Since joining the company in 2008, Murtaza has set out to use his factory floors as agents of social change. Under the umbrella of the campaign Women at Milliners, he has led projects such as HERhealth, Adult Literacy program, Micro-finance Literacy and Gap Inc. P.A.C.E. Program (Personal Advancement and Career Enhancement) for worker women. Murtaza has encouraged women in his company to Lean In and currently, 50% of the top management at Artistic Milliners is female- the highest in any manufacturing sector of Pakistan. Externally, he is a vocal supporter of women’s economic participation and has worked with UNDP on a Youth Employability program. Through this venture, women who have never worked before were taught employability skills by UNDP staff in Artistic Milliners’ factories and subsequently the women were hired by the company as full time employees. In March 2018,Sportswear International, a leading media brand, cited Artistic Milliners as an example for the global denim industry on women empowerment. Murtaza has also spoken at forums of Pakistan Business Council and IFC, World Bank on issues of gender equity and is a #HeforShe advocate and a signatory of UN Women Empowerment Principles.