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Melochi Zhizni Wins Golden Brand Award for the Third Year in a Row

Melochi Zhizni, owned by a Ukrainian brand of homecare products Ergopack, will expand its range of already diverse products, available on the Georgian market since 2007, by adding plastics and accessories for dry cleaning, Eka Maghlaperidze, told Golden Brand. Maghlaperidze is head of the marketing department at Libo Group, a marketing, sales and distribution company that imports Melochi Zhizni to Georgia.
“It is very important for Libo Group to ensure continuous supply of a diverse range of products through modern logistics technology, pamper customers with discounts and gift sets, and take care of strengthening long-term, mutually beneficial cooperation with partner companies,” Maghlaperidze said.

Melochi Zhizni offers about 200 different products created with the highest quality raw materials and in compliance with international standards. The brand is represented by a wide range of household products and combines all seemingly small but very important products such as baking paper, aluminum foil, cling wrap, roasting sleeves, sponges, garbage bags, household gloves, and much more.

The brand's slogan "Happiness is in the small things" reflects the company's commitment to helping homemakers simplify fuss in the kitchen.

Feedback from customers is positive and they once again named the brand as their favorite household goods brand in the Golden Brand awards survey.

Q. Unfortunately, the political and economic environment in Ukraine has not improved since our interview last year. How is the cooperation between Melochi Zhizhni and Libo Group going - how have production and supply not been interrupted?
A. Right, unfortunately the political and economic situation in Ukraine has not improved, and the country is still fighting against Russia's aggression in order to gain freedom and peace, but in spite of this obstacle, cooperation between Libo Group and Ergopack, the producer company of Melochi Zhizni, is quite strong and successful.

Our long-term cooperation and common goals are how we have been able to maintain the continuity of product supply even in such an unstable environment. Obviously there were some delays due to the economic and political situation, however Ergopack was able to continue production and operate in a competitive market in a short period of time.

Q. Melochi Zhizni has been available on the Georgian market for 19 years already. Could you please briefly summarize these years on the Georgian market?
A. Any product, be it one of daily use or a luxury item, must meet the needs and desires of the customers. Melochi Zhizni products are created to offer a wide selection of household goods which simplify the daily activities of housewives and respond to the basic needs and requirements of all customers. Accordingly, the main value of the brand is the creation of products tailored to customers, and position itself on the market with high quality and acceptable prices.

The company uses a mix of marketing activities to bring products to the target market and achieve customer satisfaction.

Q. Please introduce our readers to Melochi Zhizni’s products in Georgia. Which of them are the most in demand in the country?
A. Currently we import over 200 Melochi Zhizni products in Georgia, with about fifty most in-demand.
All products are characterized by high quality, reasonable prices and a wide selection, which allow everyone to choose according to their needs and preferences.
Melochi Zhizni products are created with the highest quality raw materials and in compliance with international standards. The brand is represented by all seemingly small but very important products such as baking paper, aluminum foil, food wrapping plastic, meat grinders, dishwashing sponges, trash cans, kitchenware and much more.
The brand slogan, ‘Happiness is in the small things’, reflects their importance and provides housekeepers with the comfort that will simplify ‘fuss’ in the kitchen.
Melochi Zhizni products can be purchased in almost all chain stores throughout Georgia, and in wholesale and retail outlets. In terms of market coverage, Melochi Zhizni is a true leader.
Q. Because Melochi Zhizni’s performance in 2022 earned it the Golden Brand award, please summarize the year and share some major achievements.
A. Melochi Zhizni has become the winner of the Golden Brand awards for the third time, which makes us very happy and at the same time gives us more incentive to better take care of brand development.

As in the previous year, 2022 was also very successful for the company both in terms of sales and marketing. Sales increased by 27% in all product categories, especially in baking accessories, garbage bags and kitchen gloves.

The high quality of the products, affordable prices and marketing activities resulted in an increased market share last year. In order to increase brand awareness and credibility, many types of marketing and PR activities were carried out in 2022 ⁠— various types of advertising campaigns both on social media and TV, sponsorship of highly rated cooking shows, creation of video recipes with the participation of famous cooks and chefs, sponsorship of culinary events and much else.

Due to the increase in sales in 2022, the share of product placement in online or traditional channels also increased compared to competitors, which allowed us to place a wider range of products in stores.

Customers can purchase Melochi Zhizni products in all network stores and traditional types of shopping outlets present on the Georgian market today.

I must mention that every employee of our companies, Ergopack and Libo Group, who are distinguished by their high professionalism, contributed to obtaining the Golden Brand title. Teamwork, effort, dedication to work, and striving to achieve goals are what guarantee the success of our brand.
Being a leader in the field of household goods means a great responsibility to take care of customer needs by offering the highest quality product and constant improvement.

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Radio Maestro to be More Visible Online

Radio holding Maestro is striving to be more visible online, sharing content at its website http://radiomaestro.ge, on social networks and its YouTube channel in order to reach its listeners not only in Georgia but abroad.

Tamar Ghlonti, acting director of Radio Maestro, spoke with Golden Brand about how the holding is dealing with the current challenges and why it is important for the company to strengthen its presence online.

Q. What are recent developments at Radio holding 94.7 FM?
A. The last period has been very active for Radio Maestro due to our format. In light of the biggest events taking place in the world, the Russia-Ukraine war for example, the amount of news coverage on our airwaves has increased. The number of recorded interviews with foreign and Georgian politicians and experts has also increased. Among them the most significant is the monthly summary interview with Mykhailo Podoliak, the adviser to the head of the office of the President of Ukraine, with whom Levan Chitanava, a journalist of Radio Maestro, is in close contact. In the interviews, Levan discusses not only the course of the Russia-Ukraine war, but also issues of world importance and challenges related to Georgia. This indicates why Radio Maestro is a reliable and esteemed media outlet even outside the country.

Q. How diverse are the programs at Radio Maestro?
A. Radio Maestro is news radio, although its broadcasting network is really diverse ⁠— listeners not only receive complete and reliable information not only on current news, but also educational programs that will interest all ages, as well as business and medical programs, technology news, historical events, etc.

Legal questions are also very relevant among listeners, so we added a program about that. This is an open air where listeners are actively involved. Also, listeners have the opportunity to express their opinion on the important events of the day live on the program "People's opinion". The calls are not filtered, which shows that Radio Maestro is open, independent and impartial.

Q. How developed is the radio sector in Georgia and what is Radio Maestro’s contribution?
A. The radio sector is definitely developed in Georgia, although it would probably be even more developed under conditions of a healthy and suitable environment. Radio Maestro has been going for twelve years, and throughout this period we have never stood still and have always introduced innovative approaches in the sector, which we will definitely continue.
The relevance of the radio sector became even more tangible during the pandemic, when it was once again proven that the radio is an important instrument for the spread of information and an important actor in the media sector.

Q. What are the challenges the sector is facing currently?
A. At this stage, the biggest challenge for the radio sector are abnormally high government taxes.

In order for this sector to develop, it needs a decent income from advertising, which unfortunately does not meet the requirements that exist in the sector. All kinds of research, including research commissioned by our competing media outlets, prove that Radio Maestro is one of the most rated media outlets. It is the only radio with news format that broadcasts 24/7 all over Georgia, interest in us is also obvious from the business sector.

But radio has a limitation on the timing of advertising blocks. Businesses in Georgia do not have the opportunity to invest large financial resources in advertising, and the funds that flow into independent media are not enough to deal with taxes. Therefore a balanced policy from the state is needed in the long term.

Q. Last year, the total commercial advertising revenue of television and radio broadcasters decreased by 7.6% compared to the previous year ⁠— 79.9 million GEL. Is it related to banning gambling ads, or what reasons would you give?
A. Yes, these restrictions certainly have a huge impact on radio advertising revenue. A balanced and adequate approach from the state is needed. Taxes are increasing, while income is decreasing.

Q. How does the decrease in income complicate the activities of radio broadcasters, including Maestro?
A. Of course, it has made it difficult, but we managed and started working with a different system. I would say that global technological development has helped us, which is why it is important for the country to become a member of European structures, which will give us the opportunity to further develop and not lag behind the world.

Q. Please tell us why Radio Maestro supports the Golden Brand awards.
A. Golden Brand is an incentive for businesses and important for the country. It will lead to the economic development and growth of the country in the future. So Radio Maestro will always support such events and initiatives with the necessary information campaign

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Kordzadze Law Office Wins 14th Golden Brand Award as Favorite Legal Firm

Kordzadze Law Office, one of the leading law firms in Georgia, has been given the Golden Brand award for the fourteenth time.
Throughout its history, Kordzadze Law Office has gained a reputation as a reliable, ethical and highly professional law firm.
In this interview Zviad Kordzadze, the managing partner and attorney at Kordzadze Law Office, talked about what led the company to this unchanged recognition from over 100 experts and 2,000 customers involved in the Golden Brand survey.
Q. This year is the eighteenth Golden Brand award ceremony, and in which Kordzadze Law Office has won a fourteenth time. How have you managed to keep this recognition for so many years?
A. Victory in this category has become a tradition for Kordzadze Law Office, although obviously this victory does not come automatically. This is the result of the hard work of the office’s employees, each lawyer year after year, and we are happy that our work is appreciated.
Q. Golden Brand is given to the companies following the previous year’s activities. Please summarize 2022.
A. 2022 was significant and peculiar not only for business, but for humanity in general, as it was a year of complete liberation from the pandemic. Last year it became obvious that in 2023 business would also return to pre-pandemic levels.
Our business depends on the inflow of investments into the country, how much the businesses need legal services, etc. When there are no investment activities, there is no need for legal services.
Like many other companies in Georgia and the whole world, we also faced difficulties during the pandemic; with a crisis situation and nothing happening in the world, investors tried to save money and were less engaged in business, so the work of lawyers also decreased.
2022 was important for our office as a very interesting new niche was identified ⁠— medical law, in particular services related to assisted reproductive technologies, including gamete donation and surrogacy, which is led by firm partner Nino Bogveradze.
Q. What are your expectations for 2023?
A. Expectations for 2023 are positive, we think that business will become more active, and more people will need legal support. We have several ideas we’re planning to put forward. We want to offer several new products to the market, which I will not talk about in detail now, but I will tell you that the importance of these products is in their uniqueness.
Q. Your legal work is connected to a number of high-profile cases. How difficult is it to work on similar cases in Georgia, when in some cases you actually have the government as the "respondent" party?
A. There is only one thing that causes cases to become public ⁠— when proper justice is not done. This is what distinguishes high-profile and non-high-profile cases, otherwise it requires the same effort from the lawyer.
At such times, there are contradictions that are not related to law, and this is the biggest complaint against the court. It’s when someone games the system and places themselves above the law.
Speaking of our office’s high-profile cases, I cannot avoid mentioning the Khazaradze-Japaridze case. The Georgian Chief Prosecutor’s Office launched an investigation into possible money laundering on 2 August 2018, summoning TBC Bank’s founders Mamuka Khazaradze and Badri Japaridze to charge them with laundering $16,754,000. Last year Khazaradze and Japaridze were found guilty of fraud and sentenced to seven years in prison by Tbilisi City Court, but due to the statute of limitations their prison time was waived.
Even in that situation, the result was a great success and achievement. It is difficult, but we are not going to stop even at this satisfactory result, and if we run out of leverage within the framework of Georgian justice, we will use the leverage of the European Court of Human Rights. By the way, I would like to mention that the mood of the client is very important in this whole process. When they are willing to participate in such a long battle, it is an additional incentive and tool for us, lawyers, to successfully complete the case.
Q. The use of modern technology in the justice system ⁠— what do you think about this issue? How realistic is it that artificial intelligence will one day replace the lawyer's profession?
A. In general, people perceive everything new as a threat. Ultimately, those who do not perceive technological innovations as a threat use them as a means and move forward accordingly. Back to your question, I don't think artificial intelligence will ever be a threat to the legal field, and I have arguments for it. It will be an additional tool, like the internet, Google, etc. It will simplify the performance of technical operations.
It is certainly a very useful aid in the process of giving form, sorting, and searching for evidence, but artificial intelligence will never replace the process of making decisions in jurisprudence. A process in which the moment of subjectivity is important, which is related to emotions, inner beliefs and such sensations that are characteristic of a human being. Certain professions will no longer exist years from now and will be replaced by artificial intelligence, but lawyers and judges cannot be replaced by any technology.
Q. Kordzadze Law Office has been actively involved in art support and various social projects for years. What is your company's involvement in similar projects, and in general, what is the company's charity strategy this year?
A. Our support to theaters is visible because these theaters always announce us as a partner in presenting performances; and we are engaged in other social activities, such as pro bono cases. Still, I don't think it's right to use it for PR. The office will continue such activities to the best of its ability.
One thing I can say is that it is very important that the beneficiary people or groups are correctly selected within the scope of the social responsibility activity and that the aid is directed correctly and not to serve only PR. For example, we cooperate with non-governmental organizations who know people's needs and give us the right direction. In general, sympathy towards other more vulnerable groups is very important and we must remember that if we want to be part of the European community, this is the benefit and advantage of this community.

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Kährs Offering High Quality Wood Floors for all Rooms and Styles in Georgia

Swedish manufacturer of wood and vinyl floors Kährs is continuing to “work” the wood flooring industry with a series of innovations and flooring solutions for homes in Georgia.

As an exclusive importer of Swedish flooring materials, Kährs Georgia brings its expertise accumulated over 160 years of existence and new ideas on how to improve floors, make them more attractive, stronger, easier to install, and more sustainable.

Customers in Georgia also expressed their gratitude toward the company when it named Kährs Georgia as their favorite “flooring materials” brand in the country. In addition to customers, experts from different fields who participated in the Golden Brand survey also recognized Kährs Georgia in this nomination, giving the company its first Golden Brand award.

Kährs has been supplying products to more than 70 countries, including Georgia, since 2019. Today Kährs floors can be found in homes, offices, shops, hotels, concert halls, theaters and sports arenas across the country, and the company is proud of its strong presence on the Georgian market.

Deputy Director of Kährs Georgia Elene Gvaramadze reviewed with Golden Brand the success behind the company on the local market.

Q. Let’s talk about the Golden Brand awards, as you are a newcomer. How has the company gained so much trust and love from customers in such a short period of time?
A. Since the opening of Kährs Georgia, our company has been focused on offering customers the highest quality products and services, which has led to customer trust. We were also actively involved in promoting the brand and wanted to become known to a wider audience. These factors helped a lot to win us the Golden Brand award this year, which we are very thankful for.

Q. As the award is given to the companies based on the successful activities of the previous year, could you please review 2022 and share some highlights?
A. 2022 was fruitful for our company as the demand for our products increased. I would also like to mention that last year we worked with hotels, sports halls and laboratories, so we moved beyond residential installations.

We saw demand from designers, architects and construction companies. So awareness, number of products, and loyal customers have all increased.

Q. Can you remember what the first product that Kährs Georgai brought to our market was and how many products are in the company’s portfolio as of today?
A. The first product we introduced was a three-strip parquet. Currently we offer our customers up to 400 models of two-strip and three-strip parquet.

We also have an innovative product, vinyl, with a wide selection and continuously updated collections.

We also offer customers ecologically clean materials from the Italian floor brand Tover, such as floor and vinyl glue and primer.

We also have parquet care products, and flooring and renovation services.

Q. Laminate is very popular in our market because, unlike wood parquet, it is more affordable. Kährs parquets are quite expensive for mass consumption. How popular are Kährs parquets in Georgia, and please share the sales figures.
A. Our strategy is offering our customers an ecologically clean and high-quality product. Of course, the price of wood parquet is different from laminate flooring and is more expensive, however the price between our quality laminate and budget parquet is small.

Also there is vinyl, which competes with laminate both in terms of price and quality as a budget product with high quality.

In general, Kährs’ portfolio is very diverse as we offer both budget and premium line products. Our products are affordable for the middle and high segments.

As for sales statistics, last year Kährs Georgia saw an 80% increase compared to 2021. In the past years customers chose more budget models, but in 2022 this trend changed and we mostly work on premium class models.

The most in-demand in 2022-2023 is spruce flooring, of which we have a wide variety.

Q. Please share some future plans with our readers.
A. We have received different collections of new vinyls. We have also received a floor covering that is used in cliniles, which does not have much competition in the Georgian market.

We also went for a quartz vinyl floor and a floor with zero-sound insulation that can be used in any type of commercial space, be it a clinic, laboratory, airport or school.

We have also obtained a hypoallergenic wall coating and added new cleaning products to our portfolio.

Finally, we are thinking about opening a new branch in Georgia. Currently, Kährs Georgia is represented by only one store which is located at 2 Vazha-Pshavela in Tbilisi.

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About Us

The brand popularity is revealed by the preliminary survey making key focus on creative branding-related solutions. Entrees are judged by about 100 experts. Nominee brands are selected by awareness, popularity as well as by their creative advertising campaigns.

The winners will be granted with diplomas and Golden Brand Statue. The event will be broadcasted via television, radio, printed and online media.


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