Market
Launching a product brand in Kazakhstan, Uzbekistan and Central Asia
Kazakhstan sits inside the EAEU technical regulation system, while Uzbekistan has its own. Treat them as two entry routes, with different documents, labels and sales partners.
How to launch a private label brand in Kazakhstan and Uzbekistan
To launch a private label brand in Kazakhstan or Uzbekistan, confirm which conformity system applies, appoint a local importer and prepare labels in the required languages before production. Kazakhstan and Kyrgyzstan are members of the Eurasian Economic Union, so most consumer goods there follow the Union’s technical regulations, with the EAC mark on products that have passed conformity assessment. Uzbekistan has held only observer status since December 2020, and it runs its own certification through the Uzbek Agency for Technical Regulation.
Labelling is where the two differ visibly. In Kazakhstan, most imported products must be labelled in both Kazakh and Russian. In Uzbekistan, the general mandatory Uzbek marking was abolished in 2024, yet certificates cannot be issued for certain consumer goods on a Cabinet of Ministers list unless the Uzbek marking is applied, and the information label must be attached at the factory. So a single global pack is unlikely to work.
We do not offer projects for the Russian or Belarusian markets, and we screen shipments and parties for sanctions risk with a specialist. EAEU compliance documents are about product safety only and do not change this position. Legal points here are general, and local counsel confirms them. See compliance and launch planning.
Who does what, by product group
Kazakhstan’s EAEU regulation first, then Uzbekistan’s route.
| Group | Who is responsible | Product rule | Trademark route | Packaging and labels |
|---|---|---|---|---|
| Cosmetics | Local importer or applicant | Kazakhstan: TR CU 009/2011. Uzbekistan: ATR certification, sanitary conclusion as required | Madrid covers Kazakhstan, Uzbekistan, Kyrgyzstan, Tajikistan and Turkmenistan, or file nationally | Kazakhstan: Kazakh and Russian. Packaging: TR CU 005/2011 |
| Food and supplements | Local importer | Kazakhstan: TR CU 021/2011 on food, 022/2011 on labelling. Uzbekistan: ATR and sanitary rules | As above | Kazakhstan: Kazakh and Russian per EAEU rules |
| Toys and children’s goods | Local importer or applicant | Kazakhstan: TR CU 008/2011 for toys, 007/2011 for children’s goods. Uzbekistan: ATR certificate | As above | Conformity mark where required |
| Apparel and textiles | Local importer | Kazakhstan: TR CU 017/2011. Uzbekistan: ATR certificate where the product is listed | As above | Language requirements as above |
| Electrical goods | Local importer or applicant | Kazakhstan: TR CU 004/2011, 020/2011, TR EAEU 037/2016. Uzbekistan: ATR certificate | As above | EAC where required |
Conformity certificates in Uzbekistan run for up to three years. Importer details and country of origin are expected on labels, and in-country labelling is not allowed according to the US Commercial Service guide. Check the current Cabinet of Ministers list.
What to prepare
Set the document route before you print any packaging.
- Country order decided: Kazakhstan, Uzbekistan or a sequence, and the reason
- Local importer with a contract, including who holds certificates and declarations
- Correct regulation identified for each product, with accredited testing where required
- Labels in Kazakh and Russian, or Uzbek where needed, attached at the factory for Uzbekistan
- Sanctions and re-export controls reviewed, including where your partner resells
Main channels and how they work
Marketplaces matter a great deal, but start by checking who runs them.
Kaspi.kz
A major online route in Kazakhstan, closely tied to payments. Confirm seller registration and stock requirements with a local partner.
Uzum
An established marketplace in Uzbekistan and a reasonable place to test, with a local partner handling registration.
Russian-owned marketplaces
Some are active in the region. As an EU-linked company we would take sanctions advice before any use, and would plan the channel strategy to work without them.
Frequently asked questions
Is Uzbekistan in the Eurasian Economic Union?
No. Uzbekistan has held observer status since 11 December 2020, which gives it the right to attend by invitation and receive non-confidential documents, but no decision-making role. Goods there go through its own certification system. Kazakhstan and Kyrgyzstan are full members.
Must labels in Kazakhstan be in Kazakh?
Most imported products need labels in both Kazakh and Russian, as the US Commercial Service guide and Kazakhstan’s national labelling regulation describe. The translation is at the importer’s expense under the language law. Confirm the exact rule for your product type.
Is Uzbek-language marking mandatory?
The general requirement was abolished in 2024, but certificates of conformity cannot be issued for certain consumer goods on a government list without it. Since the list changes, check your category before printing. Labels should be attached at the factory.
Do you work with Russia or Belarus?
No. We do not offer these markets, because of sanctions risk and our status as an EU company. A distributor contract for Central Asia should also say where goods may be resold, and an adviser should review this.
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