Marina Šaravanja
Episode · #741
RITAM POSLA Marina Šaravanja
Guest Marina ŠaravanjaHosted by Lidija KiseljakMay 3, 2026
Marina Šaravanja
About this episode
What you'll hear in this conversation
Cables are rarely top of mind, yet they are the unseen arteries of the modern world, essential for everything from powering AI data centers to enabling the green energy transition. Marina Šaravanja, director of TT Kabeli Croatia, oversees one of the largest private investments in Croatia's electrical industry, a new factory in Bedekovčina. Her company, already exporting 90-95% of its production from Bosnia and Herzegovina, is making a strategic bet on high-voltage cables. This conversation reveals how a foundational industry navigates global demand shifts, the quiet work of quality assurance across 40 countries, and the long-term thinking required to power the next decade.
Insights from the conversation
What to take from this episode
01
The new factory in Bedekovčina, Croatia, is not simply an expansion; it's a strategic entry into medium and high-voltage cables, crucial for Europe's energy grid overhaul. The green transition isn't just about new energy sources; it requires a complete rebuild of the invisible infrastructure that delivers power.
02
TT Kabeli's near-total export orientation, sending 90-95% of its products abroad, isn't a reaction to a small local market but a deliberate strategy to meet global demand. Sometimes, the most effective scaling strategy involves looking past your immediate borders from day one, rather than exhausting local options first.
03
Marina Šaravanja describes cables as 'more than a product' — a 'symbol of connection, resilience, and long-term strategic direction.' Understanding the foundational and symbolic role of your product, beyond its material form, can reveal its true market depth and long-term relevance.
04
Studies indicate a strong demand for cables for at least the next decade, with an estimated 60% of Europe's existing energy grid needing renewal. The green transition is not merely a trend but a multi-decade infrastructure rebuild, creating sustained demand for foundational industrial components.
05
The rise of artificial intelligence and the data centers required to power it necessitate immense amounts of electricity, and consequently, vast networks of new cables. Even abstract technological advancements have concrete, physical infrastructure demands that create new, unexpected markets for traditional industries.
06
For two decades, quality has been TT Kabeli's unwavering priority, demonstrated by the rigorous certifications, audits, and traceability checks required to sell in over 40 countries. In industries where product failure carries high consequences, quality is not a differentiator but a fundamental cost of market entry, enforced by continuous external verification.
07
The cable industry's specialized nature means there isn't a broad talent pool in the region, leading TT Kabeli to strategically import a few highly-skilled engineers while heavily investing in internal education. For niche industrial expertise, you either cultivate it internally through sustained development or import it strategically, as a ready local market for such talent may not exist.
08
TT Kabeli produces detailed ESG reports, not merely for compliance, but because market access and supply chain partnerships increasingly depend on them. ESG is evolving beyond a corporate social responsibility checkbox; it's becoming a non-negotiable part of market entry and supply chain integration, even for B2B industrial products.