every two years.
3. Women aged 40 and above should have a mammogram once every two years—this is an X-ray specifically called a mammogram.

These are the methods for early detection, and we explain them thoroughly. Currently, in our Pink Ribbon programs, we use every method to maximize outreach. Through our youth programs, in partnership with the Higher Education Commission, we visit more than 200 colleges and universities annually to raise awareness among young people. We have observed two major benefits:

1. Young people become more health-conscious and aware of risks.
2. Through them, the message reaches their family members—mothers and older women at home—so awareness spreads beyond just the students.

Heart-touching Experiences

Question: During all these years, is there any heart-touching story that has stayed with you?

Mr. Omer Aftab: Many, actually. I remember a young woman diagnosed with fourth-stage breast cancer who still remained full of life and hope. Her strength changed my perspective completely. Another unforgettable moment was meeting a pregnant woman who was diagnosed with breast cancer but continued her treatment bravely and survived. These stories remind us that early detection truly saves lives.

If Given the Power to Change

Question: If the government gave you three powers to change things, what would you focus on?

Mr. Omer Aftab: First, I would push for food-related research and regulations—our diets need to be cleaner. Second, I’d make treatment facilities more accessible and affordable. Cancer treatment in Pakistan is extremely expensive. And third, I’d improve awareness programs nationwide, prevention and education can save thousands of lives.

Journey with Eden Rock Cosmetics

Question: Let’s talk about Eden Rock Cosmetics—how did that journey begin?

Mr. Omer Aftab: Eden Rock was founded in the late ’80s and became Pakistan’s leading cosmetic brand by 1988. We were market leaders, even competing with giants like Sunsilk. Over the years, we faced ups and downs—policy changes, new international competition, advertising costs—but we stayed consistent. It’s a business built with integrity and passion. I also take pride in mentoring young professionals who join us. It’s been over 30 years, Alhamdulillah.

Marketing and Digital Transformation

Question: With so much focus on digital platforms today, how do you see marketing evolving?

Mr. Omer Aftab: Digital marketing is important, but it’s not everything. Many young marketers think it’s the whole strategy, but it’s just one small part. The real foundation is product quality, packaging, and consumer trust. If the product isn’t good, no amount of digital exposure can sustain your business. The same goes for activism—you can’t compromise on authenticity.

Unique Edge of Pakistani Beauty Industry

Question: What makes Pakistan’s personal care and cosmetics industry unique?

Mr. Omer Aftab: Our region’s climate and skin type are unique. For example, in Europe people use tanning products, while in South Asia, our needs are totally different. We have local, natural ingredients—like prickly powders and herbs—that are effective and easily available. I believe in developing indigenous products that align with our environment and heritage. That’s what makes our products truly Pakistani.

Leadership Style

Question: How would you describe your leadership style across both ventures?

Mr. Omer Aftab: I follow a participatory and open-door leadership style. Anyone from my team can walk into my office and talk. Whether it’s business or social enterprise, I believe in shared goals and team ownership. Leadership, to me, is about capacity building and personal growth—for myself and for everyone around me.

Views on Women Empowerment

Question: How do you look at women empowerment, especially in leadership roles?

Mr. Omer Aftab: Women empowerment isn’t just about employment—it’s about equal opportunities, leadership participation, and freedom to make decisions. When we started, there was a lot of resistance, but things have improved. More women are pursuing higher education and running successful businesses now. I’ve seen women leaders emerge in every field, which is a great sign of progress.

Work-Life Balance

Question: You handle multiple roles—how do you maintain balance?

Mr. Omer Aftab: I try to follow the 8-8-8 rule—eight hours for work, eight for family, and eight for rest. Mental and physical health are both vital. I believe in exercise, meditation, and gratitude. Sometimes, despite success, people still feel unhappy because they don’t practice gratitude. A healthy mind and a thankful heart go hand in hand.

Dealing with Stress

Question: With such responsibilities, how do you deal with stress?

Mr. Omer Aftab: I stay organized my desk is always full of notes and plans. I meditate and keep my goals clear. Mental health is crucial. In the West, people talk more about it, but we need that awareness here too. The key is to give your best effort and stay sane through challenges. Gratitude keeps me grounded.

Definition of Success

Question: In one line, what defines success for you?

Mr. Omer Aftab: There’s no short-term success or failure. Both are relative. What matters most is credibility. You can’t be a successful businessman without it. Honesty, consistency, and sincerity with your work define long-term success—not luck or shortcuts.

Advice for Entrepreneurs

Question: For those who don’t have resources or family support, what’s the one thing that will help them succeed?

Mr. Omer Aftab: A positive mindset. That’s everything. If you think positively, you’ll see opportunities where others see problems. Plan well, stay open-minded, and be willing to learn. Exposure today is limitless you have social media, Google, everything. Think creatively, think “out of the box,” but stay positive and disciplined.

Message for the Youth

Question: What’s your message for young people starting their careers?

Mr. Omer Aftab: There’s no shortcut to success. This generation is lucky, they’re clear about what they want. But they also need patience. Social media has shortened our attention spans, and everyone wants quick results. Real success takes time, effort, and focus. Stay consistent and stay true to your purpose.

A Message for The Legacy Files Team

Question: Any message for The Legacy Files initiative?

Mr. Omer Aftab: Your vision is clear and purposeful , you aim to highlight stories that inspire and teach. I sincerely wish you success in this mission. I feel that there is huge gap in this area and if you guys remain focused and determined , you will create a clear difference.