Pakistan: The man trying to improve women's underwear

In time gone by, word of mouth has proved key. Thirty years ago, retailers offering a good quality, well-fitted undergarment in Karachi's packed Meena Bazaar could rely on an almost instant surge in sales based on personal recommendations.But with the switch to digital, these magazines have fallen by the wayside. Meanwhile, a social media campaign - possibly the best way to get word out in modern Pakistan - runs the risk of getting the product labelled "vulgar".

"Once my team and I put the product, that is the bra and panties, on the table, men giggle," he says. "We have to pitch the ideas to these men," explains Qamar Zaman, operations manager of the factory in Faisalabad. "We did send advertisements looking for women for staff and higher position roles, but we had people saying that they will speak with their families and get back to us," Mr Moore explains."We had two people who came back and said their families do not want them to work in an undergarment factory."Staff member Sumaira revealed that her husband accompanied her to the interview.

"And my father instantly refused to listen," she said. "I had to ask him to let me go and see for myself and if in case I don't like the atmosphere at the factory, I won't accept the job."Staff member Anwar admits he was initially embarrassed

Men don't harness horses in bad fitting Why are women .. so bad

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