Total Quality Management (TQM) is a way of managing everything in an organisation or institution to get the level of excellence. The study was conducted to investigate the implementation of TQM approaches in public and private universities of Pakistan, to compare the implementation of TQM approaches and results achieved by public and private universities. This study offers an in-depth exploration of the application of TQM approaches in Pakistani universities. Utilising a qualitative phenomenological methodology, the study drew upon qualitative data from interviews with Quality Enhancement Cells (QECs) leaders in public and private institutions. The population of the study was directors, deputy directors, assistant directors, managers and data analysts of QECs of public and private universities in Pakistan. Twenty quality leaders working at QECs of universities of Pakistan were selected purposefully through a maximum variation sampling technique. The findings of the study provided an overview of the TQM approaches employed by universities of Pakistan namely, continuous improvement, stakeholder satisfaction, teamwork, top management commitment and training and educational programmes. The findings further illuminated the distinctive ways of public and private universities in ensuring TQM, revealing stark differences in areas such as benchmarking, international rankings and funding. Private universities demonstrate a more competitive, market-driven approach, while public universities align closely with national standards and public accountability. The study adds to the body of knowledge on TQM in higher education, particularly in the context of Pakistan, and may inform more effective, contextually relevant TQM approaches for policy makers and practitioners.