Srithai Superware forays into Indian market

India Infoline News Service | Mumbai |

Launches ‘Ektra’ – a premium range of lifestyle melamineware

Srithai Superware PCL, Thailand, the world’s largest brand in 100% Melamineware, announced its foray into the Indian market through its trading company-Srithai Superware India Pvt. Ltd which will be responsible for the sales and marketing of its Melamine products. The company today unveiled the “Ektra” range of Lifestyle Melamineware, a high quality range of Melamine products for Metro Living.

The company envisages offering high quality products in different shapes and attractive designs made in 100% pure melamine material which are suitable to Indian dining habits, for the first time in India.

Using proven technology and 47 years of manufacturing experience, the company plans to set up four world-class manufacturing facilities in India with an investment of US $ 32 mn. While the first plant is expected to be operational around New Delhi by early 2011, other three plants will be operational by 2015. Srithai will make an initial invest of US $ 8mn in manufacturing of molds, raw materials and related industries to achieve full business integration.

Commenting on the occasion, Mr. Sanan Angubolkul, Chairman, Srithai Superware Pcl. said, “We estimate that the organized market size for tableware including glass and porcelain in India is about Rs. 1,200 crore, of which, the market size for 100% melamine tableware is presently very small. However, with our unique product range for the first time manufactured and sold in India, we target to achieve tableware market share of about 20% in the next five years. India is an extremely important market for Srithai and we are positive that within the next five years our sales contribution will increase from 5 to 20% of our total sales. As far as exports are concerned our vision is to export our own brand products in more than 120 countries by 2015 and Indian operations will serve as an export hub for South Asian and Middle-east countries”.

 We are confident that our premium grade of tableware launched under brand name of  “Ektra” will be received well by Indian consumers as the products are specially designed and decorated to suit Indian food and eating habits“, added Mr. Angulbolkul, unveiling the Ektra tableware.

Ektra Tableware is strong, solid, stackable and is resistant to cracking.  These excellent properties dispel any chance of breaking or damage. It can withstand high temperatures upto 100 oC.  They are dishwasher safe. Besides, it is made of food contact grade colours which are hygienic and also not prone to chemical reactions. Smooth shapes of the product ensure that there is no area available as a Bacteria trap, even after repeated usage and cleaning cycles. The product is sure to become a favourite with Indian home makers.

Available in both contemporary and classical patterns, Srithai Superware carries a vast range of high quality functional designs (having over 10,000 designs and 3,000 shapes of Melamine tableware) and has 80% of Thai market share in Melamine tableware products. The company’s principal activities are manufacturing and distribution of plastic and melamine products. The range of its plastic products includes food and beverage packaging, products for material handling, automotive components, electrical home appliances, large garbage bins and furniture among others

Srithai Superware is a ‘People’s Company’, which places high respect in all the people involved in its business. The company will be providing about 2,000 people direct employment in its India operations. Srithai Superware has also brought an exclusive Income Earning Opportunity for women in India through a very unique Selling System which it calls ‘Group Demonstrations’. Unlike the door to door selling system, it is a very dignified and sophisticated system to promote and sell its products. As a part of this system, the company offers weekly cash earnings, recognition & rewards, as well as free business training.



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