Taking Mazuma to the next level

Mazuma (Thailand) was established by Rittichai Durongdej, who is now chairman of the company.
Rittichai has developed the water-treatment products company into a long-term business that has continued to grow for over 20 years.
In 2011, Mazuma (Thailand) entered the second decade of the 21st century with new, second-generation management, which joined the operation in order to provide the business experience required to improve efficiency in areas such as in-house operations, distribution-channel expansion, product research and development with modern designs, focus on after-sales service, and increased marketing communications.
 Mazuma is now in the process of rebranding and restructuring the whole company with a view to listing in the Market for Alternative Investment.
“Prior to Mazuma, I worked in the entertainment sector as a TV host and as Miss Thailand Universe [a contest she won in 2009]. I am now looking after the corporate communication aspect of the company. This position enables me to exploit the people and presentation skills I gained from my entertainment work, as well as my love for science and technology,” said Chutima, 30, who is corporate communications director of Mazuma (Thailand).
 “To be able to expand my father’s business and to improve its positioning is the pride and joy for me and my four siblings. Also, to be able to offer and see Thai people use quality and sturdy products, and have the best kind of water that suits their needs and budget, is extremely fulfilling for myself and the whole Mazuma management team.
“The ultimate ambition for the business in the future, apart from becoming number one in the water-treatment sector within and outside Thailand, is that Mazuma will be able to provide the best innovative water solutions for every industry and every household. As my dad often says, the key to a successful business is not in the profit, but in the quality of the products that we are offering to our consumers,” she explained.
Mazuma started from just a small range of products, but has now expanded to cover all segments from the low to the high-end markets, with its products used within every sector from manufacturing to catering, hotels, hospitals and households, she said.
Mazuma products are available via modern trade, including HomePro, HomeWork, Tesco Lotus and Big C, as well as at shopping-centre chains such as The Mall and Central, and more than 500 representatives, which cover major provinces throughout the country.
The provinces covered by the representative network are Bangkok, Chiang Mai, Phitsanulok, Khon Kaen, Udon Thani, Ubon Ratchathani, Nakhon Ratchasima, Nakhon Ratchasima, Chon Buri, Surat Thani, Hat Yai and Phuket.
 “Our domestic regional plan for the next two to three years is to increase and expand our distribution channels into the direct-sales category, as well as paying more attention to the main cities outside Bangkok and throughout Thailand,” she added.
 
AEC export boost
In terms of international sales, Mazuma has been exporting to several markets in Southeast Asia – Vietnam, Laos, Myanmar, Indonesia and the Philippines – since its first generation of management.
While export sales are quite satisfactory at present, over the next three to five years the company is looking to increase export volume following the implementation of the Asean Economic Community (AEC), once the laws and regulations governing the single market have stabilised, said Chutima.
The company has an annual production capacity of 120,000 units, divided into seven groups under the Mazuma brand: small strainers, large strainers, water heaters, water warmers, drinking-water vending machines, pumps and filters.
 Mazuma (Thailand) has more than 500 employees, including well-trained technicians, and offers quality products through channels such as projects, business organisations, the government sector and modern trade.
 “Due to our positive and continuous growth every year, despite the [ups and downs of the] economy, we definitely need expanded manufacturing facilities in the future. However, due to many improvements with space, machinery and more training of our engineers, we are able to maximise the efficiency rate of the manufacture of our products for the time being.
“We are currently planning both joint ventures and partnerships with potential investors in many neighbouring countries. As of now, we would like the details to remain confidential until the contracts are signed,” said Chutima.
She said Mazuma had managed to stay strong for more than 20 years as the company had extensively incorporated water-treatment technology from every part of the world, as well as continuously paying due care and attention to individual customers.
This has been the company’s unique position and strategy over the past two decades, she added.
Mazuma is currently in the top three in the Thai water-filter segment, and in the top five brands for water heaters. The overall Thai market value for water heaters is Bt4.8 billion, and Bt2.3 billion for water dispensers, said the communications director.
For this year, the company forecasts generating revenue of Bt750 million, a level which it hopes to increase by 20 per cent next year.
Apart from continuingly scouting for the most prominent and highlight water-treatment technologies and innovations, and improvement in production efficiency, Mazuma will also focus more on product design, Chutima said, adding that it would like the overall look of its water filters, heaters and dispensers to be more innovative, stylish and sophisticated. “Not only will improved product design and branding help to boost sales, we are also increasing our implementation of online marketing, as well as our distribution channels in Thailand. Moreover, the AEC partnership with neighbouring countries will also help to increase sales from the export perspective,” she said.