Sector-based strategies for European firms entering Central Asia

From its base in Italy, a European team of project experts has been working intensively with companies from the cosmetics, food, and pharmaceutical sectors to develop targeted market entry strategies for Central Asia.

The focus is on helping these firms establish long-term and localized operations in promising markets such as Uzbekistan and Kazakhstan, taking advantage of growing demand, economic resilience, and institutional openness.

Cosmetics: channels and perceived value

Italian cosmetics enjoy strong reputations, but entering new markets requires adjustments. Discussions focused on pharmacies, e-commerce platforms, and niche stores, alongside product registration and visual localization. The challenge: maintaining premium value while speaking to local expectations.

Food: differentiation through origin and quality

Food producers explored demand for gourmet, preservative-free, and origin-certified products. Key topics included logistics, halal certification, labeling compliance, and accessing major distributors or retail chains.

Pharmaceuticals: regulatory frameworks

Meetings focused on registration roadmaps, distribution models, potential for local manufacturing, and available incentives in Uzbekistan and Kazakhstan.

Brand and cultural communication

Across all sectors, one clear priority emerged: localizing branding and storytelling. Companies must translate their message beyond language into culturally resonant narratives.

Financing and institutional support

Companies were also introduced to EU, multilateral, and local financing tools, and were offered institutional support throughout the entry process.

Interested firms may request an initial strategic session to assess timing, viability, and optimal pathways into Central Asia.