Partner's Resource Linked launched its first grocery retail outlet in September 2018 as a proof of life for a national-scale grocery chain of convenience-format outlets; it is part of the Resource Linked Group, a holding company with multiple verticals servicing the FMCG sector including recruitment, retail audits, distribution, and brand activation.

Its vision is to create a nationwide chain of grocery stores that modernizes the retail landscape of Pakistan, providing a convenient offering to middle and upper-middle class households in 1st and 2nd tier cities.

Ithaca has played a critical role in vetting the business plan, ensuring rigor in evidence and research-based decision making, administrative and legal support, project cost management, and strategic direction.