With food inflation up to 42% in urban areas of Pakistan, consumers are turning to smuggled Iranian products that are seen as of a high quality but slightly cheaper than local goods. Such products include oil and cheese, and are readily available in Rawalpindi and Islamabad, with dedicated shelves in allocated shops and stalls at weekly bazaars such as Peshawar Morr. Most sought-after goods are butter and cooking oil, which are hardly available for domestic consumers who can’t compete with large commercial buyers. Iranian food products have good packaging and are often sold up to 50% cheaper than their Pakistani counterparts. While border trade – especially at the porous Balochistan-Iran border – is not formally defined as smuggling, most of the Iranian goods are in fact smuggled. Iranian wholesale dealers are mostly based in Bajaur Plaza, near Fawara Chowk in Rawalpindi, and Iranian products are now available in most parts of the country, including Islamabad.