Rabel Sadozai is a dedicated professional with a strong vision for agricultural transformation in Pakistan. As the Director of Marketing and Sales at Fatima Fertilizer, she has played a crucial role in driving innovation, sustainability, and farmer empowerment. With over a decade of experience at Fatima Group and a career spanning 24 years in diverse industries, including petrochemicals, finance, and banking, she brings a strategic mindset to the agricultural sector. Holding an MBA from the Institute of Business Administration Karachi, she combines business acumen with a deep commitment to improving Pakistan’s agricultural landscape. At EliteX, we are proud to have Rabel Sadozai as Cover Story of the edition: 10 Extraordinary Women in Business, 2025.
Rabel Sadozai | Director Marketing and Sales | Fatima Group
Fatima Fertilizer stands as a leader in Pakistan’s agricultural industry, providing high-quality fertilizers that enhance crop productivity and support food security. The company’s mission extends beyond providing products—it is deeply invested in uplifting the farming community through education, digital solutions, and groundbreaking initiatives. Under her leadership, Fatima Fertilizer has introduced significant industry-first programs, such as Pakistan’s first-ever Farmer Day and the Sarsabz Tabeer initiative, which empowers female farmers through skills-based training. As the only female Sales & Marketing leader in Pakistan’s agriculture sector, she has led her team to achieve record-high sales and launched multiple transformative initiatives, including Agri-based applications and AI-driven automation in warehousing. Aligning with global sustainability goals, Fatima Fertilizer became the first Pakistani company to adopt the UNDP’s SDG Impact Framework, reinforcing its commitment to responsible and sustainable agriculture.
“Never let others define your limitations. Stay true to your values, push forward with confidence, and believe in your ability to make a difference.”
Her journey into the agricultural sector was driven by a desire to make a tangible impact on the lives of farmers, who often go unrecognized despite their essential role in the economy. Before joining Fatima Group in 2013, she held various planning and management roles, continuously learning and adapting to new challenges. The opportunity to innovate and bring meaningful change to agriculture fueled her passion. She firmly believes in lifting others while driving progress, and her leadership reflects a balance of determination, strategic thinking, and empathy.
One of her most significant achievements has been the introduction of Pakistan’s first-ever Farmer Day, celebrated annually on December 18th. Officially recognized by the Federal Government and embraced by industry stakeholders, this milestone pays tribute to the hard work and dedication of Pakistan’s farmers. It serves as a national platform to amplify their voices, ensuring they receive the recognition and support they deserve. Additionally, breaking gender barriers in agriculture has been a fulfilling journey for her. As the first female Director of Marketing in Pakistan’s agricultural sector, she has led pioneering projects such as the “Sarsabz Pakistan” application for farmers and the “Sarsabz Assan” dealer application, making vital agricultural resources more accessible and efficient.
Her motivation stems from the resilience of Pakistan’s farmers. Their unwavering dedication reinforces her commitment to advocating for their well-being and ensuring they receive the necessary resources and recognition. Beyond the farming community, she finds motivation in challenging societal norms and creating meaningful change. Her presence in the agricultural sector sends a strong message to young women aspiring to break barriers in traditionally male-dominated industries. Innovation excites her, whether through leveraging digital platforms to connect with farmers, launching campaigns that challenge stereotypes, or pushing for policy changes that benefit the agricultural community. The prospect of making a lasting impact keeps her driven and committed to her work.
Her leadership style revolves around empathy, vision, and action. She believes in understanding the needs of her team and creating an environment where everyone feels valued and empowered. Recognizing that the strength of any organization lies in its people, she fosters a culture of collaboration and openness. While delivering results remains a priority, she is equally focused on creating a supportive and inclusive work environment, particularly in the agricultural sector, where people often feel marginalized.
The values she upholds in her professional journey include sustainability, integrity, and community. Sustainability is not just about using resources wisely but about developing long-term solutions that benefit both people and the environment. Integrity is fundamental to her leadership, ensuring transparency and commitment to the company’s mission. A strong sense of community guides decision-making, as she firmly believes that when communities thrive, businesses also succeed. Every initiative she undertakes is driven by a vision to contribute to the greater good and bring sustainable change to the industry.
“Work should complement life, not compete with it—true balance comes from integrating both in a way that feels natural and sustainable.”
For young women aspiring to start their own businesses, she offers advice rooted in her own experiences. She encourages them never to underestimate their potential and to always believe in their ability to create an impact. Entrepreneurship can be challenging, but with determination, resilience, and a clear vision, obstacles can be overcome. Taking risks is an essential part of the journey, as some of the most rewarding opportunities arise from uncertainty. She also emphasizes the importance of embracing failure as a learning experience, seeing it not as an endpoint but as a step toward growth and improvement.
Building a strong network of mentors, peers, and collaborators is another key piece of advice she offers. Entrepreneurship can be isolating at times, but having a supportive community provides valuable guidance and encouragement. Leadership is not just about individual success but about empowering others and creating opportunities for those around you. Above all, she urges young women to stay authentic to themselves and their purpose. Uniqueness is a strength, and leading with passion and authenticity inspires others to follow their paths with confidence. Her journey serves as an example of perseverance, innovation, and leadership in an industry that is constantly evolving. With a steadfast commitment to transforming agriculture, she continues to push boundaries and create new opportunities for farmers, businesses, and future leaders. Through her work at Fatima Fertilizer and her advocacy for sustainable agricultural practices, she remains a driving force in shaping the future of Pakistan’s agricultural sector.
Rabel Sadozai believes that failure is not an end but a learning experience. She views setbacks as opportunities to reflect, learn, and refine strategies. Instead of being discouraged, she focuses on resilience and adaptability, ensuring that every challenge strengthens her approach. Her ability to maintain a forward-thinking mindset allows her to navigate obstacles with confidence and a renewed perspective.
Looking ahead, she envisions Fatima Group leading the transformation of Pakistan’s agricultural sector over the next five years. By integrating technological advancements and sustainable practices, she aims to tackle the challenges of climate change and resource limitations. Smart farming techniques, precision agriculture, and digital solutions are key areas of focus. Beyond innovation, she is committed to fostering systems that support both productivity and environmental sustainability. Her vision is to create an agricultural framework that benefits not only today’s farmers but also future generations, ensuring a balance between business success and social responsibility.
“Success is not just about reaching goals; it’s about the impact made along the journey.”
Innovation remains at the core of her strategy for staying relevant in the industry. She emphasizes the importance of digital integration in agriculture, with initiatives like the Sarsabz Pakistan App, which offers farmers tools for crop planning, fertilizer application, and real-time agronomic advice. Features such as weather updates, commodity pricing, and market insights help farmers optimize their yields and make informed decisions. Additionally, the Sarsabz Asaan App streamlines the fertilizer distribution process, making it easier for dealers to manage orders, track payments, and ensure timely deliveries. These digital initiatives reinforce her commitment to leveraging technology for greater agricultural efficiency and sustainability.
Her message to women in business is one of empowerment and determination. She believes that women should never let others define their limitations. Every challenge presents an opportunity for growth, and staying true to one’s values and decisions is essential. She encourages women to build networks of supportive peers and mentors who uplift and inspire. To her, success is not just about reaching goals but also about the impact made along the journey. She urges women to keep learning, innovating, and pushing forward, confident in their ability to achieve great things. Balancing work and personal life is another area where she takes a unique approach. Rather than striving for a rigid separation, she believes in work-life harmony, where work complements life instead of competing with it. Flexibility is key, allowing her to maintain productivity while ensuring personal well-being. She understands that true balance comes from integrating work into life in a way that feels natural and sustainable.
To stay focused and recharge, she turns to adventure sports. She has experienced thrilling activities such as shark cage diving in South Africa, skydiving in the USA, paragliding in Switzerland, as well as parasailing and snorkeling. These exhilarating experiences fuel her energy and drive, helping her stay motivated and ready to take on new challenges. With many more adventures on her bucket list, she remains eager to explore new experiences that push her limits and inspire her leadership journey.
“Innovation remains at the core of progress—leveraging technology to drive efficiency and sustainability in agriculture is the way forward.”
