Ms Praonarin says the company strives for continuous product development in response to the evolving demands and the popularity of drinking tea of customers.

Thai tea takes off

For a brand that has been passed down by Thais for 75 years, ChaTraMue is determined to revolutionise the local tea industry and make Thai tea accepted by people around the world.

In the 1920s, the founder’s family emigrated to Bangkok from Chaozhou, China. They settled in Chinatown, on Yaowarat Road, and opened a tea shop called Lim Meng Kee, importing red tea from China.

The tea-drinking method used hot water to steep loose leaves.

However, hot tea failed to capture the tastes of Thai consumers in a hot climate.

In 1945, the company began using locally sourced Thai tea leaves and established the Cha Hom factory in Chiang Rai.

It was also around this time that they realised hot tea was not popular among Thai locals due to the tropical climate.

In response, they started creating Thai milk tea and Thai iced tea, using black tea and adding ice to cater to the local market, steering away from traditional Chinese tea.

They also established the ChaTraMue brand.

ChaTraMue is the distributor of products including red tea, green tea, oolong tea and rose tea, which is being used as a raw material for main menus, drinks and desserts.

The company also has freshly-made tea shops which not only sell Thai tea, but also other drink recipes which are popular among Thais and foreigners.

These include coffee, fruit tea, Thai tea capsules, Thai tea ice cream, Thai tea dipping, cocoa tea mixed with coffee, longan tea, and bakery goods.

ChaTraMue Brand consists of four companies: Cha-Thai international Co Ltd, manufacturer and distributor of ChaTraMue tea; Tiptari Co Ltd, operator of tea shops; Siam F B Products Co Ltd, operator of foreign markets, and ChaTraMue 1945 Co Ltd, operator of online distribution channels.

Praonarin Ruangritthidech, managing director of Tiptari Co Ltd, said the principle that the brand always adheres to is honesty and the production of high-quality products with value for money. The company also strives for continuous product development in response to evolving demands and the popularity of drinking tea.

ChaTraMue has created a strong brand with quality tea products for locals and people around the world. The company recently rebranded to foster brand awareness through exhibitions, expansion of online delivery channels including GrabFood, Foodpanda, LineMan and Shopee, introduction of seasonal menus, and a packaging redesign.

Its success in revitalising its brand lies in understanding its target market, shifting from business-to business to business-to-customer, and integrating the brand into consumers' daily lives.

“The word ‘Cha Thai’ is pioneered by the company to reflect the uniqueness and authenticity of Thai tea, which is renowned both locally and internationally. Having our own factory allows us to maintain the quality and freshness of our products, which are neatly produced in every production process, from the selection of raw materials to the storage of finished products,” Ms Praonarin said.

There are 200 branches nationwide, solely owned by the company to maintain the quality of raw materials and products.

Overseas branches involve selling a licence to a foreign investor, who pays monthly returns to the company.

ChaTraMue operates in over 10 countries with more than 50 branches, including Brunei, Cambodia, Hong Kong, China, Singapore, the Philippines, Myanmar, Malaysia, South Korea, Vietnam, and the US, with further expansion to other countries in the future.

In terms of its visionary journey, ChaTraMue wants to be a global brand in the next 5-10 years with sustainable growth and consistent innovation, reflecting Thais' pride for Thai tea.

Ms Praonarin believes the business will continue to grow and will not be affected by the economic slowdown as its products are in the food and beverage category, which is considered to be a daily necessity.

As investment is not very high, the tea sector faces the formidable challenge of producing an affordable, high quality, and more sustainable product in a highly competitive market.

Over the past 1-2 years, Thai tea has gained increasing popularity among foreign tourists, leading to the emergence of new brands. This helps sustain livelihoods and generate income for the local farmers, which fosters sustainability for the Thai tea industry.