|Nabeghlavi to Enter the Turkish Market in Two Weeks|
29/04/2011 09:21 (756 Day 04:03 minutes ago)
The FINANCIAL -- JSC Healthy Water (Tskali Margebeli), leading Georgian water producer in the country, has increased its sales figures by 15% during the last three years and this year it plans to enter the Turkish market as well.
Avtandil Svimonishvili, General Director of Healthy Water, says that after getting a Euro certificate, which sharply simplifies export to EU member countries, the company is already successfully exploiting European markets.
“The chance of Nabeghlavi entering western markets is supported by the specific taste and stably high quality of our products. The main difficulty is related to brand awareness in western markets, as there is already very tight competition between other water producing companies there. We’re participating in different exhibitions which actually has already been reflected in our sales in Europe,” Svimonishvili told The FINANCIAL
At the end of 2009 JSC Healthy Water, was restructured. Company management formed a holding Margebeli that incorporates Healthy Water, Marneuli Food Factory, Marneuli Agro and distribution company Engadi.
Each of these brands is holding the largest share on the Georgian market respectively and has successfully completed the year 2010 with greater ambitions for the forthcoming year.
Q. Which is the largest export market for Nabeghlavi and how many bottles are exported there?
A. The largest markets for Nabeghlavi are Azerbaijan and Ukraine . Our strategic partners are also the US and Baltic States’ markets. Quite a large amount is also exported to Kazakhstan, Turkmenistan, Belorussia, Moldova, Poland and Greece.Our export markets are expanding from time to time as people adore Nabeghlavi overseas.
Q. How difficult was it to raise brand awareness in European markets? Have you held any campaigns?
A. Well it was really difficult to raise awareness of a Georgian brand as countries in the commonwealth of independent states knew little about Nabeghlavi.Although we do see signs of progress as our sales figure are shooting up each day in particular markets.We’re participating in different exhibitions in order to give those people information about the benefits of our water and its healthy use.
Q. How many bottles are produced by Nabeghlavi each day?
A. Every day our factory produces 100 to 250 thousand bottles depending on the season.
Q. How have sales figures increased in Nabeghlavi during the last 2-3 years?
A. In the last 2-3 years sales of Nabeghlavi rose by 15% and we’re optimistic about this year’s growth hence we plan to realize more.
Q. Are you planning to enter the Russian market any time soon?
A. The Russian market is never stable and currently it’s closed for Georgian production. We’re not planning to enter the Russian market any time soon.
Q. What is Margebeli Holding’s annual turnover? (Incorporating Healthy Water, Marneuli Food Factory, Marneuli Agro and distribution company Engadi)
A. Margebeli turnover is about 40 million USD per annum.
Q. Over how many hectares of land is Nabeghlavi stretched? What is unique about the place and the production of the water itself?
A. Our factory, situated in the village of Nabeghlavi (in the western part of Georgia - the region of Guria) is spread over 20 hectares of land. It includes part of the surrounding forest which is under our protection too.The factory is in the ravine of river Gubazeuli 450-475 metres above sea level. No other factory is situated nearby which is really very important as the minerals are crystal clear as they come up from underground. We also have a free Nabeghlavi tap near our factory.As for spring water production, we are the owners of the most modern factory in the Caucasus. We’re renewing it on a continual basis whereby we go through technological developments and equip the building with top-notch technologies.
Q. How many people are employed at Nabeghlavi and of what qualifications?
A. We employ up to 200 people, we’ve got highly qualified co-workers, engineers and technicians who have 14 years of experience working in this field.
Q. What is Nabeghlavi’s share on the Georgian mineral water market? (approximate)
A. During the last 3 years Nabeghlavi has been the unbeatable leader on the Georgian market.
Throughout this period our market share reached 50-56%.
Q. What amount of taxes do you pay?
A. The tax environment is quite liberal. Except for value added tax and tax for our license we’re paying other dues such as electricity and usage of other resource.
Q. How popular is mineral water Bakhmaro? (what about its sales figures?) Why is the price of water so high?
A. 80% of the Georgian water market is made up by mineral waters (carbonated ones) so Bakhmaro water which is still water is not that popular compared to Nabeghlavi.As for the price of Bakhmaro; a 0.5 bottle costs only 25 tetri which is quite normal.
Q. How about the Turkish market? Have you entered it yet? (as you had plans last year to do so)
A. Several days ago we completed preparation works regarding our entrance on the Turkish market so in two weeks time healthy water products will be found on the Turkish market too.
Q. What about the shareholders of Nabeghlavi? Is it solely made up by Georgians or are there foreigners too?
A. Tskali Margebeli is Georgian-Swedish and today both Georgian and Swedish sides are managing the company very successfully.