Unconventional hydrocarbon exploration is needed in the current oil and gas crisis scenario. Therefore, the development of conditions for unconventional hydrocarbon exploration is needed. In the Upper Indus Basin (UIB), Pakistan, the Patala Formation is one of the potential candidates for this unconventional exploration. It is a proven source rock at the regional level in the Kohat-Potwar sub-basin of UIB. This study aims to evaluate the shale gas potential of the rock in the Minwal-Joyamair area of the sub-basin. Developing a shale rock physics model is important for exploring and developing shale reservoirs due to the difference between unconventional shale and conventional sand reservoirs. These differences include mineral types, mineral characteristics, matrix pores, and fluid properties. To achieve the study's objectives, an integrated strategy provides for evaluating rock physics parameters, petrophysics, and geochemical analyses. This integrated approach indicates that the Patala Formation is a good potential reservoir for shale gas exploration. The Formation has a significant thickness (around 40−50 m), higher total organic carbon content (02−10%), higher brittleness index (0.44−0.56), and relatively shallow depth (2136−3223 m). These research findings suggested that the presence of organic and quartz-rich lithofacies can be considered as highly favorable "sweet spots" for shale-gas exploration in the UIB, Pakistan. Through proper understanding of the spatial and temporal distribution of these "sweet spots", shale-gas exploration can be developed as an effective strategy to exploit shale gas.