Owais Shah is revolutionizing Pakistan’s artisan community through Duvita, his groundbreaking footwear brand that masterfully combines e-commerce with profound social and environmental impact. Shah has pioneered a transformative tipping system where every gratuity given to artisans by customers is matched by Duvita itself, dramatically boosting artisan income by up to 30%. The platform further champions workers through its dedicated Artisan Fund, allocating 10% of profits to essential healthcare and welfare services.
Equally committed to sustainability, Duvita is dedicated to minimizing its carbon footprint. Its sneakers are carefully crafted from Fairtrade-certified organic cotton and natural rubber sourced from sustainable forestry. Virtually plastic-free and made primarily from renewable raw materials, Duvita’s products embody a conscious approach to fashion, one that ensures dignity and opportunity for artisans while also contributing to a greener, more sustainable future.
The Visionary behind the Movement
Owais Shah, a dynamic young entrepreneur and social innovator is reshaping compensation dynamics of the country’s skilled artisans through his platform, Duvita. As a member of the Prime Minister’s National Youth Council, Shah’s mission goes beyond business, he is building sustainable solutions for artisans while proving that fashion can respect both people and planet.
Double the Impact: Innovation That Changes Lives
Launched with the powerful vision of empowering artisans with dignity and respect, Duvita introduces a groundbreaking double-tipping mechanism. When customers choose to tip artisans through the platform, Duvita matches the exact amount, effectively doubling the income artisans receive. This innovation can increase artisan earnings by up to 30%, offering immediate relief in a tough economic climate.
At the same time, every product sold reflects Duvita’s eco-conscious promise. By prioritizing renewable materials and Fairtrade-certified supply chains, the company shows that supporting livelihoods and protecting the environment go hand in hand.
From a Local Tradition to a Global Model
Inspired by Pakistan’s ingrained tipping culture in restaurants and transport, Shah asked a powerful question: why not extend this practice to artisans in crafts and footwear? His simple yet radical idea transformed worker incomes while restoring dignity through transparent, digital tipping.
Duvita now extends this same transparency to its sustainability commitments. Sneakers are made with organic cotton and responsibly harvested natural rubber, an ethical sourcing model proving that social and ecological justice can be achieved together.
Security beyond Today: Building a Sustainable Future
Immediate relief is only half the vision. Through its Artisan Fund, Duvita dedicates 10% of profits to healthcare and essential welfare, ensuring long-term resilience for artisans and their families.
Equally, Duvita designs for durability, timeless sneakers crafted responsibly to minimize waste and push back against fast fashion. In this way, artisans and the planet both gain security for generations to come.
National Recognition, Global Inspiration
Duvita’s impact has been recognized at the highest levels of leadership in Pakistan. The Governor of Punjab awarded Shah a prestigious letter of appreciation and included him among 50 outstanding citizens honored during Pakistan’s 76th Independence Day celebrations. The Pakistan Footwear Manufacturing Association has also acknowledged Duvita’s success in uplifting artisan livelihoods.
In recognition of his leadership with Duvita, Owais Shah was appointed as a Member of the Prime Minister of Pakistan’s National Youth Council, an advisory body that brings together exceptional young leaders from across the country to help shape national policies, promote innovation, and strengthen youth engagement in development.
Beyond borders, sustainability advocates are celebrating Duvita’s model as a blueprint for ethical fashion, where innovation empowers workers, protects the planet, and inspires conscious consumers everywhere.
The Journey of a Transformative Leader
Backed by a postgraduate degree in entrepreneurship from Cambridge University and valuable experience at the Prime Minister’s Office, Shah now also serves as Senior Political Advisor at the British High Commission in Pakistan. His rare ability to blend entrepreneurial innovation with deep social and environmental responsibility highlights the leadership Pakistan needs to face its pressing challenges.
Where Technology Meets Humanity and Sustainability
Through Duvita, Owais Shah has proven that innovation is not just about profit, it is about people, the planet, and their shared wellbeing. By aligning technology with dignity and ecological responsibility, he has built a model of lasting change that strengthens communities and inspires a global shift toward conscious consumption.
For Pakistan’s artisans, Duvita is far more than an e-commerce platform, it is a gateway to opportunity, dignity, and sustainable livelihoods. For consumers worldwide, it is proof that every purchase can uplift lives and protect the planet.
