The Georgian-German Reproductive Center (GGRC) is offering the “best in vitro fertilization experience” in the Caucasus region, as clinic founder and medical director, Professor Nino Museridze, told Golden Brand while praising her team’s efforts in winning Georgia’s highest business award.
“We have already achieved the best results of in vitro fertilization pregnancy, and we don’t intend to quit. Your trust is our motivation to make childless couples’ dreams a reality,” Museridze addressed readers.
Founded in 2019, GGRC is the first clinic in the Caucasus region to offer women treatment with a new IVF technique. It is the only clinic in Georgia that has its own internal fund and finances childless couples. It is also a clinic always in search of innovative solutions and methods of treatment. That is why 2,000 customers and more than 100 experts have named GGRC as their favorite center for reproductive medicine in the Golden Brand survey.
Diagnosis and treatment of female and male infertility and in vitro fertilization are the main areas of GGRC’s practice, including full-scale examination of infertility and all treatment methods, nonsurgical and surgical, and Assisted Reproduction Technologies (ART) such as intrauterine insemination and in vitro fertilization.
“We had business relations with professionals from leading clinics in different European countries, but we chose the German quality. We started with a significant professional background and experience of the best medical investigations, with the latest approaches andtechnology, and the most up-to-date equipment and a team of international professionals,” she added.
Q. In the category "Reproductive Medicine Center" GGRC won the Gold Brand Award. How has the clinic gained this recognition in such a short time?
A. GGRC is a completely new player in the field of reproductive medicine. With German precision, Georgian goodwill, a long professional past, the latest approaches, modern equipment, and the ambition to be the most reliable, quality and demanding medical center in reproductive medicine, our team does its best to help childless couples realize their dream of parenthood.
The clinic was created by doctors with many years of experience. GGRC’s friendly, charming, and professional staff are creating a comfortable environment, and a reliable mood —a place where new life begins. Our patients see that this is not just a business for us, but our profession, a job that allows us to make a childless family happy and fulfill their dream.
“We promise that you will recover the lost hope, find the price of good faith, and be a friend who will take care of your healthy future” - this is the main message of the clinic, which every employee of GGRC proves with their efforts.
This is the first in vitro clinic which obtained ISO certification, and quality certification from American Food and Drug Administration and Israeli Health Ministry. The clinic, established just two years ago, already has impressive results both in terms of business development and social responsibility.
In Georgia, only GGRC selects the protocol for maintaining and managing the reproductive function of oncology patients based on a council in which foreign and Georgian reproductive specialists, oncologists and chemotherapists participate. For oncology patients, germ cells are stored before chemotherapy and radiation procedures, which helps to restore and maintain reproductive function after treatment.
Q. As the Golden Brand is given to the companies following the successful activities of the previous year, please summarize 2022.
A. Last year the clinic expanded both physically and in the number of employees; we entered the international market in terms of medical tourism, we started to serve surrogacy-donation centers in different countries, foreign patients.
And the result — with the financial support of the clinic's internal fund, the country helped create 570 new lives.
Q. You mentioned the clinic’s internal fund. GGRC is the only clinic that has an internal fund and finances childless couples. Please tell us about this.
A. Most childless couples in Georgia are unable to become parents owing to money. As you know, in vitro fertilization is an expensive procedure and is not financed by either the state or the insurance sector. This was exactly what led us to lay the first brick and start co-financing for such couples. Our clinic provides a childless couple assistance fund ‘For You’, which offers co-financing to low-income families.
The idea is that 20% of income received from foreign patients go toward co-financing Georgian patients, so that the children of foreign patients are also charitable from birth.
With this fund GGRC has become a clinic with outstanding social commitment.
As for the financing conditions, we take several factors into account — the couple's income should not exceed 3,000 GEL per month, and their reproductive health should allow for in vitro fertilization. With the help of our business partners, the foundation has fully financed the in vitro fertilization of many couples.
Q. How did the fund’s activities directly affect the clinic's image?
A. During the three years of the clinic's existence, 570 children have been born, with vitro fertilization of sixteen children financed 100%, while some were financed with 50%.
In the treatment of infertility, the psychological condition of the patients is of great importance. That is why Zura Mkheidze, a psychologist at the clinic, serves the fund’s patients free of charge and provides them with appropriate counseling. The provision of psychological support led to a 15-20% increase in the number of patients referred to infertility treatment, which also affected pregnancy outcomes.
Q. What innovative solutions have been introduced by GGRC to our country?
A. Among the recent discoveries is PRP plasma therapy. This method does not involve drugs, invasive surgical procedures, or expensive medical equipment. Platelet-rich plasma is taken from the patient's blood and after processing is used to improve reproductive capacity.
Today PRP and stem cell regenerative therapy are considered to be the most effective methods of infertility treatment in the world, both in men and women.
GGRC is proud to have the ultra-modern and the only one in the Caucasus - the embryological laboratory, the so-called Time lapse microscope - which allows the growth of biological material until the full formation of the embryo.
GGRC is one of the first in the field of reproductive medicine in Georgia to introduce this innovation and gives many women the chance to reproduce.
Franco Fontana, a well-known and dynamic fine jewelry brand from Italy, continues to carve out a reputation as one of Georgia’s most innovative purveyors of fine jewelry.
The brand has been on the Georgian market for nineteen years, now with six stores, which follow new trends and bring everyday luxury into the Georgian customers’ life.
Quality, excellence and customer satisfaction are the most important values at every stage for Franco Fontana. These values helped the brand win the hearts of Georgian customers, who have named Franco Fontana as their favorite jewelry brand for the third year running.
Company Director Maka Razmadze said that, since the day of its establishment, Franco Fontana’s stores have been offering the most “trendy, fashionable and famous” brands to the Georgian consumer.
“The Franco Fontana jewelry store chain offers a diverse collection of the finest Italian gold, diamond and silver. This is a brand that very often updates its collection for its loyal customers,” Razmadze said.
Q. What does Franco Fontana offer Georgian customers? What can customers find in your stores?
A. Gold jewelry is an irreplaceable accessory that is relevant at any time. Franco Fontana’s gold jewelry is ideal for both women and men, so we offer them the most sophisticated, modern style.
Q. What are the top-selling pieces at Franco Fontana stores?
A. From the trendy jewelry of 2023 Franco Fontana selects the following top selling pieces: extraordinary diamond jewelry; Gold Art collection, distinguished by the latest laser processing tech; Italian brand Maxioro's men's line, exclusively presented in Franco Fontana; the CAORO line, which stands out even more for its authentic representation of the style and traditions of Italian goldsmithing; Pomi - a brand that brings colors to jewelry and characterized by a special feminine and romantic collection;
and finally the silver collection, distinguished by high quality and fantastic pieces of jewelry.
I also want to mention that Franco Fontana's silver products are coated in a thin layer of rhodium for extra strength and luster.
Q. How has Franco Fontana been developing on the Georgian market?
A. We began with one store and increased our presence on the market to six stores. We have managed to achieve this thanks to the loyalty of our customers and the efforts of our experienced staff, several of whom have been with us from the opening day of our first store.
We were able to turn from one store into a network of leading jewelry stores in Georgia.
Our company is a leader which introduced the Italian gold standard to Georgia. Our contribution to the development of the market is large. We introduced Italian, laser-cut gold jewelry. It is the achievement of Franco Fontana that precious stones, including diamonds, now come with certificates. Franco Fontana managed to raise the standards on the market and regulate them.
Q. How would you assess the development of the jewelry market in Georgia?
A. The jewelry market in Georgia is really diverse; as regards quality, the customers’ budget should be taken into account when evaluating this. To give an example of our brand, our items meet all international standards and have quality certificates; so when buying jewelry at Franco Fontana, quality is guaranteed, and the customer only has to worry about the look.
We also introduced the Italian gold standard to Georgia. These are the main reasons why Franco Fontana maintains the Golden Brand award.
Q. What is the competitive advantage of Franco Fontana?
A. As you know, every major brand on the world market has competitors. As for Franco Fontana, we offer our customers a collection of high quality gold, silver and diamonds, as well as exclusive exhibition items presented only in our chain of stores.
We offer the best customer service thanks to our attentive consultants, who are always ready to help customers choose their jewelry with a smile. We create a very pleasant and warm environment at Franco Fontana stores.
Also, compared to other jewelry stores in Georgia, we offer a wide variety of different brands of different price categories under one roof. These brands are Dorica, Maxioro, Caoro, Gold Art, Pomi and others. Customers can find affordable jewelry pieces at our store and this helps satisfy all customers.
Q. What are your plans for 2023?
A. Our goal is to be able to meet the expectations of customers this year as well.
To offer a diverse selection of quality and trendy jewelry and to satisfy the tastes and desires of all customers.
We also added lotteries in 2023. We already have winners — lots of happy customers, which gives us even more incentive to provide satisfaction to our customers now and into the future.
Eurobrand, the largest network of outlet stores in Georgia, continues to expand in the country with a new store at Rustavi Mall in the southeastern city of Rustavi.
“We plan to add several stores in Tbilisi and in the regions of the country later this year,” Dudu Brodzeli, Managing Partner, told Golden Brand.
Last year Eurobrand opened two stores, bringing the total number of stores to ten. One store was opened in the eastern city of Telavi, while the other in the capital city. With the opening of these stores, Eurobrand invested one million GEL into the Georgian economy and employed 25 people.
Q. In the category favorite outlet hypermarket Georgian customers and experts named Eurobrand as their favorite in the Golden Brand survey. What led the company to this success, in your opinion?
A. We are very happy to win the Golden Brand award and would like to say thank you to the organizers and all the customers and experts who participated in the survey.
For each person employed at Eurobrand, this is a great incentive and motivation to do better at what we do.
This win is a result of the selfless work of the large family at Eurobrand. We offer the largest selection of clothes, footwear and accessories, at the lowest prices, along with good services at our branches.
Q. The Golden Brand is given to the companies for successful activities of the previous year. So, please summarize 2022.
A. 2022 was quite successful for Eurobrand, we expanded with two branches — one in Tbilisi on Beri Gabriel Salosi Street, and one in Telavi Mall in Telavi. In total, we invested 1,000,000 GEL and employed 25 people last year.
Q. How did Eurobrand take off in Georgia?
A. Eurobrand has been operating in Georgia since 2013. Our first branch was opened in the Tbilisi Sports Palace. This was the first large-format outlet hypermarket in Georgia, where well-known brands were offered at a discount of up to 70%.
Since its opening, Eurobrand has enjoyed great popularity among Georgian consumers, and for this reason the company's management has set the goal of expanding the Eurobrand network. Our goal was to cover Tbilisi as much as possible in the first stage, and in 2014-2015 we added three large-format branches in the shopping centers of Gldani Mall, Karvasla and at Shandor Petefi Street.
We wanted Eurobrand to be in all major cities of Georgia and started opening branches in the regions. In 2016 we opened the first branch in Batumi, after which a large store was also opened in Kutaisi.
In total, Eurobrand has ten branches covering Tbilisi, Batumi, Kutaisi, Telavi and Rustavi, while the number of employees in the company is more than 200 people.
Q. What was the idea behind establishing Eurobrand?
A. The goal of Eurobrand since its establishment was to make the outlet collections of well-known brands available to Georgian consumers at a great discount, as it is in any European city.
We think we have successfully achieved this goal, and today everyone has the opportunity to save on big brands and update their wardrobe at little expense.
Q. What are the brands customers can find at Eurobrand stores?
A. The customers can find well-known and favorite brands of the middle segment such as Benetton, Jack&Jones, Vero Moda, Tom Tailor, Sisley, Zara, S. Oliver, Topshop, Only , Selected, Reserved, Vila, Pull&bear, Topman, Celio, Orsay, Cool Club, NA-KD Cropp, House, Bershka, Miss Selfridge, Parfois, Only&Sons, CKS , Mohito, Cortefiel , Springfield, Guess, Puma, Pepe jeans, Adidas, Diadora. Outlet collections are offered at a 70% discount at Eurobrand stores.
Q. We see that many new outlet stores are opening in the country, but during the pandemic some of them were closed. How does Eurobrand manage to maintain its position on the market?
A. Despite the number of new outlet stores in Georgia, Eurobrand, as the country’s first outlet store chain, maintains its positions with the variety of brands with the largest selection of collections, and what is most important, customers enjoy unbeatable low prices.
Q. How popular is Eurobrand among Georgian customers, what are the sales figures?
A. Eurobrand is very popular among customers. The number of our customers is increasing every year, which is reflected in the sales figures, of course.
We ended 2022 with a 30% increase in sales. We make a very positive forecast for 2023 and expect to see a 25%-30% increase.
With ten companies involved in the construction sector, parent company Element Holding has cemented itself on the Georgian market as one that can undertake projects of any complexity with total quality assurance.
The scope of activity of the daughter companies covers such important areas as floor technologies, electro-mechanical engineering systems, production of steel structures, sandwich panels, waterproofing systems, dry construction mixtures, consulting services in labor safety and quality control, construction materials and light equipment, construction equipment and inventory rental-shipping, etc.
The company continues to develop not only on the local market but also abroad by establishing ALL-P UZBEKISTAN, a member of All-P GROUP, which in turn is a member of Element Holding.
Chief Executive Director Zakro Ebelashvili says that ALL-P UZBEKISTAN was founded in 2022 and is currently working on a “number of projects” there.
Ebelashvili believes that 2022 was a “distinguished year” with several innovations.
“We undertook the first large-scale production of precast, reinforced concrete structures in Georgia. This created unprecedented opportunity for construction companies to manage the construction process with reduced costs and improved quality," he said.
Q. Element Holding has won the Golden Brand award for its contribution to the Georgian construction market. Let’s talk about the company’s contribution to the sector.
A. The development of the construction industry in Georgia is part of the strategic goal of Element Holding. This award confirms that we have successfully completed this important task. Of course, we will continue activities that will benefit the construction sector in the future, as this is a continuous process for our company. The recognition of our efforts by Golden Brand is an additional incentive to be more active in the field, which in turn has a great influence on the country's economy.
Element Holding is doing projects in several strategic directions in the construction sector. Companies included in the Holding systematically introduce innovative services and products in the Georgian construction sector. Thanks to the services offered by our companies, we've been able to bring foreign companies here. Innovations in the field of construction create favorable conditions for the activities of various sectors and, accordingly, influence the development of many industries.
To strengthen the field, Holding systematically shares knowledge and experience. For example, we are currently involved in a mentor program with construction material manufacturers operating in the regions.
Through this program we are involved in everything from obtaining new qualifications to helping technical colleges.
For the development of the field, we foster the innovative ideas of young architects and encourage them to establish modern visions. We have been supporting the Tbilisi Architecture Biennial for years.
Q. Please introduce us to the companies with which the history of Element Holding begins.
A. The first company was founded in 2007 – ALL-P GROUP - whose main activities were industrial flooring and waterproofing systems, which includes troweled concrete surface floors, polymeric floors, flexible flooring covering, textile flooring coverings, flat roofing systems, and construction of houses. ALL-P GROUP brought terrazzo, Vetrazzo, and rustic floors to Georgia for the first part, and mechanized flooring underlayment.
Our success in various niches gave rise to new ambitions. Thus Element Construction was created, which operates in the field of industrial, hydrotechnical and civil construction. Element Construction's many projects showed us the need for more niche companies with modern services, the shortage of which was clearly felt in the Georgian construction sector. Today Element Holding offers customers an unprecedented complex service.
There is also ALL-P METAL, a steel structure fabrication plant with all the necessary equipment. The company offers customers manufacturing and installation of bridge cranes, and if necessary, restoration. ALL-P METAL services include installation of sandwich panels. In addition, the company manufactures tin accessories and is responsible for their installation. The services include the production of metal molds of any complexity and purpose.
Another successful member of Element Holding is TFOX, an importer of construction equipment and materials in Georgia. With premium quality brands, energy-efficient building materials, and a wide selection of industrial machinery, it creates a continuous and stable supply chain for the B2B sector. It is the official representative of such manufacturers in Georgia as the Swiss company SFS, the Turkish industrial equipment brand OSCAR, and the German industrial equipment manufacturer WEBER MT. TFOX has gained the status of the official representative of OSCAR and WEBER MT in the Caucasus region.
Founded in 2022, Zerone is a new daughter company of the Holding, offering customers the design, installation and service of electro-mechanical engineering systems.
Spec Rent is also a member of the Holding. It offers customers construction equipment and inventory. The company's service also includes shipping.
Labor safety and construction quality control are important for the construction field, which is provided by the consulting company Experts For Solutions.
The first Georgian dry mixture company Formula is a member of the Holding as well. It is equipped with the latest technologies, machinery and a modern laboratory.
Gianelli is a particularly interesting subsidiary of Element Holding. It creates unique work using concrete and fiber concrete. Gianelli is fully versed in modern architectural approaches and quality characteristics. The vision of the brand is also reflected in the products, which are made from recycled, eco-friendly materials.
Q. How would you describe the construction sector of Georgia? What are the challenges the companies are facing?
A. Statistics show that the construction industry in Georgia is growing. The development of the sector is directly related to the economic development of the country and the employment rate.
There are many players in the market. All of them must adjust to international standards, which means not only quality control of materials and construction, but also systematization of the entire process.
As for the business environment, I think today Georgia offers quite flexible conditions to the local business sector and international investors as well.
Q. Element Holding is involved in creating and improving professional programs in the field of construction. Why are such initiatives important for the sector and why is it interesting to your company?
A. This initiative was preceded by a study of the requirements of the construction market by Element Holding. This included the assessment of recruitment statistics in the construction sector, identification of a lack of labor competence and skills, and the identification of the most in-demand and scarce personnel.
Research findings are important, evidence-based information. It is the basis for making changes to our action plan, reporting and monitoring processes. Data is shared with stakeholders, which will increase access to quality education in the construction sector in the short and long term.
Element Holding continues similar activities based on the company's strategic goal - to contribute to the sustainable development of the construction sector and the country's economy.
Element Construction - Only Company in Georgia Offering Precast Reinforced Concrete Structures for Industrial InstallationsWritten by Super User
Element Construction, Georgia’s top industrial construction company, is bringing innovative solutions to industrial construction and contributing to the development of the field.
Lado Buskivadze, Executive Director of the company, told Golden Brand that it is the first and only company in the local market to introduce precast reinforced concrete structures as of last year.
“In Georgia only Element Construction offers design and construction of industrial installation using the precast reinforced concrete structures. Costs and terms of industrial construction are reduced, while quality is improved," Buskivadze said.
Buskivadze says that "reasonably planned development stages" have made the company the market leader, noting that in the beginning, about 16 years ago, the company worked in flooring and waterproofing systems, and introduced a number of innovative products and services there.
The success achieved in these niches allowed Element Construction to move forward.
“The expansion of human and technical resources allowed us to take first steps in civil construction, followed by a series of interesting projects in the field of hydro technical and, of course, industrial construction,” Buskivadze said.
Currently the company covers the whole territory of Georgia and offers full service to customers in terms of design, construction planning, management and execution for industrial, hydraulic, hotel, infrastructure, commercial, public and educational facilities.
Q. In the category of “favorite industrial construction” Element Construction has won the Golden Brand award for 2022. Please summarize 2022 and tell us about the biggest achievements of the company.
A. Industrial projects carried out in different parts of Georgia in 2022 were mostly under the Element Construction brand. Different sectors chose Element Construction for the purpose of building new, or adding to existing, businesses.
Designing and building services were especially in demand among companies operating in the agricultural sector. From the wine sector, there was cooperation with Wine Kakheti, Binekhi and Shilda Winery. We are building a blueberry processing plant in the Samegrelo region. We have completed designing and construction for the poultry company Noste. We completed construction of fourteen agricultural buildings, located on 24,000 sq.m., in just four months.
We also cooperate with medical and pharmaceutical companies. Construction of Impex multifunctional complex and Global Farms logistics center has been completed. We have carried out design for pharmaceutical company Aversi and currently negotiations are underway on the construction phase.
Element Construction is building a third enterprise for LTB furniture materials manufacturing company. Construction of the Eurotrade multifunctional complex, which includes office and warehouse space, has been completed. We are involved in work for the distribution company Libo Group, plastic bottle production company Alfa Pet, printing company Color Group, among many others.
The common trust in and choice of Element Construction among various sectors has deservedly brought the company to the status of Golden Brand.
Q. What is the basis of successful industrial construction?
A. Many factors determine the advantage of Element Construction in the sector. As a daughter company of Element Holding, which unites more than ten successful companies, Element Construction has resources which allow us to offer customers complex execution of large-scale projects.
The scope of activity of the daughter companies covers such important areas as floor technologies, electro-mechanical engineering systems, production of steel structures, sandwich panels, waterproofing systems, dry construction mixtures, consulting services in terms of labor safety and quality control, construction materials and light equipment, construction equipment and inventory rental-shipping, etc. Customers know very well that with the involvement of the holding member companies, Element Construction can undertake projects of any complexity with total quality assurance.
Q. In addition to industrial construction, which services were in demand in 2022?
A. Design. In addition to industrial construction, in 2022 the company's design service has reached a completely new scale. We can safely say that for industrial and civil construction, we offer customers a modern vision. The proof of this are architectural projects for the American restaurant chain Wendy's. We built a Wendy's restaurant on a new design, according to the American restaurant chain's plan for 2023.
The project designed and done by Element Construction is distinguished by architecture, design and technology. The work included construction, repair, engineering and improvement of the external area. A Wendy's with a similar design will appear in America next year.
A number of local brands have also benefited from the company's design services.
With the help of our qualified team our company offers its customers the following design services – topographical, geological survey, architectural, structural, and mechanical, electrical and plumbing design.
Q. What determines the international standards of the company?
A. Observance of international standards and constant quality control are characteristic features of the company.
Element Construction has obtained the certificate of the international quality management standard ISO 9001:2015, and has ISO 45001:2018 (professional health and occupational safety standard). The company's formula for success is continuous development. We never stop regardless of what we've accomplished. Development presents us with new challenges, which the company responds to with renewed ambition.
A global producer of natural ingredients, ingredient systems and integrated solutions for the food, beverage and nutrition industry, Doehler Georgia has developed more than a hundred innovative products for Georgian non-alcoholic beverage market over its twenty years of operations in the country.
Using the best of nature and innovative technology as the company’s starting point, Doehler’s portfolio ranges from natural flavours, natural colours, natural health ingredients, a vast range of plant-based ingredients to ingredient systems and end-to-end solutions.
“The demand for healthy products and the use of natural raw materials is increasing steadily. The goal of Doehler Georgia is to serve our customers with new product solutions to create successful products on the market, so our team will continue to offer technological innovations and the latest developments to the food industry, products that have additional functional value and contribute to physical and mental well-being,” Commercial Director of Doehler Georgia, Nani Tsulukidze, told Golden Brand.
Q. Doehler Georgia won the Golden Brand award in the category “food industry ingredient". What does this recognition mean to the company in Georgia and for the head office in Germany?
A. We are proud to win the Golden Brand award and it is very important to see that our partner manufacturers, experts and industry consultants are in line with our strategy. It’s great that people now understand more and more the importance of healthy, safe and natural ingredients, trust in Doehler as their partner. Both the local and head offices love to see our hard work appreciated.
Doehler Georgia, like many companies in the world and in our country, went through some hard times with the COVID-19 pandemic, but we never stopped working on new projects and products, and once the restrictions of the pandemic were lifted, we jumped back into operations.
It is especially gratifying that we could gain new companies as partners, which are also focused on creating healthy, natural products. Doehler closely monitors world market trends and strives to offer the right product launch idea and international experience to our corporate clients at the right time. Thanks to these cooperations, new products developed in the Doehler Georgia application lab appeared on the Georgian market at the beginning of 2022, for example non-alcoholic and energy drinks. The new products soon became popular both in Georgia and in export countries.
Q. Could you please tell us about some of the new products offered by Doehler Georgia?
A. Using the best of nature and innovative technology as the company’s starting point, the Doehler portfolio presents more than 5,000 natural food ingredients – natural flavors, fruit and herbal extracts, healthy functional ingredients, cereals, vegetable milk ingredients, nut pastes, fruit and vegetable preparations, natural food colors, natural sweeteners and vegetable concentrates, chocolates, malt, coffee and tea bases, a vast range of plant-based ingredients to ingredient systems and end-to-end solutions.
Our customers know that the company always surprises them with natural products and innovative ingredients. In addition, our customers are always aware of what is happening in the global markets, what are the trends, which fruit flavours are in demand, what types of drinks are preferred, what functional ingredients are popular among health-conscious customers and more. We have been striving to make drinks healthier, functional and nutritional, and many manufacturers reduce the amount of sugar, use natural ingredients and add vitamins.
Q. As we understand, ingredients suitable to the taste of Georgian consumers were developed in the German laboratory. Can you give some examples of those products?
A. For example, aromas of the saperavi grape variety, Georgian pear and tarragon.
When Doehler came to Georgia about twenty years ago, it was a challenge to create acceptable flavours for the Georgian market. A Georgian consumer is quite well aware of drinks, as we are a “cradle of wine” and a country of lemonade as well. So, it was very important that the flavour, taste and colour is authentic, and most importantly, natural.
Georgian flavours are in demand in other countries as well, but the main share of sales comes from Georgia, of course.
Q. What is the current market share of Doehler in Georgia?
A. Today, Doehler Georgia supplies most of non-alcoholic beverages producers in Georgia and has been maintaining its leading position for years.
Food and beverage market is growing in Georgia and success of new projects will certainly have a direct impact on the our growth as well. With natural raw materials and innovative technologies as our starting point, we always go one step further to create real added value for customers and consumers. This is how we bring ideas to life and pave the way for turning smart ideas into amazing products – for unique, multi-sensory experiences and Nutritional Excellence.
Global chewing gum brand Dirol, owned by the multinational food and beverage company Mondelēz International, based in the United States, continues to develop its product line in Georgia.
Recently Dirol in Georgia launched a new campaign “Get A Taste of It”. When there are so many interesting things around us nowadays, people could easily be distracted. It can be difficult to focus. Dirol offered the bright and long-lasting taste which makes your favorite things even more pleasant without any distraction. The idea is that with Dirol you plunge headlong into everything you like, and nothing can stop you.
“Now we are preparing great initiatives for this year – for example, we will be participating in big modern hype events,” Nukri Vacheishvili, Key Account Manager for Mondelēz Georgia, told Golden Brand.
Dirol once again won the country’s most influential business award, the Golden Brand, reflecting its place as Georgians’ favorite chewing gum.
Q. Georgian customers have named Dirol their favorite chewing gum again this year. How did Dirol get this recognition, in your opinion?
A. Dirol is very up to date — trendy, tasty and relevant to our target audience.
Last year we organized a new equity campaign “Live Fresh”, launched two new products and the Dirol Music Mix special SKU in Georgia – all of this drove the growth of the brand.
Q. Golden Brand is given to brands following successful operations of the previous year. Please summarize the year 2022.
A. It was an extremely challenging year for all of us, but we managed to keep close to our consumers by targeting “zoomers, who chew gum to refresh their mind and maintain focus on daily important activities.
During and after the pandemic the chewing habit decreased, but last year we returned to growth, indeed double-digit growth.
Q. What are the recent developments of Dirol as a brand? Please share the brand's progress on the Georgian market.
A. In recent years we have been staying relevant to our consumers by offering juicy new original flavors.
Q. Please tell us about the future plans of Dirol in Georgia. Do you plan to introduce new products to Georgia and which would those be?
A. We cannot reveal all the details, but we are going to take part in big events for young people and have a full pipeline of innovations for this year.
Q. What share does Georgia have in the countries where Dirol is present?
A. The Georgian market is one the most important for Mondelēz. We have been developing our brand here for a long time, but there is still enough room for experiments and new achievements.
We see that buying Dirol has become a stable, everyday habit of Georgian consumers.
Q. Please tell us what makes Dirol unique and why Georgian customers love it.
A. Dirol is unique due to relevant positioning among young people – our consumers trust our brand and recognize it as part of their daily lives.
We also have a strong portfolio of fruit flavors preferred by “zoomers” that drives sales.
Q. What are some investments Mondelēz makes in the Georgian market to promote Dirol?
A. We have been significantly increasing investments to media, in-store and consumer promo in recent years to gain even more ambassadors in the Georgian market.
Georgian Cranes Service Group (GCSG) has achieved its goal of becoming the leading tower crane service provider in Georgia by winning the Golden Brand award this year.
GCSG has been delivering outstanding services to construction companies in Georgia for 25 years.
Vakhtang Tediashvili, Chief Executive Director, shared their “history of excellence” with Golden Brand — from one man's dream to Georgia’s most successful crane service provider.
Q. Georgian Cranes Service Group has become customers’ favorite tower crane service provider. What led the company to this success, in your opinion?
A. First of all, on behalf of our company we would like to express our gratitude to the experts and customers who participated in the survey and voted for our company.
Years ago, I combined my 25-year experience in the field of tower cranes into one company with an experienced team and named it Georgian Cranes Service Group. We have provided various technical services to 95 companies, and we are proud of all the projects and buildings that we have completed with our partner construction companies and are still undertaking today.
Also, taking into account modern trends, we have fully adapted the company's communication strategy to social media and online search platforms, which has played a big role in providing information about GCSG's services and making it a more popular company.
Considering the growth trend in the construction sector in recent years, the demand for tower crane services has increased significantly. The GCSG team of professionals has been providing services and activities related to the export and import of different kinds of cranes throughout the country for 25 years.
Since 2019, thanks to coordinated management, GCSG has been able to grow from a small company to a large service provider in a remarkably short time. We can safely say that 2022 was quite successful for our company, because we clocked 84,296 working hours without any incidents in the importing-exporting of cranes and maintenance services.
Q. Please tell us about yourself and how you obtained 25 years of experience in the field.
A. In fact I have 35 years of experience working in various positions in the construction sector and I am a construction engineer by education. Back then, tower cranes produced during the Soviet Union were mainly used in constructions in Tbilisi. Cranes are one of the most important and expensive pieces of equipment on a construction site, but they can also be considered extremely dangerous if proper safety precautions are not taken during their proper installation, operation and dismantling.
Today we provide planned supervision of tower cranes to 27 construction companies. Within 24 hours of receiving notification, we identify the targets of the crane on the site and work on its quick repair so that the construction process does not stop, because we know the costs associated with downtime. We have a long experience of working with our partners in construction companies and build these relationships on the basis of mutual respect and trust.
Fast and secure service is our strength, based on years of experience and technological know-how in this field.
In addition to Tbilisi we have an office in Batumi where we are involved only in large projects.
Q. You are a direct witness to the development of the construction sector in the country as well. How would you evaluate this?
A. The construction industry is one of the leading industries in Georgia. As far as I know, from 2006 to 2020 its volume increased from 401 million GEL to 3.473 billion GEL. In 2014-2017 the construction sector grew the most among all sectors of the Georgian economy — by 57%. During this period the demand for tower cranes also increased significantly, and so we offered the market tower cranes imported from Europe — Comansa, SIMMA POTAIN, Raimondi, EDILMAC, Kammerlander, Liebherr, JASO, etc.
The latest figures show that 10,822 building permits were issued in 2022, which was 7.2% more than in 2021. Basically, 52% of construction takes place in the capital, while a large share of construction permits is issued for the construction of multi-purpose residential complexes. The demand for cranes with a height of 70-120 meters has increased significantly, and there is a shortage in the market in this regard, but we can provide all kinds of cranes by prior agreement.
The growth of the construction sector creates additional jobs and increases the income of the population, but on the other hand this process is accompanied by certain problems in terms of finding qualified personnel, which is part of the irreversible process of labor migration.
The demand for experienced crane installers and electricians in our field is very high. But GCSG has reliable partners and employees who are well aware of tower crane technology and have many years of work experience.
Q. Tell us about the most memorable projects during these 25 years.
A. Famous projects in which we also participated were King David Complex, The Biltmore Hotel, Georgian Museum of Fine Art, Hilton Garden Inn Hotel, and Vake Plaza.
This year alone we are providing full technical services on tower cranes for 27 construction companies.
Q. Please tell us what kind of services the company offers as of today.
A. Our team offers companies professional advice in the process of purchasing a tower crane, which in turn will help them make the best decision based on the requirements and budget of the existing construction project.
The services offered by GCSG also include tower crane installation and dismantling works on any difficult location. We also offer assistance to companies in the process of finding a potential customer for a crane for sale.
We have developed the terms of scheduled supervision and maintenance services for construction companies, which are already used by 22 construction companies.
A premium service package created for companies that want a full and fast solution to all tower crane related details and issues is one of the most in-demand services at our company. The package includes tower crane purchase, rental and transportation, installation and disassembly, technical inspection and registration on tacsa.gov.ge, technical supervision, restoration and repair of the crane, and storage and sale of the crane.
We offer technical service packages to companies that already own a tower crane and are focused on its smooth or continuous operation until the completion of a construction project. The package includes engine repair, installation and disassembly, changing and rewinding of cable, repair of control panels and remote-controls, mast installation and repair of brakes, electrical repair, technical inspection, changing the hook, cart repair, and parts subscription.
We also provide free consultation to developers and construction companies on any issue related to the tower crane.
Ramses Yachts, the exclusive representative and partner of the world’s luxurious yacht brands in Georgia, has updated its fleet with Italian yacht builder Cranchi, bringing 150 years of boatbuilding experience from the shores of Lake Como to Black Sea coast.
“We started 2023 with great news — Ramses Yachts became the official dealer of Cranchi Yachts, which stimulated great interest among customers and so increased sales of our company,” Giorgi Chikvaidze, the Founder and Director of Ramses Yachts, said.
“Unlike any other companies’ models, Cranchi's line is characterized by true Italian style, super modern technology and the highest quality. Most importantly, yachts are produced up to nine and 25 meters, the most important dimensions in yacht production, and for a market like Georgia, yachts of this size are very important,” Director of the company, Irakli Papiashvili continued.
In addition, Ramses Yachts is opening a new office in Batumi, “without a rival in our region”, Chikvaidze said.
“It will be a typical European office, with scale models of all yachts on sale. All this will be located in a meeting room with the latest equipment, which is the European standard for the yachting business,” he added.
Papiashvili also shared with Golden Brand plans to launch the first yacht management academy in Georgia.
“The academy will be opened in September and will offer a full course of yacht management toward certification, opening the door to employment not only in Georgia, but in Europe,” Papiashvili said.
Talking about the increased sales figures, Chikvaidze mentioned that all new clients are Georgian.
“This fact is also very important for us, as it shows that yachting culture in Georgia is developing day by day,” he said.
Chikvaidze said that the development of the yacht industry in Georgia was directly proportional to Ramses Yachts, “as we are the first to introduce a modern, European yacht destination in Georgia.”
For its contribution to the development of Georgia’s yacht industry, Ramses Yachts, which has been operating on the market since 2017, has received its second Golden Brand award.
Q. Is the Georgia office involved in the sale of used yachts and how in-demand is this?
Papiashvili: Of course we sell second-hand yachts; moreover, the company, which we already officially represent in Georgia, and which has been creating history in the yacht industry for 150 years, offers us a different format for the sale of second-hand yachts. A great privilege lies in the fact that the company has two refit centers in Italy, where used yachts undergo a detailed inspection, if necessary are repaired, and so the used yacht is given to the new owner in the best condition.
Cranchi Yachts has a test center, where customers are allowed to inspect the selected model in detail, which includes a full inspection of the yacht's hull and subsequent test operation.
Q. The demand for yacht charters is increasing and several owners have started offering this service, including you, as far as I know. Tell us what type of yachts you rent out?
Chikvaidze: In addition to yacht sales, our company also offers yacht management services to owners, which includes chartering.
Last year proved to be quite fruitful there. We added several high-class yachts to serve those interested in chartering, and this niche is growing steadily.
Q. Is buying a yacht a good investment? How can a yacht become a source of income in Georgia?
Papiashvili: Statistically, a yacht is considered one of the most in-demand investment products in the world. This is due to the fact that the value of yachts does not depreciate dramatically, in some cases on the contrary — the value appreciates in spite of age. The yacht owner is given the opportunity to enjoy his/her yacht, as well as engage in rentals, the income from which fully covers the costs of operating the yacht, and is even more profitable if fully loaded.
By the way, our yachting season starts from April and lasts until December.
Q. If a yacht breaks down in Georgia, how are repairs handled?
Chikvaidze: Service is a very important part of yacht management. We have made progress here, if we consider that Volvo Penta, whose engines are mainly used in the yachts we import, is officially represented in Georgia.
Our company also cooperates with leading Turkish companies and uses their services, but this is sometimes not sufficient. We hope this area will be developed in the future.
Q. Your company has positively evaluated the launch of the Ambassadori Batumi Island project, which involves construction of a palm-shaped artificial island in Batumi. How can this project benefit the yachting industry and more specifically your company?
Papiashvili: Ambassadori Batumi Island is an important project for the Black Sea region, and not only for our company or for Ambassador, but Georgia as a whole. We believe this project will advance our country by about 100 years, more yachting companies will appear, and will guarantee that Georgia will become one of the centers of the global yachting scene, which is directly proportional to the creation of jobs.
And, of course, the project would also benefit us as a company in the industry.
Q. What is the connection between the development of the yachting industry and the development of the economy?
Chikvaidze: This connection is continuous and very strong. The development of the yacht industry in the country is proportionally related to individuals with high purchasing power, the creation of new and interesting jobs, and large investments.
Yachts are connected to other areas such as real estate, hotels, luxury stores and many others aimed at wealthier consumers.
And Ramses Yachts, along with our partner companies, will continue to make efforts to develop the yacht industry in Georgia and offer the best to our clients.
Georgia’s first business radio station Commersant has once again become the first in the field by introducing an AI-generated reporter.
“Our project Aria is created entirely by artificial intelligence. Both the text and the visuals of Aria are generated by neural networks,” Director of Commersant Goga Samushia told Golden Brand.
Below Samushia talks about the latest developments at Commersant and appreciates partnership with the country’s most prestigious and influential business award ceremony, the Golden Brand.
Q. What are other developments at Commersant?
A. Commersant maintains the position of one of the main business media in Georgia. We are the first business radio in the country, soon to celebrate our fifteenth anniversary. In the course of this time we have established a reputation as authoritative, objective and cutting-edge media.
We have a new editor-in-chief at Commersant. Journalist and executive director of the NGO Media and Communication Educational and Research Center, Teona Tshomelidze, joined our team several months ago.
Among the already successful projects at Commersant, I can mention Brand Georgia and Neyron. Levan Koberidze and Levan Bodzashvili are headliners in their field.
We have also updated our website, which, in addition to the new design, meets all modern technological requirements.
Q. How developed is the radio sector in Georgia and how much has Commersant contributed to this process?
A. In the era of digital technology and the internet, radio remains one of the essential components of media. Although there are many radio stations in the country, the role of Commersant is particularly important because we have been the only business radio station in Georgia for almost two decades.
We create unique content for radio, which is important and interesting not only to ordinary listeners, but also for the business sector.
Q. What are the challenges in the radio sector currently?
A. The main problem of the sector in Georgia is the small advertising market. Increasing competition with social media platforms is also a challenge.
We found a solution by fully integrating the radio with our website and social platforms. This gives us the opportunity not to be limited only to radio broadcasting.
My main recommendation is that radio broadcasters should adapt to the modern digital world.
Q. Last year, the total commercial advertising revenue of TV and radio broadcasters decreased by 7.6% compared to the previous year — 79.9 million GEL. Is this related to the ban on gambling advertisements?
A. The ban on gambling advertising was indeed a significant loss for the Georgian advertising market. Commersant is no exception, and after these changes our advertising revenues also decreased.
In addition, as I have already mentioned, social media platforms have become an important competitor for traditional media. This is one of the reasons for the decrease in commercial advertising revenues of TV and radio broadcasters this year.
Q. Commersant is a partner of Golden Brand. Why doesCommersant support this event?
A. Supporting the Golden Brand has become a tradition for us. This partnership is particularly important given our profile, which is business radio holding.
This award is a kind of summary of the year with all our partners. The existence of the Golden Brand is very beneficial for Georgian business. This is an incentive to create more brands, more projects and more businesses. That is why Commersant Media Holding has always been and will remain a supporter of this award ceremony.