As a manager at ANA Equipments in Pakistan, Abeda Mustafa has built a client portfolio worth more than $1.5 million over the past decade in a highly technical and male-dominated industry. Her most powerful asset: trust.
Image credit: Kalstein Media
An Unconventional Journey into Scientific Equipment
Abeda Mustafa did not follow a traditional career path. After starting her professional journey in the aviation industry, her interest in technology and international trade led her toward the scientific equipment sector in the late 1990s.
In 2016, she joined ANA Equipments in Lahore, where she specialized in portable analytical instruments for the oil, metallurgy, and cement industries—sectors that play a vital role in Pakistan's exports.
Since then, the company has more than doubled its revenue, supported by technical training programs in Europe and Asia, as well as regular participation in the Arab Lab Exhibition in Dubai.
A $100,000 Deal Earned Through Reputation
One of the proudest moments of her career did not come from a marketing campaign, but from a simple phone call.
Shortly after joining ANA Equipments, a former client contacted her directly. Remembering her expertise and professionalism, the client trusted her recommendations and purchased a $100,000 XRF analyzer. Following a product demonstration in Dubai, the transfer order was approved immediately.
“Clients know that this woman will help them get the right instrument. A returning customer is your greatest strength in sales.”
Becoming an Expert in XRF Analyzers
Over the years, XRF analyzers have become Abeda Mustafa's specialty. These handheld devices, often shaped like a pistol, identify metals, minerals, and rare earth elements using X-ray fluorescence technology.
In Pakistan, a country rich in mineral resources that remain largely underexploited, these instruments play a strategic role in industrial development and resource exploration.
Turning a Difference into an Advantage
In an industry where women account for barely 1% of the sales workforce in Pakistan, Abeda Mustafa has turned her uniqueness into a competitive advantage.
During business trips across Europe, Asia, and the United Arab Emirates, her presence often surprises clients and partners, helping her stand out in a crowded market.
“Clients perceive women as more honest. Here, they know they are receiving the right information.”
Honesty is the value she emphasizes most, even when it does not immediately lead to a sale.
Sharing Knowledge and Developing Talent
Today, her responsibilities include CRM management, online product demonstrations, and mentoring junior team members.
Despite ongoing geopolitical challenges—particularly tensions in the Middle East that affect freight costs and complicate the import of certified reference materials required for instrument calibration—she remains focused on growth and customer support.
Advice for the Next Generation
For young professionals looking to succeed in technical and commercial fields, her advice is straightforward:
“Be curious, master your field in depth, and never underestimate the value of communication.”
For Abeda Mustafa, long-term success is built on expertise, trust, and the ability to create lasting relationships with customers.