Language, etiquette and customs in Pakistan

TradeYorkshire, in conjunction with Applied Language Solutions, has put together this guide, which provides an overview of language, etiquette and customs issues relating to doing business in Pakistan. It aims to highlight some of the important factors you should consider and be aware of before you take your first steps towards targeting the country as a new market.

The language

Urdu is the official language of Pakistan, although English is widely used in the business world, particularly by the Pakistani elite and most of the government ministries.

Many other community languages are also spoken in Pakistan, including Punjabi, Siraiki, Sindhi, Pashtu, Balochi, Hindko, Brahui, Burushaski, Balti, Khawar, Gujrati and other languages with smaller numbers of speakers.

In order to ensure you are able to communicate your message correctly to your target market in Pakistan, it is vital that you do your research to find out what language they speak. That way you can ensure that you have your website, marketing material, business documents, etc. translated in the correct language.

It is also important to use the services of a translation company that employ in-country translators living in the area of Pakistan that you are targeting. This is because language is constantly changing, and therefore a translator who lives and breathes that language will provide accurate and high-quality translations.

The culture – a few important points

Cultures can vary greatly, and it is extremely important for you to be aware of the cultural differences between the UK and Pakistan. Simple mistakes can cause offence, and could potentially cause you to lose out on a business deal.

Some simple, but important things to be aware of are:

• Loyalty to the family comes before other social relationships, even business.
• Nepotism is viewed positively, since it guarantees hiring people who can be trusted, which is crucial in a country where working with people one knows and trusts is of primary importance.
• Pakistan is a hierarchical society.
• People are respected because of their age and position.
• Older people are viewed as wise and are granted respect. In a social situation, they are served first and their drinks may be poured for them. Elders are introduced first, are provided with the choicest cuts of meat, and in general are treated much like royalty.
• Pakistanis expect the most senior person, by age or position, to make decisions that are in the best interest of the group.
• Titles are very important and denote respect. It is expected that you will use a person's title and their surname until invited to use their first name.

Etiquette & customs

In Pakistan, the way you are expected to behave and treat others varies significantly to in the UK. In the UK business is generally treated as a strictly professional affair, with most people obeying the unwritten rule that states we should ‘never mix business with pleasure’. While generally the opposite is true in Pakistan, it is important that you are aware of which family members you should ask about – and which it is considered inappropriate to refer to.

 

Meeting and Greeting

• Greetings are often between members of the same sex; however, when dealing with people in the middle class, greetings may be across sex lines.
• Men shake hands with each other. Once a relationship is developed, they may hug as well as shake hands.
• Women generally hug and kiss.
• Pakistanis take their time during greetings and ask about the person’s health, family, and business success, although it is important to note that female relatives in Pakistan are protected from outside influences. Therefore, it is considered inappropriate to ask questions about a Pakistani’s wife or other female relatives.
• It is best to ask a person how they wish to be addressed. Pakistani names often include a name that denotes a person’s class, tribe, occupation, or other status indicator. They may also include two names that have a specific meaning when used together, and the meaning is lost if the names are separated. In general, this is not a culture where first names are commonly used, except among close friends.

Gift Giving Etiquette

• If invited to a Pakistani’s home, it is considered good etiquette to bring the hostess a small gift, such as flowers or good quality chocolates. It is important to note, however, that it is appropriate for a woman to give flowers as a gift but men should avoid giving flowers to women. Do not give white flowers as they are used at weddings.
• If a man must give a gift to a woman, he should say that it is from his wife, mother, sister, or some other female relative.
• Do not give alcohol.
• Give the gift with both hands and do not be offended if a Pakistani doesn’t open the gift there and then. Gifts are not immediately opened when received.

Dining Etiquette

• If invited to a home you will most likely have to remove your shoes. Check to see if the host is wearing shoes. If not, remove yours at the door.
• Dress conservatively.
• Arrive approximately 15 minutes later than the stipulated time when invited to dinner or a small gathering.
• You may arrive up to one hour later than the stipulated time when invited to a party.
• Show respect for the elders by greeting them first.
• In more rural areas, it is still common to eat meals from a knee-high round table while sitting on the floor.
• Many people in urban areas do not use eating utensils, although more westernized families do. When in doubt, watch what others are doing and emulate their behaviour.
• Guests are served first. Then the oldest, continuing in some rough approximation of age order until the youngest is served.
• Do not start eating until the oldest person at the table begins.
• You will be urged to take second and even third helpings. Saying “I’m full” will be taken as a polite gesture and not accepted at face value.
• Eat only with the right hand.

Business etiquette & protocol in Pakistan

Like social etiquette, building business relationships in Pakistan will require you to adapt to doing business in a different way to what you are familiar with in the UK. Some aspects of doing business in Pakistan may come as a surprise to you at first if you are not forewarned and may even result in you feeling a little apprehensive about the whole thing.

 

However, relationships are very important to Pakistanis and you will soon find that you grow used to the different ways of doing business and regard your Pakistani business colleagues as friends – a way that you may never think of your business colleagues in the UK.

 

Building Relationships & Communication

• Third-party introductions are a necessity in this relationship-driven culture.
• Pakistanis prefer to work with people they know and trust and will spend a great deal of time on the getting-to-know-you part of relationship building.
• You must not appear frustrated by what may appear to be purely social conversation. Pakistanis are hospitable and enjoy hosting foreign guests.
• Relationships take time to grow and must be nurtured. This may require several visits.
• Pakistanis often ask personal questions as a way to get to know you as a person. If possible, it is best to answer these questions.
• Pakistanis do not require as much personal space as people from most Western cultures. As such, they will stand close to you while conversing and you may feel as if your personal space has been violated. Do not back away.
• Pakistanis are generally indirect communicators.
• Always demonstrate deference to the most senior person in the group.
• In general, Pakistanis speak in a roundabout or circuitous fashion. Direct statements are made only to those with whom they have a long-standing personal relationship.
• They also use a great deal of hyperbole and similes, and go out of their way to find something to praise.
• Be prepared to flatter and be flattered.
• Pakistanis prefer to converse in a non-controversial manner, so they will say they “will try” rather than admit that they cannot or will not be able to do something.
• Therefore, it is important to ask questions in several ways so you can be certain what is meant by a vague response. Silence is often used as a communication tool.
• Pakistanis prefer to do business in person. They see the telephone as too impersonal a medium for business communication.

Business Meeting Etiquette

• Appointments are necessary and should be made, in writing, three to four weeks in advance, although meetings with private companies can often be arranged with less notice.
• The best time to schedule meetings is in the late morning or early afternoon.
• If at all possible, try not to schedule meetings during Ramadan. The workday is shortened, and since Muslims fast, they could not offer you tea, which is a sign of hospitality.
• You should arrive at meetings on time and be prepared to be kept waiting.
•  Pakistanis in the private sector who are accustomed to working with international companies often strive for punctuality, but are not always successful.
• It is not uncommon to have a meeting cancelled at the last minute or even once you have arrived.
• In general, Pakistanis have an open-door policy, even when they are in a meeting. This means there may be frequent interruptions. Other people may wander into the room and start a different discussion.
• Meetings are formal.
• Business meetings start after prolonged inquiries about health, family, etc.
• Never inquire about a colleague’s wife or daughters.
• During the first several meetings, business may not be discussed at all as the relationship is still being developed.
• Maintain eye contact while speaking.

Negotiating

• Companies are hierarchical. Decisions are made by the highest-ranking person.
• Decisions are reached slowly. If you try to rush things, you will cause offence and may jeopardise your business relationship.
• The society is extremely bureaucratic. Most decisions require several layers of approval.
• It often takes several visits to accomplish simple tasks.
• If you change negotiators, negotiations will have to start over since relationships are to the person and not the company that they represent.
• Pakistanis are highly skilled negotiators.
• Price is often a determining factor in closing a deal.
• Pakistanis strive for win-win outcomes.
• Maintain eye contact while speaking.
• Do not use high-pressure tactics.
• Pakistanis can become highly emotional during negotiations. Discussions may become heated and even revert to Urdu (the national language). It is imperative that you remain calm.

Business Card Etiquette

• Business cards are exchanged after the initial introduction.
• Include any advanced university degrees or professional honours on your card, as they denote status.
• Business cards are exchanged using the right hand only or with two hands.
• Make a point of studying any business card you receive before putting it into your business card holder.

Hopefully you will have found this guide a useful starting point to doing business with Pakistan. More information from external sources is available in the reports and publications section of this website.

Alternatively, if you would like to speak to someone directly, you can use the contact us section to request the help of an expert on Pakistan.