Hatari

What Hatari does

Hatari Electric Co., Ltd. (ห้าตาหาริ อิเลคทริค จำกัด) is a Thai manufacturer and distributor of air-movement and cooling products, operating as the consumer-facing brand under the Wanwittaya Group conglomerate. The company produces portable fans (handheld, small portable, table, stand, slide, tower), installation fans (wall, ceiling, cycle), industrial fans, ventilation and exhaust fans, evaporative air coolers, air purifiers, and replacement fan blades. Sales and distribution are handled by Hatari Electric Co., Ltd., while manufacturing is conducted through its wholly-owned subsidiary Wanwittaya Manufacturing Co., Ltd. (บริษัท วนวิทย์ แมนูแฟคเจอริ่ง จำกัด), giving the group a vertically integrated production-to-distribution model. The company was founded in 1990 (the firmographic year of 1980 is inconsistent with the more detailed 1990 founding narrative on company materials), is headquartered in Bangkok's Bangkhunthian district, and operates 1,001–5,000 employees. It is privately held under the Wanwittaya Group umbrella.

Hatari sells through four parallel channels: a direct-to-consumer e-commerce storefront at hatari.co.th, a nationwide network of authorized distributors (with named regional partners in Bangkok and Nakhon Ratchasima), leading department store service points for service and purchase, and a B2B custom-solutions inquiry channel for enterprise customers. Hardware unit pricing spans 388 THB (~$11) for entry-level handheld fans through 4,488 THB (~$128) for the AC Giant high-capacity air cooler, with motor warranties ranging from 1 year on handheld SKUs to 3 years on installation and industrial fans. Technology is centered on motor, blade, and thermal-safety engineering, with proprietary features including thermal-fuse automatic power cut-off, curved-blade designs for low-noise operation, 100-level wind-speed granularity on the WindBuddy, and ELCB safety on air cooler SKUs. Aftermarket revenue is generated through paid service fees and replacement blade sales (78–130 THB). Customer segments are horizontal: home consumers, commercial and industrial users, and enterprise B2B buyers seeking tailored products.

Recent activity (2025) emphasizes design-led product introductions and brand repositioning: the WindBox compact air circulator and HandyWind Max/Mini handheld fans launched in April 2025; a limited-edition HandyWind Mini collaboration with art-toy brand Molly Factory (artist K'Mod) targets younger and collectible buyers; and an immersive exhibition '500 Cubic Meters of Wind' was staged at Bangkok Design Week 2025 in partnership with Italian studio Habits Design Studio and Chulalongkorn University. The company runs the COOLREWARD loyalty program in partnership with Buzzebees Co., Ltd., uses LINE Official Accounts for customer service through Crescendo Lab, and is led by a new-generation management team with Tassaluck Panichatrakul as R&D Assistant Managing Director and Chanya Panichatrakul as Sales and Marketing Assistant Managing Director. Hatari claims annual revenue exceeding 10,000 million THB from domestic and international sales, though this figure is reported at the Wanwittaya Group level rather than the Hatari Electric entity in isolation.

Name

Hatari

Legal name

Hatari Electric Co., Ltd. (ฮาตาริ อิเลคทริค จำกัด)

Website

https://hatari.co.th

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Hatari Electric Co., Ltd. is a Thai air-movement and cooling product manufacturer and distributor serving home consumers, commercial/industrial buyers, and B2B customers via DTC e-commerce, authorized distributors, and department store channels.

Ownership category

akta.pro rank

Product category

Electric Fans and Air Circulators

NAICS

Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413), Air-Conditioning and Warm Air Heating Equipment and Commercial and Industrial Refrigeration Equipment Manufacturing (333415)

SIC

Electric Housewares & Fans (3634), Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564)

akta.pro primary industry

Ventilation, Ducting & Air Distribution Equipment (IMAHAKAG)

Keywords

• Portable cooling fans
• Industrial ventilation fans
• Air cooling appliances
• Household fan manufacturer
• Evaporative air coolers

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Hatari generates revenue primarily through the sale of fans and air circulation products including portable fans, installation fans, industrial fans, air coolers, air purifiers, and spare parts. Products are sold at various price points from 388 THB to over 4,000 THB through direct online sales and distributor channels.
2. Aftermarket Services: The company generates revenue from after-sales warranty services, with out-of-warranty customers paying for service fees and replacement parts based on standard service rates.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Hatari manufactures and sells a broad range of electric fans and air-circulation products, including handheld, portable, table, pedestal, slide, wall, ceiling, industrial, and ventilation/exhaust fans, alongside evaporative air coolers (AC Swift, AC Giant, AC Pro, AC Max) and a HEPA-filter air purifier. Its products are sold in Thailand via its own e-commerce site, authorized distributors, and department stores, with after-sale warranty service offered through authorized service centers.

Product overview

Hatari is a Thai home appliances company specializing in air movement and cooling products. Its portfolio spans portable fans (handheld, table, stand, slide, tower), installation fans (wall, ceiling, cycle), industrial fans, ventilation/exhaust fans, air coolers, air purifiers, and spare parts. The product lineup is organized across seven main categories: Portable Fan, Installation Fan, Industrial Fan, Ventilation, Air Cooler, Air Purifier, and Spare Parts. The company operates under two entities — Hatari Electric Co., Ltd. (distributor) and Wanit Manufacturing Co., Ltd. (production facility) — and generates over 10,000 million THB in annual revenue. Hatari positions itself around the brand vision 'Harnessing the Wind of Change,' emphasizing both functional performance and modern design aesthetics. Notable recent product launches include the WindBox compact air circulator and the HandyWind Max/Mini handheld fans (April 2025), both highlighted at Bangkok Design Week 2025. The company also runs a loyalty program called COOLREWARD and offers a 1–3 year motor warranty across its product range.

Differentiator

Problem solved

Functional benefit

Products and services

• Windbox (WB10D1) Compact square-bodied air circulator fan designed to deliver quiet, high-volume airflow in living spaces; targeted at residential consumers seeking a design-forward alternative to conventional circulators.
• HandyWind Max Portable handheld fan with an integrated magnetic base; designed for personal cooling on the go for individual consumers in Thailand's hot climate.
• HandyWind Mini Pocket-sized handheld fan for personal cooling, marketed as Hatari's most compact portable fan and used as a base for limited-edition collaborations.
• Hatari WindBuddy Handheld personal fan featuring 100-level wind-speed control; designed for individual users wanting fine-grained airflow adjustment in a portable form factor.
• HandyWind Mini x Molly Factory Limited-edition collectible version of HandyWind Mini co-designed with Molly Factory, sold as a numbered collaboration piece to design-conscious consumers.
• WindKing (WK16M1, WK18M1) Floor-standing fan line in 16-inch and 18-inch blade sizes, positioned as a high-airflow stand fan for residential living spaces.
• S16M1 Slide Fan (including Black Edition) Flagship 16-inch slide-style fan with adjustable height and tilt; the Black Edition variant offers the same airflow in a black colorway and is positioned as Hatari's best-selling product for home use.
• Slide Fan Series (S14M1, S18M1) 14-inch and 18-inch slide-style fans with adjustable height and tilt, complementing the S16M1 to give consumers size options for different room sizes.
• Pedestal Fan Series (P16M1, P18M1, P18R1) Pedestal fans in 16-inch and 18-inch sizes, with the P18R1 offering a remote-control variant; designed for home use where portability is required.
• Table Fan Series (T14M1, T16M1) Compact 14-inch and 16-inch table-top fans intended for desks, bedside tables, and small rooms.
• Slide Smart L1 Smart slide fan model highlighted by Hatari as one of its key products, combining the slide-fan form factor with smart connectivity features.
• PS8M1 Small Portable Fan Compact 8-inch portable personal fan designed for close-range personal cooling in offices, bedrooms, and on-the-go use.
• Wall Fan Series (W16M1, W16R1, W18M1, W18R1) 16-inch and 18-inch wall-mounted oscillating fans (with remote variants denoted by 'R') for permanent installation in homes, shops, and small commercial spaces.
• Ceiling Fan Series (C48M1, C56M1) 48-inch and 56-inch ceiling fans for overhead installation in residential and light-commercial interiors.
• Industrial Floor Fan (IQ22M1, IQ25M1) 22-inch and 25-inch heavy-duty industrial floor fans (Hatari's largest fans) for warehouses, workshops, factories, and other large-volume commercial spaces.
• Industrial Pedestal Fan (IP18M1, IP20M1, IP22M1) 18-inch to 22-inch heavy-duty pedestal-mounted industrial fans for elevated airflow delivery in industrial settings.
• Industrial Stand Fan (IS18M1, IS22M1) 18-inch and 22-inch industrial stand fans for workshops, garages, and commercial spaces requiring durable continuous-duty airflow.
• Industrial Tower Fan (IT18M2, IT22M1) 18-inch and 22-inch tower-style industrial fans for slim-footprint high-airflow delivery in commercial interiors.
• Industrial Wall Fan (IW18M1, IW22M1, IW25M1) 18-inch to 25-inch industrial wall-mounted oscillating fans for permanent installation in factories, warehouses, and large commercial spaces.
• Ventilation Fan Series (VW15, VW20, VW25, VK25, VW30) 15-inch to 30-inch duct/wall-mounted ventilation and exhaust fans (including VK25 duct variants) for fixed-installation air exchange in commercial and industrial buildings.
• AC Swift Portable Air Cooler Compact 4-inch portable evaporative air cooler for personal use in small rooms, bedrooms, and on-the-go cooling; positioned as Hatari's smallest air cooler.
• AC Giant Large Air Cooler Large 13-inch evaporative air cooler (Hatari's largest) for cooling large rooms, open-plan living spaces, and light commercial use.
• AC Pro Mid-Range Air Cooler Mid-range 9-inch evaporative air cooler offering a balance of capacity, footprint, and price for typical residential rooms.
• AC Max Premium Air Cooler Premium 12-inch evaporative air cooler positioned as the top-tier residential model, with the largest capacity in its size class.
• AP12R1 Air Purifier Air purifier using HEPA filtration; designed for residential consumers seeking to improve indoor air quality alongside cooling.
• Fan Blades (Spare Parts) Replacement fan blades (3-wing, 4-wing, 5-wing, 6-wing, 7-wing, and 9-wing in 12"–16" diameters) sold as spare parts to extend the life of existing Hatari fans.
• After-Sale Warranty & Service Repair and maintenance services delivered through authorized Hatari service centers nationwide, including free in-warranty repair for products within 1–3 year terms and paid service fees plus replacement parts for out-of-warranty products.

Quantifiable outcome

• 3-year motor warranty on most products demonstrates product reliability and durability

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Habits Design StudiocoreStrategic or Co-development Partner · 10 April 2025Italian design studio specializing in product design. Collaboration for Bangkok Design Week 2025 exhibition '500 Cubic Meters of Wind: The Art and Power of Design' showcasing Hatari products through a multi-sensory, immersive experience. Partnership demonstrates Hatari's commitment to design-forward product development.
• Molly Factory (K'Mod)coreStrategic or Co-development Partner · 10 April 2025Collaboration with renowned art toy artist K'Mod, creator of CryBaby character. Created limited-edition CryBunny and CryTeddy designs for HandyWind Mini handheld fan. Products marketed as collectible works of art combining function with artistic design. Partnership targets younger consumers and art collectors.
• Chulalongkorn UniversityminorStrategic or Co-development Partner · 10 April 2025Three-way collaboration with Hatari, Habits Design Studio, and Chulalongkorn University for Design Lab section at BKK Design Week 2025. Showcased four selected concept designs representing next-generation fan engineering combining cutting-edge design and engineering for future product possibilities.
• Buzzebees Co., Ltd.minorChannel Partner/ Reseller/ DistributorCRM partner and loyalty program provider for COOLREWARD membership program. Handles user verification, reward redemption, and customer service in accordance with applicable privacy laws.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Dyson: Global premium consumer technology company with a leading position in bladeless fans, air purifiers, and handheld fans. Comparable to Hatari through overlapping product categories (handheld fans, air purifiers) and illustrates the upper bound of design-led fan branding and premium pricing.
• Mitsubishi Electric: Global manufacturer of electrical equipment including ventilation fans, ceiling fans, and HVAC systems for residential, commercial, and industrial use. Comparable to Hatari through industrial fan and ventilation product overlap and the broader ceiling/installation fan category.
• Panasonic (Appliances): Global appliance and HVAC manufacturer with extensive fan, air purifier, and air cooler offerings. Comparable to Hatari across multiple overlapping product lines and as a benchmark for industrial/commercial HVAC-adjacent offerings.
• Sharp Corporation: Japanese electronics conglomerate with a leading position in air purifiers (Plasmacluster technology) and consumer appliances. Comparable to Hatari through overlapping air purifier and small-appliance product categories and strong Asian market presence.

Direct peers

• Orient Electric: India-based consumer electrical company part of the CK Birla Group, with a leading position in fans and a portfolio spanning appliances. Comparable to Hatari as a fan-focused consumer brand with established distribution and manufacturing scale in an emerging Asian market.
• Usha International: Indian manufacturer of fans, sewing machines, and home appliances with established brand equity. Comparable to Hatari as a regional consumer-fan specialist with multi-category product depth and a similar value-tier focus.
• Bajaj Electricals: Indian consumer durables major with a strong fans and appliances portfolio across pedestal, ceiling, and wall fans. Closely comparable to Hatari in product mix, mass-market Asian consumer base, and broad distribution.
• Havells India: Large Indian consumer durables company with strong fan brand (Havells, Lloyd, Standard). Comparable to Hatari through its portfolio of ceiling, table, pedestal, and exhaust fans plus air coolers and a similar mass-market positioning in a hot-climate Asian market.
• Crompton Greaves Consumer Electricals: Indian manufacturer and marketer of consumer fans, pumps, and appliances with a multi-decade brand presence. Closely comparable to Hatari as a fan-specialist brand with mass-market consumer focus and similar product breadth across residential fans.

Emerging players

• Xiaomi (Mijia ecosystem): Chinese consumer electronics leader with a growing smart home portfolio including smart fans, air purifiers, and IoT appliances. Comparable to Hatari as an emerging competitor in connected/tech-forward consumer fans and air purifiers in the Asian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xbit.ly/3SOIM9I
• YouTubebit.ly/3HPTcDz
• Facebookbit.ly/4kEOojd
• Instagrambit.ly/4n2Irye

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hatari