JTI represents one of the largest Japanese investments in Serbia and the country’s leading tobacco company, which has been recognised as a Top Employer for the 10th consecutive year
Since arriving in Serbia in 2006, through the acquisition of Tobacco Industry Senta, JTI has invested more than 220 million euros, quadrupled its workforce from 84 to 350 employees, and increased its market share significantly.
JTI Adriatica now has a new general manager – Kathrine Decorzant – with whom we discussed current results, trends, the company’s new investment cycle, the Kaizen philosophy, Integrated Work System challenges and plans for the period ahead.
It was on the first day of this year that you became the first woman to take on the role of JTI general manager for the Western Balkans. Congratulations! This is a significant achievement in itself – leading such a large company, in a predominantly male-dominated industry.
— Thank you! I am excited to take on this new role and to embrace the opportunities it brings.

The Adriatica cluster has an excellent reputation within JTI for its strong, motivated and results-driven team, which I’ve already experienced firsthand. The dynamic and collaborative atmosphere here is truly inspiring and that’s one of the main reasons why JTI Serbia has been recognised as a Top Employer for the 10th year in a row. This isn’t just an award – it’s a tribute to our employees, their passion, dedication and relentless drive, which set us apart as a true, decade-long, employer of choice.
I’ve also heard wonderful things about Serbia, and moving to Belgrade has been an exciting adventure. I am looking forward to exploring the city, its culture and cuisine; to following in the footsteps of my predecessors, who all have fond memories of their time here. As for working in a predominantly male environment, I believe that diverse teams – in terms of gender, age and nationality – are vital for success and key to driving innovation and progress.
JTI launched a superior and innovative option last year, in the form of the Ploom tobacco heating device. What has been the user response? Are smokers increasingly seeking alternatives to traditional cigarettes?
— JTI, as one of the largest Japanese investments and the leading tobacco company in Serbia, has launched Ploom – the most advanced tobacco heating device, featuring the innovative and unique HeatFlow technology perfected in Japan. The launch of the Ploom tobacco heating device has been met with very positive feedback among consumers.
Global demand is growing for products that combine technology, quality and a better overall user experience, and we are proud to meet those expectations with Ploom
Smokers are indeed increasingly seeking alternatives to traditional cigarettes, and Ploom offers a modern, innovative solution that aligns with their preferences for a less harmful and more convenient experience. Global demand is growing for products that combine technology, quality and a better overall user experience, and we are proud to meet those expectations with Ploom.
Almost all Japanese companies that achieve outstanding results in terms of quality and efficiency follow the Kaizen philosophy, while you recently introduced the Integrated Work System at your Senta factory. Could you tell us more about it?
— The Integrated Work System (IWS) is one of the best methodologies that will help us optimise production and eliminate losses. By continuing the implementation of the Kaizen philosophy and IWS, the JTI factory will work further to enhance employee engagement and development, as well as improving processes.
The Kaizen philosophy and IWS methodology create a culture of collaboration and innovation, enabling us to adapt, grow and thrive in a dynamic environment.
We have just left behind a very dry year. How have the unfavourable weather conditions impacted the yield, quality and purchase price of tobacco? How is your company addressing climate challenges?
— Last year brought significant challenges for tobacco growers due to drought and high temperatures. However, through close collaboration with our farmers, and with the use of irrigation systems, we achieved solid results.
We increased our irrigated land by 5% over the last year, covering 41% of our contracted fields. As Serbia’s largest tobacco producer and the only international company that purchases domestic tobacco, JTI has contracted over 2,300 hectares for cultivation this year.
We ensure strict control over the growing process, offering secure sales, competitive prices and reliable support to around 3,000 farmers, seasonal workers and their families. Our farmers consistently achieve 40% higher yields compared to others in Serbia, thanks to that comprehensive support.
Your five-year investment cycle, worth 51 million dollars, will conclude in 2027. What will the JTI Serbia system look like at that time?
— We launched this investment cycle three years ago, focused on modernising our production capabilities. A key investment has been the installation of a new production line. We additionally completed the construction of two new warehouses last year.
We also established a new manufacturing development centre, where we are working with suppliers to develop innovative machines designed to improve production efficiency and adaptability.
We plan to invest around 20 million euros in the renewal of production lines, bringing the total investment for the 2022-2027 period to approximately 70 million euros
Looking ahead, by 2027 we plan to invest around 20 million euros in the renewal of production lines, bringing the total investment for the 2022-2027 period to approximately 70 million euros.
Serbia leads the region when it comes to the influx of Japanese investments, which carry added value that far exceeds the significance of the initial investment amounts. What is the particular significance of these investments?
— Japanese investments play a very important role in Serbia’s economic development. This isn’t just about capital inflow, but also encompasses the introduction of advanced technology, corporate ethics and a unique business culture rooted in corporate social responsibility.
Since arriving in Serbia in 2006, through the acquisition of Tobacco Industry Senta, JTI has set a benchmark for success. With more than 220 million euros invested to date, the company has quadrupled its workforce from 84 to 350 employees and increased its market share significantly, such that it now leads the cigarette category in Serbia.
JTI’s achievements serve as an inspiration for others to consider Serbia as a promising investment destination. We actively promote Serbia as an attractive investment hub for Japanese companies.
Through the Japanese Business Alliance in Serbia (JBAS), and the Serbian-Japanese Business Club in Tokyo, we work to attract new investors and facilitate dialogue between the Serbian Government and existing investors.