When the Soviet Union dissolved in the early 1990s, Georgia was thrust into a new reality—one filled with uncertainty, hardship, and hope. It was a time when industries began to commercialize, businesses cautiously tested their footing, and entrepreneurs with vision dared to dream beyond survival.

Among the few who not only endured but thrived through those turbulent years is GAA Holding, a company that has become one of Georgia’s most remarkable business success stories.

Founded in 1992 by Gia Alikhanashvili, GAA Holding grew from a modest office into a diversified enterprise spanning consulting, marketing, advertising, media, automotive trade, logistics, and renewable energy solutions. Over three decades, the company has consistently adapted to change, introducing global standards, forging international partnerships, and leading markets across multiple sectors.

The Man Behind the Holding

Gia Alikhanashvili’s journey is as compelling as the company’s. Born and raised in Tbilisi, he assumed responsibility early after his father’s passing. Juggling multiple jobs—even four at once—he relied on his pride and joy, a Soviet-made “Zhiguli,” to get from one workplace to another.

By 1984, he was working as a video engineer at Georgia’s state television, an experience that introduced him to a network of professionals and shaped his vision. That vision materialized years later with the creation of one of Georgia’s first advertising agencies—today proudly affiliated with McCann Worldwide.

Through resilience, political neutrality, and relentless dedication, Gia transformed GAA Holding into a regional leader, with recognition reaching across the post-Soviet landscape.

32 Years of Growth and Innovation

Over the years, GAA Holding has expanded into several divisions:

• Advertising & Media – Partnering with McCann Worldwide, managing UM Georgia, Momentum Georgia, and running platforms like Advertising.ge.
• Automotive & Renewable Energy – Through Senaauto.ge, collaborating with global brands including Cadillac, Honda, Subaru, and Volkswagen, while also pioneering green mobility with Ecodrive.ge (electric cars and solar energy products).
• Media & Broadcasting – Owners of Star FM 93.9 and Starvision, now integrated into a multimedia platform serving news, TV, and radio under Starvision.ge.
• Global Trading & Logistics – Via Gaatrading.org, managing procurement, shipping, and worldwide trade with a presence in Dubai, China, India, Europe, the U.S., and beyond.

Despite crises—the post-Soviet turmoil, economic fluctuations, and even the pandemic—the company reinvented itself time and again, embracing digitalization, expanding globally, and building a workforce of over 250 employees.

Lessons from the Journey

Gia describes entrepreneurship as “riding a bicycle—you must keep your balance or risk falling.” For GAA Holding, balance has meant constant innovation, political neutrality, and long-term partnerships. The company has not only weathered market volatility but also actively shaped Georgia’s advertising and business landscape.

Gia emphasizes three key lessons:

• Consistency matters – showing up every day, even in uncertainty.
• Adaptation is survival–from traditional advertising to digital-first strategies.
• Community and collaboration drive growth – partnerships, employees, and clients remain at the core.

Looking Ahead

Today, GAA Holding isn’t just a Georgian company—it’s a global player with deep local roots. Its future lies in expanding its logistics network, investing in renewable energy, and creating new digital-first platforms.

For Gia, success is measured not only in profits but in people. “Our greatest achievement,” he reflects, “is that we built a professional, independent advertising market in Georgia—and proved that local businesses can thrive internationally.”

As GAA Holding celebrates more than 32 years of success, its story stands as a beacon of what vision, resilience, and innovation can achieve—even when the odds seem stacked against you.