CEO / Director
Asif Jooma started his career in the corporate sector with Lucky Core Industries Limited in 1983, and has over 30 years of extensive experience in senior commercial and leadership roles. Following his early years with Lucky Core Industries Limited and subsequently Pakistan PTA Limited, Mr Jooma was appointed Managing Director of Abbott Laboratories Pakistan Limited in 2007. After serving there for nearly six years, he returned to Lucky Core Industries Limited as Chief Executive in February 2013.
A Bachelor of Arts in Developmental Economics from Boston University, Mr Jooma has previously served as President of the American Business Council, President of the Overseas Investors Chamber of Commerce and Industry (OICCI), and Chairman of the Pharma Bureau. He has also served as a Director on NIB Bank Limited, Engro Fertilizers Limited, and Executive Committee member of the Board of Investment (BOI) – Government of Pakistan. Mr Jooma serves on the Board of Systems Limited and Pakistan Tobacco Company and is the Chief Executive of NutriCo Pakistan Private Limited as well.
He is on the Board of Governors of the Lahore University of Management Sciences (LUMS) and is also a Trustee of the Duke of Edinburgh's Awards Programme. Previously, he has also served on the Board of Indus Valley School of Art and Architecture (IVSAA). Mr Jooma has attended Executive Development Programmes at INSEAD and Harvard Business School.
Director
Atif I. Siddiqui is a transformative leader with over two decades of experience steering growth in the pharmaceutical, consumer healthcare, and nutrition segments. His career spans pivotal roles across emerging and developed markets, where he has consistently delivered strategic outcomes through operational excellence, regulatory navigation, and business turnarounds.
Atif’s journey reflects a unique blend of local insights and global exposure, including time spent at Abbott’s global headquarters in Basel, Switzerland. He has been instrumental in driving commercial success through research brands, branded generics, OTC products, and lifecycle management strategies for mature brands. His expertise extends to new product development and leveraging joint ventures, exemplified by his impactful leadership at NutriCo Pakistan—a partnership with Morinaga Milk Japan.
As COO, Atif channels his extensive background in sales, marketing, and exports to optimise performance across critical business functions. He is recognised for his ability to anticipate market shifts, foster innovation, and build agile organisations that thrive in dynamic environments.
Atif holds an MBA and has advanced his leadership acumen through executive programs at INSEAD, Macquarie Business School, and the Kellogg School of Management. A strategic thinker with a people-first approach, he is committed to empowering teams, delivering value, and setting benchmarks for industry excellence.
Director
Umar Mushtaq is the Chief Operating Officer of the Soda Ash Business. With a career spanning over three decades, Umar has garnered extensive expertise in navigating the complexities of large-scale plant operations and adeptly managing large teams.
Umar commenced his professional journey at LCI in December 1999 as a Shift Manager for the Soda Ash Business. Since then he has held multiple roles within the Business, including those in the HSE, Plant, Production and Operations functions. During his tenure at LCI, he has spearheaded significant capital and plant expansion projects, aimed at enhancing operational efficiency and capacity across multiple product lines, as well as initiatives aimed at securing the Business's long-term sustainability and growth. Prior to joining Lucky Core Industries, Umar was associated with the National Fertilizer Corporation and Packages Limited. He also serves as a member of the Industrial Advisory Board at the Ghulam Ishaq Khan Institute (GIKI).
Beyond his professional commitments, Umar remains deeply engaged in corporate social responsibility endeavours, driving initiatives aimed at enhancing the welfare of the Khewra community. These include spearheading multiple environmental and community healthcare initiatives and supporting youth and women's empowerment projects.
Umar holds a bachelor's degree in Chemical Engineering from the University of Engineering and Technology Lahore, and an MBA from the Lahore University of Management Sciences (LUMS). He has also attained a high-performance leadership certification from the International Institute for Management Development (IMD) campus in Singapore.
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Website Last Updated: January - 23 - 2026
