Zakaria Mamulashvili: Defender Has Become Part of Consumers’ Everyday Digital Life
Thank you for reading this post, don't forget to subscribe!Defender has strengthened its position in Georgia’s computer accessories market over the past decade through broad product availability, competitive pricing and a growing focus on quality-oriented consumer demand. Represented locally by the distribution company Zakhar, the brand today offers more than 400 products across gaming, office, mobile and power protection categories, while continuing to expand its presence in both retail and professional segments.
This year, Defender’s market performance and consumer recognition were further reflected in its victory at the Golden Brand Awards, making it the second brand in Zakhar’s portfolio to receive the distinction. In an interview with Zakaria Mamulashvili, director of Zakhar, we discuss the brand’s development in Georgia, changing consumer behavior, quality standards and the company’s future growth strategy.
Q. What factors contributed to Defender’s success at Golden Brand Awards this year?
A. For me personally, Defender’s success is proof that our team’s hard work has been recognized. Zakhar invested significant resources and energy into developing the brand locally. Our goal from the very beginning was to bring quality products to every household and prove that good technology does not have to be expensive.
Behind this achievement is extensive work on brand visibility — ensuring Defender is available on every store shelf and easily accessible to Georgian consumers. This pragmatic approach, combined with an honest commitment to quality, has proven successful. The recognition belongs both to the people who trusted the brand and to those who worked daily to grow it.
Q. How many product types does Defender currently offer and what are the top 10 most popular products currently?
A. Today, through our company, Defender offers more than 400 product types to Georgian consumers. The highest demand is concentrated in power extension systems, computer accessories and mobile accessories.
The most in-demand products include surge protectors and power extension strips, high-speed HDMI and USB cables, ergonomic wireless mice, multimedia keyboards, gaming headsets, portable Bluetooth speakers, web cameras, desktop speaker systems (2.0 and 2.1), optical gaming mice with high-precision sensors and laptop bags and protective accessories.
Q. Where are Defender products manufactured and imported from?
A. Defender products are manufactured in China. Zakhar imports goods both directly from China and from a European logistics warehouse in Estonia.
Q. How long has Defender been present in the Georgian market and how has consumer perception changed?
A. Defender has been present on the Georgian market for 12 years, a period that can be seen as a full era in the technology sector. When the brand first entered the market, consumer decisions were driven mainly by price.
Over time, several important shifts have taken place. First, trust has been established — consumers have learned through experience that Defender products offer durability and quality comparable to more expensive alternatives, which has led to long-term confidence in the brand.
Second, purchasing behavior has become more informed. Today, customers look beyond basic products and pay attention to technical specifications such as DPI, ergonomics and data transfer speed. Defender has successfully adapted to these higher expectations.
Third, brand loyalty has grown significantly. What was once seen as a convenient purchase has now become a preferred choice for many users, especially in the gaming and office segments where comfort and performance matter most.
Finally, aesthetics have gained importance. While design was secondary 12 years ago, today users expect accessories to fit seamlessly into their workspace or gaming setup, and Defender’s design evolution has played an important role in meeting this demand.
In summary, what started as a new market entry has become a trusted brand that is now an integral part of everyday digital life in many homes and offices — a transformation the company considers its most significant achievement.
What is Defender’s key competitive advantage?
A. Defender’s main advantage is balance. The market is divided between expensive premium brands and low-cost alternatives with questionable quality. Defender occupies the “honest middle ground.”
Consumers do not have to choose between price and quality. They receive modern, reliable and well-designed products without overpaying for branding alone. This balance, combined with strong distribution through Zakhar, is what makes Defender highly competitive.
Q. What were the main achievements and challenges over the past year?
A. Last year was dynamic. The biggest achievement was strengthening Defender’s position in the computer accessories market, especially in gaming products. We successfully met growing demand for affordable yet high-quality gaming equipment.
In terms of challenges, rapid technological change required constant adaptation — for example, the shift toward USB-C standards. Another challenge was maintaining stable pricing amid global inflation while preserving quality. Despite this, we managed to ensure consistent supply across all regions of Georgia.
Q. Which segments are currently the main focus and why?
A. We primarily focus on two key segments: gaming accessories and office/home office equipment. The gaming segment is one of the fastest-growing in Georgia, where Defender offers RGB lighting, programmable features and ergonomic designs at accessible prices, targeting entry-level and mid-range gamers. At the same time, the shift toward hybrid work has significantly increased demand for ergonomic, wireless and durable office solutions, with our goal being to improve comfort and productivity in everyday work environments. In addition, power protection and cable solutions remain a core part of the brand and continue to serve as the foundation of our portfolio.
Q. How would you describe Defender’s product quality?
A. Defender’s quality is defined not only by appearance, but also by durability, safety, and long-term reliability. The brand uses high-quality materials, including copper conductors and durable polymers, while its products undergo multi-stage quality testing, particularly in the case of surge protectors and power solutions. Defender also places strong emphasis on ergonomic engineering to ensure comfort during extended use. In addition, the products comply with international standards such as CE and RoHS certifications, confirming both safety and environmental responsibility. Most importantly, the brand’s long-term presence on the market and low defect rates in real-life usage serve as proof of consistent quality. Our philosophy is simple: a product should perform exactly as promised — and ideally exceed expectations over time.
Q. What advice would you give consumers when choosing computer accessories?
A. Consumers should avoid choosing accessories based solely on price or appearance. It is important to consider whether the product truly fits specific needs, whether for office work, gaming, or everyday use. Safety certifications are especially important for power devices and cables, as low-quality products can damage expensive equipment. Buyers should also pay attention to brand reliability, warranty support, material quality and durability, since these factors directly affect long-term performance. Ergonomics is another key consideration, particularly for devices used daily, such as keyboards and mice, because comfort can significantly impact productivity and health. Ultimately, the best approach is to invest in quality rather than simply paying for a brand name.
Q. What new developments can consumers expect from Defender?
A. We are planning expansion in several key directions. Defender intends to introduce new gaming product lines with enhanced customization features and improved performance, while also expanding its USB-C ecosystem accessories, including hubs and fast-charging solutions. The company is additionally focusing on more eco-friendly packaging and materials as part of its sustainability approach, alongside the development of smart home accessories designed to make everyday life more automated and convenient. Our goal is to bring global technological innovations to the Georgian market as quickly as possible.
Q. What does it mean for Zakhar that two of its brands have received industry recognition?
A. Having two brands — Defender and Energizer — recognized in the same awards is a strong validation of our 27 years of work. It demonstrates our ability to operate successfully across different market segments and confirms strong consumer trust in our selections.
It also serves as motivation. This recognition encourages us to continue introducing innovative and high-quality global brands to the Georgian market.
