People Are the Key to Nelt’s 30 Years of Success

Darko Lukić, CEO of Nelt Group, in an interview with BIZLife magazine, highlights the importance of team spirit, a long-term perspective, and care for people as key values of Nelt. He shared his thoughts on leadership, achieving balance between work and private life, and the hobbies that help him stay productive in a dynamic business environment.

What was the first thing you did when you became CEO of Nelt Group?
My first focus, after announcing that I was taking on the role of CEO, was to get to know the organization better. I visited our markets and factories, spent time with our management team, as well as “in the field,” in stores, with our salespeople and delivery personnel, and met with numerous external partners. My goal was to hear their opinions, understand their needs, and identify Nelt’s strengths and areas for improvement. This helped me, together with my team, pave the way for the future development of Nelt Group.

How would you describe Nelt Group in one sentence, and what do you see as the key factors behind the company’s 30-year success?
I couldn’t describe Nelt Group in one sentence, but I can in one word—PEOPLE. I often say that Nelt has a remarkable number of remarkably good people. By “good,” I don’t only mean their expertise and professionalism but also their values, dedication, positive energy, and team spirit. The key factor behind Nelt’s 30-year success is our corporate values. Nelt has five corporate values, but I would highlight two that, in my opinion, differentiate Nelt from other companies—Long-term Perspective and Care and Development of People. At Nelt, we believe that people are the most critical factor for success and that a healthy, motivated organization is the foundation for the company’s growth. Regarding long-term perspective, unlike many others, Nelt focuses on decisions aimed more at long-term development than short-term results and goals.

What are your strategic priorities for Nelt Group in the coming period?
Four years ago, Nelt created a strategy called “Accelerate 2025,” focused on accelerated revenue growth. However, to achieve this, true acceleration (ACCELERATE) lies in digitalization, analytics, process improvement, innovation pace, competence development, talent growth, and more.
One of our focuses will be redesigning our logistics network, marking the largest investment cycle in Nelt’s history. Over the next three years, we plan to invest more than €100 million in new logistics infrastructure, including modern technologies for automation.
This year, we also launched an enhanced version of our Nelt Market B2B e-commerce app, currently used by over 4,000 retail outlets. Many of these customers are loyal users who place 80% of their orders through the app. We will continue rolling out this app across all Nelt markets to digitalize our customer interactions and improve their experience.
We will also advance analytics with machine learning. Following route optimization and recommended ordering algorithms, we plan to develop new advanced algorithms to simplify work for our employees and customers, while creating additional revenue for everyone in the supply chain.

How important is corporate social responsibility to Nelt Group?
Responsible and sustainable business practices are Nelt’s strategic commitment. We were one of the first companies in the region to voluntarily publish sustainability reports, starting in 2014. We focus on reducing CO₂ emissions through intermodal transport at our terminals in Dobanovci and Kruševac, solar energy usage, process digitalization, and paper reduction.
This year, Nelt became the first company in the region to form a strategic global partnership with UNICEF. Over the next three years, we plan to invest $1.3 million in collaboration with UNICEF and education ministries to strengthen educational systems in Serbia, Bosnia and Herzegovina, North Macedonia, and Angola. Our goal is to help over 30,000 young people in these markets acquire digital and green skills, preparing them for the 21st-century job market.

How do you perceive leadership? What do you think is the key quality of an inspiring leader who can motivate their team?
The primary measure of a leader’s success is building a winning team. An individual can achieve little on their own. A leader succeeds by fostering a winning team, which requires developing people, sharing knowledge and skills, and fostering collaboration based on mutual respect and trust. In today’s fast-changing business environment, skills such as emotional intelligence, empathy, adaptability, and agility are essential for a leader’s success.

How do you balance your private and professional life, especially considering the size of a company like Nelt Group?
Leading a large company involves a lot of activities, energy, and emotions. To achieve balance, I focus on hobbies and traveling, spending quality time with family and friends, spiritual life, and time in nature. Balancing an active private life with an equally active professional life is demanding, but I’ve found my equilibrium.

How do your hobbies, particularly skiing, help you relax and maintain productivity in your work environment?
Today’s world and business environment are transforming faster than ever. Being a successful manager in such conditions requires both physical and mental strength. In many ways, being a top manager today is similar to being a top athlete—it demands good physical, mental, and emotional health. Hobbies like skiing, hiking, and fly fishing keep me physically fit and active. These outdoor activities help me recharge and be better prepared for business challenges.

What do you consider your greatest achievement in your career so far? What are you most proud of, and what are your plans for the future?
The greatest achievement of my career and what I am most proud of are the talents I have developed and the teams I have built. My greatest satisfaction comes from watching colleagues grow personally and professionally and supporting them with the experience and knowledge I’ve gained. Many teams I’ve led continue to achieve outstanding results, and many individuals have become successful managers in major companies across Europe and beyond. For a manager, there is no greater success than this.

*adapted from the January issue of BIZLife magazine.