Antivirus detecting exe as thret

Hi All,

Im working as system administrator in one of the product oriented company, We have developed new product and when we keep that exe or install that application in a system which has antivirus, AV is detecting that exe as threat. 

I know simply by excluding that exe in AV management server we can solve this problem. But is there any other ways to make our product(exe) is genuine application and AV should not detect this as threat. 

Regards

Subbu