Herbalife, a global nutrition and wellness company, community and platform, is observing an impressive milestone ⁠— its 45th anniversary. As #1 weight management and well-being brand in the world*, the company has made significant strides in promoting a healthier lifestyle for communities around the world, including 14 years in Georgia.

As it commemorates this important anniversary, Herbalife isn’t resting on its laurels. The company is poised to evolve its business model by embracing cutting-edge digital technology. With a vision to personalize healthy lifestyle and wellness, Herbalife is leveraging individual biometrics, biomarkers, lifestyle data, and DNA. This innovative approach aims to go to a comprehensive, data-driven wellness platform that addresses the dynamic needs of consumers.

Anticipating the future, Herbalife is set to launch this year in Georgia the Collagen Skin Booster**, featuring a refreshing strawberry lemonade flavor. This product embodies the philosophy that beauty and wellness begin from within, reinforcing the brand’s commitment to holistic well-being.

In an exclusive interview, Nina Kandelaki, the Regional Vice President of Herbalife, shared her excitement about these developments. “We are not just evolving our products; we are redefining the way people think about their healthy lifestyle habits and wellness. Empowering our community with personalized solutions is at the heart of our mission.”

Q. Herbalife is celebrating its 45th anniversary. How is the company evolving, and what does this milestone mean for Georgia?
A. Herbalife’s 45th anniversary marks a new chapter. We’re integrating advanced digital technologies to personalize wellness, using biometrics, lifestyle data, and DNA. Our goal is to move to a comprehensive, data-driven wellness platform. In Georgia, we’re proud of our 14-year presence and ongoing commitment to promoting balanced nutrition and healthy lifestyle.

Q. What does winning the Golden Brand award mean for Herbalife, and how do you think this recognition will affect the company’s growth and consumer perception in Georgia?

A. We’re honored to be recognized for the fourth time in the ‘Balanced Nutrition’ category. The Golden Brand award, widely regarded as Georgia’s most prestigious business accolade, not only affirms our commitment to balanced nutrition but also reflects the trust and loyalty we’ve built in Georgia, strengthens our market position, and boosts consumer confidence.

Q. As a nutrition company with a science-backed product line, what key products or innovations are you most excited about right now?

A. Innovation is central to Herbalife. We closely monitor nutritional trends and regularly update product formulations. Last year we introduced the Formula 1 Express protein bar with dark chocolate flavor in Georgia — a complete meal replacement designed for convenience. This year we are preparing to launch the Collagen Skin Booster with a strawberry lemonade flavor, reinforcing our belief that wellness and beauty start from within.

Q. How does Herbalife ensure the quality and safety of its products?

A. Product quality and safety are top priorities. We have four global manufacturing facilities and 18 laboratories, eight dedicated to quality control. We conduct nearly 300,000 internal tests annually to ensure ingredient purity, nutritional value, and taste, meeting strict local and international standards.
 

Q. What advice would you give to individuals looking to achieve a balanced nutrition lifestyle through Herbalife products?

A. Herbalife products are available exclusively through Herbalife Independent Associates, who also provide nutrition plans and ongoing support. I advise our potential clients to remember that together with high-quality products they receive strong support from Herbalife’s nutrition consultants.

Q. With the increasing competition in the healthy lifestyle and wellness industry, how does Herbalife differentiate itself from other brands?

A. Herbalife’s key differences are the personalized support provided by our nutrition consultants and our global community spanning 95 countries. We empower individuals to achieve personal and professional growth. I’m inspired by positive changes in people’s lives after joining the Herbalife community. I’m especially inspired by Stefan Gratziani, who started as Herbalife’s Independent Associate in 1991 and has become the CEO of Herbalife this May – these examples demonstrate the limitless possibilities our business model offers.

Q. Can you talk more about the Herbalife community, how Herbalife unites balanced nutrition fans?

A. Our community is active and engaged, participating in events like the Tbilisi Marathon and running Healthy Lifestyle clubs across multiple cities. These clubs offer training in balanced nutrition, group exercise, and support for adopting healthy lifestyle habits. Local collaborations, such as with fitness expert Kristina Bokuchava, further promote the principles of balanced nutrition and well-being. And since 2025 Herbalife’s products and community is more visible in Georgia due to new social media accounts in Instagram and TikTok.

Q. Do you personally use Herbalife products and which are your favorites?

A. I consume about 10 Herbalife products on a daily basis and my favorite product is a chocolate-flavored Formula 1 protein shake. I use it in the morning with water, adding extra protein. I also drink our herbal tea for energy, plus I support my metabolism with an aloe concentrate. This is my daily balanced breakfast.

Q: What are Herbalife’s plans for future growth and innovation?

A. We’re modernizing our business model with digital tools that enable personalized nutrition. Recent partnerships and acquisitions in the US are the first steps in this transformation. Our aim is to equip Independent Associates with innovative, science-backed resources, evolving into a data-driven wellness platform that meets the changing needs of consumers.

*Source: Euromonitor; CH2025ed, weight management & wellbeing definition; combined % RSP share GBO for 2024

**Food supplement. Food supplements cannot replace a wholesome, balanced nutrition.

Hisense HVAC, a key player in the global heating, cooling, and ventilation market, has officially launched operations in Georgia and is already making a significant impact on the industry

The International Chamber of Commerce Georgia, a business organization comprised of over 250 entities

In the bustling landscape of automotive services in Georgia, one company stands out, setting benchmarks for excellence and innovation: Auto Support Juba

Established in 2006, Kalmatron Georgia has since become a key player in the waterproofing materials market by undertaking complex and large-scale waterproofing projects

Since its inception in 2021, Khakhabo has emerged as a pioneering brand in the production of cold-pressed oils in Georgia

In recognition of its rapid growth and exceptional customer service, New Vision Insurance has been honored with the prestigious Golden Brand award in the category of “Dynamically Developing Brand” in Georgia

Party Lab, the Georgian event planning company that has captured the hearts of many since its launch two years ago

Pasta del Capitano, a premier Italian toothpaste brand, is making significant strides in the Georgian market as it plans upgrades to its product lineup. The company aims to introduce innovative offerings and solidify its position as a leader in oral health and hygiene.

Tamara Gogoladze, Head of Marketing at Libo Group, which introduced Pasta del Capitano to Georgia in 2021, emphasized the brand’s commitment to consumer engagement. “We are actively working to improve communication with consumers so that more people can be convinced that Pasta del Capitano is the best choice for oral health and hygiene,” Gogoladze said.

Since its launch, Pasta del Capitano has experienced remarkable growth, culminating in the prestigious Golden Brand award this year. The toothpaste range is distinguished by its commitment to safety and effective oral care. Featuring a patented zinc-based molecule, Sulfetal Zn, the formulations are free from harmful ingredients such as Triclosan, SLS (sodium lauryl sulfate), parabens, and formaldehyde preservatives. All products are infused with Certified Organic Peppermint, ensuring safe and pleasant oral hygiene for the entire family.

In this interview, Gogoladze discusses how the brand plans to increase its presence in Georgia and promote healthier smiles through innovative products and a consumer-focused approach.

Q. In the category “Innovative Oral Care Products” Pasta del Capitano won the Golden Brand Award. Can you explain what makes the brand innovative?

A. Pasta del Capitano stands out due to its unique formulas that combine scientific research with natural ingredients. The brand employs innovative technologies, such as the Sulfate-Free System, which allows for gentle yet effective cleaning. Additionally, the products are enriched with zinc picolinate, which combats bacteria and promotes oral health.

We also offer a special line for smokers designed to effectively remove nicotine stains and protect teeth from damage.

For us, the Golden Brand Award is a significant recognition and serves as motivation to continue delivering high-quality and innovative products to our customers.

Q. How long has the brand been in Georgia and how did it win the Golden Brand?

A. Pasta del Capitano has been available in the Georgian market since the second half of 2021. During this time the brand has seen steady growth. Initially we offered only a limited range of products, but as consumer trust and demand has increased, we have expanded our offerings. Today, we provide both classic and specialized products to meet various needs.

Our success can be attributed to the high quality of our products, innovative formulas, and effective communication with consumers. Customers quickly recognized that Pasta del Capitano products are not just essential for daily oral hygiene, but also play a significant role in overall health.

Q. Can you provide details about the Pasta del Capitano’s products available on the Georgian market?

A. We offer Pasta del Capitano’s classic, natural, and specialized product lines in the Georgian market. This includes whitening, sensitive, children’s, and smokers’ toothpaste. The latest collection features a new range of toothpastes, toothbrushes, and mouthwashes.

Q. Let’s focus on the children’s line, as products for children require special attention from parents during the selection process. What sets the Pasta del Capitano children’s line apart, and why is it a favorite among kids?

A. Pasta del Capitano’s children’s line is specifically designed to meet the needs of children’s oral health. The formulas are free from parabens, SLS, and other harmful substances, making them completely safe for young users.

Children enjoy the pleasant flavors and visually appealing packaging, which helps parents instill good oral care habits in their kids.

Q. What percentage did sales of Pasta del Capitano products increase or decrease in 2024 compared to 2023?

A. According to the 2024 data, sales increased by 25% compared to 2023. The market share is steadily growing, indicating that consumers are actively choosing Pasta del Capitano products. There is particularly high demand for whitening and sensitive toothpaste.

Q. Why did Libo Group choose Pasta del Capitano to bring to our market, and what led you to introduce the brand to Georgia?

A. Libo Group always aims to bring high-quality, innovative, and healthy products to the market. In the case of Pasta del Capitano, we recognized its uniqueness and the combination of Italian traditions with modern science. So we decided that this brand would be an excellent fit for the Georgian market.

In a remarkable journey spanning just three decades, Georgian pharmaceutical company PSP has firmly established itself as a leader in customer-oriented services within the healthcare sector. Founded during a critical time of medicine shortages, PSP has prioritized consumer interests, ensuring access to high-quality medications for all citizens, regardless of their location in Georgia.

Since its inception, PSP has expanded its reach, now operating over 340 pharmacies across the country. This growth was fueled by a commitment to understanding consumer needs and preferences, which has led to the evolution of its product offerings and services. The company emphasizes European quality standards, having become a distributor for more than 100 leading pharmaceutical companies worldwide.

PSP’s customer-centric approach has become a hallmark of its operations, focusing on simplifying the shopping experience both in physical locations and online. In this interview below, Mamuka Bregvadze, the Administrative Director of PSP, talks about the importance of understanding customer needs and preferences, emphasizing how the company continually gathers feedback to enhance its services and product offerings.

Q. PSP has been going for 30 years. During this time, the company has focused on customer-oriented activities. How does PSP understand consumer interests, what strategies are employed to identify consumer needs, and what measures are taken to satisfy them?

A. Considering consumer interests was the foundation for establishing the company 30 years ago, particularly during a time when there was a severe shortage of medicines in the country. From the beginning we emphasized European quality, and within a few years, PSP became a distributor for around 100 leading pharmaceutical companies worldwide. To ensure that all citizens, regardless of their location in Georgia, have equal access to guaranteed quality medicines, we expanded our network, which now includes more than 340 pharmacies.

Research into consumer needs and interests is the basis for the innovations and new products we consistently introduce, whether that entails expanding our product range, simplifying services, or enhancing customer comfort.

Q. How does PSP define a customer-centric approach, and why is it essential to your operating model? Could you provide examples of when the company developed specific decisions based on customer interests?

A. A customer-centric approach means simplifying the shopping experience and enhancing convenience, both in physical pharmacies and through our online services at www.psp.ge and the PSP APP. For in-store customers, PSP is distinguished by its convenient service, diverse selection, and engaging promotions. The establishment of a new standard for service quality, operational efficiency, and business processes was greatly facilitated by the full implementation of Microsoft Dynamics 365 Business Central and LS Retail. In this respect, PSP is the first pharmaceutical company in Eastern Europe to achieve this.

In 2023, the company’s digital transformation began with the implementation of a Warehouse Management System, which automated warehouse operations. This allowed us to manage inventories more quickly and efficiently, significantly improving customer satisfaction. In 2024, we further integrated Microsoft’s modern technologies across the company, launching financial, purchasing, and corporate sales modules. This laid the groundwork for the final phase of our ERP implementation. In pilot pharmacies, pharmacist service times – and thus wait times – were reduced by 50%, contributing to improved customer satisfaction.

In recent years, the demand for online services has surged. PSP introduced Georgia’s first online pharmacy over a decade ago, and we later added a “pick-up” service to our courier offerings. The latest innovation for our online customers is the introduction of lockers in pharmacies, allowing customers to pick up their orders at their chosen location without needing to interact with staff or wait in line; this process takes just ten seconds and is free. In today’s market, consumers prefer straightforward and efficient services, and our locker service provides a completely new and enjoyable shopping experience for our customers.

Q. How does PSP’s commitment to customer satisfaction set it apart from its competitors in the market?

A. PSP distinguishes itself by a deep commitment to understanding and prioritizing customer satisfaction. The company not only innovates continuously but also simplifies the shopping experience by offering fast and convenient services. Through its “Family Pharmacy” initiative, PSP has built strong relationships with customers, becoming a trusted companion with tailored services and offerings for people of all ages. Furthermore, PSP plays a pivotal role in the growth of Georgia’s independent pharmaceutical industry, staying updated on global medical advancements and the latest trends in health and beauty. By contributing significantly to the nation’s economy, PSP bolsters the strength of the country it serves.

Q. What effect have PSP’s innovative offerings had on its relationship with customers?

A. In a rapidly evolving medical and personal care landscape, characterized by an emphasis on quality, safety, comfort, and eco-friendliness, customers often find themselves overwhelmed by the sheer volume of information available. In these moments, they seek a reliable expert who can provide tailored advice and guidance. PSP has positioned itself as just that ⁠— a trusted resource for health and personal care. By offering innovative solutions, PSP simplifies the self-care process, fostering a strong and lasting relationship with its customers, who rely on the company for knowledgeable support and personalized recommendations.

Q. PSP has once again won the title of number one pharmaceutical company. What positive impact has this award had on building greater trust in the company among consumers? What does holding this title for so many years mean for the company?

A. Being recognized as the number one pharmaceutical company, for the twentieth time, is not only gratifying but also a significant responsibility. This leadership role is reinforced by the loyalty, trust, and support of our customers. The PSP Pharma team, consisting of more than 5,000 dedicated employees, works tirelessly every day to strengthen this trust. Our successes and awards are the result of the professionalism and ongoing development of a united and focused team, which motivates us to continue advancing in service of our country and its citizens.

PSP is a company with a stable and successful 30-year history, committed to our values and civic responsibilities. We focus on the interests and needs of our users while continuing to promote the industry’s development in line with modern requirements. Our goal is to create the best user experience based on the needs of citizens and to introduce technological innovations and improvements.