PepsiCo Pakistan, in partnership with the PepsiCo Foundation and micro-entrepreneurship nonprofit SeedOut, has launched the PepsiCo Rise Together Programme, a flagship social and economic empowerment initiative designed to help rebuild livelihoods and strengthen community resilience across Pakistan.

For decades, Pakistan’s street-food culture has been more than a culinary tradition. It has served as a vital source of income for hundreds of thousands of micro-entrepreneurs whose carts add flavour, familiarity and vibrancy to city streets. However, rising inflation, reduced consumer spending and the devastating floods of 2025 have placed this sector under severe strain, leaving many vendors without carts, savings or the means to support their families.

In response, PepsiCo Pakistan and its iconic brand 7UP, with support from the PepsiCo Foundation, have introduced a two-year economic empowerment programme focused on recovery with dignity. In its first year, the initiative aims to reintegrate more than 200 street-food vendors, positively impacting over 1,600 individuals. Support includes the provision of modern food carts, interest-free microfinancing and structured training in food hygiene, financial literacy, customer service and business planning.

Implemented by SeedOut, the programme combines global corporate standards with community-level expertise to ensure assistance reaches households most affected by recent economic and environmental challenges.

7UP’s leadership in the initiative builds on its long-standing association with Pakistan’s street-food culture. The brand will amplify the stories of participating vendors through a 360-degree storytelling campaign that highlights their resilience, challenges and path to stability. The programme aligns with PepsiCo Pakistan’s broader #InWithForPakistan commitment to community uplift and sustainable national recovery.

“Street-food vendors are an essential part of both our culture and our economy,” said PepsiCo Chief Commercial Officer, PepsiCo International Beverages and General Manager and PepsiCo Pakistan Beverages Furqan Ahmed Syed. “Helping them rebuild their livelihoods is the need of the hour. This programme reflects our belief that corporations must play an active role in strengthening the communities they serve. Street food shapes the pulse of our youth and our culture and through this initiative, PepsiCo together with 7UP is proud to support the vendors who keep that spirit alive.”

Zain Ashraf Mughal, the founder and president of SeedOut, said the programme focused on long-term empowerment. “True recovery begins when families regain dignity and the ability to earn sustainably. Through the PepsiCo Rise Together Programme, we are not only restoring livelihoods but rebuilding confidence, resilience and long-term economic stability at the community level.”

This view was echoed by the PepsiCo Foundation. “This effort goes far beyond financial assistance. It is about restoring confidence, dignity and opportunity,” said Hatim Khan, Senior Director, PepsiCo Foundation.

The PepsiCo Rise Together Programme reflects the impact of collaborative, purpose-led action. By rebuilding one cart, one vendor and one family at a time, the initiative seeks to support sustainable economic recovery while preserving the flavours and traditions that define Pakistan’s street-food heritage.

This content is an advertorial by PepsiCo Pakistan and is not associated with or necessarily reflective of the views of Dawn.com or its editorial staff.