Shezan Mango: An Example Of Conflict Between Faith & Business

Tehreem Azeem

Lahore: Many Pakistanis have a special place in their hearts and minds for Shezan International Limited’s famed mango nectar. Evoking nostalgic reflections of carefree summer days gone by, this popular fruity drink has become intertwined with a sense of loss and prejudice in Pakistan.

Once, it was a common display on grocery store shelves across the country, but now one has to visit store after store to find a single bottle.

The reason behind this is its manufacturer’s alleged affiliation with the Ahmadiyya community, which faces discrimination in Pakistan for its religious beliefs.

The members of this community are not just declared non-Muslims constitutionally; they are also prohibited by law from identifying themselves as Muslims, calling their places of worship mosques, and preaching their beliefs in public.

The Journey of Violence

On a daily basis, they are subjected to hostility and violence. Their places of worship and houses have been demolished, notable figures have been killed, and cemeteries have been routinely desecrated.

Under pressure from a far-right Islamic extremist political party in Pakistan, authorities demolished the minarets of an Ahmadi place of worship in Jhelum in mid-July 2023. An Ahmadi place of worship in Karachi was also vandalised at the end of July 2023.

Tahira Malik, a retired assistant professor at Punjab University, was found killed in her campus house in April 2017. Her throat had been slit and she was Ahmadi.

A teenage boy opened fire on a doctor’s family in Nankana Sahib, Punjab, in November 2020, killing the doctor, who was Ahmadi, and injuring his father and uncles.

These episodes highlight the Ahmadiyya community’s persecution and brutality in Pakistan.

 Economic Boycott

The community members also face social and economic isolation, with many shops in Karachi, Lahore, Rawalpindi, and other cities displaying public pronouncements that the members of this community are not welcome there.

This enmity towards the community members often extends to their means of income, as their businesses are often boycotted. Shezan International Limited is a prime example of a conflict between faith and business.

Though it denies any affiliation with the Ahmadiyya community, it has suffered boycotts and even violence for decades as a result of these alleged ties.

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For years, religious zealots have branded it as a part of some anti-Pakistan conspiracy, urging people to boycott its products in order to demonstrate support for their faith.

As a result, the popular brand products are no longer available in many parts of Pakistan, with courts, schools, colleges, and universities refusing to stock them.

In February 2012, the Lahore Bar Association (LBA) put a ban on Shezan beverages from subordinate court complexes; however, following internet appeals, the prohibition was overturned.

The drink is also not allowed for sale at the University of Punjab because the Jamaat-e-Islami (JI) students, which has a stronghold in the university, have banned them from being sold on its premises.

Some publications have published advertisements urging readers to boycott the company’s products.

According to the British Broadcasting Corporation, one such advertisement published in the UK edition of the newspaper Nawaiwaqat described the company as owned by “Qadianis” and urged readers to avoid it in order to keep their faith.

Shezan’s mango drink, in particular, has become a target of prejudice and boycott across Pakistan.

A viral video on social media at the end of July this year showed bearded men systematically trashing the bottles of this drink. The viral video triggered a wave of nostalgia among social media users, prompting many to reminisce about their fond memories of relishing this drink.

I contacted a few of the posters to ask them more about their experiences with Shezan beverages and what it meant to them.

Many Memories Retain Connection   

Faraz Zafar, a 52-year-old Lahore resident, recalls Shezan International Limited as a constant presence in his life as a child. He claims to have been a fan of this company’s products since the 1970s, particularly its mango drink in glass bottles.

He claims that despite attempts by competitors such as Benz and Tops to emulate its prominence, this drink has retained its domination.

In contrast, Veekay, a 45-year-old from Hyderabad who prefers to be identified only by his social media handle, claims that he rarely sees this company’s products around him.

Though it was a big part of his life, he says finding its products at local markets has become difficult. Veekay responds in the negative when asked if the religious controversy surrounding this company’s products influences his opinion of the company.

“The animosity directed at a beverage or its proprietors holds no sway over me,” he says, adding that the brand was his first “connection with taste.”In fact, he still pines for the familiar, sweet taste of its mango drink. “I still remember its taste—that rich mango flavour, unmatchable,” he says.

Muhammad Zain, a 25-year-old resident of Lahore, claims his parents allowed him to drink only Shezan’s mango drink in his childhood because they saw it as a healthier option to other sugar-laden fizzy beverages.

“Drinking is an essential part of my life. This drink comes to mind whenever I think of mango products,” he explains.

However, he recalls how his school’s management chose to replace it with Benz one day. “Benz had the same colour and design, but the flavour was nowhere near Shezan’s mango drink, ” he claims.

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These personal accounts highlight the nostalgic connection many Pakistanis have with Shezan International Limited’s products, especially its mango drink.

Despite becoming more difficult to find in recent years, this drink was a beloved part of many people’s childhood and retains a speciality in their memories.

According to an anonymous spokesperson for Shezan International Limited, the company does not wish to be involved in any theological debate over its products.

He, however, claims that the company was formed in 1965 by a member of the Ahmadiyya sect named  Chaudhary Shahnawaz.

“As its popularity grew, its competitors launched a concerted campaign of hostility against it,” he claims. “They exploited its founder’s religious background, propagating the notion that patronising it equates to endorsing Ahmadiyya beliefs.”

He claims, however, that Chaudhary Shahnawaz and his family no longer own this company “It is a public limited company, and more than 80 per cent of its shareholders are not this community members,” he explains.

He elaborates on how the company handles product discrimination, stating that their sales team personally communicates with traders who refuse to offer Shezan items. “Our sales staff communicates with shopkeepers who do not stock our products.”

They inform them that we are a public limited corporation, and that suggestions that revenues are used to benefit the Ahmadiyya community are false. They claim that we are undergoing internal and external audits and that our earnings are not used to promote this Ahmadiyya community.

What is The Way Forward?

Haadiah Yasir, a teacher at the Lahore School of Economics, believes that the companies should promote diversity and inclusivity in their workplace in order to deal with religious hatred.

“The company must create and enforce clear anti-discrimination policies, promote diversity in hiring, provide sensitivity training, and set an inclusive tone from leadership in order to maintain a welcoming workplace and safeguard their reputation against religious bigotry,” Yasir added.

Yasir continued, “Fostering open dialogue, implementing private reporting channels, swiftly investigating reports, accommodating religious needs, and arranging cultural exchanges will promote empathy and understanding to deal with religious prejudice and hate.”

Yasir also stressed the government’s involvement in creating a positive business environment in the midst of religious conflicts.

“The government can play a very important role in creating a safe and favourable environment for business growth.” It should ensure a strong legal system that upholds the rule of law, safeguards property rights and enforces contracts; develop clear and explicit regulations to reduce confusion; and maintain political stability and security to create a safe environment for doing business”

Tehreem Azeem is a Lahore-based freelance journalist. She tweets @tehreemazeem. All information and facts provided are the sole responsibility of the writer.