The multi-storey shopping mall is located in Pakistan's most populous city.
Videos of the incident went viral on social media. Rescue and health workers seen helping victims.
Chippa welfare organization reported 11 dead bodies taken to hospitals. At least 40 people rescued.
Bodies distributed to Jinnah, Civil, and Abbasi Shaheed Hospitals.
Fire reportedly started on the third floor and spread to the sixth. No mention of the Israel-Hamas war in relation to the incident.