Values-Driven Business as the Basis for Sustainable Growth: A Young Entrepreneur’s Formula for Success

The Sofra restaurant and hotel, located near the historic Ichan Kala in Khiva, known as an open-air museum, is a practical result of entrepreneurial initiative, financial support and trust in human potential. Having started with the President’s open dialogue with entrepreneurs, the project has today become not only a venue offering high-quality hospitality, but also a business that opens up new opportunities for young people.

Launched at the initiative of Olloshukur Rustamov with the financial support of Uzbek Industrial and Construction Bank, the complex has created nearly 200 jobs and is helping to provide employment, especially for young people from low-income families and those who have returned from working abroad. Here, they have begun to look to the future with confidence as they learn a profession, master foreign languages and gain experience in the service industry.

Using Sofra as an example, we asked the project initiator and founder of the Sofra brand, Olloshukur Rustamov, about the human stories, youth potential and regional development goals behind the economic impact of entrepreneurship:

– How did the idea of creating the Sofra restaurant and hotel complex come about? What opportunities and support played an important role in implementing the project?

– Khiva is a city that stands out for its historical heritage, unique architecture and tourism potential. The growing number of tourists is increasing demand for modern infrastructure and quality services in the region. We launched the Sofra project precisely in response to this demand. Our goal was to create a complex that fits the historical setting, offers modern amenities and provides guests with high-quality service.

The idea for the project began a year ago with a proposal made during the President’s open dialogue with entrepreneurs. Our initiative received attention. The opportunities available to support young entrepreneurs and the financial support of Uzbek Industrial and Construction Bank were crucial in putting our plans into practice.

Today, the complex includes a 90-room premium hotel and a restaurant that can accommodate 400 guests at a time. This result also places great responsibility on us. Our main task now is to continuously improve the quality of our services and live up to our guests’ trust.

– What does Sofra mean for local residents, especially young people? What did you focus on when creating jobs?

– For us, the success of the project is measured not only by the infrastructure created, but also by the positive changes in people’s lives. That is why, when launching the complex, we paid special attention to providing employment for local residents. Today, nearly 200 jobs have been created as part of the project.

During recruitment, we sought to give opportunities to young people from low-income families and those who had returned from looking for work abroad. We want young people not just to have a job, but to have the conditions they need to learn a new profession, gain experience and work independently in the future.

Working at the restaurant and hotel allows young people to learn service culture, develop their foreign language skills and build teamwork skills. For example, one of our young employees who previously worked in construction abroad is now a work manager on the Sofra 2 project. He aims to start his own business in the future. We believe it is important to support such aspirations.

Our values are to provide guests with quality service while developing human potential, showing trust in young people and creating new opportunities for them. After all, both regional development and business sustainability are closely linked to people.

– How do you plan to develop Sofra in the future? In particular, what initiatives do you have to expand tourism services?

– One of our main future plans is to launch the Sofra Tour project. We want to offer a convenient, all-in-one travel service that makes it easier for foreign tourists to discover Uzbekistan. Our goal is for a single tour programme to cover the entire journey – from the moment a tourist leaves their home country to their arrival in Uzbekistan, meet-and-greet, accommodation, visits to historical sites, tasting national cuisine and getting to know the history and culture of our country. All the necessary arrangements for the return trip will also be planned in advance. In other words, guests will not have to look for different services separately, but will be able to enjoy a convenient and well-organised service throughout their trip.

Through this initiative, we aim to promote Khiva’s historical and cultural heritage more widely, showcase our national values to foreign tourists and increase the region’s tourist appeal. At the same time, new service areas will help create additional jobs and expand cooperation with local entrepreneurs. We want to develop Sofra not simply as a restaurant and hotel complex, but as a place that reflects Khiva’s hospitality, history and culture. Expanding our range of services in the future and helping tourists leave Uzbekistan with good impressions is one of our most important goals.

JSCB Uzbek Industrial and Construction Bank
External Relations Coordination Service

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