The FINANCIAL — Now 19 years old, Aversi has been stably developing on the Georgian market for almost two decades.
The FINANCIAL — Now 19 years old, Aversi has been stably developing on the Georgian market for almost two decades. The number of company staff has been increasing daily, the network of pharmacies extends nationwide, the production of pharmaceuticals Aversi-Rational and large-scale projects of Aversi clinics have been launched. At the same time, the company is one of the largest taxpayers within Georgia and contributes tens of millions of GEL to the state budget on an annual basis.
Aversi is celebrating its 19 year anniversary on 14 November and is going to offer special discounts for its customers in honour of this.
“Aversi has been stably developing on the Georgian market for a period of 19 years and it is safe to say that the company’s name has been positively established in society today,” Lali Bregvadze, Head of Aversi’s Advertising and PR Department, told The FINANCIAL. “Over this period of time Aversi has been consistently providing very useful products to customers and what’s most important is that we produce Georgian products and establish a Georgian brand on the market. Aversi is the leader among leaders. We admit that there are other leaders on the Georgian market as well, but Aversi is the first pharmaceutical company with the longest history of existence,” she said.
The company’s first branch was opened at #5 Kazbegi Avenue in 1994. Today Aversi’s network of drug stores unifies more than 216 objects. From one store Aversi grew in to a large company which today unites 4 brands – pharmaceutical manufacturer Aversi-Rational, Aversi Clinic, Aversi Rational and Alpha Insurance Company.
The most difficult period for the company and the time that Aversi faced themost challenges was in the first years of its establishment, Bregvadze said. “As for the most successful period, it was the time when we created marketing groups in the company. This happened in 2001. At that time Aversi had the most successful sales. The members of the marketing group were in touch with the medical institutions and were informing them about the medicines produced and sold by Aversi. As a result of increased brand awareness the sales statistics increased as well,” Bregvadze said.
Any medicine registered in Georgia is available at Aversi drug stores. One can get a qualified consultation there about any medicine as well. At Aversi drug stores services are rendered with a smile and clients are given hope and inspiration for the cure to any ailment they might have. Such an attitude displayed by our company fostered a sense of trust in our customers.
“About 2 million people visit the Aversi pharmacy network per month. Aversi has the widest range of medicaments available. The company has also added a cosmetics and beauty line. The most demanded products at our pharmacy networks are cardiac preparations, painkillers and antibiotics,” Bregvadze said.
Nowadays Aversi Rational produces 149 medicines of 212 varieties. Aversi Rational is outfitted with the newest medical equipment of American, Japanese, English, German and Italian origin, with its up-to-date internal laboratory with equipment necessary to perform chemical analyses on raw materials. Aversi-Rational has been awarded an ISO Certificate, which is a kind of admission ticket to the international market. The medicines are exported to Ukraine, Armenia and Kyrgyzstan. Aversi Rational is getting registered in Kazakhstan and Uzbekistan and will soon start exporting its production to these countries too.
“It was previously thought that because the production was made in Georgia its quality should be poor. But the company proved that the quality of its production is high. We buy the raw materials from the same companies which foreign producers buy their raw materials from. The first drug was produced in 2005 and that was Ginaliki. Since then Aversi Rational has sold 9 million boxes of drugs in 2011 alone. This proves that customers already trust the quality that we offer,” said Bregvadze.
There are 7 Aversi Clinics all over Georgia nowadays. Construction of two more will be completed in the nearest future. One clinic will be opened in Gori in the upcoming days. Aversi Clinic is a medical ambulatory-polyclinic institution corresponding to world standards, outfitted with the newest medical equipments and technologies. Aversi central clinic gets more than 500 patients per day.
As everyday life regularly shows people the necessity and importance of insurance, Aversi decided to bring 100 percent Georgian capital to the insurance market and hence established Alpha Insurance Company. “Modern society needs to be able meet the unpleasant and unexpected with calm, and it is impossible to be fully prepared for any eventuality without purchasing an insurance product. It is the only insurance company which is present with 100% Georgian capital on the insurance market,” said Bregvadze.
The company offers health insurance, life insurance, auto insurance, property insurance and travel insurance packages.
The key to Aversi’s success is a professional management team and staff in general, Bregvadze said. “The company always cares about its employees and constantly encourages them with great incentives. Today Aversi has 8,000 employees. All of them are motivated to work hard and fulfil their plan to get a higher salary. If one employee gets married the whole collective get a bonus. At the end of every year the best employees are awarded a trip to Europe. Last year we had 200 such successful employees,” she said.
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