“We want to disrupt the laundry market in Pakistan” - Trends

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<article class="story mt-3.25"> <span class="text-3 px-1.5"> </span>   <div class="template__header clearfix modifier--open px-1 ">   <h2 dir="auto" data-layout="story" data-id="1143408" class="story__title text-7.5 font-light mt-6.75 "><a href="https://web.archive.org/web/20200919032843/https://aurora.dawn.com/news/1143408/we-want-to-disrupt-the-laundry-market-in-pakistan" class="story__link "><strong>“We want to disrupt the laundry market in Pakistan”</strong> </a></h2> <div class=" my-3.25"><span class="story__time text-3 text-black "><span class="timestamp--label">Updated</span> <span class="timestamp--time timeago" title="2019-03-27T11:12:08+05:00"><span class="timestamp__calendar">27 Mar, 2019</span> <span class="timestamp__time">11:12am</span></span></span> </div><span dir="auto" class="story__byline text-4 my-3.25"><a class="story__byline__link" href="https://web.archive.org/web/20200919032843/https://aurora.dawn.com/authors/3635/natashe-zafar">Natashe Zafar</a></span>  <div dir="auto" class="story__excerpt text-4 font-light my-3.25">Q&A with Abbas Jaffery, co-Founder Washup, an on-demand laundry service. </div> <div class="slideshow story__cover slideshow--main " data-slick="{"dots":true,"dotsClass":"slideshow__pager ","asNavFor":null,"cssEase":"ease","speed":250,"autoplaySpeed":2000,"slidesToScroll":1,"slidesToShow":1,"fade":false,"autoplay":true,"infinite":true,"responsive": [{"breakpoint": 767,"settings": {"slidesToShow": 1,"slidesToScroll": 1}},{"breakpoint": 575,"settings": {"slidesToShow": 1,"slidesToScroll": 1}}]}"> <div class="slideshow__slide slideshow__slide--first slideshow__slide--horizontal lg:w-full md:w-full w-full" style="">  <figure class="media media--uneven media--fill sm:w-full w-full media--no-margin-bottom "> <div class="media__item "><picture><img src="https://web.archive.org/web/20200919032843im_/https://i.dawn.com/primary/2019/03/5c99f38a33fd4.jpg" alt=""/></picture></div> <figcaption class="media__caption "> </figcaption> </figure> </div> </div> </div>   <div class="template__main clearfix modifier--open px-1 ">  <div class="slideshow hidden slideshow--fade story__cover slideshow--main " data-slick="{"dots":true,"dotsClass":"slideshow__pager ","asNavFor":null,"cssEase":"ease","speed":250,"autoplaySpeed":2000,"slidesToScroll":1,"slidesToShow":1,"fade":false,"autoplay":true,"infinite":true,"responsive": [{"breakpoint": 767,"settings": {"slidesToShow": 1,"slidesToScroll": 1}},{"breakpoint": 575,"settings": {"slidesToShow": 1,"slidesToScroll": 1}}]}"> <div class="slideshow__slide slideshow__slide--first slideshow__slide--horizontal lg:w-full md:w-full w-full" style="">  <figure class="media media--fill sm:w-full w-full media--no-margin-bottom "> <div class="media__item "><picture><img src="https://web.archive.org/web/20200919032843im_/https://i.dawn.com/primary/2019/03/5c99f38a33fd4.jpg" alt=""/></picture></div> </figure> </div> </div>  <div dir="auto" class="story__content overflow-hidden pt-6.75 mt-3.25"><p>Abbas Jaffery speaks to Natashe Zafar on the factors that led to the establishment of Washup.</p> <p><strong>Natashe Zafar: What prompted you to establish <a href="https://web.archive.org/web/20200919032843/https://www.facebook.com/washuppk/">Washup</a>?<br/> Abbas Jaffery:</strong> After returning to Karachi from our honeymoon in South Africa, my wife and I discovered that our maid had gone AWOL. We only had two pieces of clean clothing left; we decided to load the washing machine (it was the first time we used it); 30 minutes later, we came back and found water everywhere. We pulled the plug, and started Googling, ‘laundry services’; we couldn’t find any. This is when the idea of Washup came to me. I realised if there was such a service, we could have outsourced our laundry. The next week, I called up Sumair Saleem (co-founder, Washup) to discuss the idea. Six months later, in September 2018, we launched the service.</p> <p><strong>NZ: How would you describe the service?<br/> AJ:</strong> We are an on-demand, high-quality and cost-effective laundry service. We provide three services: wash & fold; wash, iron & fold, and iron & fold. Currently, we cater to people living in Bahadurabad, Clifton, DHA, KDA and PECHS. </p> <p><strong>NZ: How are your services priced, and how do they compare to other laundry services?<br/> AJ:</strong> Our prices are lower than laundry shops but marginally higher than the average dhobi, because we use fresh water, high-quality detergents, softeners and steam irons. However, unlike other laundry services, we charge per kilo rather than by piece (this is the practice in many countries) and this makes our service cheaper compared to other laundry shops which charge per piece and tend to overcharge on items such as bed-sheets and duvets. Ultimately, we want to disrupt the laundry market by introducing kilogram-based pricing to Pakistan. This has been appreciated by our customers, especially those with children.</p> <p><strong>NZ: How has the customer response been?<br/> AJ:</strong> So far, over 200 customers have registered with our service and we have processed more than over 1,600 orders.</p> <p><strong>NZ: Who was your target audience initially and has this changed?<br/> AJ:</strong> Our target market initially included working men and women, as they have do not have time to chase after water tanker services, deal with maids and dhobis and want their clothes washed with care. However, as word went around about our service, housewives, high-end restaurants and salons started approaching us as well. </p> <p><strong>NZ: What edge do you have over your competitors?<br/> AJ:</strong> Convenience. Our services benefit men and women who are time constrained and like most residents of Karachi, continue to struggle with issues relating to water, electricity and unreliable domestic staff. Laundry is one less thing that they have to think about now. Our delivery time of 72 hours is unmatched by our competitors (laundry shops that can match our quality standards either do not deliver or are extremely expensive while dhobis tend to have a seven-day turnaround time with sub-standard quality).</p> <p><strong>NZ: How do you market Washup?<br/> AJ:</strong> In addition to Facebook and Instagram, another thing that that helped us to get the word out was an e-flyer which we shared with our friends and family over WhatsApp, and we received a lot of orders through it.</p> <p><strong>NZ: Do you have expansion plans?<br/> AJ:</strong> As our customer base grows, we are planning to launch a hanging and a dry-cleaning service and expand into other areas within Karachi.</p> </div> </div>   <div class="template__footer clearfix modifier--open px-1 hidden"> <div class="p-2 hidden pb-2 mb-2 sm:block">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="max-width:728px;max-height:90px;text-align:center;margin:0 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</div> </div>   <div class="ad py-6.75 hidden sm:block" aria-hidden="true"> <div class="js-ad clearfix" style="max-width:728px;max-height:90px;text-align:center;margin:0 auto;overflow:hidden;"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1455520357400-2" class="ad__wrapper__slot" style="width:728px;height:90px;"> <script> render('div-gpt-ad-1455520357400-2') </script> </div> </div> </div> </div>  </div> <section id="comments" data-comments="" class="comments px-0 sm:px-6.75"> <h1 class="comments__label uppercase text-5.5 ">Comments (6) Closed</h1> <div class="button-container border-t-3 border-t-solid border-t-black"> <button type="button" data-type="votes" class="button border-none px-2 py-1 outline-none js-comments-sort ml-1 float-right text-grey uppercase">BEST</button> <button type="button" data-type="new" class="button border-none px-2 py-1 outline-none js-comments-sort ml-1 float-right text-grey uppercase">NEWEST</button> <button type="button" data-type="old" disabled="disabled" class="button border-none px-2 py-1 outline-none js-comments-sort ml-1 float-right text-grey uppercase">OLDEST</button> </div> <br/><br/> <div class="comment pb-4 mb-4 border-b border-b-grey-default border-b-solid" id="10111"> <div class="flex no-gutters"> <div class="flex__item w-11/12"> <div class="clearfix"> <span class="comment__author text-3 uppercase float-left text-grey">Shahid</span> <span class="timeago comment__date uppercase text-3 pb-2 float-left pl-2 text-grey content-before-dash" title="2019-03-27T22:54:08+05:00"><span class="timestamp--time timeago" title="2019-03-27T22:54:08+05:00">Mar 27, 2019 10:54pm</span></span> </div> <div dir="auto" class="whitespace-pre-wrap break-words leading-normal comment__body text-grey-light text-4.5">You had a washer in your home but you didn't know how to operate it?</div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border-b border-b-grey-default border-b-solid" id="10113"> <div class="flex no-gutters"> <div class="flex__item w-11/12"> <div class="clearfix"> <span class="comment__author text-3 uppercase float-left text-grey">MANSOOR MAGSI</span> <span class="timeago comment__date uppercase text-3 pb-2 float-left pl-2 text-grey content-before-dash" title="2019-03-28T12:00:10+05:00"><span class="timestamp--time timeago" title="2019-03-28T12:00:10+05:00">Mar 28, 2019 12:00pm</span></span> </div> <div dir="auto" class="whitespace-pre-wrap break-words leading-normal comment__body text-grey-light text-4.5">That's really good. I also want to open in Hyderabad Sindh. Washup best of luck</div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border-b border-b-grey-default border-b-solid" id="10114"> <div class="flex no-gutters"> <div class="flex__item w-11/12"> <div class="clearfix"> <span class="comment__author text-3 uppercase float-left text-grey">khabboo</span> <span class="timeago comment__date uppercase text-3 pb-2 float-left pl-2 text-grey content-before-dash" title="2019-03-28T22:06:19+05:00"><span class="timestamp--time timeago" title="2019-03-28T22:06:19+05:00">Mar 28, 2019 10:06pm</span></span> </div> <div dir="auto" class="whitespace-pre-wrap break-words leading-normal comment__body text-grey-light text-4.5">@Shahid - The maid used it.</div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border-b border-b-grey-default border-b-solid" id="10117"> <div class="flex no-gutters"> <div class="flex__item w-11/12"> <div class="clearfix"> <span class="comment__author text-3 uppercase float-left text-grey">Imran</span> <span class="timeago comment__date uppercase text-3 pb-2 float-left pl-2 text-grey content-before-dash" title="2019-03-29T15:00:45+05:00"><span class="timestamp--time timeago" title="2019-03-29T15:00:45+05:00">Mar 29, 2019 03:00pm</span></span> </div> <div dir="auto" class="whitespace-pre-wrap break-words leading-normal comment__body text-grey-light text-4.5">I am one of their initial clients and I am extremely satisfied. I started off with Dhoobi's when I moved to Karachi and all my clothes got either ripped or non-usable. I started with Snowwhite and they were too expensive with the quality of Dhoobis. Washup came as a pleasant surprise and my cost of getting laundry done has reduced multiple times, the clothes are picked up at my convenience from my home and dropped off promptly. Customer services are amazing and prices unmatchable. I have asked them multiple times to double the price and it won't hurt but they are the good guys I guess. Thumbs up.</div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border-b border-b-grey-default border-b-solid" id="10118"> <div class="flex no-gutters"> <div class="flex__item w-11/12"> <div class="clearfix"> <span class="comment__author text-3 uppercase float-left text-grey">irfan</span> <span class="timeago comment__date uppercase text-3 pb-2 float-left pl-2 text-grey content-before-dash" title="2019-03-29T16:17:49+05:00"><span class="timestamp--time timeago" title="2019-03-29T16:17:49+05:00">Mar 29, 2019 04:17pm</span></span> </div> <div dir="auto" class="whitespace-pre-wrap break-words leading-normal comment__body text-grey-light text-4.5">Seems like they never heard of Automatic Machine ?</div> <div class=""> </div> </div> </div>  </div>  <div class="comment pb-4 mb-4 border-b border-b-grey-default border-b-solid" id="10122"> <div class="flex no-gutters"> <div class="flex__item w-11/12"> <div class="clearfix"> <span class="comment__author text-3 uppercase float-left text-grey">Ali</span> <span class="timeago comment__date uppercase text-3 pb-2 float-left pl-2 text-grey content-before-dash" title="2019-03-31T07:27:03+05:00"><span class="timestamp--time timeago" title="2019-03-31T07:27:03+05:00">Mar 31, 2019 07:27am</span></span> </div> <div dir="auto" class="whitespace-pre-wrap break-words leading-normal comment__body text-grey-light text-4.5">Healthy choice is a very good idea</div> <div class=""> </div> </div> </div>  </div>  </section>  <div class="ad ad--adjustable-mobile py-6.75 block sm:hidden" aria-hidden="true"> <div class="js-ad clearfix" style="max-width:300px;max-height:250px;text-align:center;margin:0 auto;overflow:hidden;"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1455520357400-7" class="ad__wrapper__slot" style="width:300px;height:250px;"> <script> render('div-gpt-ad-1455520357400-7') </script> </div> </div> </div> </div>  </div>  </article> </div> </div> </main> <aside class="pb-4">  <section 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