Kazakh small business goes global with ITC support

6 July 2022
ITC News

Asiana Production, a Kazakh company specializing in organic depilatory products, has broken into world-wide markets with the support of ITC’s Export Management Coaching Initiative (EMCI), implemented as part of the EU-funded Ready4Trade project.

“Thanks to the EMCI, we got a chance to offer our products on, which opens global opportunities for our company,” beamed company director Bolatbek Yesmurzayev.

The small enterprise offers more than 20 European standard quality hair removal products, and was already exporting to neighbouring Kyrgyzstan and Russian Federation. The products are available in every major Kazakh city.

The company’s local and regional success inspired Yesmurzayev to think big. He joined the EMCI and was coached on export success by ITC’s EMCI coach Marjan Jiyessova.

First, Asiana Production was shown the importance of clear handling information on external packaging to ensure the product handling safety, to avoid damage and spoilage during long haul transportation.

The coach also recommended using proper HS (Harmonized System) codes for exports, a critical element of exporting products outside the countries of the Eurasian Union. Correct product classification determines customs duty and tax rates in recipient countries.

Finally, Asiana Production was introduced to ITC tools such as its Market Access Map and Sustainability Map to stay on top of market research, analysis, non-tariff regulation measures and customs duty rates.  

The company was also trained on QazTrade compensation programmes that help small and medium-sized enterprises with logistics costs, certification, marketing, and participation at international fairs.
Yesmurzayev said: “We will be able to partially cover the costs of international expos. It's handy using ITC export planning tools, especially Further, thanks to ITC's R4TCA coaching, we got a chance to offer our products on, which opens global opportunities for our company.”

Coaching mission outcomes and outputs 

As for the immediate effects of the coaching missions on the company's export practices, Asiana Production has already improved the external labelling to cater for international rules of trade based on Marjan's guidance. 
Further, the management will revise the HS codes to benefit from exporting products outside the Customs union to countries like Georgia and Uzbekistan. 
Finally, the government's export support programmes by QazTrade prompted the company to explore more opportunities.