SSUP Group launches Walai-Wiroj for Society (2010) Co., Ltd. with a registered capital of 30 Million Baht as a social enterprise distributing Katanyu branded consumer products. Drinking water is chosen as the premier offering with a budget of over 30 Million Baht allocated for penetration into the market with Katanyu chillers which will be assigned to distributors at no charge together with a credit of fifty water packs in the first year. The firm is confident it will have 2,000 points of sale in Bangkok and adjacent provinces by the end of 2012.  All profits will benefit Thai education circles through the “Katanyu for Thai Education Fund” - a means through which generated profit can be returned to society in the long run.

          Dr. Chairat Hiranyavasit, Business Consultant, SSUP Group, reveals that the group has been successful in the Thai health and beauty industries for over thirty-six years as the producer of prominent cosmetic brands like Cute Press and Oriental Princess, and as the distributor of American food supplement brand GNC. This achievement has led SSUP to the development of a new initiative where a social enterprise company is established as a gesture of gratitude towards Thailand – the group’s country of origin in which they operate and prosper. This new enterprise is incorporated as Walai-Wiroj for  Society (2010) Co., Ltd. with a registered capital of 30 Million Baht. Their aim is to distribute Katanyu branded consumer products and use the entirety of profit generated to help with the sustainable development of Thai education circles.

          “Walai-Wiroj for Society (2010) Co., Ltd. is a social enterprise with a clear objective of improving society in the area of education with the profit generated from the sales of Katanyu consumer products. Katanyu drinking water is our premier offering and our key product with which to penetrate the markets. With our Opportunity Creation, Investment-Free Business and Social Contribution strategy, we will strive to establish as many Katanyu points of sale as we can to achieve the widest coverage possible. A model has already been developed for us to seek partners who wish to take part in our social contribution initiative. Retail stores, private organizations as well as public agencies can all apply as distributors. Approved distributors are given the Katanyu chiller with a credit of fifty 12-bottle packs for a period of one year. We expect to establish 2,000 points of sale where Katanyu chillers can be found in the fifty districts of Bangkok and other areas in adjacent provinces by the end of 2012,” says Dr. Chairat. “A budget of over 30 Million Baht is required for this alone. And from there we will go national which we can achieve in three years' time. All profits after expense will be returned to society. If you wish to become a distributor or a partner, please call us at 02-660-8999 or visit www.katanyu.com  during business hours.”

“Drinking water was chosen as our first business as it is a necessity of life. Consumers decide on a water product because of its quality and cleanliness. While it is true that the various brands of drinking water in the market do not offer significantly different quality, Katanyu drinking water is priced at 7 Baht per bottle. We can deliver quality at this competitive price while at the same time returning the profit to society, initially at 50 Satang per bottle. This will be an element compelling the consumers to buy from us. We believe our entrance into the drinking water market will be quick with 1.5% share of the 13,000 Million Baht market within the first three years. This market grows at an average rate of 3-4% per year with more than 600 brands currently in operation.”

Despite the fact that the Katanyu brand shares the same goal of growth as other business entities, the difference lies in the initiative where Katanyu will work for the collective strength   of the communities by providing individuals with access to basic consumer items, regardless    of their background, gender or age. The profit generated by this business is classified into two portions, the first being 50 Satang per bottle of water which is instantly donated to the “Sermboon Project”.

“The second portion will involve profit after expense at year end which is donated to the “Katanyu for Thai Education Fund” to help with the development of instructional innovations.   In the year 2012, ten projects will be granted 200,000 Baht each for a total amount of Two Million Baht. We are offering this ahead of the profit to be generated. A committee of qualified individuals has been appointed to screen candidate projects to ensure that every single Baht and Satang spent will result in utmost benefit toThai education circles. This is how an intellectual society is created and how sustainable development of the country can be achieved, one generation after another,” explains Dr. Chairat.