Osama Shahid

The mission

Double the income of Pakistani smallholder farmers and serve a million farmers by 2035.

How it works

Sources proven small-scale machines from global manufacturers and re-engineers them for Pakistani crops, soils and repair conditions. Field demonstrations teach the economics of ownership; four 3S stores (sales, service, spares), a website and a contact centre sell farmer-direct with no dealer layers. Train-the-trainer programs build local operator networks, and a multilingual WhatsApp mechanic is being built to handle diagnosis and repair anywhere.

The dream

Every small farm in Pakistan runs on machines, not muscle. Doer at scale: Soby, a profitable direct-to-farmer business, plus the private sector that follows. Payer at scale: the farmers themselves; machines recover their cost within 3 to 12 months.

Potential for impact at scale

Read against four questions, in the context of the organisation’s stage: is the impact good enough, is the problem big enough, is the model simple enough to deliver at scale, and is it cheap enough for whoever pays at scale.

• Good enough · impact and evidence

  11,271 customers adopting mechanization with increased productivity and income; every product is field-tested until it works, and breaks, predictably.

• Big enough · addressable market

  Roughly 80% of Pakistan's farms are smallholdings, and the model needs no subsidy to spread.

• Simple enough · to deliver at big scale

  A store, a field demo, a trained local operator network, and soon a WhatsApp mechanic in Urdu, Punjabi, Sindhi, Pashto and Balochi.

• Cheap enough · for payers at scale

  The farmer pays because the machine returns its cost in 3 to 12 months; the top-selling harvester costs one-fifth of a tractor setup. Cost per beneficiary: $65.5 (FY2025).

So far

• 11,271 cumulative customers served through mechanization
• 67,626 cumulative beneficiaries (average household of six)
• 22,542 cumulative rural jobs created (through FY2026)