Technology & e-commerce (2016–2024)

BlueEast

Through the Mevris IoT platform, BlueEast introduced smart appliances and connected living solutions that redefined modern lifestyles.

Founded in 2016 as the research and development arm of Orient Group of Companies, BlueEast was built to shape Pakistan’s technological future.

The company pioneered two powerful domains: the Internet of Things, with innovations like the Mevris IoT platform, smart appliances and connected living solutions; and 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.

Pioneered

01Internet of ThingsThe Mevris IoT platform, smart appliances and connected living solutions.

02E-commercePakistan’s strongest digital-first ecosystem in consumer electronics and home appliances.

03D2C brandsReason, Girl Nine and Under Guns.

Milestones that defined us

2016BlueEast was founded as Orient Group’s dedicated R&D and innovation company.
2017Acquired Smart Devices, adding Wi-Fi smart plugs and home automation technology to its portfolio.
2017 onwardLaunched the Mevris IoT platform and developed Pakistan’s first smart appliances and energy management systems.
2020During COVID, BlueEast’s e-commerce operations became the largest platform in consumer electronics and home appliances, the only one fully equipped to meet national demand.
2021Launched Reason, a D2C brand that became Pakistan’s largest direct-to-consumer brand in home appliances and electronics.
2022Expanded into fashion with the launch of Girl Nine and Under Guns, apparel brands focused on individuality and youth culture.
2024Orient Group restructured its businesses: IoT operations moved to Orient Automations, e-commerce merged into Orient Electronics, the Reason brand was phased out, and Girl Nine and Under Guns moved under the newly formed Orient Fashion Pvt. Ltd.
2025Reason was relaunched under Orient Ceramica as 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.

01Orient Automations continues its IoT and automation expertise.
02Orient Electronics builds on BlueEast’s e-commerce foundation.
03Orient Fashion Pvt. Ltd. carries forward the apparel journey, revamping Girl Nine and Under Guns.
04Orient 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 the fashion and building materials industries, its legacy continues to inspire Orient Group’s future.