Strong market positioning, consistent quality and a clear understanding of consumer needs have helped Nua maintain a leading presence in Georgia’s hygiene products sector.
Thank you for reading this post, don't forget to subscribe!Backed by BD Plus, a Georgian company that imports high-quality products from international brands, the brand has steadily strengthened its reputation, earning widespread recognition and loyalty among customers.
This success has also been acknowledged by industry experts, with the company recently receiving a prestigious Golden Brand award for the third time.
In this interview, Archil Kokashvili, General Manager of BD Plus, shares insights into the strategy behind Nua’s growth, the importance of maintaining consumer trust and the company’s future ambitions.
Q. Nua has been named a Golden Brand winner for the third time. How have you managed to maintain consumer trust and market recognition?
A. Maintaining consumer trust is directly linked to consistency. Our goal is to ensure that Nua’s quality not only remains stable over time but continues to improve. Winning this award for the third time confirms that Georgian consumers value our commitment to premium quality and the everyday comfort the brand offers.
Q. What has driven Nua’s success in the Georgian market compared to other hygiene paper brands?
A. Nua’s success lies in finding the “golden balance” — combining a soft, high-quality texture, environmentally friendly raw materials and a competitive price. Unlike many other brands, we focus on making premium hygiene products accessible to everyone who prioritizes quality.
Q. What role does BD Plus play in Nua’s growth and popularity? How do you collaborate with Lila Group, the producer of Nua?
A. BD Plus, as the official distributor, ensures the brand’s wide availability across the country. Our partnership with Lila Group is built on shared values and constant communication. We collaborate closely even at the production stage to ensure the products are tailored to the specifics and demands of the Georgian market.
Q. Nua holds around a 17 percent market share in Georgia. What is your strategy for maintaining and increasing this share?
A. Our strategy focuses on expanding our distribution network and diversifying the product range. We aim to strengthen our presence in both large retail chains and regional outlets. While 17 percent is a strong figure, our goal is to grow this further through innovative approaches and customer loyalty programs.
Q. What are BD Plus’s main priorities when introducing new brands and how do you select products for your portfolio?
A. The key criteria are high quality and compliance with international standards. Our priority is to provide Georgian consumers with the best possible experience, so we are constantly looking for brands that combine quality with accessibility. Our mission is to make premium products easily available to a wide audience.
Along with Nua, other brands such as Ultra Compact, Happy Fresh, Maylo, Berrak, BEA, BE-Fresh, SANFOR, SANITA and more are brought to Georgia by BD Plus.
Q. Beyond quality and price, what other factors contribute to Nua’s popularity?
A. Visual presentation is crucial for us. Nua’s refined, modern packaging makes it easily recognizable on the shelf and highlights its premium nature.
Our communication strategy also plays a major role — we do not just sell a product; we offer everyday comfort and reliability. The brand’s image is built on simplicity and aesthetics, which resonates strongly with modern consumers.
Q. What are BD Plus’s future plans in terms of portfolio expansion and brand development?
A. We are constantly monitoring market trends. We plan to expand the Nua product line and introduce new, innovative products in the hygiene category. At the same time, we are actively working on bringing new international brands into our portfolio to meet the growing expectations of Georgian consumers.
Q. How would you describe your company’s approach to customer relationships and how does this contribute to Nua’s success?
A. Our approach is simple: we choose for our customers what we would choose for our own families. For BD Plus, the relationship with the consumer does not end when the product reaches the shelf.
We continuously monitor their needs and ensure that every new batch meets the expectations built around Nua over the years. This sense of responsibility is exactly what drives the brand’s success — consumers know they can always rely on the promised quality and we work every day to uphold that trust.
