Rebranding Stolen Identities in Pakistan

Abstract

In this project, we address the escalating problem of counterfeiting in Pakistan, which poses significant risks to brand identity, consumer trust, public health, and the overall economy. Counterfeit products, ranging from pharmaceuticals to fast-moving consumer goods, have flooded the market, causing substantial financial losses for legitimate businesses and endangering consumers. This study examines how counterfeiters not only duplicate logos and packaging but also mimic brand messaging and customer experiences to deceive buyers, making traditional anti-counterfeiting measures increasingly ineffective. To tackle these challenges, we propose AsliCheck, a comprehensive, technology-driven solution tailored to the unique needs of the Pakistani market. AsliCheck integrates secure barcodes, digital verification through a mobile app and SMS, real-time monitoring of sales channels, and a consumer compensation program designed to incentivize reporting of counterfeit goods. By empowering both consumers and brands to authenticate products and actively participate in identifying fakes, AsliCheck fosters a community-driven approach to safeguarding market integrity. This project also explores the broader economic impact of counterfeiting, including job losses, reduced tax revenues, and diminished consumer confidence in authentic brands. By combining physical security features with digital tools and leveraging local socioeconomic insights, AsliCheck aims to restore trust, protect brand equity, and contribute to a safer, more transparent marketplace. Ultimately, this project demonstrates that through innovation, collaboration, and technology, it is possible to combat counterfeiting effectively and build a future where consumers can confidently trust the products they purchase.