Uzbekistan’s Emerging Brands Expand into International Markets

The “Made in Uzbekistan” insignia is increasingly visible across a wide array of products as domestic companies scale up production and entrepreneurs strive to transform local goods into recognizable brands.

This transformation spans multiple sectors, ranging from textiles, apparel, and traditional crafts to electronics, home appliances, food, and various manufactured goods. The shift occurs against a backdrop of broader growth in the nation’s manufacturing and export sectors; industrial production rose by 6.8% in 2025, and exports surged by 24% to approximately €29 billion, according to the National Statistics Committee.

Shifting Perceptions of Domestic Goods

This shift is particularly evident within Uzbekistan’s creative industries.

Teplo Store initially organized markets for local designers in 2018 before evolving into a permanent retail space, festivals, and, most recently, an online platform. The store currently represents around 100 designers, while its festivals attract up to 150 participants. To date, over 200 designers have utilized the platform.

Co-founder Charos Kamalova notes that consumer attitudes toward locally manufactured products have shifted dramatically over this period.

She explains that when the project launched, Uzbek-made products were frequently associated either with traditional crafts or affordable mass-market items. Since then, independent designers have helped establish a new category centered on unique concepts, presentation, and quality.

“Today, it has become trendy to support local brands,” Kamalova remarked. “Consumers visit our stores, purchase these items, and proudly demonstrate to others that they are backing local brands.”

While traditional craftsmanship remains a core component of this identity, designers are increasingly adapting it for modern applications.

Designer Gulnoza Jo‘rayeva has spent over 12 years working with traditional Uzbek adras, a silk-and-cotton textile, and natural silk. Her business began at home before gradually expanding and is now featured in seven locations across the country.

The production process involves young designers, seamstresses, and artists, with much of the work still relying on manual labor and traditional techniques. Demand has also spread beyond Uzbekistan; the company ships internationally and has received requests from customers to expand into additional cities.

For Teplo co-founder Timur Kamolov, this heritage provides Uzbek designers with a distinct advantage—provided it is adapted to meet the needs of modern consumers.

“The primary competitive advantage for our brands lies in our craftsmanship,” he stated.

Kamolov argues that traditional techniques must be reinterpreted into contemporary, practical products if designers wish to compete on a global scale. Simultaneously, companies require more robust business processes to transform creative projects into scalable enterprises.

Expanding Beyond the Domestic Market

Several local brands have already begun testing international demand.

Teplo operated a six-month pop-up store in London’s Soho and participated in the London Design Biennale, bringing products from Uzbek independent designers directly to international consumers.

Kamalova noted that the project attracted visitors from various countries and demonstrated a clear interest in Uzbek design beyond the domestic market.

“We saw people from all around the world, not just locals in London, showing immense interest,” she said. “We believe our designers have tremendous potential in that market.”

Digital sales offer another avenue for growth. Teplo has since developed an online platform enabling customers outside Uzbekistan to purchase products from local designers, while e-commerce marketplaces are creating additional channels for producers across various sectors to reach international consumers.

However, transitioning from local production to international sales presents practical challenges.

For Teplo’s London project, the company managed logistics, customs procedures, and documentation for participating designers. Kamolov noted that these processes can be particularly difficult for independent creators, whose expertise typically lies in design and production rather than international trade.

The challenge extends beyond the creative sector. According to figures presented by President Shavkat Mirziyoyev following a recent study of exporters, 40% reported difficulties finding foreign customers, while 36% struggled to adapt their products to international standards and certification requirements. Additionally, 37% cited insufficient financial instruments for exports, and 33% identified gaps in market information, marketing, and branding skills.

Establishing Brands for Export

New measures announced in August during President Shavkat Mirziyoyev’s open dialogue with entrepreneurs aim to address some of these barriers as Uzbekistan seeks to boost exports and develop national brands.

An “Export Navigator” system is planned to support companies entering foreign markets. Authorities also intend to identify 100 products with export potential and provide guidance on overseas competitors, tariffs, certification requirements, and logistics.

The measures specifically target branding and market access. Businesses will be eligible for subsidies of up to €43,000 to promote national brands abroad and adapt them to international requirements. Half the cost of hiring foreign branding specialists is expected to be covered, as well as half of certain warehousing and sales expenses associated with marketplaces.

The government has also announced support covering 80% of consulting costs for participation in international tenders as part of a broader €860 million export-support system.

For Uzbekistan’s businesses, these measures arrive as the definition of a locally made product continues to broaden. Traditional materials and craftsmanship increasingly coexist alongside modern manufacturing, independent design, and new consumer enterprises.

The ultimate test will be whether more producers can transform those locally made products into brands recognized by consumers beyond Uzbekistan.

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