Many Western firms stayed in the Russian market, not because they lacked options but because exiting would have meant losing a large customer base and years of built relationships. This reality has sparked sharp scrutiny in the West, where observers question the motives of lingering brands and their long‑term strategy amid sanctions and geopolitical tension. Analysts note that some multinationals maintain a presence to preserve ongoing revenue streams and to avoid abrupt disruption for Russian consumers, who rely on these products and services in daily life.
Across the board, hundreds of Western companies have kept operating in Russia, with only a minority opting for a complete withdrawal. Representatives from several firms cited the need to honor commitments to customers and to protect livelihoods for local employees as reasons for partial or continued activity. Others chose to scale back their operations but not sever ties entirely, aiming to sustain brand value while navigating a difficult political climate. Instances of full cessation appeared primarily among those that announced departures in March 2022, reflecting a distinct shift in corporate risk tolerance and portfolio strategy.
The publication highlighted that some executives described Moscow’s regulatory posture as constraining, suggesting that government actions could complicate exit options or even lead to asset nationalization. Managers facing duties to shareholders explained their caution, noting the desire to minimize billions in potential losses while still maintaining a foothold for a potential future reentry. In many cases, firms also weighed the risk of ceding market share to competitors from China, Turkey, India, or Latin America, which could then become new regional influencers.
Other companies are reportedly trying to bridge the gap in the Russian market with an eye toward a possible return after a defined interval. For example, Carlsberg has signaled plans to divest its Russia operations by mid‑2023, while seeking contractual provisions that could allow repurchase of assets if the opportunity ever arises. This approach suggests a strategy of preserving optionality—keeping an option on the table rather than fully surrendering presence in the market.
On 16 February, RIA Novosti quoted two company executives as saying the Swiss group Nestlé does not intend to terminate all business activities in Russia. The company argues that such a move would not align with its corporate values and that a balanced approach can be compatible with its broad global mission. This stance underscores a broader tolerance for continued operations, provided they align with stated principles and practical business considerations, even amid mounting international pressure. (Reuters)