While business outsourcing was already a rising trend in many countries as early as 2015, the Central Asian nation of Turkmenistan was playing catch-up. Seeing a gap in the local market, Aynabat Begjanova and Natalia Netije started what would eventually become one of the country’s leading consultancy firms, Aydyn Netije.
Fast forward nearly a decade later, Aydyn Netije boasts a client base with over 200 companies and a list of more than 570 completed consultations. Beyond business success, Begjanova and Netije have also driven significant social impact, proving that profitability and purpose can go hand in hand.
Initially, foreign companies were our primary clients because they were familiar with outsourcing and needed local expertise without setting up a subsidiary or office in Turkmenistan. We became their eyes and hands on the ground.
Aydyn Netije co-foundersAynabat Begjanova
“When we started, our target market was mostly domestic companies. However, they hesitated to outsource non-core activities like staffing, accounting and administration to an external organization. There was a clear knowledge gap, and we knew we had to address it to earn their trust,” Begjanova told GMI POST.
That insight led Aydyn Netije to invest heavily in educating the market and bridging the knowledge gap, ultimately positioning the firm as a trusted partner.
To further cement their expertise, Begjanova and Netije began mentoring young entrepreneurs, particularly women who wanted to launch their businesses but lacked the know-how.
“This initiative inspired us to expand our consultation services as more businesses sought our guidance for growth. It was a win-win. We were recognized as experts, which helped us promote our outsourcing services indirectly,” Begjanova said.
This strategic move not only amplified the firm’s credibility but also empowered a new generation of business leaders in Turkmenistan.
Aydyn Netije’s influence extends beyond national borders as it acts as a crucial link between local companies and foreign organizations.
“Initially, foreign companies were our primary clients because they were familiar with outsourcing and needed local expertise without setting up a subsidiary or office in Turkmenistan. We became their eyes and hands on the ground,” Begjanova said.
By cultivating an extensive international network, Aydyn Netije facilitated partnerships that boosted local businesses’ reputations, paving the way for them to gain global recognition.
Looking ahead, Aydyn Netije plans to expand internationally, setting its sights on becoming one of the first Turkmen firms to become truly global.
“We aim to integrate Turkministan’s talent and expertise into the global outsourcing and consulting market. We are eager to partner with foreign companies whose approaches and experiences we can learn from. Our mission is to put Turkmenistan’s services on the global map,” Begjanova said.
Aydyn Netije it stands as a testament to the power of vision and the transformative impact of women-led businesses.
