P.M. Shoukathali
Managing Director
Al Bhaj Trading
Muscat, Sultanate of Oman
There are certain lives that unfold not in dramatic headlines, but in the steady turning of pages — lives shaped by patience, resilience, and a deep belief in the enduring value of knowledge. P.M. Shoukathali’s journey is one such story: a narrative that begins in a quiet village in Kerala and stretches across the Arabian Sea to the bustling commercial landscape of the Sultanate of Oman, where he would go on to become one of the most respected custodians of the book trade.
In a world where industries rise and fall with shifting trends, Shoukathali built something timeless — a business rooted in the simple yet profound idea that books are bridges between cultures, generations, and ideas.
Born on May 13, 1966, in the serene and verdant village of Vaipur in Kerala’s Pathanamthitta district, Shoukathali grew up surrounded by coconut groves, winding village paths, and the gentle rhythms of rural life. His childhood home was modest but rich in values.
His father, the late Mohammed Kunju, served in the Indian Army — a man of discipline, integrity, and quiet strength whose stories of service left a lasting impression on young Shoukathali. From him, he learned the importance of perseverance, responsibility, and commitment.His mother, the late Kassim Beevi, was the emotional anchor of the family. Together, his parents created an environment where hard work was expected and education was cherished.
In those early years, books were windows to worlds beyond the village. Though resources were limited, curiosity was abundant, and Shoukathali developed a natural appreciation for reading — a seed that would later grow into a lifelong passion and profession.
Like many young men from Kerala in the 1980s, Shoukathali looked toward the Arabian Gulf with a mixture of hope and determination. Opportunities were expanding in the rapidly developing economies of the region, and Oman — with its welcoming spirit and steady growth — offered a promising horizon. He had a newspaper agency with 40 to 50 shops stocking various newspapers and other periodicals.
In 1987, soon after completing his studies, he arrived in Oman, guided by his uncle who was already engaged in business there. The move was both exciting and daunting — a leap into a new culture, a new language environment, and a new professional landscape.
Those early days were defined by learning — understanding markets, observing customer behavior, and adapting to the nuances of business in a multicultural society. The experience shaped his worldview and sharpened his entrepreneurial instincts.
In 1989, a significant milestone was reached with the establishment of Al Bhaj Trading Stores LLC. What began as a modest enterprise focused on distributing general and educational books was driven by a clear vision: to make knowledge accessible and to serve a growing and diverse population hungry for reading material.
At a time when access to international publications was limited, the venture filled a vital gap. Through persistence, long working hours, and a commitment to service, the company gradually built a reputation for reliability and quality.
Two years later, in 1991, Shoukathali assumed the role of Managing Director of Al Bhaj Trading LLC, ushering in a period of steady expansion and consolidation. His leadership style was marked by quiet confidence, careful decision-making, and a deep understanding of both customers and suppliers.
Under his stewardship, Al Bhaj evolved into one of the most prominent book distributors in the Sultanate of Oman. The company’s reach extended across the country, supplying bookstores, educational institutions, and organizations with a wide array of titles.
One of Al Bhaj’s defining strengths has been its remarkable diversity. The company offers books in as many as sixteen languages — a reflection of Oman’s vibrant expatriate population and multicultural fabric. From classical Arabic literature to English bestsellers, from Malayalam novels to academic textbooks, the shelves represent a tapestry of cultures and voices.
As the company grew, Shoukathali recognized the importance of diversification. Over time, Al Bhaj expanded into related sectors, including toys, stationery, and sports goods, creating a comprehensive distribution network that served schools, retailers, and institutions.
This expansion was not merely a business decision but a strategic evolution — ensuring resilience while continuing to support education and learning.
There was a time when printed newspapers and magazines were an essential part of daily life, and Al Bhaj played a pivotal role in connecting Oman to the wider world. The company became a key distributor of leading regional and international publications, ensuring that readers had access to news, ideas, and cultural commentary from across the globe.
For many residents, receiving their favorite newspaper or magazine each morning was a cherished ritual — and behind that routine stood the efficient logistics and dedication of Shoukathali and his team.
The publishing industry, however, has not been immune to global shifts. The COVID-19 pandemic accelerated the transition toward digital media, leading to a sharp decline in demand for print magazines and a noticeable drop in newspaper circulation.
For a business rooted in print, these changes presented both challenges and opportunities. Yet, Shoukathali approached them with characteristic pragmatism, adapting to evolving market realities while remaining committed to the enduring value of books. In 2018, Shoukathali organized the first book festival in Muscat. In 2019, he organized a four-day festival named ‘150 Years of Celebrating the Mahatma’ in association with the Indian Social Club and the Indian School Muscat. A painting competition for students of 18 Indian Schools across the Sultanate was organized as part of the festival.
Perhaps one of the most meaningful chapters in Shoukathali’s journey has been his contribution to cultural and literary exchange. Driven by a genuine love for literature, he initiated efforts to bring some of the most celebrated contemporary Malayalam writers like Benjamin, M Mukundan and K.R. Meera, among others, to Muscat.
Through these initiatives, renowned authors engaged with readers, participated in discussions, and were honored with the Oman Kerala Sahithya Puraskaram — an award that celebrated literary excellence and strengthened cultural ties within the diaspora.
Although the programme was eventually discontinued due to the substantial financial commitment involved, its impact continues to be remembered fondly by the community as a symbol of literary passion and generosity.
Shoukathali has extensive network in the publishing world across the Middle East including Lebanon, Syria and Egypt. Al Bhaj is the sole distributor of books by Arab Scientific Publishers Inc. The company is also the distributors of DC Books and Mathrubhoomi.
Beyond the world of business, Shoukathali has remained actively involved in community organizations. As a member of the World Malayalee Federation and through his association with the Indian Social Club, he has contributed to initiatives that promote cultural connection and social cohesion.
These engagements reflect a philosophy that success is not measured solely by commercial achievement, but by the ability to give back and foster community spirit.
Despite decades of accomplishment, those who know Shoukathali often speak of his humility and grounded nature. He is not one to seek the spotlight; instead, he prefers to let his work speak for itself.
Reading remains one of his greatest joys — a habit that keeps him intellectually curious and connected to the world of ideas. Traveling, too, holds a special place in his life, offering opportunities to explore new cultures and perspectives.
Behind every successful journey lies a strong support system, and for Shoukathali, family has always been central. He is married to Shyja Shoukath, a gracious and supportive homemaker who has been a constant source of encouragement.
Their son, Mohammed Noufal, has built his own professional path as a supervisor at a foodstuff company in Muscat, while their daughter, Khadeeja, is married and settled in Sharjah. The family’s shared values of respect, perseverance, and unity continue to guide them.
Looking back over more than three decades, P.M. Shoukathali’s story is not simply one of business success; it is a narrative of dedication to knowledge, culture, and community. He belongs to a generation of entrepreneurs who built their enterprises through perseverance rather than publicity, guided by principles rather than trends.
In an era when attention spans grow shorter and information flows faster than ever, his work stands as a reminder that books continue to hold a unique power — to educate, to inspire, and to connect.
Contact Information
Address in India: Plakkal House, Vaipur Post, Mallappalli, Pathanamthitta district, Kerala PIN 689588
Contact in Oman: +968 99371242
Contact in India: +91 9061089970/ +91 9383433242
