“This triple recognition proves that we are not only present in Georgia, but leading the market.”
Thank you for reading this post, don't forget to subscribe!Three brands from the Turkish company Betek’s portfolio — Betek, Betek Fayfiks and Filli Boya — have been recognized as No. 1 Golden Brands in Georgia in their respective categories: Architectural Paints, Cement and Wood and Furniture Varnishes. The awards highlight the company’s long-standing presence and strong reputation in the Georgian market, where it has been operating for more than 25 years. In this interview, Kerem Yelsal, Export Marketing Manager at Betek, speaks about the significance of this triple recognition, the company’s strategy for maintaining market leadership and the opportunities he sees for further growth in Georgia.
Q. Three brands from your company — Betek, Betek Fayfiks and Filli Boya — have been recognized as No. 1 Golden Brands in Georgia in their respective categories. What does this triple achievement mean for your company in the Georgian market?
A. Receiving the No. 1 Golden Brand recognition in three categories in Georgia is not only a source of pride for us, but also a powerful confirmation of the strategic investments we have consistently made in the Georgian market for over 25 years.
For us, this achievement represents the trust of consumers, business partners, architects, contractors and industry professionals. It proves that our long-term vision, disciplined execution and unwavering focus on quality and innovation are delivering sustainable results.
Georgia is a strategically important market for us, and this triple recognition clearly demonstrates that we are not only present here but also leading.
Q. Betek and Betek Fayfiks have received the Golden Brand award multiple times. In your view, what has allowed these brands to consistently lead in the Architectural Paints and Cement categories?
A. Sustained leadership is never coincidental. It is the result of consistency, strategic clarity and operational excellence. At Betek, we combine strong R&D capabilities, strict quality standards, agile supply chain management and deep market insight.
In line with this approach, our recently launched water-based production facility in Türkiye is equipped with advanced automation and state-of-the-art technology. This investment increases our capacity, enhances production precision and product quality and further strengthens our innovation-driven growth strategy, enabling us to respond faster and more flexibly to market and customer needs.
As we adapt to change, we remain firmly committed to our core principles: quality, reliability and long-term value creation. This balanced approach enables us to build lasting leadership.
Q. Filli Boya has joined the list of Golden Brand winners for the first time in the Wood and Furniture Varnishes category. What contributed to this breakthrough for the brand and how does it reflect your long-term strategy?
A. The success of Filli Boya in this category reflects our long-term brand-building strategy. As Türkiye’s leading paint brand, Filli Boya has built strong consumer trust through consistent quality and innovation.
In Georgia, it is particularly important to emphasize that this recognition was achieved in the furniture category through our wood coating solutions. Our strength in furniture coatings is built on dedicated R&D focused on wood technologies, continuous investment, on-site professional technical support and our approach of acting as a true solution partner to manufacturers rather than simply a product supplier.
This recognition shows that our premium positioning and innovation-driven approach are resonating strongly with the Georgian market.
Q. How do you balance maintaining a strong brand identity with adapting to local preferences and standards in Georgia?
A. As a global company operating in multiple markets, we adhere to a clear principle: strong global standards combined with strong local execution.
Our brand DNA — encompassing quality, innovation, sustainability and reliability — remains unchanged across all markets. However, the way we communicate, engage and position ourselves is always adapted to local cultural dynamics.
In Georgia, we localize our communication, collaborate with local partners, and align our offerings with architectural styles and consumer expectations. Leadership requires both consistency and flexibility and we manage that balance carefully.
Q. The construction and renovation sectors in Georgia are evolving rapidly. How have your brands adapted to changing market demands and customer expectations?
A. Agility is one of our core strengths, enabling us to respond effectively to the increasing sophistication and quality focus of the construction and renovation sectors. In line with this shift, we have expanded our innovative product portfolio, reinforced our logistics infrastructure and accelerated our digital transformation initiatives in order to stay ahead of evolving market expectations.
We also invest in technical training and on-site support because we believe growth is not only about selling products; it is about delivering solutions and expertise.
Q. How important is brand trust and reputation when entering foreign markets and how do you ensure long-term loyalty among Georgian architects, developers and contractors?
A. Brand trust is the foundation of international growth. Without trust, there is no sustainable expansion.
In Georgia, we have built our reputation through consistent quality, transparency, compliance with global standards and long-term partnerships.
We focus on creating value for architects, developers and contractors by offering technical expertise, training and reliable service. Loyalty is earned through consistency and we are committed to maintaining it.
Q. How significant is the Georgian market for your company and what potential do you see for growth in the coming years?
A. Georgia represents a strategically important market within our regional growth roadmap. Its ongoing infrastructure investments, accelerating urbanization and rising expectations for higher-quality construction materials create a structurally attractive environment for sustainable expansion, where we have maintained a continuous presence for more than 25 years.
Our perspective on Georgia is long-term and investment-driven. We are not pursuing opportunistic growth; our objective is to establish a strong, responsible and enduring market presence built on the principles of sustainable leadership.
Q. After achieving such recognition with three brands this year, what are your next priorities and ambitions for expanding in Georgia and the wider region?
A. Our next priorities include further expanding our distribution network, strengthening our brand positioning, deepening local partnerships and exploring opportunities for greater regional integration.
We will continue investing in innovation, sustainability and operational excellence to ensure that our brands remain market leaders not only today but in the years to come.
