Operating in industry, tourism and construction sectors, Gürok Group entered the FMCG industry with its mineral water brand AVOYA. Having commissioned the first phase of its production facility in Burdur, the company will invest a total of USD 200 million in the new factory. Introducing the new brand and production facility at an event held on September 13, Esin Güral Argat, Deputy Chairman of the Board of Gürok Group, said, “We launched AVOYA with an investment of USD 30 million. This investment covers the production facility, R&D activities and marketing processes.”
The size of the facility, the first phase of which was commissioned on an area of 20,000 square meters, will reach 125,000 square meters.
Stating that the mineral water market in Turkey has a size of 1.5 billion liters, Argat said, “The market has a 10-fold growth potential compared to Europe. According to August 2024 data, the concept of good life has changed consumer expectations. While the consumer expectation was 67 percent, the sector’s rate of meeting this expectation remained at 35 percent. We entered the sector with our AVOYA brand to fill the gap in this field and meet expectations.”
Gürok Group, which aims to reach a market share of 7 percent in the next five years with AVOYA, will export to five European countries in 2025. The company plans to export to 40 countries in five years and aims for strategic growth, especially in Europe.
According to Argat, AVOYA is the mineral water brand with the highest magnesium and total mineral value in Turkey. “In addition, AVOYA, as a first in the sector, will be prepared with formulas enriched with fruit and plant extracts and all-natural ingredients, offering consumers a powerful option that supports a healthy life,” Argat said.
Capacity to reach 2.5 billion bottles
The facility, which started operations in Burdur, will reach a production capacity of 2.5 billion bottles in 10 years. “We are targeting an annual production of 250 million units in 2025,” said Argat. ”By the end of this year, we will be at 40 thousand sales points with seven varieties across Turkey. By the end of 2025, we aim to be at 100 thousand sales points.” The company, which meets the supply process mainly with domestic production, aims to reduce water consumption by half in the production process.
