For nearly three decades, Georgian distribution company Zakhar has built its reputation on one principle: delivering trusted, high-quality products to the local market. From introducing globally recognized brands to strengthening nationwide distribution networks, the company has become one of the country’s established players in the import and distribution sector.
Thank you for reading this post, don't forget to subscribe!This year, one of its flagship brands — Energizer — was recognized as the winner in the “Batteries and Accumulators” category at the Golden Brand awards, further reinforcing the brand’s strong position and consumer trust in Georgia.
In this interview, Zakhar Director Zakaria Mamulashvili speaks about the company’s journey, the evolving consumer market, supply chain resilience and the long-term value of reputation in business.
Q. What does this recognition mean for Zakhar as the official importer of Energizer in Georgia?
A. When you work with a global brand like Energizer, the sense of responsibility is always high. This is not just another brand in our portfolio — it is a global symbol of energy solutions. For us, as the official importer, this recognition confirms that Georgian consumers are just as pragmatic as we are.
When consumers choose Energizer, they are ultimately choosing trust and quality. For us, this achievement means we made the right decision when we introduced the brand to Georgia and maintained its standards consistently over the years.
Q. Zakhar has been operating for 27 years. What have been the defining milestones throughout this journey?
A. Twenty-seven years is a long journey, especially considering how different the market was when we started in 1998. One of our biggest achievements was convincing global brands like Energizer that Georgia was a market where quality would be valued.
Expanding our portfolio with brands like Defender was another important milestone, allowing us to become part of consumers’ everyday lives on a larger scale. Despite many challenges over the years, our principle has remained unchanged: delivering reliable, high-quality products and maintaining trust. Today, I believe our greatest achievement is the reputation we have built over 27 years.
Q. How would you describe the demand for batteries and accumulators in Georgia today and how does Energizer compete in the market?
A. Demand for batteries and accumulators in Georgia is growing as households increasingly rely on smart devices, medical equipment and other technology that requires reliable energy solutions.
In a highly competitive market, Energizer stands out through what I call “genetic trust.” Consumers know the brand for durability, safety and long-lasting performance, especially in high-tech and critical-use devices. Products like the Ultimate Lithium line reinforce that reputation by delivering significantly longer battery life.
At the same time, sustainability initiatives and rechargeable solutions give Energizer an additional competitive advantage. Ultimately, we are not simply selling batteries — we are offering reliability and peace of mind.
Q. What factors, in your opinion, drive Energizer’s success in the Georgian market?
A. Georgian consumers are highly practical and choose products based on real-life performance. One Energizer battery often replaces several cheaper alternatives, making it more economical and convenient in the long run.
With 27 years of experience, we have ensured strong availability across the country, from major hypermarkets to small local stores. Beyond standard batteries, Energizer also offers specialized solutions for medical devices, photography equipment and rechargeable needs.
Ultimately, the brand’s success is built on a single principle: consistent quality and reliable performance consumers can trust.
Q. You often speak about supply chain efficiency. What practical steps have you taken to optimize operations?
A. Supply chain management is a key pillar of our business stability and part of our daily operations, not just theory. We use forecasting tools and data-driven planning to predict demand, reduce shortages and avoid overstocking. At the same time, we continue expanding our logistics network to keep products closer to consumers and ensure fast nationwide delivery.
Long-term partnerships with international brands such as Energizer and Defender help us align supply with local market needs. Even amid global disruptions, we have maintained uninterrupted availability through flexible routes and reliable partners.
Ultimately, supply chain management for us means one thing: ensuring that when a customer needs a product, it is already on the shelf.
Q. What are your plans for developing the Energizer brand in Georgia in the near future?
A. Energizer is a brand that constantly evolves and our plans follow the same direction. We are focusing on expanding eco-friendly and rechargeable product lines, making sustainable energy solutions more accessible in Georgia. We are also strengthening fast-growing segments such as coin batteries for smart devices, medical equipment and car keys.
In addition, we are developing lighting systems and flashlights, which are seeing increasing demand from both consumers and professional users. Alongside this, we plan awareness campaigns on energy safety and proper power source selection.
Our goal is to keep Energizer a trusted partner for every household and business in Georgia.
Q. What are your future plans for Zakhar itself?
A. Zakhar is not simply an office or warehouse. It is a community of people. Many of our employees have been with us for decades. They grew alongside the company and built their lives here. That loyalty gives us strength in every crisis.
Going forward, we want to strengthen this human factor even more. We want Zakhar to remain a place where partners enjoy cooperation, employees enjoy working and customers genuinely feel cared for.
At the end of the day, business is about relationships that withstand the test of time.
Q. What advice would you give to small and medium-sized businesses looking for effective distribution partners?
A. Stay rational and flexible. Markets constantly evolve and companies should not fear optimization or innovation. The most successful businesses are not necessarily the biggest, but those that adapt fastest without sacrificing quality.
