Around 70% of the world’s surgical and dental instruments are produced in Sialkot, Pakistan. But when people think of high-quality surgical instruments, Sialkot doesn’t even register.

The UK Trade Partnership Programme set out to change that by working with Cardic Instruments. Building Cardic’s brand helped surgical instruments producers in Sialkot get the recognition—and business growth—they deserve. 

Cardic's history spans over 200 years. The last four decades have focused on surgical manufacturing, harnessing the latest technology to craft instruments that adhere to international standards.

Global competition proved challenging for the company. Partnering with ITC through the UK Trade Partnerships Programme (UKTP), Cardic Instruments found innovative ways to grow.

Cardic’s legacy and challenges

A distinguished manufacturer of premium surgical instruments, Cardic Instruments blends generations of craftsmanship with modern technology. However, maintaining their standards in an increasingly competitive environment was no small feat. With the rising costs of raw materials, global supply disruptions and import restrictions, the company faced significant challenges.

This is when Cardic joined the UKTP Programme, looking for support with accessing new markets and growth. The programme focuses on two key aspects: branding and digital presence, and trade fair support.

Stronger branding foundations

Articulating a company’s unique value proposition is essential for international growth. Cardic’s digital presence lacked cohesion, and their messaging didn't reflect the company’s leadership in the industry.

With ITC’s guidance, the company boosted its branding efforts by improving their online search strategies, optimizing their LinkedIn content and delivering clear, audience-tailored messaging. Their simple message: Cardic is a stand-out provider of surgical instruments.      

The impact was immediate: stronger leads, better customer relationships, and measurable business growth.

Trade fair success

For companies like Cardic Instruments, trade fairs are lifelines for connecting with clients and expanding global reach. When it came to the company’s trade fair experience, there was a clear gap in their ability to tailor messaging to diverse audiences, navigating international negotiations, and showcasing their brand.

These gaps are thoroughly addressed in ITC trainings and coaching, preparing small businesses to make the most of every trade fair opportunity. Cardic Instruments learned how to develop better marketing assets, which allowed them to connect with different audiences. Being well-prepared for trade fairs allowed them to build relationships, showcase innovation, and secure contracts in competitive international markets.

With ITC support, Cardic Instruments participated in the MEDICA Trade Fair 2023 in Dusseldorf, Germany, connecting with 20 potential clients from 10 different countries. At MEDICA 2024, Cardic connected to 14 new clients. The experience also uncovered promising growth opportunities, solidifying Cardic's position as a competitive player in the international surgical instruments market.

"Cardic Instruments have been enthusiastic participants in the UKTP programme—they carefully applied all the recommendations and suggested improvements. Their success comes as no surprise, given their commitment and investment in the process."

Abdelbasset Boulelouah

ITC

Marketing and E-commerce Advisor

"These trade fairs allowed us to penetrate new markets, strengthen partnerships, and gain critical insights into the preferences of international clients, which has been instrumental in driving our business forward."

Muhammad Abubakar Chaudhry

Cardic Instruments

Marketing director

"We have been able to sustain jobs within our company and improve working conditions, even in challenging economic times."

Usman Chaudhry

Cardic Instruments

Sales director

"ITC’s training sessions and MEDICA participation have completely transformed our operations and mindset. The exposure we gained has elevated Cardic Instruments to new heights in the global market."

Usman Chaudhry

Cardic Instruments

Export director

Ripple effects of the UKTP Programme

Before participating in the UKTP Programme, Cardic Instruments faced a significant challenge in maintaining cost efficiency without compromising quality. The rising costs of raw materials, government-mandated salary increases to address inflation, and the overall economic instability in Pakistan forced the company to take difficult measures, including workforce reductions.

With support from the UKTP programme, the company began to see a positive shift.

• New leads and customers acquired through these initiatives generated increased demand and revenue.     
• They offered better working conditions and raise salaries to help employees cope with inflation.
• Enhanced job security and better working conditions have contributed to a stronger team and a collective drive to meet the growing demands of a larger and more diverse client base.
• Some of the cost savings were redirected towards new product development, allowing Cardic to innovate and strengthen its offerings.

Collaborating with ITC has empowered Cardic Instruments to navigate economic challenges while fostering growth, innovation, and inclusivity. By enhancing their digital presence, refining their trade fair strategies, and optimising marketing efforts, Cardic has strengthened its global positioning and long-term sustainability.

Looking ahead, Cardic is poised to launch new product lines and expand its market presence, driven by the foundational support received from UKTP.

ITC provided guidance on crafting effective exhibition messaging and marketing collateral for trade fairs. That was combined with practical training in negotiation, communication, and event follow-up techniques.

Photo by ITC