Violeta, as the most popular domestic brand in Bosnia
and Herzegovina, has been around since 2001, when the company
was founded by Peter Corluka. At the time, the country had no
domestic producer, so the company met a growing need for local
product in a region emerging from years of strife.
It attributes its success to successfully satisfying
the needs of today's customers for modern hygienic products. By
offering high-quality but at the same time containing costs, the
company has overtaken most of its multinational competitors in
the market.
Violeta offers a wide range of products, from toilet
paper to kitchen towels, handkerchiefs, napkins, baby diapers,
wet wipes and sanitary napkins. They all fit into the category
of premium class hygienic products. Violeta is also the leading
brand on the market and the only one with a complete assortment
of hygienic products.
Today, the company has six converting lines. In
2010 it plans to start jumbo roll production, with a new Metso
machine rated at 25 000-30 000 tons/yr. Currently 60% of production
is for the Bosnian market and about 40 % is for export, notably
to former members of the Yugoslavian Republic: Croatia, Macedonia,
Montenegro.
In Bosnia, Violeta has 52% market share for toilet
paper, 55% for kitchen towel. Bosnia and Herzegovina and the Balkan
States represent a fast-growing market with great potential, management
believes. The current financial crisis has had no significant
impact on the Bosnian market, according to the company. The economy
is growing and there are no big investment banks or companies
that represent enough mass to bring it down. Rather, the economy
is divided among a host of smaller companies, essentially local
in character and with domestic markets as their main focus.
Violeta doo is a production company but takes care
of its own distribution. It has its own distribution network and
asserts that "this is our advantage. We are a very flexibile
company, with reduced cost" which is a key factor in the
competitive and highly cost-conscious local market. From the start,
Violeta was confronted with a strong and experienced competition
on the market. The very first goal of the company, from the moment
is started, was to become a trendsetter in the business. With
constant innovation and by striving for reliability, it has become
a market leader in many sectors.
The construction of the company's modern plant for
hygienic products began in 2001 in the town of Grude. From the
very beginning there was a plan to expand the complex, increasing
capacity and broadening production range. The new part of the
plant, with brand new equipment, was designed to permit production
of a wider range of hygiene products.Today, it believes it has
begun to fulfill its ambition of becoming a modern company with
a leading role in the hygiene business. In its first year of operation,
when the company was still an unknown to consumers, it produced
only toilet paper, paper towels and handkerchiefs. Made on a high-tech
production line, the products were well accepted and met the highest
hygiene standards. At the beginning of 2003 Violeta products were
exported to Germany, Sweden, Libya and the whole region.
When its first products hit the market, immediately
the standards of hygiene products went up while Violeta was the
only brand in Bosnia with 100% cellulose products, unlike other
brands that used recycled paper. The market was then forced to
adapt to them.
After these first products, Violeta implemented
a new production
line for wet wipes, napkins, baby diapers and, at the beginning
of 2008, started a production line for sanitary napkins and panty
shields. With this wide range of products, Violeta's vision of
being the most successful domestic brand with the complete assortment
of products was becoming a reality. The new Metso line due to
start next year will move the company to a new level. At Violeta
company, "it is believed that everything should be
oriented around the
needs of the consumer and the product they prefer. In modern-day
society the needs and standards of everyday life are constantly
being raised, especially in products for children, who are the
most susceptible to change. Violeta has accepted these signs of
the modern market, and is effectively turning its ideas into new
products - which is also the main motto of the company." TW
