Lahore: HBL Zarai Services Limited, a subsidiary of HBL, has launched "Khushiyan Da Mela" (Festival of Happiness), a rural engagement initiative focused on agriculture, banking, and community for Pakistan's farming heartland. The inaugural event took place in Chak 305-EB, Burewala, underscoring HBL Zarai's dedication to connecting with farming communities in their own environments.

According to Habib Bank Limited, the festival aims to provide an inclusive experience for farmers and their families, integrating agriculture solutions, modern farming practices, and financial inclusion through partnerships with leading agricultural, financial, and telecom institutions. Participants, including Supreme Wanda, Azeem Fertilizer, Bayer, and Zong, create an ecosystem offering agricultural inputs, advisory, banking services, and connectivity.

A pre-recorded stage play, featuring performers Sohail Ahmed and Honey Albela, was a key highlight, using humor and relatable storytelling to discuss modern agriculture and improved livelihoods. The event, attended by thousands, was inaugurated by local farmers, symbolizing community ownership.

HBL Zarai's CEO emphasized the festival's role in fostering trust and long-term relationships with farmers, while the Chief Marketing Officer highlighted its inclusive approach in making agri services more accessible. Building on the event's success, HBL Zarai plans to expand with 20 large and 40 mini melas throughout the year, aiming to enhance outreach and farmer engagement.

HBL Zarai's services support farmers across the value chain, promoting awareness and better practices through community-driven initiatives like Khushiyan Da Mela, blending education with entertainment and services with celebration.