Karachi, October 13, 2025: K-Electric’s (KE) award-winning Roshni Baji programme, Pakistan’s first all-women community engagement and safety ambassador initiative led by a power utility, received a significant boost as Rotary International extended collaboration for a co-funded project for the sixth cohort. The collaboration marks another milestone in the journey of this pioneering programme, which continues to empower women, advance community safety across Karachi, and will now strengthen conversations around climate resilience and disaster preparedness.
The announcement was celebrated at a ceremony attended by KE’s leadership, representatives from Rotary International, and Concern for Children (CFC).
Since its inception in 2021 with just 40 women, the Roshni Baji programme has grown into a network of 265 empowered ambassadors with inductions from the current cohort, reaching over 880,000 households with crucial messages on electrical safety, energy conservation, and emergency preparedness. Many Roshni Bajis have gone on to build small businesses or join KE’s workforce as Data Processing Officers (DPO), Meter Data Maintenance Officers (MDMO), field staff, and apprentices, symbolising real transformation through opportunity.
The sixth cohort, co-funded by Rotary International and supported by CFC, will focus on climate resilience and disaster preparedness in Karachi’s coastal communities. The programme will reach 120,000 women through door-to-door climate and safety awareness drives; engage 3,000 children and train 500 teachers in climate-smart practices; establish 10 Disaster Risk Reduction teams; and train over 1,000 community members in CPR, hygiene, and financial literacy.
Moonis Alvi, CEO KE, highlighted the cultural transformation the programme represents: “Roshni Baji is not just a CSR initiative, it’s a cultural shift. It reflects what’s possible when empowerment meets opportunity. The women we see today may have begun their journeys with uncertainty, but now they lead sessions, run their own enterprises, and are part of our operational teams. They have a path laid out for them, because they decided to take the first step and we empowered them for this journey. This partnership will help us continue investing in talent, inclusivity, and resilience, which lie at the heart of KE’s purpose.”
Officially opening the event, Sadia Dada, Chief Distribution & Marcomms Officer, KE, said: “When we launched the Roshni Baji programme, we believed in its potential, but the impact the participating women have created surpassed all expectations. This latest partnership with Rotary International allows us to deepen our work in Karachi’s most climate-vulnerable areas. Our purpose goes beyond powering homes to lighting paths and building resilience, proving that real change happens when communities and companies work hand in hand.”
Sharing his thoughts on the partnership, Aziz Memon, National Chair, Rotary International shared: “Our collaboration with KE is rooted in a shared belief; that empowered women can drive lasting change. Through the Roshni Baji programme, we aim to equip women with the tools and knowledge to respond to emergencies, promote safety, and champion climate preparedness. Together, we are investing in people who will protect lives, uplift communities, and create a culture of collective responsibility. After seeing the success of this program over the years, we have no doubt about the success of this collaboration.”
As Roshni Baji embarks on its next chapter, KE reaffirmed its commitment to keep fostering inclusion and shared responsibility in addressing urban challenges, one empowered woman, and one enlightened household at a time.
About K-Electric:
K-Electric (KE) is a public listed company incorporated in Pakistan in 1913 as KESC. Privatized in 2005, KE is the only vertically integrated power utility in Pakistan supplying electricity to Karachi and its adjoining areas. The majority shares (66.4%) of the Company are owned by KES Power, a consortium of investors including Al-Jomaih Power Limited of Saudi Arabia, National Industries Group (Holding) of Kuwait, and KE Holdings (Formerly: Infrastructure and Growth Capital Fund or IGCF). The Government of Pakistan is also a shareholder (24.36%) in the Company while the remaining are listed as free float shares.
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