CONTINUITY IN MODERNISATION AND EXPANSION

There is nothing that can improve the business climate, facilitate business for local and foreign companies operating here, contribute to the growth and development of Western Balkan economies and increase the inflow of foreign investment in Serbia and the region like the regional economic integration. In parallel with creating a common market and removing barriers to do-

IN THE SPRING, IN COOPERATION WITH PARTNER CHAMBERS FROM GERMANY, WE WILL PRESENT VERY CONCRETE INVESTMENT AND BUSINESS OPPORTUNITIES TO GERMAN COMPANIES

ing business among us and with the world, it is very important to connect our companies in value chains, consolidate supply, encourage the establishment of regional stakeholders that will be competitive in the international market and support the economy to boost its capacity to digitally transform, to automate production and to move to green sustainable business models. In the past few months, more than 2,000 companies from all six regional chambers of commerce and all production and service sectors have become part of the joint supply platform, and their profiles and offers are already available to interested suppliers from the Western Balkans.

What is even more important is to provide the local economy and investors from around the world with an adequate young and educated workforce in line with their needs, for dual education to come to life in the entire region, to harmonize our education systems, to establish a common labour market, and for someone who is investing in Serbia to be able to hire workers and experts from across the region without bureaucratic procedures.

You have extensive experience in relations with Germany, and as the CCIS president, you have launched many initiatives. What do the good results in the cooperation between Serbia and the German economy, which has been growing year on year, mean to you?

There is no better reference for one economy, its companies and a country that is emerging as an investment and business destination than having Germany as the number one foreign trading partner, as well as exporting mostly to the German market, attracting mostly German investors, being included in German supply chains, rely on German technology and knowhow, support the implementation of dual education, digital transformation of the economy and transition to doing business based on green economy principles. Serbia considers these kinds of references and that partnership a privilege and does everything in its power to nurture and strengthen it. In the spring, in cooperation with partner chambers from Germany, we will present very concrete investment and business opportunities to German companies, first in Stuttgart and then at a large-scale investment conference in Berlin in the context of the changing global market. 

SERBIA IN FIVE YEARS

In five years, I see Serbia, first and foremost, as part of the common market of all six Western Balkan economies and part of the European Economic Area. I also see Serbia as a country with a competitive and modern economy and companies, well-positioned in the international market, one of the largest technological hubs in Europe and one of the most desirable European business destinations.

CORPORATE

We have invested more than 350 million euros in Serbia in the past 20 years

GORDANA BRAŠIĆ

President and Head of HR of Henkel Serbia

Gordana Brašić, President and Head of HR of Henkel Serbia, spoke with Diplomacy&Commerce about the past eight years of being at the helm of Henkel Serbia, the company’s results during the coronavirus pandemic and the company’s future growth and development.

In 2002, Merima Kruševac was acquired by the Henkel CEE Group. Today, you operate in three locations - in Kruševac, Indjija and Belgrade. What business strategy has enabled the company to grow steadily for years?

— This year we celebrate a jubilee – 20 years of business in Serbia. Since the privatization of Merima Kruševac, we have been continuously investing in the modernization and expansion of production capacities, especially in Kruševac, where we have five factories and a regional logistics center. We have invested more than 350 million euros in Serbia in the past 20 years. Our key to success is sustainable business as our priority, together with innovations, modernization and digitalization.

The coronavirus pandemic afected many businesses. Are you satisfied with the company's last year results?

— The coronavirus pandemic was a great challenge not only for business but also for all societies around the world. The biggest challenge for us was to quickly and safely reorganize our operations, having as a first priority the safety of our employees. We achieved that with excellent cooperation between our employees and our crisis team. Given that we have a wide portfolio of products, we were able to support numerous organization in need such as Red Cross Serbia and hospitals in Serbia, and to continuously supply our markets. Last year we finished on the sixth place on the list of biggest exporters in Serbia, achieving an increase in exports of more than 50 percent compared to the previous year. Henkel Serbia contributes to the Serbian GDP with 0,35% in 2021 and we will continue our new investment cycle also in the future.

Our key to success is sustainable business as our priority, together with innovations, modernization and digitalization

You have been the head of Henkel Serbia since 2014. Which period or event was very challenging for the company?

— The past two years have been challenging for the entire planet, including us. We worked according to different models and respecting the recommended measures we managed to maintain production and enable the continuous supply market with our products. The mentioned situation threw us out of the business "comfort zone" and forced us to create new flexibility, to adapt to the new reality. I am proud that we have all shown a high level of professionalism and managed to achieve great results. I am also very proud of our "Make an Impact on Tomorrow" (MIT) initiatives, through which we support Henkel employees in volunteering on socially responsible projects that are personally important to them. Employees apply for projects of importance to the local community and volunteer in their implementation. Confirmation that our company is going in the right direction is shown by numerous awards we recieved in the field of social responsibility, and I would especially like to single out last year's Award for Corporate Social Responsibility "Đorđe Vajfert" awarded by the Serbian Chamber of Commerce for our environmental project "I love river, do you?".

What are your plans for perpetuating the company's growth and development?

— At the moment, there are again numerous challenges that are influencing business predictability and making markets very volatile, having in mind what is going on on the energy markets and how fast the prices are rising, but also the disruption that has happend in the supply chain and logistics operations around the world. We will continue to monitor and adopt in the best way to all situations ahead of us, having our customers and partners always in focus. Locally, we will continue with investments and improvements in Henkel's plant in Kruševac, which directly supplies more than 40 global markets. We will also implement Henkel’s new 2030+ Sustainability Ambition Framework with three most important dimensions: regenerative planet, thriving communities and trusted partner. This year we will present innovative products, and of course, continue to provide help and support to the community in which we operate through various socially responsible projects. 