- July 9, 2026
- Posted by: Tresmark
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Pakistan Telecommunication Mobile Limited (PTML), the surviving entity following its merger with Telenor Pakistan, has secured all major corporate and regulatory approvals to adopt "e&" as its new brand identity, with no outstanding approvals remaining, sources told Business Recorder.
According to the sources, PTML's Board of Directors has approved the adoption of the "e&" brand, while the Pakistan Telecommunication Authority (PTA) granted its approval in June, clearing the way for the company to operate under the new identity.
As part of the post-merger legal process, PTML has also submitted a certified copy of the Scheme of Amalgamation to the Securities and Exchange Commission of Pakistan (SECP), fulfilling another key statutory requirement following completion of the merger.
In a letter dated June 16, 2026, the PTA approved the proposed brand name and directed PTML to notify the regulator once the amalgamation becomes legally effective and before the commercial launch or marketing campaign for the "e&" brand.
In a subsequent letter issued on July 2, the PTA reiterated that PTML must formally notify the Authority after the legal effectuation of the amalgamation and prior to the brand's commercial rollout.
According to official sources, PTML is expected to notify the PTA within the next few days, after which the company will formally launch the "e&" brand.
The rebranding has sparked debate in some quarters over the approval process, with questions raised about the omission of the word "Pakistan" from the new brand identity and whether sufficient regulatory review and due diligence had been undertaken.
However, official sources maintained that all legal and regulatory requirements have been fulfilled. They said PTML's Board has approved the rebranding, the PTA has granted the necessary approval, and the certified Scheme of Amalgamation has already been submitted to the SECP.
The sources added that no regulatory approvals remain pending, with only the formal notification to the PTA required before the commercial launch of the "e&" brand.
