Kitchenware-maker sees Afta export boost

       Satien Stainless Steel, manufacturer of Zebra stainless-steel kitchenware, says it will take advantage of the Asean Free Trade Agreement to increase its export value next year.
       "I foresee Afta as a positive factor for my business, as Zebra cancompete in the world market and increase vevenue from the export market," said vice chief executive Ekachai Youngvanich.
       However, he said export revenue might not rise sharply, because other Asean countries had measures to protect their local businesses. The baht is also expected to continue fluctuating, and Thai products might lose competitiveness to their rivals because of this.
       The company targets increasing the export proportion of its revenue next year by 5-10 per cent, from 30 per cent now, thanks to advantages arising from Afta and plant expansion.The company's major export markets are in Southeast Asia: the Philippines, Indonesia,Singapore and Vietnam, It will expand to new markets in areas including Africa next year, because of the huge potential for growth.
       Satien Stainless Steel is spending Bt200 milliion to expand its existing plant by 10,000 square metres. This will boost production capacity 10-15 per cent from the current 6,000 tonnes per year. It expects to run at the new full capacity by the middle of next year.
       Ekachai said that although other kitchenware brands could enter the Thai market, Zebra was not worried about competition from international brands. Most of them are targeted at the low end of the market, while Zebra is strong in the premium market.
       In Thailand, the company plans to expand into the catering market, in order to widen its clients from hotels and restaurants. Caterers currently provide only 5 per cent of company revenue.
       Ekachai said Zebra would set up a sales team to boost sales in this segment.