As Georgia continues to position itself as a competitive player in the global economy, strengthening international business capacity and trust remains a key priority. The International Chamber of Commerce (ICC) Georgia is actively working to support this vision – focusing on enhancing export readiness, promoting high standards of corporate governance and transparency, and expanding access to global networks and partnerships. At the same time, the organization contributes to building a more predictable and efficient business environment through ongoing dialogue, knowledge-sharing, and the promotion of international best practices.
In this context, and as a long-standing supporter of the Golden Brand business awards, we spoke with Khatia Bukhrashvili, Secretary General of ICC Georgia, about the country’s business climate, the role of strong brands, and the importance of international standards in driving sustainable growth.
Q. As Secretary General of the ICC in Georgia, how do you assess the current business climate in the country and where do you see the greatest growth potential?
A. Georgia’s business climate remains attractive due to its open, trade-oriented economy, relatively streamlined business procedures and competitive tax environment. To sustain and expand investment, a key priority is further strengthening predictability – through clear and consistent regulation, enhanced transparency, efficient dispute resolution and continued workforce skills development.
Looking ahead, the strongest growth potential lies in logistics and transit services, including value-added logistics linked to the Middle Corridor; renewable energy and grid modernization; higher-value tourism; technology and services exports; and agri-business and food processing that supports greater export readiness.
Q. How does ICC Georgia translate its global network and expertise into practical value for local companies?
A. ICC Georgia converts the ICC’s global reach into practical support for Georgian companies by connecting them with trusted international partners and market opportunities and by helping them operate in line with widely used international business standards. Through training and guidance on ICC tools – such as Incoterms – as well as sound trade and finance practices, we help businesses reduce contractual and transactional risks and engage in cross-border trade with greater confidence. We also share global best practices and represent the voice of business in constructive dialogue with key stakeholders to support a more predictable, transparent and competitive business environment in Georgia.
Q. ICC Georgia has been a partner of the Golden Brand awards for years. Why is this long-standing collaboration important for your organization and what value do you believe it brings to the country’s business environment?
A. Our long-standing partnership with the Golden Brand awards is important because it aligns closely with ICC Georgia’s mission to promote trust, competitiveness, and responsible business practices. By recognizing companies that invest in quality, consistency, and reputation, the initiative helps raise market standards, encourages long-term brand building, and strengthens confidence among consumers, business partners, and investors – contributing to a more professional and investment-friendly business environment in Georgia.
Q. From ICC’s perspective, how important is it to publicly recognize strong, trustworthy brands in Georgia?
A. It is highly important because public recognition reinforces a culture of integrity, quality, and accountability in the marketplace. It encourages companies to invest in long-term reputation, helps consumers and partners make informed choices, and ultimately strengthens Georgia’s credibility and competitiveness both domestically and internationally.
Q. In your view, what distinguishes a “golden” brand today – is it innovation, reputation, sustainability, international standards, or something else?
A. A “golden” brand today is defined primarily by trust – earned through consistent quality, strong ethics, and reliable delivery. Innovation, sustainability, and international standards are essential, but they matter most when they translate into credibility and long-term customer confidence.
Q. How can initiatives like Golden Brand contribute to raising business standards and encouraging more Georgian companies to think globally?
A. Initiatives like Golden Brand raise standards by rewarding companies that demonstrate quality, transparency, and customer trust – encouraging others to strengthen their management practices and align with international benchmarks. By highlighting successful, competitive brands, they also motivate more Georgian companies to invest in export readiness, partnerships, and a global mindset.
Q. How do strong national brands contribute to a country’s economic image internationally, and what role can organizations like ICC play in helping Georgian brands build credibility beyond the local market?
A. Strong national brands serve as a country’s business signature internationally: they signal quality, reliability, and professionalism – shaping how investors, partners, and consumers view the broader market. When Georgian brands are associated with consistent delivery, sound governance, and customer trust, it enhances the country’s reputation, supports exports and tourism, and increases Georgia’s attractiveness for trade and long-term investment.
Organizations like ICC can help Georgian brands build credibility beyond the local market by promoting internationally recognized standards and best practices, offering practical guidance on cross-border contracting and trade rules (including ICC tools such as Incoterms), connecting companies to global networks and opportunities, and supporting effective mechanisms for dispute prevention and resolution. This enables Georgian companies to compete with greater confidence and be seen as reliable partners in international markets.
Q. Georgian businesses increasingly aim to enter international markets. What are the most common challenges they face, and how can ICC help them overcome these barriers?
A. Georgian companies entering international markets most commonly face challenges related to meeting foreign regulatory and quality requirements, establishing trust with new counterparties, managing contracts and payment risks, and operating logistics efficiently and cost-effectively. Many companies also need stronger market intelligence and export-ready capabilities – from certification and documentation to pricing, branding, and after-sales services.
ICC can support them by providing practical training and guidance on international contracting and trade rules, promoting widely recognized tools such as Incoterms, and sharing best practices in compliance and risk management. Equally important, ICC Georgia can leverage the ICC network to facilitate credible introductions, connect businesses with partners and expertise in target markets, and support dispute prevention and resolution mechanisms that reduce risk and strengthen confidence in cross-border transactions.
Q. Looking ahead, what are ICC Georgia’s key priorities for the next few years, and what message would you like to send to Georgian businesses striving to become leading brands?
A. ICC Georgia’s priorities for the coming years are to strengthen the international competitiveness of Georgian companies by building export readiness and practical trade capacity, promoting higher standards of corporate governance, compliance, and transparency, and expanding access to trusted global networks and business partnerships. We will also continue contributing to a more predictable and efficient business environment through dialogue, knowledge-sharing, and the promotion of international best practices.
My message to Georgian businesses is clear: treat trust as your most valuable asset. Build brands around consistent quality, ethical conduct, and reliable delivery, and align operations with international standards from the outset. Companies that take a long-term approach, innovate responsibly, and remain customer-focused will not only succeed in Georgia – they will be well-positioned to compete confidently in global markets.
