Agha Usman is a young Pakistani entrepreneur and the founder of Crumble, a fast-growing and viral cookie brand that has become highly popular among Gen-Z audiences in Pakistan.
Known for his creative marketing style and unique online presence, he transformed a small student startup into a recognized food business with multiple branches.
His journey began in a hostel room at the Ghulam Ishaq Khan Institute, where he started baking cookies with only Rs. 5,000 and a single oven. In the beginning, operations were managed from a home kitchen before the brand slowly expanded into Islamabad and Rawalpindi.
Instead of using traditional advertising methods, Crumble gained popularity through funny memes, relatable content, and the viral “MeowBaksh” persona on social media. This creative approach helped the brand quickly connect with young consumers and build a strong online community.
As demand increased, the company expanded its operations and launched a larger production facility called “Crumble Core” in Lahore. The new setup helped improve production capacity and business organization.
Crumble also collaborated with influencers and partnered with Peshawar Zalmi during PSL 11, further increasing its popularity.
Agha Usman often shares his entrepreneurial experience to inspire young people. His story highlights how creativity, consistency, and authenticity can help turn a small idea into a successful business.
Today, Crumble stands out as one of Pakistan’s most talked-about food brands with a strong digital identity and growing customer base.
