Goods Marked “Made In Kazakhstan” To Get Priority Placement On Marketplaces

Goods marked “Kazakhstanda zhasalgan” (made in Kazakhstan) will receive priority placement on marketplaces, Orda.kz reports.

Aizhan Bizhanova, acting minister of trade and integration, announced the new requirements during a roundtable on promoting the national brand.

The updated rules will apply not only to retail chains but also to online platforms. For marketplaces, the authorities plan to introduce priority display of Kazakhstani products in search results and create separate “Made in Kazakhstan” sections. The package of amendments is now being reviewed by state agencies.

The ministry said stores are already required to allocate at least 30% of their assortment to domestic goods. Another 20% of shelf space may be allocated through Damu Fund programs. In total, local products may occupy up to half of a store’s assortment.

The authorities also plan to regulate where Kazakhstani goods are placed in stores.

Products made by domestic manufacturers should be placed in visually and physically accessible locations, at eye level for customers. This is the so-called ‘golden shelf.’ It is where buyers take goods from first. I think Kazakhstani manufacturers have the right to this place,Bizhanova said.

The ministry cited an experiment by Nazarbayev University analysts, who tested the promotion of Kazakhstani cheese in stores. The campaign used banners, shelf dividers, stickers, shelf strips and audio advertisements with the relevant labeling. Sales increased by 20% in four weeks.

The authorities also intend to strengthen oversight of retail chains. Fines are planned for restricting domestic manufacturers and violating supplier rules.

Original author: Raushan Korzhumbekova

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