Forbes magazine ranked Russia’s Roustam Tariko as the world’s 647th richest last year with a wealth of $1.1 billion. Tuoi Tre spoke exclusively to the tycoon who is eyeing Vietnam as the next destination to expand his premium-vodka, banking, and insurance empire.
You once said: “I may travel a lot. I may go to bed in London, New York, Paris, or in my plane. But when I sleep I am in Russia in my mind and I wake up Russian.” Can you elaborate?
Loving your country is like loving your mother. I consider it a natural feeling. My country has given me a lot, supported my education. I had a happy childhood, good work, and a lot of other things. That’s why I love my homeland and named my company Russian Standard Corp.
Do you think that is radical nationalism and how do you contribute that element to your business success?
Well, if customers love my products because they like names it is great. But it is not an argument. The point is you have to create good products and build a strong reputation that goes with a good story. A product cannot turn into a success simply because of consumers’ nationalism. I sell authentic products.
Before coming to Vietnam, did you have an image of the country in your mind?
I have always wanted to come to Vietnam but I could not find time to do it. I also discussed business in Vietnam with my partners three years ago. I wanted to visit [the country] and do business at the same time. So this is my first time here and I am very excited.
What impresses me the most about Vietnam is that it is a country no power could ever defeat. I am really fascinated by the fact that it could mobilize people to do something big, something that was difficult even for Russia.
Vietnamese enterprises, as you may know, desperately want to put their brands on the world stage so that whenever customers see them they see the country. If you were them, what priorities will you choose?
I cannot give any specific advice now since I don’t know what Vietnamese people are good at. But take coffee as an example. What is unique and different about Vietnamese coffee that you want to bring to the world? Answer that question, use the best technology to make it, and bombard customers with your selling points.
Uniqueness is the most important factor. I call it ‘sustainable competitiveness.’ It doesn’t matter how rich you are or how successful your competitors may be. Uniqueness counts. Do not take the plane if you are not ready.
You are considered one of the most successful businessmen in Russian history but you have built your company from virtually nothing. What are your secrets?
Do what you like. Ask yourself what you really like, what can get you excited. Be willing to work with 100 percent of your energy so that you can persuade others to do it with you. Do not say you like one thing when your heart says another. Who will believe you then?
Like many other countries, Russia is facing a yawning income gap between the rich and poor. Do you ever think that you have a personal responsibility for bridging the gap?
The gap between the rich and poor grows wider everywhere. Why? Advanced technology, bigger and expanding corporations, increasing unemployment. So it is important that companies should be more socially responsible and develop a culture of sharing.
Governments can use their powers to make those companies give back to society not only through tax but also through [accepting] social responsibility which will also help build up their own prestige. People will one day see that a thriving company can be adversely impacted if it does not fulfill its corporate social responsibility.
The Chinese media recently said a lot about rich people’s ‘sharing culture’ after the country welcomed two American tycoons, Bill Gates and Warren Buffet, to Beijing for lunch with local entrepreneurs. What do you think about it?
Bill Gates and I are friends. We often meet and talk about charity. To Bill, charity is a serious matter. He has promised to give 90 percent of his wealth to charities. I think wealthy people should be more aware of social responsibility.
What about you?
I am also interested in charity, but not to such an extent as Bill Gates. I set up a foundation to aid gifted kids who have difficulty in continuing their studies. I am currently sponsoring 500 such kids.
You have a lot of what only a few people in the world can afford -- like the world’s fastest car, luxury villas in a super-rich community, a Boeing 737, an expensive AnnaEva yacht, bodyguards. If you have to leave all but one of those behind, what would you choose to take with you?
My freedom.
Can you explain?
I am free to do what I like.
Freedom is essential but it is intangible. We cannot see it. If it is something you can see, what would it be?
Nothing special. Maybe I will take the brands that I have created and my credit card as well. I will probably have everything then.
Born in Menzelinsk town in the Republic of Tatarstan (Russia) in 1962, Roustam Tariko used to work as a street cleaner for a few dozen rubles a month. He also worked part-time as a hotel room broker serving foreign customers at a time when few chose to visit Russia. He first made a mark by importing American and European luxury products and services when they were not available in Russia in the 1980s. His premium Russian Standard Vodka hit the market in 1998. A year later, he founded Russian Standard Bank, the country’s largest consumer lending bank. |
