ChaTraMue bullish on growth prospects

ChaTraMue sees a growth opportunity in Thailand's tea market, where consumer preferences are becoming increasingly varied, leading to various market segments.

- KUAKUL MORNKUM

The company said consumers in Thailand are drinking tea more frequently nowadays, contributing to the industry's expansion, which includes new segments such as specialty teas.

"Over the past five years, consumer behaviour has shifted. Previously, people typically drank traditional hot tea or iced tea. Now, there is greater acceptance of a wider variety of flavours, such as matcha," said Praonarin Ruangritthidech, managing director of Tiptari Co Ltd, the manufacturer of ChaTraMue tea.