The first thing that strikes you when you meet Gurgen Narimanyan is his warm and friendly aura. As our Commercial Director, Gurgen works out of Yerevan, Armenia. However, he remains closely involved in our Swedish business operations daily.
You soon realize that Gurgen is all about driving change, and he is completely fearless about it. In his words, Swedish Smokeless Solutions is a “living mechanism.” It is constantly transforming to respond to market shifts, consumer demands, and the rapid pace of the times.
Before joining the team, Gurgen worked for various international companies. This experience helped him understand how to build a sustainably growing business. He emphasizes that success requires an effective team and systematic management. He views his tenure at Swedish Smokeless as a period defined by growth and innovation:
“At our company, nothing stands still; processes are constantly being restructured. Innovative approaches help us stay in motion. The numbers show that our growth is consistent. Because of this, it is extremely important that the team always thinks about tomorrow.”
He is convinced that the company has all the prerequisites to achieve 70–80 percent growth in annual turnover. This will allow us to lead the industry by this metric. On this path to success, he believes the most critical element is making the right strategic decisions:
“It is crucial to understand what should be done. It is no less important to understand what should not be done. This means knowing where to focus and how to execute consistently. Our company enjoys wide international recognition and possesses powerful brands favored by consumers. Realizing their immense potential is our absolute priority.”
Markets, Products, and Challenges
“The market for alternative nicotine products is developing rapidly. We are confident that this category has immense potential. At the heart of our approach is providing a higher-quality, reduced-harm nicotine experience. To that end, we offer premium products and are already considered among the leaders in this category.”
He elaborates that the production of “all-white” products, for instance, is carried out using the company’s Nikotek technology. They use exclusively high-quality ingredients: natural flavorings, pharmaceutical-grade nicotine of the highest purity, and tech-forward sachets.
Simultaneously, critical production parameters like pH levels and moisture content are strictly controlled. The balance of components is monitored throughout the entire manufacturing process. This ensures that nicotine delivery is even and predictable, providing the best possible user experience.
“We evolve our product portfolio to satisfy the demands of diverse consumers. In the all-white category, we are developing different brands with varying nicotine strengths. We are also continuously expanding the flavor profiles of existing products. At the same time, we are advancing our snus production. This includes both premium segments and products intended for wider consumption. We are refining our assortment, rolling out strategic rebrandings, and constantly creating new products.”
Parallel to product development, the company is rapidly expanding its geographical presence in global markets. Today, our products can be found in 153 countries. Work continues on entering new markets while increasing visibility and accessibility in each one.
“Our plans and goals are much broader. I am sure we will soon speak of them as initiatives that have already become a reality.”
According to Gurgen, the team’s strategy focuses on more than just sales growth. Crucially, it centers on cultivating a strong brand culture:
“We try not to simply sell a product, but to create genuine value. When a consumer believes in a brand, that is our greatest asset. This is especially true in our category, where consumers are transitioning away from traditional tobacco habits. By providing the best alternative experience, we earn an incredibly high level of trust.”
The Man Behind the Leader
Gurgen Narimanyan is a family man. As a professional businessman, he is guided in life by a simple but powerful principle:
“I try to surround myself with people who are smarter and more successful than me. That environment forces me to constantly develop. I love communicating with sharp minds; I never tire of learning from them.”
Outside of work, his greatest passion is travel. Recently, he has visited Japan, China, the Middle East, Iceland, Scandinavia, Western Europe, and the USA. However, Asia has left the deepest impression:
“The East has always attracted me with its cultural depth. There, social values come first, and the individual’s ego takes a back seat. That mindset is very close to my heart.”
The Commercial Director remains certain that success requires more than the right strategy. It demands the right mindset:
“In business, as in life, everything begins with the way you think. If you think correctly, you build correctly. And if you build correctly, the results will inevitably follow.”
By Nelly Grigoryan
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SV