- Georgia Today

IMD Publishes Case Study on TBC’s Transformation and Global Expansion

TBC Group’s remarkable journey has been recognized by the prestigious Swiss business school IMD, which has published a case study on the company’s success. This study will now serve as teaching material at leading universities worldwide, showcasing TBC’s transformation from a local bank into a regional financial powerhouse.

For over 50 years, IMD has been publishing case studies on globally renowned brands, including Apple, Amazon, Mastercard, ING, GE, Philips, and Adidas. These publications are widely regarded for their innovative and high-quality analysis, making them some of the best-selling educational resources in business studies. IMD’s research has earned numerous international awards, reinforcing its reputation as a top-tier academic institution.

The newly published case study explores TBC’s growth trajectory, beginning with its dominance in Georgia’s banking sector and extending to its impressive expansion into Uzbekistan. It details how TBC has successfully built a leading digital banking ecosystem in Uzbekistan, achieving record-breaking results in just a few years. Today, TBC serves over 18 million customers in Uzbekistan—nearly half the country’s population—and continues to grow rapidly.

“We are honored that IMD has taken an interest in TBC’s journey and produced a detailed study on our evolution from a Georgian bank to a leading international financial institution. Our commitment to growth remains strong as we continue exploring new market opportunities. As a company listed on the London Stock Exchange, we hope our story will inspire IMD students and business leaders alike,” said Vakhtang Butskhrikidze, CEO of TBC.

The IMD case study on TBC’s success is now available on the institute’s website.

TBC for the New Generation – Unlock Permanent Cashback Offers

If you’re a student or a pupil looking to save money and manage your finances independently, TBC’s permanent offers are designed just for you.

Launched in 2024, this initiative continues to provide young people with exclusive benefits. If you’re between 18 and 23 years old and have a new TBC card, you can enjoy permanent cashback offers at select locations. Every day, you’ll receive 20% cashback on purchases, with a monthly cap of 50 GEL. Just remember—all payments must be made using a TBC POS terminal.

Participating Locations:

McDonald’s
Biblusi
Miniso
Sulakauri Publishing
Orgservice
Kura-Kura

For students, the benefits don’t stop there! TBC’s permanent offers extend to TBC student cardholders, granting them the same 20% cashback at the locations above, plus additional perks when purchasing tickets at Cavea or shopping at SKA and La Gamba.

For more details on how to take advantage of these offers, visit: TBC for the New Generation – Get 20% Back.

Lumières: From Georgia to the World with TBC Business Support

For many, the name “Lumières” brings to mind the sweet aroma of ice cream and cinnamon. This Georgian confectionery specializes in one signature treat—Trdelník, a traditional Czech and Hungarian dessert. The idea to introduce this pastry to Georgia came to Emil Kurbanov during his travels in the Czech Republic.

Bringing the concept to life, however, was no easy task. As Emil recalls, his first challenge was perfecting unique flavors. He spent months refining the dough recipe and experimenting with different taste combinations. After extensive testing, the first Lumières branch opened on Pushkin Street. Today, the brand has expanded to multiple locations.

Having a great idea and mastering a unique recipe is one thing, but turning it into a successful business is another.

“We initially started the business with our own funds, but as it grew and we needed to make quick decisions, we turned to TBC. With their financial support, we were able to develop our business space and expand our branches,” says Emil Kurbanov, founder of Lumières.

Lumières has now expanded beyond Georgia, opening a branch in Madrid just a few months ago.

“TBC played a major role in our international expansion. Their support enabled us to take our business beyond Georgia—a step that opened new doors for us. There’s no similar pastry shop in Madrid, and we’ve been popular from day one.”

With continued support and a clear vision, Lumières is set to grow even further. As Emil hints, new branches in other countries are already on the horizon.

TBC and the Nato Vachnadze Foundation Announce the Second Annual Eliso Award

The Nato Vachnadze Foundation, in collaboration with TBC, is pleased to announce the second edition of the Eliso Award, set to take place on June 14.

The submission process began on March 25 and will remain open until April 15. Following the submission period, a distinguished panel of Georgian and international filmmakers will evaluate the entries and select the winners.

Filmmakers interested in participating can submit their works via the official registration link.

This year, the Foundation has expanded the award categories, and winners will be honored in the following six categories:

Eliso for Best Film
Eliso for Best Actor
Eliso for Best Director
Eliso for Best Cinematography
Eliso for Best Editing
Eliso for Best Artistic Design

As per the competition guidelines, full-length feature films and full-length documentary films produced or co-produced in Georgia and released in 2024 are eligible for consideration.

The jury panel and additional details will be announced at a later stage.

The inaugural Eliso Awards took place in 2024, with winners recognized in three categories:

Best Cinematographer: Lomero Akhvlediani (Smiling Georgia)
Best Director: Elene Naveriani (Black Bird Black Bird Blackberry)
Best Actress: Eka Chavleishvili (Black Bird Black Bird Blackberry)

Additionally, the Nato Vachnadze Foundation Board awarded the Nato Vachnadze Prize to Ms. Mzekala Shanidze for her outstanding contribution to Georgian cultural heritage.

Natalia Jugeli, Founder of the Nato Vachnadze Foundation, emphasized the importance of the award: “From the beginning, the Eliso Award was established as an act of solidarity, which even influenced its name. Our goal has always been to amplify the voices of those working in Georgian cinema. After careful consideration, we decided to continue the tradition and uphold the values that Eliso represents—both as a film character and as an award.”

TBC, a committed advocate for the development of Georgian culture, has supported the Eliso Award since its inception. The initiative not only highlights cinematic excellence but also plays a vital role in strengthening the cultural and social fabric of Georgia’s regions—an ongoing priority for TBC.

Record-Breaking Interest in TBC Tech School’s 5th Season

A total of 1,553 high school students from across Georgia have registered for the fifth season of TBC Tech School. This spring, students from 12 regions of Georgia, along with immigrant students living abroad for the first time, have joined the program.

Following a competitive selection process, 600 students will receive full scholarships for a three-month intensive program. They will gain hands-on experience in website development, UI/UX design, artificial intelligence, web programming, mobile application development, graphic design, and social media marketing.

Designed for 9th to 12th-grade students passionate about technology, TBC Tech School offers an exceptional opportunity to enhance both theoretical and practical skills—accessible from anywhere through online courses.

As part of its commitment to education, TBC continues to support the next generation by providing innovative learning experiences. At Tech School, students learn from top industry professionals, gaining insights into the modern tech ecosystem. The program offers a unique learning environment beyond traditional schooling, helping students shape their future careers and turn their ideas into reality.

TBC Supports Georgia’s First National Team at the World Olympiad in Artificial Intelligence

In 2025, Georgia will, for the first time, present a national student team at the International Olympiad in Artificial Intelligence (IOAI). The Georgian Association of Artificial Intelligence (GAIA) has obtained exclusive authorization from IOAI to select and prepare the national team.

As a leading advocate for next-generation education, TBC supports the Olympiad course, the National Olympiad, and the Georgian national team at IOAI. In partnership with GAIA, professionals from TBC’s data science team serve as mentors, actively guiding students in their preparation for the Olympiad.

GAIA has developed an AI Olympiad course to train the next generation of AI professionals and prepare the national team for the internal Olympiad. Created in collaboration with the Komarov School and involving the country’s top AI engineers, the course has been running for over three months. Conducted in a live format, the program has selected approximately 40 students to compete for a spot in the national team.

Notably, access to the course materials—including lectures, assignments, and the Discord community—is open and freely available to all young AI enthusiasts across Georgia. Interested students can independently enroll in the course on the GAIA website.

Established in 2024, the IOAI is one of the most prestigious events in the global student Olympiad system. It offers young talents an opportunity to showcase and enhance their knowledge in cutting-edge AI trends while solving complex problems innovatively. The 2025 Olympiad will be held in Beijing from August 2–9, with teams from more than 60 countries participating—including Georgia for the first time. The Georgian team will be selected in May through an internal Olympiad, open to students in grades IX–XII.

For Georgia and other participating countries, the Olympiad represents a unique opportunity to nurture emerging AI talent and strengthen the nation’s technological ecosystem. Georgia’s participation in the IOAI, alongside the development of an internal Olympiad course, marks a significant step in positioning the country on the global AI and technology landscape.

TBC Business Clients to Participate in SelectUSA Investment Summit

For the second consecutive year, TBC, in collaboration with the Embassy of the United States of America in Georgia and the American Chamber of Commerce in Georgia (AmCham), is offering its business clients the opportunity to participate in the SelectUSA Investment Summit in the United States.

Last year, 40 representatives from 12 TBC partner companies attended the summit as part of this initiative.

With the support of the U.S. Embassy and AmCham, TBC has actively shared information about the summit and participation opportunities with partner businesses interested in expanding into the American market. The information session was attended by the U.S. Ambassador to Georgia, Robin L. Dunnigan.

The SelectUSA Summit is one of the largest events in the United States dedicated to promoting foreign direct investment. It serves as a key platform connecting investors, companies, economic development organizations, and industry experts. The annual summit provides participants with valuable networking opportunities, insights on expanding their businesses in the U.S., and potential avenues for investment.

This year, the eleventh SelectUSA Summit will take place in Maryland from May 11-14.

“I am pleased that, in cooperation with the U.S. Embassy in Georgia and AmCham, we are once again providing our partner businesses the opportunity to take part in such a major event. TBC’s mission is to simplify business processes for our partners and support their growth. Today’s meeting aligns perfectly with this goal. By attending the summit, businesses can connect with potential investors, economic development organizations, and industry experts in the U.S. Our priority is to help as many Georgian businesses as possible expand not only domestically but also internationally,” said Giorgi Tkhelidze, Deputy General Director of TBC.

TBC’s Student Initiative: Save More in University Cafeterias

TBC is introducing another special offer for students! With the new TBC Card, students can get 10% cashback on purchases made in cafeterias of partner universities.

This offer is available every day when paying at a TBC POS terminal.

If you’re a student aged 18-23, you can unlock exclusive benefits and special offers with TBC.

Why Choose the TBC Card?

With the TBC Card, you can:
✔ Earn 0.5% cashback on every payment at any terminal
✔ Earn 1% cashback in selected categories, including food, pharmacies, and fuel
✔ Withdraw cash from any ATM with no commission
✔ Pay up to 5 utility bills per month, commission-free

Getting your new TBC Card is quick and easy—it’s completely free and available in just 40 seconds via TBC Mobile Bank.