Matchmaking roadshow for Pakistani surgical instruments industry

The city of Sialkot in Pakistan has a long tradition of producing surgical, dental and veterinary instruments, and the instruments can be found in health and medical facilities all over the world. In a quest to identify new promising markets and diversify exports, we identified South Africa as a market with untapped potential.

As part of a UNIDO programme, we facilitated a trade mission to South Africa for the Pakistani surgical cluster to help them export directly, i.e. without middlemen. In turn, South African buyers and users of surgical and dental instruments could benefit from lower prices, while gaining an appreciation for the expertise and technology behind both reusable and disposable Pakistani instruments.






Type of activity

  • Business Matching
  • Trade Fairs and Missions


Ten companies had the opportunity to meet with buyers in Johannesburg and Cape Town in two separate business events. Together with a locally connected representative from the medical equipment sector we prepared and promoted the events. We also coached the Pakistani companies and mobilized the key players from the health and medical sector to participate in meeting the companies.


During the events 40 relevant visitors attended, along with a good number of qualified buyers. This led to some concrete leads, including an excellent deal worth USD 1 million from one single South African buyer.