Ali Embroidery Mills (Pvt.) Ltd. was established in 1972 to do schiffli embroidery work for the local whole-sale market that was mainly catering for the low end of the textiles segment. From the beginning, Ali enjoyed a good reputation for its fair dealings and commitment. With the result that it had already doubled its capacity by 1978. However, in the next two to three years the Russian invasion of Afghanistan and the Iran revolution affected the embroidery industry of Pakistan so adversely that a majority of the businesses went bankrupt, and the government was forced to declare embroidery Sick Industry of Pakistan.

It was at this juncture that Ali changed its focus from the low end of the market and concentrated on making the best possible quality of embroidery for the premium urban consumer of Pakistan. The machines as well as the business culture were 'overhauled' with this new end in mind, and in 1985 Ali's sister concern, Sefam (Pvt.) Limited, launched the new high quality product from the city of Lahore.

The product was well received and soon the embroidery production capacity needed enhancement. Ali grew rapidly by acquiring some existing embroidery facilities as well as adding machines to its original setup.
It was also the first in Pakistan to import the state of the art computerized schiffli machines and designing systems from Saurer Stick Systems of Switzerland. It was then decided by the management that the the different embroidery companies be merged into one company by the name of Ali Embroidery Mills (Pvt.) Limited.

In the relentless pursuit of quality and innovation, a number of Ali Embroidery's staff were sent to Switzerland to receive training in new designing methods, machine operating procedures, and quality control techniques. At the same time, many qualified experts from Korea and Switzerland are routinely engaged to come and do hands-on training of Ali's technicians and designers at our premises. Consequently, Ali Embroidery Mills has the most well trained embroidery staff in Pakistan. This human resource combined with the many state of the art computerized machines, and designing and sampling systems has ensured that the quality of Ali's product is by far the best in the country. .

Today Ali has 30 schiffli machines, and is the largest manufacturer of embroidered fabric in Pakistan. More important than the number of machines is the fact that Ali has more goodwill than all the local competitors combined. This has been a result of Ali's philosophy of fair dealings with everyone including suppliers, employees and clients. We believe that quality begins in-house when we decide to make a positive impact in the lives of all the different groups of people that will come in contact with our business. Along with this ideology, our focus on continuous innovation in products and procedures has made sure that we are always able to stay abreast of the competition