Overview

Alina Group has announced the rollout of Fawori, an international brand developed by Betek Boya, a member of the Nippon Paint Group, in the Kazakhstan market. This initiative is intended to expand Alina Group’s product lineup, strengthen its sales network, and reinforce its medium- to long-term growth foundation by leveraging brand collaboration within the Nippon Paint Group.

Brand Expansion Leveraging Synergies within the Nippon Paint Group

On February 21, 2025, Alina Group held the official launch event for Fawori in Almaty and announced the brand’s rollout in Kazakhstan. Fawori is an international paint brand developed by Betek Boya, a leading Turkish paint and ETICS manufacturer within the Nippon Paint Group, and this introduction reflects an effort to leverage the brand equity and technical capabilities cultivated within the Group.

This rollout is a concrete example of brand collaboration within the Nippon Paint Group and demonstrates how such synergies can enhance the Group’s overall ability to expand its product offerings and respond to market needs.

Expanding Alina Group’s Product Portfolio and Enhancing Competitiveness

Fawori offers a broad range of paint products for interior and exterior applications. Its product lineup, characterized by high quality, durability, and strong technical performance, has earned strong recognition from professionals in the construction and interior finishing sectors.

By adding this international brand to its portfolio, Alina Group aims to better address customer needs while enhancing the competitiveness of its overall sales channels. In doing so, the company will further advance the provision of higher value-added products while building on its existing business foundation.

Strengthening the Growth Foundation through Group Collaboration

Alina Group became a member of the Nippon Paint Group in 2024. As a result, access to advanced technologies, international expertise, and a global business network has been strengthened, and synergies are expected in product development, quality improvement, and the enhancement of supply capabilities.

The introduction of Fawori is part of this broader effort to leverage collaboration within the Group and supports Alina Group’s medium- to long-term growth strategy.

Expanding the Sales Network and Deepening Market Penetration

At the launch event, representatives from Betek Boya delivered product presentations and conducted workshops. Participants gained a deeper understanding of the product features, applications, and distribution, while also having the opportunity to experience the products firsthand.

These activities are expected to contribute not only to stronger relationships with distributors, partner companies, and industry stakeholders, but also to greater brand awareness.

Looking Ahead

Going forward, Alina Group will continue to expand its presence in Kazakhstan and beyond by providing high-quality products and services that meet market needs, while enhancing corporate value.

About Alina Group

Alina Group is a Kazakhstan-based manufacturer of building materials and paints. It operates in four Central Asian countries centered on Kazakhstan and holds the No. 1 market share in both the dry-mix mortar and paint markets in Kazakhstan. As a key player in Central Asia, Alina Group is advancing product lineup expansion and regional growth in collaboration with Betek Boya, leveraging the strength of the Nippon Paint Group.

About Fawori

Fawori is an international paint brand developed by Betek Boya, a member of the Nippon Paint Group. Within Betek Boya’s multi-brand strategy, NIPPON PAINT is positioned in the premium segment, Filli Boya in the upper-middle segment, and Fawori in the economy segment. Fawori offers a broad range of products for interior and exterior applications and is recognized as a brand with quality, durability, and technical performance suited to the construction and interior finishing sectors.