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As one of Kazakhstan’s leading confectionery manufacturers, the company is on the verge of celebrating its 50th anniversary.

Timur Sadykov – Chairman of the Board – President of Bayan Sulu.
PHOTO: Bayan Sulu archive

Timur Sadykov, Chairman of the Board and President of Bayan Sulu JSC, provided insights into the status of Bayan Sulu, the sole survivor of the “big three” Kazakhstani confectionery manufacturers (Rakhat factory is now under the ownership of the South Korean confectionery company LOTTE Confectionery, while the Konfety Karagandy factory has been inactive since 2016).

The confectionery industry in Kazakhstan comprises approximately 200 enterprises, with one of the largest, Bayan Sulu, gearing up to celebrate its 50th anniversary next year. The factory commenced operations in December 1974. Presently, the company stands as a frontrunner in exporting Kazakhstani confectionery products and provides steady employment to thousands of Kazakhstani citizens. Moreover, Bayan Sulu plays a pivotal role in fostering growth across related sectors of the economy, including starch and molasses, dairy, oil and fat, sugar, fruits, and vegetables. The factory produces and markets confectionery products divided into two categories: sugary delights like caramel, dragees, candies, chocolate, marmalade, and marshmallows, as well as flour-based treats like cookies and waffles. The extensive product line encompasses over 300 unique items. With a workforce of over 1,500 employees, the factory boasts an annual production capacity of up to 85,000 tons of confectionery products.

“Bayan Sulu holds a commanding position in Kazakhstan’s confectionery manufacturing landscape, contributing to 21.5% of the total production within the Republic of Kazakhstan. In terms of market share, its confectionery products capture 8.6% of the market, and these products are readily available in all regions of Kazakhstan,” Timur Sadykov emphasized.

Bayan Sulu factory

One of Bayan Sulu’s primary objectives is to enhance employee conditions and streamline processes through automation. The company places a strong emphasis on employee well-being, offering a comprehensive package of benefits, including medical coverage, complimentary transportation, subsidized meals, and opportunities for further education and training, both within Kazakhstan and at renowned technical universities abroad, all funded by the company. In addition, the factory maintains a commitment to staying at the forefront of its industry. It consistently updates its equipment with state-of-the-art machinery from leading European manufacturers, adopts innovative confectionery technologies, and remains agile in responding to unforeseen challenges and circumstances.

Bayan Sulu line

Timur Sadykov highlights, “In response to the current geopolitical situation, where our Russian suppliers faced challenges in providing necessary packaging materials, we swiftly adapted by forging a partnership with Yilpar, Turkey’s renowned packaging factory, serving clients such as Nestle and Turkish Airlines.

Through diligent management of production and sales growth, rigorous cost control, and proactive engagement within its market segment, Bayan Sulu achieved impressive results in 2022. The company reported a consolidated revenue of 46.6 billion tenge, marking a 9.5% increase in production volume, an 18% surge in sales volume, and an 11.4% boost in export volume. Moreover, Bayan Sulu successfully executed investment projects, totaling over 880 million tenge, aimed at modernizing and expanding production.

This strategic approach not only elevates product quality and production efficiency but also enables market diversification and the creation of unique offerings. Despite the backdrop of economic uncertainties and challenges like the COVID-19 pandemic and the Ukraine conflict, Bayan Sulu persisted in its development. It responded to global inflation and market volatility by tripling employee wages in 2022. As a result, the average monthly wage for workers increased by 90%, reaching an average of 290,000 tenge.

Sadykov emphasizes, “Raising wages is a significant step that enhances the living standards of our workforce and serves as a motivational incentive. At the Bayan Sulu facility, this measure is complemented by other initiatives focused on improving working conditions and advancing staff qualifications. We are committed to fostering a culture of continuous improvement, a tradition that has spanned generations.”

Shapovalov family dynasty

Bayan Sulu is strategically exploring new avenues, with the export of halal products being a promising direction. This initiative aligns with the surging demand for halal goods in Kazakhstan and neighboring regions. The company is actively penetrating Central Asian markets, where the preference for halal products is pronounced, and the population exceeds 75 million people.

Furthermore, the factory is assessing opportunities in the Middle East, China, and Southeast Asia. Bayan Sulu’s global reach extends to exports in 13 countries, constituting 37.4% of its product distribution. The company remains steadfast in its commitment to lead the export of confectionery products.

Bayan Sulu is renowned for its diverse and innovative product range, including fitness offerings like ZlaXS cereal bars. The company boasts a cutting-edge laboratory and a dynamic marketing department that continuously tracks evolving consumer trends and tastes. Over the past year, the factory introduced Choco&Milk chocolates, Mega Peanut waffles, Kozinak, and Peanuts&Caramel sweets. In the current year, Bayan Sulu is expanding its Bota product line for children while adhering to energy management standards and implementing cost-saving measures for electricity, gas, and water.

Timur Sadykov highlights, “Bayan Sulu listens attentively to the diverse needs of consumers across regions and countries. We actively participate in international exhibitions such as World Food, InterFood, and PRODEXPO.

Leveraging various communication channels, including the internet and social networks, we collaborate with the American company Nielsen for marketing insights within the consumer goods industry. To connect with our audience, we organize tastings in our branded stores throughout Kazakhstan, where we have established a presence in Astana, Aktobe, Almaty, and Kostanay.

As part of its commitment to social responsibility, Bayan Sulu invests in the future of Kazakhstan. The company sponsors the “Zhanuya” orphanage and participates in the “Road to School” program, among other non-public initiatives aimed at assisting those in need. Bayan Sulu proudly aligns with the Kazakhstan Chess Federation and sponsors the Kazakhstan national speed skating team. Additionally, the factory actively supports the chess tournament organized by the Bibisara Asaubayeva Foundation, and it has extended its backing to UFC fighter Shavkat Rakhmonov, even producing a promotional video featuring him for the song “Zhol” by Aikyn and Argoni,” Sadykov notes.

Shavkat Rakhmonov with Bayan Sulu chocolates

In 2023, Bayan Sulu embarked on a comprehensive website modernization initiative and consistently shares behind-the-scenes production content on Instagram. This commitment to transparency in the manufacturing process not only fosters intrigue but also piques the interest of potential investors.

Bayan Sulu has solidified its reputation as a dependable and steadily expanding enterprise, firmly rooted in its long-term vision. Timur Sadykov, President of Bayan Sulu JSC, enthusiastically shares the company’s vision for the future: “We are in a phase of expansion. Our plans include the production of entirely new offerings exclusive to our factory, such as chocolate and nut butter, as well as unique biscuit products that distinguish us from other Kazakhstani producers.”

As a prominent Kazakhstani confectionery manufacturer, Bayan Sulu remains committed to development and growth. The company is actively exploring untapped markets while continually innovating to introduce distinctive products. Bayan Sulu remains dedicated to providing Kazakhstani consumers with beloved classics while also offering novel taste experiences.