Hayat Kimya: "We advise establishing cooperative relations and ongoing dialogue with regional authorities"
The Investment Development Agency of the Republic of Tatarstan is launching a new column of short interviews on TidaTalk. In it, our interlocutors from the investment sector of Tatarstan talk in a blitz interview about how things are in 2022 and what new goals they set.
The first guest of the new rubric was Hayat Kimya, a manufacturer of paper sanitary and hygienic products (toilet paper, napkins, paper towels). The company sells its products in more than 100 countries on 5 continents and has about 10,000 employees. Hayat Kimya is a trend-setter and the world's 5th largest manufacturer of sanitary products and household chemicals.
The demand for essential goods has now increased among the population, has this affected your production?
At the moment, the production facilities of our factories located on the territory of the SEZ "Alabuga" operate 24/7, that is, with full load and at full capacity. We continue to perform our duties to provide the consumers with the best products. I note that the demand for hygiene products of our brands is always high, the consumer trusts us as a manufacturer.
Recently 2 new production lines for toilet paper and kitchen towels have recently been launched. And after opening the third factory we extended our production capacity since the beginning of 2022, that allowed us to become the largest tissue manufacturer in Russia with the capacity of 210 thousand tons of hygienic tissue annually.
What are your plans for 2022? Are you planning any innovations? Extensions?
We are an innovative company since the establishment, this is one of the core features in our DNA. It is one of our core values – to bring innovative affordable qualitative products to consumers. We are in a constant process of perfectioning the production technologies to deliver the most up-to-date goods to our consumers.
We have plans to introduce innovative technologies, that will allow to further improve our products, and these plans are actual despite all external obstacles, that business faces during this time.
Your company is one of the most successful investors and partners of the Republic of Tatarstan, what advice would you give to budding investors in the republic in 2022?
We have been manufacturing hygiene products in 8 countries for almost 30 years. And it would seem that you can say “we know everything about our product and the demand for it” and work according to some well-established template. But when entering new territory, we begin our work with the study of the client's "logic", we study their specific demands in each region. We understand that a unified portrait of the consumer does not exist. And we try to anticipate their expectations, thus, creating new trends on the market, sometimes completely transforming it.
Therefore, we can recommend to the starting investors to deeply study the peculiarities of the target audience in the regions where you plan to act, learn their life style and habits. The more detailed the portrait of the consumer with whom the company plans to interact is reproduced, the easier it will be to understand the needs and desires of the buyer.
Also of great importance is the level of openness to communication with regional and federal authorities and the business community. We advice to establish a collaborative relationship and constant dialogue. We would especially remark the investment climate in Tatarstan, that was created by republic government through many years of thorough and dedicated work. What is especially valuable, the republic's leadership and the TIDA are open to discussions and always try to meet the requirements of the residents and helps to overcome different barriers for investors, always follow-up if measure are applied well and really help to resolve the problem.