Lahore, June 23, 2025 — Rabel Sadozai, Director of Marketing and Sales, Fatima Fertilizer, has been named the Sustainability Leader of the Year at the Women Leading Change Awards Asia-Pacific 2025, held in Hong Kong – a prestigious regional accolade that recognizes outstanding female leaders driving meaningful change across the Asia-Pacific region.
Rabel Sadozai’s recognition underscores her exceptional leadership in transforming Pakistan’s agriculture and fertilizer industry through sustainable innovation, gender inclusion, and climate action. Under her guidance, Fatima Fertilizer has become the first company in Pakistan to officially partner with the United Nations Development Programme by adopting the Sustainable Development Goals Impact Framework in 2024.
“It is an incredible honor to receive this recognition among such inspiring change makers from across Asia-Pacific,” said Rabel Sadozai. “At Fatima Fertilizer, sustainability isn’t just a goal; it’s the foundation of everything we do to secure Pakistan’s food future and uplift our farming communities, especially women. As the first company in Pakistan to adopt the SDGs Impact Framework in partnership with UNDP, we are committed to advancing key global goals, such as climate action, gender equality, and zero hunger, through innovation, renewable energy, water conservation, and inclusive, climate-resilient agriculture.”
She has played a pivotal role in policy advocacy, elevating the conversation around responsible agriculture and sustainability at national forums. Her efforts culminated in pioneering the concept of Salam Kissan, which led to the introduction of Pakistan’s first-ever Kissan Day, celebrated annually on December 18th. This historic milestone, officially recognized by the Government of Pakistan to honor farmers’ contributions and drives forward the agenda for agricultural reform and innovation. Rabel’s work has not only elevated Fatima Fertilizer’s reputation as a sustainability trailblazer but has also inspired other organizations in the industry to align with global ESG principles.
The Women Leading Change Awards celebrate women who are breaking barriers, redefining leadership, and shaping the future across business, sustainability, tech, and innovation. The awards serve as a powerful testament to Campaign Asia-Pacific’s commitment to promoting diversity, inclusion, and equality throughout the region.

These accolades highlight Fatima Fertilizer’s commitment to driving meaningful change through purpose-led communication, digital excellence, and strategic partnerships.

The Pakistan Digital Awards platform is celebrated for its individuality and impartiality, recognizing and honoring the brilliance of digital platforms and talent. The awards shine a spotlight on outstanding websites, apps, and creators, reflecting the dynamic evolution of public, private, and third-sector organizations in trade and communication.

Fatima Fertilizer’s Sarsabz UNDP Campaign, which earned the Green Digital Advertising Award, celebrates a groundbreaking partnership with the United Nations Development Programme, making Fatima Fertilizer, in partnership with UNDP, the first company in Pakistan to adopt the SDGs Impact Framework.

The campaign emphasizes how Fatima Fertilizer has mapped its business impact across eight core Sustainable Development Goals (SDGs), demonstrating its dedication to sustainability and community empowerment. From reducing fossil fuel consumption through solar energy (SDG 7) to promoting soil health and biodiversity (SDG 15), the company is embedding sustainability across every facet of its operations.

The second major accolade awarded to Fatima Fertilizer was the Best Content of the Year for its deeply moving Ramadan campaign, “Allah Hu Allah Hu”. In collaboration with acclaimed vocalist Atif Aslam, the brand reimagined the spiritual classic “Allah Hu” as a heartfelt tribute to the essence of the Holy month. Released across Sarsabz Fertilizer’s digital platforms, the video quickly resonated with millions of viewers, becoming a soulful anthem that echoed across the nation during Ramazan.

This dual recognition at the Pakistan Digital Awards 2025 is a proud moment for all of us at Fatima Fertilizer,” said Rabel Sadozai, Director Sales and Marketing, Fatima Fertilizer. “Winning the Green Digital Advertising Campaign award for our SDGs-led partnership with UNDP, and the Best Content of the Year award for our soulful Ramadan campaign ‘Allah Hu Allah Hu,’ reflects our deep commitment to both sustainability and meaningful storytelling. These awards validate our belief that purpose-driven communication can inspire real change—socially, spiritually, and environmentally.”

Fatima Fertilizer’s continued recognition at the Pakistan Digital Awards not only reflects its excellence in brand storytelling and content creation but also its unwavering commitment to social good, sustainability, and national progress. With these latest honors, the company reaffirms its role as a changemaker, using the power of communication and innovation to shape a more inclusive, empowered, and spiritually enriched Pakistan.

Fatima Fertilizer has become the first company in Pakistan to officially partner with the United Nations Development Programme (UNDP) by adopting SDG Impact Framework. This milestone marks a significant step in the company’s journey toward sustainability, focusing on mapping its contributions to the UN’s Sustainable Development Goals (SDGs). Fatima Fertilizer recently launched a campaign highlighting its unwavering commitment to SDGs to commemorate this achievement.
The campaign outlines how Fatima Fertilizer has embedded the impact framework assessment into its operations, mapping eight critical areas that align with the UN’s SDGs. These areas highlight the company’s efforts across multiple sustainability and community development fronts.
The comprehensive video showcased Fatima Fertilizer’s dedication to eight key areas that fulfill the UN SDGs. Fatima Fertilizer is leveraging renewable solar energy and reducing fossil fuel consumption through manufacturing excellence (SDG 7). Additionally, the company is harnessing digital power for rural women and communities (SDG 9), enabling farmers and communities for responsible and green use of fertilizer (SDG 12), and contributing to national food security by increasing crop yield by at least 10% (SDG 8).
Some of the initiatives include sustainable land management and soil health practices to promote biodiversity (SDG 15), as well as establishing Pakistan’s first internationally accredited soil and water testing lab. The company is also empowering rural women and reducing post-harvest losses (SDG 5) while providing real-time weather advisory through the Sarsabz Digital App (SDG 9).
Commenting on this achievement, Mr. Asad Murad, COO Fatima Fertilizer, said, “This transition is a significant milestone in our journey towards sustainability and social responsibility. It reaffirms Fatima Fertilizer’s role as a leader in achieving the SDGs within Pakistan’s corporate sector. Our partnership with UNDP is a testament to our commitment to sustainable development.”
Ms. Rabel Sadozai, Director Marketing and Sales at Fatima Fertilizer, added, “This partnership with UNDP is a testament to our commitment to sustainable agriculture and community development. By aligning our business practices with the SDGs, we’re not just enhancing our corporate responsibility, but also setting a new standard for the industry in Pakistan. Our initiatives, from empowering rural women to promoting sustainable farming practices, are designed to create a lasting positive impact on our stakeholders and the environment.”
As the first company in Pakistan to partner with UNDP on the SDG Impact Framework, Fatima Fertilizer is setting a precedent for the corporate sector in Pakistan. The company’s continued collaboration with UNDP aims to inspire other businesses to follow suit, driving sustainable development and environmental responsibility as core aspects of their operations.