JTI becomes a new principal of Nelt in Albania

The distribution portfolio of Nelt Shpk has been expanded this year through a new strategic partnership with JTI, one of the global leaders in the tobacco industry.

JTI operates in more than 130 markets worldwide. In Serbia, it is the largest employer in the tobacco industry, engaging around 3,000 people across the entire value chain—from tobacco fields and the factory in Senta, to its Belgrade office and retail network nationwide. Since 2006, JTI has been one of the country’s five largest taxpayers, contributing USD 4.6 billion to the state budget. It is the only foreign company purchasing domestically grown tobacco and is also the largest tobacco producer in Serbia, as well as the number one cigarette company. Since acquiring the Senta factory in 2006, JTI has tripled its market share while exporting cigarettes to Western Balkan markets and tobacco to the EU.

Through a strong portfolio of brands such as Sobranie, Winston, Camel, and Old Holborn, JTI has successfully responded to consumer needs for decades, with a strong focus on quality and customer satisfaction.

“Some of the world’s largest global and regional companies have entrusted Nelt with the distribution of their products, which we consider a great recognition. Cooperation with another highly reputable brand confirms that our commitment, professionalism, and understanding of the business environment are recognized and valued. This partnership further reinforces our shared focus on long-term growth and operational excellence,” said Ljilja Pižurica, Executive Director for the Montenegro and Albania markets.

The cooperation will focus on the positioning and activation of JTI’s global brands—Winston, Camel, Sobranie, and Old Holborn—while Nelt will provide efficient and timely support for portfolio development.

“We have made an important decision to change our business model in Albania. We have established a dedicated team for this market and opened a new chapter in our cooperation with Nelt. This step creates new opportunities for growth and stronger market positioning in Albania. Consumer and business partner satisfaction remains our shared priority, and we are confident we will achieve strong results together,” said Dejan Stojanović, Sales Director for the Western Balkans at JTI.

Alban Ujkashej, Executive Direktor for Albania market, highlighted that the partnership with JTI has resulted in the creation of 50 new jobs.

“In addition to further strengthening the growth and diversity of our organization, the partnership with JTI represents another important step in reinforcing Nelt’s regional position in the Albanian market. The combination of our strong regional presence and JTI’s global expertise will contribute to higher market standards and the creation of long-term value for customers, consumers, and all relevant stakeholders,” Alban stated.

Nelt Group has been cooperating with JTI since 2012 in the Bosnia and Herzegovina market, and the new partnership in Albania represents a continuation and further strengthening of this successful regional collaboration.