In the competitive business world, profitability, and financial targets often take centre stage. However, for Rafiq Punjani, his business partner Taz Lakhani and their franchisor Adam, these aspects are merely part of a broader, value-driven philosophy. As Rafiq explained in the interview, their business in Winnipeg focuses on more than just making money; it emphasizes strong community values.
The Journey to Winnipeg
When Rafiq Punjani first arrived in Winnipeg, he was a newcomer in an unfamiliar city. Reflecting on this experience, Rafiq said, “When I came to Winnipeg, I knew nobody here, but the community embraced us. We have received so much from Canada and Winnipeg; it’s up to me now to give back.”
This vibrant city, with its diverse and supportive populace, offered Rafiq and Adam so much, compelling them to reciprocate in meaningful ways. “The bottom line cannot be at the expense of everything else,” Adam emphasized. “There has to be a parallel goal of what we want to give back to the community.”
Community Involvement: A Family Commitment
Rafiq and his family are deeply involved in various community activities. Collectively, he and his siblings serve on five different boards, dedicating their time and resources to causes they are passionate about. “As a family, between three or four of us, we sit on five different boards. I am very passionate about working for older adults in the community, so I sit on three boards focused on older adults,” Rafiq explained.
During the COVID-19 pandemic, Rafiq launched a podcast titled All Things Seniors, born from his journey as a caregiver and his desire to share valuable insights with others. “The purpose was that whatever I’m learning from my journey as a caregiver, I can give back,” Rafiq noted.
Beyond Business: Creating a Shared Vision
When engaging with potential franchisees, clients, or partner companies, Rafiq and Adam emphasize that their business is more than just a cleaning service. “Cleaning is a service that we provide, but as human beings, as Winnipeggers, we are part of the fabric of this society,” Adam stated. “We all want to have a good community here.”
By sharing their commitment to the community and their values, they position themselves as integral members of the local fabric. Rafiq added, “When you tell some of these things to your potential franchisees or clients or partner companies, they don’t see you as a cleaning company. They see you as a part of the community.”
Building a Stronger Community Together
Rafiq’s ultimate goal is to create a thriving community where everyone can enjoy a high quality of life. He believes that by investing in the community and actively participating in its development, he contributes to a cycle of positive reinforcement. “We all have the same goal: To have a good community here,” Rafiq said.
In conclusion, Rafiq Punjani’s journey of building a local brand is not solely about achieving financial success; it is about integrating himself and his business into the community, understanding its needs, and contributing meaningfully. By maintaining a balance between business objectives and community values, Rafiq has created a legacy that goes beyond profit, fostering a sense of belonging and mutual growth. This model has been key to the growth of his business in Winnipeg, and it serves as an example for any enterprise looking to make a real difference.