Blueeast
Through the Mevris IoT platform, BlueEast introduced smart appliances and connected living solutions that redefined modern lifestyles.
A Legacy of Innovation
Founded in 2016 as the research and development (R&D) arm of Orient Group of Companies, BlueEast was built to shape Pakistan’s technological future. The company pioneered two powerful domains:
- Internet of Things (IoT) – with innovations like the Mevris IoT platform, smart appliances, and connected living solutions.
- E-commerce – building Pakistan’s strongest digital-first ecosystem in consumer electronics and home appliances, and later launching Reason, one of the country’s most impactful D2C brands.
Milestones That Defined Us
2016 – BlueEast was founded as Orient Group’s dedicated R&D and innovation company.
2017 – Acquired Smart Devices, adding Wi-Fi smart plugs and home automation technology to its portfolio.
2017 onward – Launched the Mevris IoT platform and developed Pakistan’s first smart appliances and energy management systems.
2020 (COVID era) – BlueEast’s e-commerce operations became the largest platform in consumer electronics and home appliances, being the only one fully equipped to meet national demand.
2021 – Launched Reason, a D2C brand that became Pakistan’s largest direct-to-consumer brand in home appliances and electronics.
2022 – Expanded into fashion with the launch of Girl Nine and Under Guns, apparel brands focused on individuality and youth culture.
2024 – Orient Group restructured its businesses:
- IoT operations transitioned into Orient Automations.
- E-commerce operations merged into Orient Electronics, while the Reason brand was phased out.
- Apparel brands including Girl Nine and Under Guns moved under the newly formed Orient Fashion Pvt. Ltd.
2025 – Reason was relaunched under Orient Ceramica, transformed into a building materials brand, starting with sanitary ware and sanitary fittings.
Transition and Evolution
BlueEast was eventually phased out as a standalone entity, but its spirit and contributions were carried forward:
Orient Automations continues its IoT and automation expertise.
Orient Electronics builds on BlueEast’s e-commerce foundation.
Orient Fashion Pvt. Ltd. carries forward the apparel journey, revamping Girl Nine and Under Guns.
Orient Ceramica now carries the Reason brand into its new life in the building materials industry.
BlueEast was not just an R&D company — it was a launchpad for innovation, disruption, and reinvention. From smart living and IoT to e-commerce leadership and D2C brands, and now to influencing the fashion and building materials industries, BlueEast’s legacy continues to inspire Orient Group’s future.
We thank you for being part of this journey and invite you to explore the next chapter with Orient Group
