Meet one of Paknam’s oldest distribution representatives: Mohammad Amin Etmishi, the representative for West Azerbaijan, Mahabad. A person who has been with us since the very first foundation of Snow (now Paknam). At the age of 80, he continues his collaboration with Paknam and firmly believes that Paknam brands are the best in Iran.
How old are you, and how long have you been a distributor for Yekta products?
I am 80 years old. I started working with the Snow company when I was 24.
Which brands did you start with?
I started with the “Dey” and “Toofan” brands. I remember it was in July 1967 when I went to what is now 15th Khordad Street, to the Bank Sepah building. Mr. Rashidi was the internal manager of the Snow company, and Mr. Thalethi was handling the procurement and factory operations. Snow had just started, and they only had these two brands. Of course, there was also the “Ramis” detergent soap. From the very beginning, I took the agency for a region in West Azerbaijan, which covered about seven cities.
Which cities?
Mahabad and the surrounding cities.
How is it that you have only worked with Paknam all these years? Didn’t other brands approach you?
I had many offers from other brands, and they were quite financially attractive. However, from the moment I started with Snow, our agreement was that I would stay committed and not break my word. Snow’s owners also promised to remain loyal, ensuring that I would be their representative in that region. I never took on any other brand or mark. Even though, over the years, others tried to come into my region, I have remained exclusively with Paknam brands. Competitors were frustrated by my presence in the area, so they made me many offers to take over their distribution.
Certainly, the distribution system was different back then. How has distribution changed over time?
It has become mechanized now. Our means of communication were face-to-face conversations, and we had one or two distribution vehicles and salespeople. I used to personally visit the towns and interact directly with customers. I handled advertising and convincing the customers myself, and I took the orders too. Now everything is systematic; remote communication has become the norm, and we work mostly by phone. Some of our customers still prefer us to visit them in person for reassurance, so we continue these occasional visits.
Are your children following in your footsteps?
Yes, as long as I’m here, my children are by my side. I continued my father’s work, and I, too, began my collaboration with Snow through my father’s partnership.
What are your first memories of Snow?
I used to manage the distribution office for my father. Early on, I went to Mr. Rashidi to introduce myself, explaining that we worked with other brands and that I wanted to take the Snow agency for cities like Boukan, Mahabad, Naqadeh, Piranshahr, Oshnavieh, Sardasht, and Miandoab. They were very happy.
At that time, we made a commitment to each other: if Snow’s brands succeeded in capturing the market, I would remain their representative in those areas, and I wouldn’t leave them for other brands. I never left Snow (Paknam) at any point.
How is the position of the Yekta brand in your region?
It holds a good position, and it was very strong in the past as well. So much so that if we didn’t have the time to visit the stores and take orders, they would come to us. To be honest, people would line up to get Yekta products…
How old are you, and how long have you been a distributor for Yekta products?
I am 80 years old. I started working with the Snow company when I was 24.
Which brands did you start with?
I started with the “Dey” and “Toofan” brands. I remember it was in July 1967 when I went to what is now 15th Khordad Street, to the Bank Sepah building. Mr. Rashidi was the internal manager of the Snow company, and Mr. Thalethi was handling the procurement and factory operations. Snow had just started, and they only had these two brands. Of course, there was also the “Ramis” detergent soap. From the very beginning, I took the agency for a region in West Azerbaijan, which covered about seven cities.
Which cities?
Mahabad and the surrounding cities.
How is it that you have only worked with Paknam all these years? Didn’t other brands approach you?
I had many offers from other brands, and they were quite financially attractive. However, from the moment I started with Snow, our agreement was that I would stay committed and not break my word. Snow’s owners also promised to remain loyal, ensuring that I would be their representative in that region. I never took on any other brand or mark. Even though, over the years, others tried to come into my region, I have remained exclusively with Paknam brands. Competitors were frustrated by my presence in the area, so they made me many offers to take over their distribution.
Certainly, the distribution system was different back then. How has distribution changed over time?
It has become mechanized now. Our means of communication were face-to-face conversations, and we had one or two distribution vehicles and salespeople. I used to personally visit the towns and interact directly with customers. I handled advertising and convincing the customers myself, and I took the orders too. Now everything is systematic; remote communication has become the norm, and we work mostly by phone. Some of our customers still prefer us to visit them in person for reassurance, so we continue these occasional visits.
Are your children following in your footsteps?
Yes, as long as I’m here, my children are by my side. I continued my father’s work, and I, too, began my collaboration with Snow through my father’s partnership.
What are your first memories of Snow?
I used to manage the distribution office for my father. Early on, I went to Mr. Rashidi to introduce myself, explaining that we worked with other brands and that I wanted to take the Snow agency for cities like Boukan, Mahabad, Naqadeh, Piranshahr, Oshnavieh, Sardasht, and Miandoab. They were very happy.
At that time, we made a commitment to each other: if Snow’s brands succeeded in capturing the market, I would remain their representative in those areas, and I wouldn’t leave them for other brands. I never left Snow (Paknam) at any point.
How is the position of the Yekta brand in your region?
It holds a good position, and it was very strong in the past as well. So much so that if we didn’t have the time to visit the stores and take orders, they would come to us. To be honest, people would line up to get Yekta products…
