Allama Iqbal’s Vaticination: Skyrocketing Prices and Corporate Social Responsibility of Pakistani Brands Amidst of BDS Movement of Palestine.

Dr. Allama Muhammad Iqbal or The Poet of East is one of the best minds produced by the socio-political turmoil of subcontinent. He is credited for breathing spirit in the trembling Pakistan movement which led to the creation of a Muslim state i.e. Pakistan. Iqbal was considered was one of the significant thinkers of 20th century. His work on Eastern and Western Philosophical thought is still influential among all age groups varying from vicenarian to septuagenarian. Indubitably, his concept of “Khudi”, is influential in shaking the pillars of Caesar and Chosroes. As he himself expressed:

Khudī ko kar buland itnā ki har taqdīr se pahle

Khudā bande se ?hud pūchhe batā terī razā kyā hai

Ironically; it’s been almost a century but still the ideas of Iqbal resonating kaleidoscopic realities; the ideas are still sketching the real portrait of today’s highly polarised-political world. On 1st of January 2024 (Fox News), Israel started bombing Gaza strip; almost a year passed and almost 39,000 people killed, mostly civilians, and driven most of the enclave's 2.3 million people from their homes as per (Reuters). A virulent violation of Human Rights was ensuing; quasi- all of the international and national organisation are observing the fast of Zechariah including United Nations and Organisation of Islamic Conference (OIC), manifold of Muslim states is indirectly facilitating Israel, and states like Yemen and Iran is confronting the Machiavellian designs of Israel.

Nonetheless; at 11th hour social media and electronic became a beacon of hope for Palestinians. The data regarding atrocities of Israel and their allies were proliferated on social media platforms like: TikTok, Instagram, Twitter, and Instagram which leads to the awareness of this issue among the global citizens resulting into mass protests from East to West, and Pakistan is also not an exception. The demonstration twisted the arm of their respective governments however, it does not corollary into an agreeable ceasefire. Nevertheless; the supporters of Palestinian cause following the principle of self-help strategized Palestinian-led Boycott, Divestment, and Sanctions (BDS) movement in order to pressurize Israel in ending the occupation of Palestine. The boycott financially handicapped those nations, MNCs business conglomerates which are pro-Israelites like: Pepsi, Coke, Mc Donalds, Burger King, Pizza Hut and KFC are of just few mentions.

Undoubtedly; the boycott of foreign goods borne their seeds and results started to startle capitalists. The local franchisers started to distance their selves from the parent company including those in Egypt, Pakistan, Oman and UAE. Also, as per the report of Arab News nearly 100 KFC outlet were temporarily closed in Malaysia; similarly, one of the oldest Mc Donald’s branches at Bahadura-bad was also closed in Pakistan. Indeed; the ongoing boycott became a huge opportunity for local businesses especially in the case of Pakistan. The local business gained much a lot from the BDS movement. One of the few gainers are Kababjees, Mezan Beverages, Pakola Company and manifold other Pakistan based companies.

The boycott made positioned unknown brands like ColaNext and Kababjees as TOMs. However, instead of assisting and fostering the cause of Palestine these companies started charging more, without providing quality to the consumers. Pakistanis were buying these not because of the quality of these products but to pressurize the international community with regard to Palestine cause. It is for these Muslims, Allama Iqbal vaticinated, he goes by highlighting the religion of these opportunists and capitalists:

Janta Hun Main Ye Ummat Hamil-e-Quran Nahin

Hai Wohi Sarmayadari Banda-e-Momin Ka Deen

I?do?know?this?community?is?no?longer?the?bearer?of?the?Quran;the?same?Capitalism?is?the?reli-gion?of?the?Believer?now!

Similarly, he also highlighted another characteristic of these people:

Mein Ne Nadaron Ko Sikhlaya Sabaq Taqdeer Ka

Mein Ne Muneim Ko Diya Sarmayadari Ka Junoon

It is the very craze for profits, beatification of Profit and Loss statements, attractive balance sheet, skyrocketing share price and expanding market share has blinded believers of intrinsic moral values and Islamic brethren. In the need of hour, instead of supporting the cause of Palestine by launching nationwide campaigns, Pakistani brands started bagging their banks with the profits. Brands like: Pakola Company, Mezan Beverages, and Kababjees must introduce nationwide campaign like PepsiCo and Coca-cola did: Pepsi Co designed a campaign namely: “Lighting up Lives”. The aim of this campaign is to help deliver eco-friendly lighting to underprivileged communities simply through buying a bottle of Pepsi during the holy month of Ramadan. PepsiCo Pakistan will donate Re. 1 for every 1.75L bottle of Pepsi purchased, enabling Pakistani consumers to become part of the movement to end darkness in underprivileged homes across the country. Similarly, brands like Pakola Company, Mezaan Beverages and Kababjees must designed a campaign supporting Palestine cause. Brands can donate Re. 1 for every purchase they made enabling Pakistani consumers to become part of the Palestine cause. ?