Praonarin Ruangritthidech

MANAGING DIRECTOR, TIPTARI CO LTD; LEADER, CHATRAMUE THAI TEA BRAND

Industry : Business

Praonarin Ruangritthidech is the managing director of Tiptari Co Ltd, a key part of the ChaTraMue brand portfolio. With deep roots in tea heritage spanning 75 years, she leads efforts to uphold the brand’s longstanding commitment to quality and innovation. Under her guidance, Tiptari operates more than 200 company-owned branches nationwide, ensuring stringent control over product standards from raw material sourcing to final production.

Ruangritthidech emphasises honesty and value for money as the core principles of the brand’s operations. Recognising the evolving tastes and increasing global interest in Thai tea, she drives continuous product development and market adaptation. Her leadership has supported ChaTraMue’s shift from primarily business-to-business sales to a consumer-focused model that integrates Thai tea into everyday lifestyles. This strategic approach has expanded the brand’s presence beyond Thailand, establishing over 50 international branches through licensed partnerships in countries across Asia and North America.

With an eye on sustainable growth, Ruangritthidech is actively involved in rebranding efforts, including packaging redesign, introduction of seasonal menus, and expansion of online delivery platforms. She envisions ChaTraMue becoming a globally recognised brand within the next decade, reflecting Thai pride and cultural heritage while addressing challenges such as sustainability and affordability in a competitive market.

Through her role, Ruangritthidech contributes to supporting local farmers and the broader Thai tea ecosystem, promoting economic sustainability alongside brand growth.