ALEKSANDRE OKROSHIDZE, Director of Element Construction
BusinessGolden Brand

Element Construction Plans to Expand Internationally After Successful Entry to Uzbekistan

Element Construction, a leading industrial construction company in Georgia and a subsidiary of Element Holding, proudly announces its successful entry into the Uzbek market – an important milestone on its path to international expansion.

The decision to venture into the Uzbek market was made after detailed market analysis, including risk assessment and local requirements review. Aleksandre Okroshidze, the company’s Director, shared his confidence in this strategic step during an interview with Golden Brand, confirming Element Construction’s readiness to expand abroad.

“Element Construction venture in Uzbekistan has started strong, marked by a large-scale civil construction project – a multi-apartment residential complex – in partnership with local company Beltera Holding. Expanding operations into Uzbekistan was a significant step in broadening services beyond Georgia.”

“We’re committed to positioning Element Construction as a global player, built on international standards and recognized for its quality by our clients worldwide.”

Q. Element Construction has once again been honored with the Golden Brand award in the “Industrial Construction” category, following the success of its activities last year. Let’s summarize the key highlights from the past year.

A. An analysis for 2024 confirms that the company’s efforts were both dynamic and productive.

Element Construction operates successfully in industrial, hydrotechnical and civil construction. Throughout the years, the company has established itself as a leader in the industrial construction. In 2024, we made a notable growth in civil construction and interior fit-out services, including a major fit-out project for Girteka – Europe’s largest logistics company – executed to international quality benchmarks.

In 2024, there was also a rising demand for design services.

For the first time, we introduced construction supervision and management services to our clients, exemplified by our work on the Caucasus University campus in Batumi. This service requires deep technical expertise and strict compliance with international standards. It involves reviewing documentation, providing consulting, tracking progress and budgets, managing contracts, mitigating risks and ensuring coordination to safeguard the client’s interests.

We also advanced industrial construction capabilities. While our previous focus was speed and quality, we now prioritize delivering innovative construction solutions that positively impact our clients’ business activities. A key example is our expertise in precast reinforced concrete structural systems.

Q. Last year, the total area of work completed by the company was approximately 250,000 square meters, and the financial turnover was over 100 million GEL. Can you provide information about the market share and whether it is growing?

A. That’s correct. Element Construction is strengthening its market presence, with vital support from other Element Holding subsidiaries.

All together we deliver a full spectrum of services, including industrial and decorative flooring, steel structure design, fabrication and installation, MEP (Mechanical, Electrical and plumbing) systems, quality assurance and control, health and safety, environmental protection, construction materials, construction equipment and decorative solutions – creating real value for our clients.

Q. Who are some of the companies with which the company is collaborating in the development sector?

A. Our clients are leading players from various sectors. We collaborate with developers like m², Archi, Lisi Development, Dadiani Residence and Tbilisi Oriental.

Among our industrial projects, the Dry Port is a standout initiative for Georgia’s logistics sector, integrating container, railway, road and warehouse infrastructure.

We also completed the EFES Georgia warehouse project using a Design & Build model. Another notable achievement is the Sonniva Georgia warehouse – entirely constructed with prefabricated reinforced concrete components. We’ve also delivered successful projects for Diplomat Georgia and Libo Group.

Q. What about regions? What are some ongoing construction projects being undertaken by Element Construction in the regions of the country?

A. We are constructing in various locations throughout Georgia. For instance, the construction of Telavi Mall has begun in the Kakheti region; We are finalizing a project for West Invest in Kutaisi; We have successfully completed the construction of a walnut processing facility in Samegrelo for IG Agro and are developing the Buknari hotel apartment complex in Adjara.

Our portfolio is characterized by its impressive range of local and international leading brands. Undoubtedly, the flagship project of Element Construction is the Coca-Cola enterprise. We were pleased to return to the complex in the Mukhrani Valley last year, where we constructed a warehouse center independent of the enterprise complex, fully adapted to international distribution standards. We’re proud to add Water MTIS (bottled water produced in Georgia), under Coca-Cola Bottlers Georgia, to our client list.

We are excited about the innovations and significant projects being implemented in collaboration with Element Construction. One such project is the construction of the first film production pavilion in the history of independent Georgia, being built in collaboration with Apparatus Studio, which I believe will play an important role in the development of the Georgian film and advertising industry.

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From left to right in the photo: LEVAN ABASHIDZE, GIORGI NADAREISHVILI, and GIORGI JOKHADZE
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NINA KANDELAKI, Regional Vice President of Herbalife
BusinessGolden Brand

Herbalife: 45 Years of Global Expertise in Balanced Nutrition, 14 Years Fostering the Healthy Lifestyle Community in Georgia

As it commemorates this important anniversary, Herbalife isn’t resting on its laurels. The company is poised to evolve its business model by embracing cutting-edge digital technology. With a vision to personalize healthy lifestyle and wellness, Herbalife is leveraging individual biometrics, biomarkers, lifestyle data, and DNA. This innovative approach aims to go to a comprehensive, data-driven wellness platform that addresses the dynamic needs of consumers.

Anticipating the future, Herbalife is set to launch this year in Georgia the Collagen Skin Booster**, featuring a refreshing strawberry lemonade flavor. This product embodies the philosophy that beauty and wellness begin from within, reinforcing the brand’s commitment to holistic well-being.

In an exclusive interview, Nina Kandelaki, the Regional Vice President of Herbalife, shared her excitement about these developments. “We are not just evolving our products; we are redefining the way people think about their healthy lifestyle habits and wellness. Empowering our community with personalized solutions is at the heart of our mission.”

Q. Herbalife is celebrating its 45th anniversary. How is the company evolving, and what does this milestone mean for Georgia?
A. Herbalife’s 45th anniversary marks a new chapter. We’re integrating advanced digital technologies to personalize wellness, using biometrics, lifestyle data, and DNA. Our goal is to move to a comprehensive, data-driven wellness platform. In Georgia, we’re proud of our 14-year presence and ongoing commitment to promoting balanced nutrition and healthy lifestyle.

Q. What does winning the Golden Brand award mean for Herbalife, and how do you think this recognition will affect the company’s growth and consumer perception in Georgia?

A. We’re honored to be recognized for the fourth time in the ‘Balanced Nutrition’ category. The Golden Brand award, widely regarded as Georgia’s most prestigious business accolade, not only affirms our commitment to balanced nutrition but also reflects the trust and loyalty we’ve built in Georgia, strengthens our market position, and boosts consumer confidence.

Q. As a nutrition company with a science-backed product line, what key products or innovations are you most excited about right now?

A. Innovation is central to Herbalife. We closely monitor nutritional trends and regularly update product formulations. Last year we introduced the Formula 1 Express protein bar with dark chocolate flavor in Georgia — a complete meal replacement designed for convenience. This year we are preparing to launch the Collagen Skin Booster with a strawberry lemonade flavor, reinforcing our belief that wellness and beauty start from within.

Q. How does Herbalife ensure the quality and safety of its products?

A. Product quality and safety are top priorities. We have four global manufacturing facilities and 18 laboratories, eight dedicated to quality control. We conduct nearly 300,000 internal tests annually to ensure ingredient purity, nutritional value, and taste, meeting strict local and international standards.
 

Q. What advice would you give to individuals looking to achieve a balanced nutrition lifestyle through Herbalife products?

A. Herbalife products are available exclusively through Herbalife Independent Associates, who also provide nutrition plans and ongoing support. I advise our potential clients to remember that together with high-quality products they receive strong support from Herbalife’s nutrition consultants.

Q. With the increasing competition in the healthy lifestyle and wellness industry, how does Herbalife differentiate itself from other brands?

A. Herbalife’s key differences are the personalized support provided by our nutrition consultants and our global community spanning 95 countries. We empower individuals to achieve personal and professional growth. I’m inspired by positive changes in people’s lives after joining the Herbalife community. I’m especially inspired by Stefan Gratziani, who started as Herbalife’s Independent Associate in 1991 and has become the CEO of Herbalife this May – these examples demonstrate the limitless possibilities our business model offers.

Q. Can you talk more about the Herbalife community, how Herbalife unites balanced nutrition fans?

A. Our community is active and engaged, participating in events like the Tbilisi Marathon and running Healthy Lifestyle clubs across multiple cities. These clubs offer training in balanced nutrition, group exercise, and support for adopting healthy lifestyle habits. Local collaborations, such as with fitness expert Kristina Bokuchava, further promote the principles of balanced nutrition and well-being. And since 2025 Herbalife’s products and community is more visible in Georgia due to new social media accounts in Instagram and TikTok.

Q. Do you personally use Herbalife products and which are your favorites?

A. I consume about 10 Herbalife products on a daily basis and my favorite product is a chocolate-flavored Formula 1 protein shake. I use it in the morning with water, adding extra protein. I also drink our herbal tea for energy, plus I support my metabolism with an aloe concentrate. This is my daily balanced breakfast.

Q: What are Herbalife’s plans for future growth and innovation?

A. We’re modernizing our business model with digital tools that enable personalized nutrition. Recent partnerships and acquisitions in the US are the first steps in this transformation. Our aim is to equip Independent Associates with innovative, science-backed resources, evolving into a data-driven wellness platform that meets the changing needs of consumers.

*Source: Euromonitor; CH2025ed, weight management & wellbeing definition; combined % RSP share GBO for 2024

**Food supplement. Food supplements cannot replace a wholesome, balanced nutrition.