Kazakhstan, Azerbaijan Explore Joint Brand to Boost Trade and Market Access

Executive Director of QazTrade Center for Trade Policy Development Ainur Amirbekova has said that Kazakhstan proposed creating a joint brand with Azerbaijan aimed at entering the Kazakh market.

Amirbekova made these remarks at the Eurasian Franchising Forum in Baku, The Caspian Post reports via local media.

She emphasized that the proposed brand could offer added value for end products, supporting both countries in expanding their presence internationally.

“We provide financial support in logistics and marketing, and up to 80 per cent of certification and promotion costs for companies opening branches can be reimbursed,” she said.

The initiative also envisions mutual promotion of products, with Kazakhstan supporting Azerbaijani goods domestically while introducing Kazakh products in Azerbaijan. Plans include joint trade missions, exhibitions, and collaborative marketing campaigns.

Amirbekova highlighted e-commerce as a key channel, noting Kazakhstan’s efforts to enter the US market with its national online store.

“We are eager to collaborate with our partners to develop initial products and expand into international markets,” she added.

Amirbekova noted that Kazakhstan and Azerbaijan are also exploring the launch of export-oriented investment projects in both countries. The initiative will gain particular importance once the Middle Corridor becomes fully operational, ensuring stable trade flows across the region.

“Export routes from Kazakhstan, imports from Azerbaijan, and transit directions are now being developed. Kazakhstan has already prepared a package of proposals, and similar initiatives are being received from our Azerbaijani partners. This will help promote products in both domestic markets through retail, distribution, franchising, and new joint projects,” Amirbekova highlights.

She added that global demand for Azerbaijani products is on the rise, highlighting that the country has already opened pavilions on 15 international e-commerce platforms - a practice Kazakhstan hopes to adopt in partnership with Baku.

Amirbekova emphasized that one of the primary goals is to increase bilateral trade turnover to $1 billion.

“We are developing concrete support measures aimed at creating joint products between enterprises of both countries,” she said.

She stressed that the success of these initiatives will depend largely on the development of the Middle Corridor, a key route for sustainable trade links among Caspian nations.

Amirbekova also pointed out that the memorandum of cooperation between QazTrade and Azerbaijan's Small and Medium Business Development Agency (SMBDA) is now being implemented, laying the groundwork for new joint initiatives and experience-sharing projects.