Ufone Rebranding to e& Reportedly Clears Initial Approvals as Questions Rise Over Cost and Governance

Pakistan’s telecom sector could soon witness the end of one of its most recognizable brands. Following the merger of Telenor Pakistan and Ufone, the latter is reportedly preparing to adopt the e& brand as part of a wider corporate identity strategy.

While sources say the proposal has already secured important approvals, it has also sparked questions about governance, transparency, and the cost of replacing a brand that has been part of Pakistan’s mobile industry for more than two decades.

Sources claim key approvals have been obtained

According to sources, the decision to replace the Ufone brand with e& has already received principle-level approval from the relevant authorities.

The proposal was reportedly approved by the Ufone Board of Directors before being forwarded to the Pakistan Telecommunication Authority (PTA), where sources claim the required approval has also been obtained.

Although these approvals are said to have been secured, neither the company nor the regulator has publicly confirmed the rebranding or announced when the transition would begin.

Millions could be spent on nationwide rebranding

The proposed name change is expected to involve a significant financial commitment.

According to sources, the nationwide rebranding exercise is likely to cost millions of rupees, as it would require replacing the Ufone identity across multiple customer touchpoints, including:

• Retail outlets and franchises
• Outdoor signage
• Marketing and advertising campaigns
• Corporate branding materials
• Websites and digital platforms
• Customer communications and promotional assets

The anticipated expenditure has raised an important question: who will bear the cost of the rebranding?

Given that Ufone operates under PTCL Group, in which the Government of Pakistan retains a significant shareholding, observers are seeking clarity on whether the expenditure will be funded by the company itself or involve public resources.

Approval process comes under scrutiny

Beyond the financial implications, the reported rebranding has also drawn attention to the approval mechanism behind the decision.

Industry observers argue that major branding exercises involving companies with government ownership should follow a transparent approval process, particularly when they require substantial spending.

Questions have also been raised about whether all corporate governance requirements, regulatory approvals, and budgetary authorizations have been completed before the rebranding proceeds.

IT Secretary yet to respond

According to sources, the Secretary for IT and Telecommunication was contacted for clarification on the proposed rebranding but no response had been received from the IT Secretary regarding the proposed rebranding, board approvals, the allocated budget, or the approval process.

What the proposed rebranding could mean

If implemented, the move would officially retire the Ufone brand, ending a name that has served Pakistan’s telecom market for more than 20 years.

The transition would align the operator with the global e& brand, reflecting the broader identity adopted by the UAE-based telecommunications group across several international markets.

For consumers, the change is expected to be primarily a branding exercise, with no immediate impact on mobile services or existing subscriptions. However, the move would represent one of the most significant corporate identity changes in Pakistan’s telecom industry in recent years.

Questions remain unanswered

Although sources claim the proposal has cleared both board and regulatory hurdles, several important questions remain unresolved.

There has been no official confirmation from Ufone, PTCL Group, the Pakistan Telecommunication Authority, or the Ministry of IT regarding the rebranding timeline, the total cost of the exercise, the source of funding, or the approvals governing the transition.

Until those questions are addressed, the proposed shift from Ufone to e& is likely to remain under close public and industry scrutiny, particularly given the company’s government shareholding and the scale of the branding exercise.

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