Out of 68 well-known Tajik brands considered at the national Pick of Glory competition, La’Al Textiles has been selected as Brand of the Year 2017.
La’Al Textiles was formed in 2015 by nine companies producing mainly embroidery and carpets and all struggling to make sufficient sales to maintain production and pay salaries to their staff, most of whom are women.
Through a United Nations Industrial Development Organization (UNIDO) project funded by Russia and China, these pilot beneficiary companies went through enterprise diagnosis studies.
This resulted in the development and implementation of modernisation plans to help improve the technological cycle, introduce innovative marketing tools and develop new unique competitive products, not only for local markets, but also targeting potential export markets based on market positioning studies.
As part of the UNIDO project, over the course of two years more than 500 Tajiks, most of them women, as well as marginalised groups, such as refugees from Afghanistan, received coaching on the production and market access cycle, including product design, personnel management, financial management and marketing.
For the full story, see the May 2018 edition of Textiles Eastern Europe. Not a subscriber? Sign up HERE