Thai Construction Innovation Leader “Jorakay Corporation” Celebrates 32 Years of Success, Maintaining Its No.1 Position

For over 32 years, most Thais have become familiar with the innovative construction products of the "Crocodile" brand (Jorakay in Thai), with its distinctive name and logo instantly recognizable to many. In the Thai construction industry, "Jorakay" or Jorakay Corporation Co., Ltd. is regarded as a legend, known for consistently integrating new technologies to enhance the quality and efficiency of its products. This relentless innovation, driven by the goal of advancing the construction sector, has fueled the company's robust growth. This year, to mark its 32nd anniversary of growth alongside Thai society, Jorakay Corporation has set an ambitious target of 4 billion baht in revenue. The company aims to solidify its position as the market leader in tile adhesive and grout while expanding its market share in construction chemicals and premium paints.

The 32-Year Journey: from Inception to Thriving Success

Jorakay Corporation's journey began in 1992 when a group of colleagues dreamed of creating high-quality tile adhesive products that would provide greater convenience for real users. Motivated by this shared vision, they decided to join forces and established Cera C-Cure Co., Ltd. on August 28, 1992. Driven by a determination to address the challenges of tile installation, they launched their first product, the "Green Crocodile" tile adhesive, in 1993. Developed with American technology, this adhesive has consistently maintained its quality and earned the trust of users to this day. The introduction of "Green Crocodile" tile adhesive as a specialized solution for tile installation, replacing the traditional use of mixed grey cement, proved to be a game-changer that revolutionized the market and raised the standards of tile installation quality in Thailand. At that time, the Crocodile brand was an unknown newcomer. The company's founding members, including Mr. Suppapong Phetsuit, now the company’s President, embarked on a journey across Thailand, visiting over 600 districts to meet customers, demonstrate the products, and gather feedback from actual users. This invaluable feedback was then used to develop new products that effectively addressed customer pain points.

Ten years later, through the dedication of its executives and employees, the company reached sales of 115 million baht for the first time in 2003. That same year, Jorakay Corporation made another industry breakthrough by launching the "Crocodile Premium Plus" Grout, the world's first tile grout featuring Microban's anti-microbial technology. This innovative product was the result of extensive research and development aimed at preventing black mold in grout lines, a common issue in hot and humid countries like Thailand. The grout quickly gained popularity among users and significantly enhanced Jorakay Corporation’s reputation as an innovator transforming the Thai construction industry with world-class technology. From generating hundreds of millions in revenue, the company expanded to 2.017 billion baht in 2014. By 2017, Jorakay Corporation emerged as the market leader in the tile adhesive and grout segment, capturing over 50% of the market share and maintaining this position ever since. In 2023, the company achieved an impressive 3.707 billion baht in revenue, reflecting its ongoing expansion and diversification into a wide range of innovative construction products that meet various market needs each year.

From Zero to 4 Billion Baht: Achieving Success through Innovation

In 2024, Jorakay Corporation continues to push forward in product development and refine its production processes at every level to meet global standards, delivering products that span all aspects of construction—from foundation to roof. Each product is crafted with innovation, designed not only to fulfill functional requirements but also to ensure safety for both residents and the environment, in line with the company's philosophy: "Innovation For Your Family’s Happiness." This reflects Jorakay Corporation's commitment to becoming the most trusted brand across all segments of the construction industry. This year, Jorakay Corporation is targeting 4 billion baht in revenue while diversifying its business by venturing into the construction chemicals and premium paint markets, which offer substantial growth potential. Additionally, the company is expanding its presence internationally to showcase its high-quality construction innovations that meet international standards, with a vision to establish itself as a global brand originating from Thailand.

Steady Steps towards the Future

Mr. Suppapong Phetsuit, Chairman of the Executive Committee and President of Jorakay Corporation Co., Ltd., remarked: "Over the past 32 years, our brand has established itself as a leader in comprehensive construction, repair, and decoration innovations. Our diverse customer base includes sectors such as real estate, tourism, industrial manufacturing, and government infrastructure projects. Moving forward, our goal is to maintain our leadership position in tile adhesive and grout in Thailand while expanding our market share in construction chemicals and premium paints. We see significant growth opportunities in these segments because Jorakay Corporation consistently delivers products with distinctive advantages in addressing customer challenges. Our innovations not only prioritize quality and user convenience but also ensure safety for residents and environmental friendliness throughout the production process. A key strategy is to continue our marketing campaigns to increase awareness of Jorakay Corporation’s other product lines under the concept ‘Jorakay Total Home Protection.’ Additionally, expanding into international markets is a crucial part of our business plan. We have been successfully distributing products in the CLMV markets—Cambodia, Laos, Myanmar, and Vietnam—and are now exploring business models to enter other ASEAN markets, including the Philippines, Malaysia, and Indonesia.”

A New Mission to Elevate the Green Construction Industry

One of Jorakay Corporation's top priorities for future growth is to reduce carbon emissions across all production processes, with the goal of becoming a carbon-neutral organization. This ambition is guided by five Sustainable Development goals (5SD), which provide a framework for sustainable business practices and promote awareness of everyone’s role in preserving the planet for future generations:

1. Reducing CO2 Emissions: Focus on minimizing carbon dioxide emissions in all production and operational processes. Jorakay Corporation has successfully cut carbon emissions by 11,118,806 kilograms of CO2.
2. Minimizing Waste: Efficiently manage and recycle waste and byproducts for beneficial use. Jorakay Corporation has already recycled 120,499 kilograms of waste.
3. Reducing Toxic Substances: Decrease the use and release of harmful chemicals in production processes. Jorakay Corporation has reduced dust emissions by 2,522,217 kilograms through improved manufacturing practices.
4. Increasing Eco-Friendly Products: Develop and promote products that minimize environmental impact. Currently, Green Products account for 62% of total sales.
5. Supporting Quality of Life Initiatives: Support activities that enhance quality of life, including education, hygiene, and environmental projects. Jorakay Corporation has already developed the skills of over 12,274 individuals.

"Moving forward, every product, every production process, every organizational operation, and every CSR initiative by Jorakay Corporation will be rooted in a commitment to society and the environment, from start to finish," says Mr. Suppapong Phetsuit. He adds, "We aspire to be a Thai brand that grows sustainably while caring for the environment and contributing to social progress.”