The delicate art of balance

In the high-stakes arena of Thailand's on-demand economy, leadership is often measured in market share decimals.

- CHANTSUDA THANANITAYAUDOM Country Head of Grab Thailand

But for Chantsuda Thananitayaudom, country head of Grab Thailand, the true metric of success is far more profound: the delicate art of "balance".Since taking the helm on April 1, 2025, Ms Chantsuda has navigated the company through a highly competitive landscape where rivals never stopped attempting to surpass the incumbent, and maintaining the top spot is harder than reaching it.

According to data from Singapore-based research firm Momentum Works, the Thai food delivery market surged from US$4.2 billion in 2024 to $5.1 billion in 2025.

Within this expanding pie, Grab secured a commanding 47% market share, while its closest competitor, Line Man, followed at 41% both players managing to increase their share by one percentage point year-on-year.

Having joined Grab in 2018 as country marketing head, she was the strategic architect behind the brand's local identity.

"In an increasingly competitive on-demand market, our strategy is anchored in continuous innovation," Ms Chantsuda said.

She said consumer lifestyles are evolving rapidly, and expectations are higher than ever.

"We invest heavily in technology and data utilisation to understand behavioural shifts, anticipate emerging needs, and solve obstacles," said Ms Chantsuda.