In a stunning display of its growing influence, Crumble — the beloved Gen-Z cookie brand founded in Rawalpindi — has received over 14,000 internship applications within just three days, setting a new benchmark for homegrown startups in Pakistan.
The announcement came directly from Crumble’s founder, Agha Usman, via LinkedIn, where he shared his astonishment at the sheer number and quality of applicants. “What’s even more humbling is the kind of talent behind it — students from top universities, professionals from leading companies. All interested in being part of this,” Usman wrote.
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Once a modest dessert venture with a single location, Crumble has grown into a sensation with six branches across Islamabad and Rawalpindi — and Lahore now firmly in its sights. Its meteoric rise is being seen as a case study in successful Gen-Z branding, fueled by minimalist aesthetics, engaging social media campaigns, and a sharp understanding of modern consumer behavior.
What sets Crumble apart is its unapologetically bold identity — combining humor, sleek design, and community-focused messaging to foster a strong emotional connection with its young audience. This branding has now transcended cookies and turned into a cultural movement, as evidenced by the overwhelming desire of Pakistani youth to join its team.
Beyond the numbers, the internship rush also signals a broader trend: the emergence of youth-driven, culture-first startups that are inspiring the next generation to dream big within Pakistan. Crumble’s story reflects a growing confidence among young professionals and students in the potential of local brands to create global impact.
As Pakistan’s startup landscape evolves, Crumble is proving that success isn’t just about product — it’s about purpose, personality, and creating a brand people want to belong to.
