Reinforcing market leadership

SRITHAI SUPERWARE is presently the largest melamine manufacturer in Southeast Asia.  The company is raising its investment to further increase capacity to meet growing demand in the region. Sharing his vision to reinforce Srithai Superware’s market leadership in the ASEAN region, Mr. Sanan Angubolkul, Chairman & President of Srithai Superware, Public Company Limited talks about the company’s operations and how its expansion would accomplish its commitment to serve the fast-growing ASEAN market.

“Regardless of the location of our production base, customers are assured that we can offer the same product quality as every Srithai factory reflects our motto ‘One family, one production base’.”  - Mr. Sanan Angubolkul  Chairman & President  Srithai Superware, Public Co. Ltd.

IRNA: Shrithai Superware has a diverse range of products. How would these products and the ongoing expansion fit into its overall strategy and plan?

Mr. Sanan: Srithai Superware has already expanded investments in Vietnam, Indonesia and India, as we aim to upgrade our products and redesign the company’s supply chain to add value to what we offer our customers. The company will launch its first factory outlet in Chonburi next year, whilst revenues will surpass Baht 20,000 million by 2020.
Current core businesses include a wide range of 100% melamine household products, food supplements and plastic products such as food and beverage packaging, plastic packaging materials and PET bottles. Bottle seals are posting outstanding growth potential in line with the robust food and beverage industry trends. 
Srithai’s existing production base for plastic and PET bottles already includes the Ho Chi Minh plant since 2008; another wholly owned factory will start operating in Hanoi by the end of this year or early 2015. 
A joint venture will be set up in Jakarta next year, with 55-60% Thai shareholding valued at Baht 400 million. Another factory in India will be completed by December 2014. In addition, construction of a Burmese plant is in the pipeline for 2016.
Responding to long-standing political uncertainties, rising wages and labour shortage, Srithai has invested to expand its production base in other ASEAN countries for the past several years. But regardless of the location of our production base, you can rest assure that we offer the same product quality. Every Srithai factory reflects our motto: “One family, one production base.”

Strong demand for bottle seals encourages expansion even outside Thailand.

IRNA: What is your assessment on the prospects of plastic packaging?

Mr. Sanan: The future prospect of the plastic industry is very bright in line with consumers’ strong preference for plastic packaging which is convenient and user-friendly, particularly for food products and beverages. Demand for plastic bottle seals and palettes has been growing at double-digit rates. In sum, the company is currently focused on foreign investments, export growth and continuous product development.
Last year Srithai’s total revenues reached Baht 9,400 million. Based on this year’s sales forecast of Baht 10,400 million, total revenues will top Baht 20,000 million by 2020. In addition to the 2015 launch of a factory outlet in Chonburi, we are mulling another outlet at the Si Mum Muang Market, Rangsit to bring our products closer to consumers.

IRNA: Where are your plants located in Thailand?

Mr. Sanan: We have the Srithai headquarters and plant located at Suksawat Road, Rasburana District, Bangkok. The plant produces household plastic utensils, automotive parts, motorcycle parts, household electrical appliance parts, office automation, helmets, and premium products. This plant has been awarded with ISO9002 Certification.  
Another plant located in Bangpoo Industrial Estate, Samutprakarn Province is the main producer of automobile and motorcycle battery cases and pails for paint industry and petro-chemical industry. Through technological assistance from Miyagawa Kasei Industry Co.Ltd., all the battery cases are produced under Miyagawa standard. To further strengthen our high market share of 60%, Srithai is the first battery case producer to receive ISO9001 certificate. ?
The plant at Bangpakong Industrial Estate (Amata City), Chonburi Province is one of the largest plastic injection plants in Southeast Asia. It produces bottle crates, plastic tables and chairs, plastic pallets, garbage bins, automotive parts and household electrical parts. The plant has received promotional privileges from The Board of Investments, and also awarded with ISO9002 Certification . ?
The Korat Plant located at Suranaree Industrial Estate, Nakornratchasima Province is the world's largest manufacturer of melamine tableware. It produces melamine tableware under the brand names Superware, Flowerware, Vanda, Unica and Melamineware for distribution both in domestic markets and export markets. It also produces melamine products under licenses from many licensees worldwide such as St.Michael of Mark & Spencer (England) , Gibson of Walmart (USA), and for other brands. This plant has the highest production capacity for melamine products in the world. It has received promotional privileges from The Board of Investments.

Srithai has been expanding its range of packaging products.

IRNA: Has the company made any significant moves towards design? 

Mr. Sanan: Srithai has always considered consumer preferences in all our products. Designed to match customer needs in terms of durability, attractive shapes and utility, Srithai’s lightweight plastic packaging materials also create a value chain for internal and external partners.  
The company set up bottle moulding plants next to the customer’s water bottle plants, and in some cases within the customer’s premises, with a view of minimising production processes and the cost of transporting empty bottles. By outsourcing the process of filling bottles with the customer’s fruit juices and beverages, the company also created a new source of revenues.
As supply chain management becomes a major management issue, our company is collaborating with raw material manufacturers to develop new plastic products that are lightweight, solid and durable in addition to traditional utility features. In terms of technological innovation, Srithai is the ASEAN pioneer to produce water bottles that are squeezable, using technology purchased from the UK two to three years ago. Our manufacturing processes comply with GMP: Good Manufacturing Practice.

Srithai is the world’s leading manufacturer of melamine tableware.

IRNA: Being a pioneer has its rewards and challenges. What are the priorities of Srithai in terms of technological advancement and manpower improvement?

Mr. Sanan: In addition to continuous technological development, the company also gives top priority to human resources development. Employees with vocational school/college certificates who have been with the company for more than 10 years are given the opportunity to study for a university degree under the programme jointly administered by Thonburi Phra Chomklao Institute of Technology. This project has succeeded in fostering the spirit of joy and pride among employees’ families but also been instrumental in laying down a career path for Srithai employees.
The company’s 10-year long business experience in Vietnam has now been transferred to would-be Thai entrepreneurs, especially small and medium-sized enterprises that are mulling business ventures in Vietnam, under the joint auspices of Institute for Management Education for Thailand (IMET), The Thai Chamber of Commerce and Board of Trade of Thailand .
In my capacity as project Chairman, I invited 15 companies that have made successful investments in Vietnam, e.g., SCG and CP, to serve as mentors for would-be investors in Vietnam. We promote Thai investments into Vietnam in the hope that such moves would further strengthen cooperation leading towards greater efficiency and better product quality. IRNA