The Covid-19 pandemic has had a profound impact on many sectors, including publishing. Sulakauri Publishing, a prominent publisher in Tbilisi, faced critical challenges as bookstores closed and consumer patterns shifted. In response, the company made a decisive shift toward digital sales platforms. By adopting a digital approach, Sulakauri Publishing not only weathered the storm but also positioned itself for future growth in the post-pandemic landscape. This strategic pivot allowed the publisher to capitalize on the rising trend of e-commerce and steer its business toward a sustainable trajectory. Through innovation and adaptability, Sulakauri Publishing transformed a potential disaster into a springboard for success, underscoring the resilience and dynamism of the publishing industry in the face of adversity.
Embracing the Digital Shift
As the pandemic’s grip tightened, Sulakauri Publishing found itself grappling with plummeting sales. The comfort of browsing bookshelves had been replaced by the necessity to stay home, bringing the need for a robust online presence into sharp focus. Sulakauri Publishing responded with agility, overhauling its website to create an inviting and user-friendly online bookstore. This marked the beginning of a digital journey that would not only span Georgia’s borders but also connect a global audience to the rich tapestry of Georgian literature.
The company’s timely recognition of e-commerce’s ascendency propelled them from survival to success as they harnessed the power of digital technologies. Sulakauri Publishing shifted gears, doubling down on their online bookstore’s functionality, thereby ensuring that readers could easily access their favorite books digitally. This pivot was not just about enduring the storm—it was a blueprint for thriving in the new normal that the pandemic had ushered in.
Strengthening Through Support
In these times of uncertainty, support came from the EBRD’s Women in Business programme and from Sweden through Sida. This backing was pivotal, providing Sulakauri Publishing with the financial impetus needed to forge ahead despite the economic downturn. Under the leadership of Director Tina Mamulashvili, the staff—predominantly female—galvanized their efforts to innovate and modernize the publishing process, ensuring the company’s stability and growth.
This support was instrumental in the preservation of jobs at a time when unemployment was surging. The digitization of Sulakauri’s business model became the cornerstone of their resilience, allowing them not just to maintain their workforce but to expand it, echoing the program’s commitment to empowering women in the business sector. Sulakauri Publishing emerged from the pandemic not just unscathed, but fortified, with an invigorated sense of purpose and strategy.
A Commitment to Quality and Diversity
Throughout these turbulent times, Sulakauri Publishing’s dedication to producing high-quality, diverse content never wavered. Known for publishing critically acclaimed Georgian authors and translators, they persevered in offering a rich selection that continued to be celebrated on bestseller lists. Their commitment served as a beacon of cultural preservation and promotion, ensuring that Georgian literature maintained its place on the world stage.
To meet increasing demand, the publishing house reached out to the EBRD not once but twice—for business software and later, for the expansion of a physical bookstore network. Producing over 350 titles a year across a broad spectrum, from fiction to gastronomy, and translating works into numerous languages, demonstrated their unwavering commitment to an inclusive literary culture.
Expansion and Innovation for the Future
As 2023 began, Sulakauri Publishing expanded into digital territory with an educational website, e-books, and audiobooks. This foray into digital distribution positions them at the forefront of the industry’s digital trend and promises to bolster their future earnings.
Looking ahead, the company is poised for growth with plans to enhance their educational resources in both print and digital formats. Upgraded marketing tactics and innovative products like educational games and toys are also in the pipeline. A revamp of their e-commerce site and the opening of new bookstores, including a flagship store in Tbilisi, underscore their commitment to progress.
Sulakauri’s response to the global pandemic has showcased their ability to pivot and adapt, reflecting the agile nature of contemporary publishers. Their dedication to innovation and staying grounded in their founding principles serves as a model for the publishing world and offers optimism for the industry’s evolution.
