The Washington Inquirer EditorPremium quality, three-layer toilet paper Nua, imported and distributed by one of Georgia’s leading distribution companies, BD Plus, has become the winner of the country’s most prestigious and influential business award, the Golden Brand.
Founded in 2016, BD Plus is famous in Georgia for importing high quality products from international brands such as Ultra Compact, Happy Fresh, Olivia, Sofia, Maylo, Berrak, BEA and Nua.
Of these brands, Nua is a newcomer to the Golden Brand award, winning in the category “toilet paper – dynamic developing brand”. Over 100 experts and 2,000 surveyed customers named Nua their favorite toilet paper.
Archil Kokashvili, General Manager of BD Plus, reviewed the company’s operations in Georgia and listed the factors that led Nua to the Golden Brand awards in an interview.
Q. “Dynamically developing brand” – this is how Nua is recognized today by the customers and experts. How did you achieve this recognition?
A. First of all we want to thank our loyal customers who have great confidence in, and awareness of, our brands, including Nua. This brand reached Georgia in 2021 , so it was astonishing to many that Nua managed to become one of the leaders on the market in such a short period of time. The correct strategy and functionality of the brand played a major role in the success of the product, and today Nua is considered the favorite hygienic paper in the country.
The price and quality of Nua toilet paper make it one of the best on the market. We also have a motivated and professional team which is working around the clock to develop the brand.
Another factor is a smooth distribution of Nua throughout the country, making the brand available in every corner of Georgia.
Finally, I want to say that it is a great honor for us to receive a Golden Brand award and at the same time it is a great responsibility and challenge to fully justify such trust and support. This award is recognition of the hard work that our team has put in. We are very proud of it.
Q. How was the brand’s performance in 2022?
A. Overall 2022 can be considered successful for BD Plus, as the increase in sales compared to the previous year 2021 was 39%, and in the case of the Nua alone, its average monthly sales almost tripled. We have generated 1,630,548.70 GEL in sales in 2021 and 8,911,749.91 GEL in 2022.
Ultra Compact and BEA are the top-selling brands in our portfolio.
BD Plus is also a dynamically developing company in Georgia and the chart below demonstrates its annual growth from 2016 to 2022.
Q. What would you say about the competition in your sector, and how fast is the Georgian market growing here?
A. There is quite a high level of competition in the Georgian market. As a company involved in the distribution business, the competition creates challenges for us of course, but the higher the competition level is, the higher our motivation is. And most importantly, customers reap the benefits from this process.
As for market growth, the share of our brands is growing on the market every year.
Q. What are the challenges BD Plus faces in Georgia and what are your recommendations for improving conditions?
A. The main goal of the company is to provide customers with high-quality products at the most economical price. Unfortunately, locals make up a lesser share of sales than tourists, which hampers potential growth.
Q. Generally, how do you attract consumers?
A. We attract customers primarily by product quality, price, stable delivery and partnership attitude.
Q. Please share some future plans with us.
A. We would like to enrich our portfolio with several new brands and at the same time to develop our own brand Be Fresh.
In the future we are going to grow our “Be Fresh” portfolio with interesting products for our customers.
