Mida Assets Public Company

What Mida Assets Public Company does

Mida Assets Public Company Limited (SET ticker: MIDA) is a Thailand-domiciled, family-controlled public holding company founded in 1997 that operates a diversified portfolio of consumer finance, real estate, hospitality, and leisure businesses. Its core operation is hire purchase financing for household electrical appliances (televisions, air conditioners, refrigerators, washing machines, and similar goods) distributed through a directly-owned branch network covering 55 Thai provinces, with the company bundling demonstration, 1-day loan approval, delivery, installation, on-site maintenance, warranty service, and replacement-appliance support directly to the customer's location. Branded appliance vendors include Samsung, Panasonic, Sharp, Hatari, Soken, LG, Toshiba, and Misumaru, with installment tenors of 3-24 months.

The group extends this distribution platform into adjacent verticals through wholly- and majority-owned subsidiaries: MIDA Leasing Public Company Limited provides hire purchase loans for personal cars and pickup trucks across 74 provinces (focused on used vehicles with high resale liquidity); Mida Property Co., Ltd. (established 2009) develops residential and condominium projects (including The Panora Pattaya); MIDA Hotel and Resort Co., Ltd. and related entities operate multiple hospitality assets under the Mida Hotels and Resorts umbrella (Mida Grande Hotel Dhavaravati Nakhon Pathom, Mida Hotel Ngamwongwan, Mida Resort Kanchanaburi, Mida Hotel Don Mueang Airport, Mida De Sea Hua Hin, Ace of Hua Hin Resort, XEN Hotel Nakhon Pathom, and Aksorn Rayong) plus an 18-hole par-72 golf course on 1,127 rais in Kanchanaburi; and MW Wellness Management Co., Ltd. (51%-owned, founded 2018 as a joint venture with Singapore-based Wellity Pte. Ltd.) manages hotel, resort, condominium, and spa/wellness assets.

MIDA earns revenue primarily through interest and installment income on hire purchase contracts (electrical appliances and vehicles), real estate sales from Mida Property's development pipeline, recurring room, food & beverage, and green fee income from its owned hotels and golf course, and management/service fees from MW Wellness. The company is headquartered at 267 Charansanitwong Road, Bang-or, Bangplad, Bangkok 10700, carries a BBB- credit rating from TRIS Rating Co., Ltd. (affirmed 2018), and is controlled by the Ieosivikul family through concentrated shareholdings and board representation. Operating geographies are concentrated in Thailand (Bangkok Metropolitan Region, Central, Western, and Eastern Thailand, and key tourist provinces), with no disclosed material international footprint aside from a reference to MIDA Laos Company Limited in the credit rating commentary.

Name

Mida Assets Public Company

Legal name

MIDA ASSETS PUBLIC COMPANY LIMITED

Website

https://midaassets.com

Company type

Public

Founded year

1997

Operating status

Operating

Headcount range

251–500 employees

Short description

Mida Assets Public Company (SET: MIDA) is a Thailand-listed, family-controlled holding group founded in 1997 that provides hire purchase financing for electrical appliances and vehicles, develops real estate, and operates hotels, resorts, and a golf course through its subsidiary network.

Ownership category

akta.pro rank

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Hire Purchase of Electrical Appliances: Revenue from hire purchase sales of electrical appliances (televisions, DVD players, air conditioners, home theatre sets, refrigerators, washing machines, electric fans) with installment payment periods ranging from 3 to 24 months. Includes interest income from financing.
2. Car Leasing/Hire Purchase: Revenue from hire purchase loans for personal cars and pickup trucks, focusing on used vehicles and models with high market liquidity. Operated through subsidiary MIDA Leasing Public Company Limited.
3. Real Estate Development: Revenue from property development business including residential projects and sales management services. Operated through subsidiary Mida Property Co., Ltd.
4. Hotel and Resort Operations: Revenue from hotel and resort operations including room rentals, food and beverage, and related hospitality services across multiple properties.
5. Golf Business: Revenue from golf course and hotel operations in Kanchanaburi under MIDA Hotels and Resorts, including green fees and hospitality services.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels3 records

Core offering

Mida Assets Public Company provides hire purchase financing for electrical appliances (televisions, air conditioners, refrigerators, washing machines, etc.) and consumer vehicles, with full on-site before and after-sales services including demonstration, delivery, installation, and maintenance. The group also operates real estate development, hotel and resort properties, and an 18-hole golf course in Thailand through its subsidiaries.

Product overview

Mida Assets Public Company operates a diversified business portfolio centered on hire purchase financing and extending into real estate development, automotive leasing, and hospitality services. The core business is hire purchase of electrical appliances (televisions, air conditioners, refrigerators, etc.) offering full on-site services since 1997, with branches in 55 provinces. This is complemented by real estate development through Mida Property Co., Ltd. (established 2009), car leasing through Mida Leasing Public Co., Ltd. (serving 74 provinces), and hotel/golf operations through Mida Hotels and Resorts including properties in Hua Hin, Nakhon Pathom, Kanchanaburi, Don Mueang, and Rayong. The group also includes MW Wellness Management Co., Ltd. (51% subsidiary) for wellness and spa services.

Differentiator

Problem solved

Functional benefit

Brands

• Mida Hotels and Resorts: Hotel and resort business operating in Bangkok Metropolitan Region and other provinces with major tourist attractions including Mida Grande Hotel Dhavaravati, Mida Hotel Ngamwongwan, Mida Resort Kanchanaburi, Mida Hotel Don Mueang Airport, Mida De Sea Hua Hin, and Mida Resort Kanchanaburi.
• Mida Property
• Mida Leasing
• Ace of Hua Hin Resort
• Xen Hotel Nakhon Pathom
• Aksorn Rayong

Products and services

• Hire Purchase of Electrical Appliances Hire purchase sales of electrical appliances including televisions, DVD players, air conditioners, home theatre sets, refrigerators, washing machines, and electric fans from brands such as Samsung, Panasonic, Sharp, Hatari, Soken, LG, Toshiba, and Misumaru. Services include demonstration, trial use, financial background check, 1-day loan approval, delivery, installment payment (3-24 months), on-site maintenance, product warranties, and replacement appliances during repair. Served across 55 provinces in Thailand.
• Car Leasing Business

Quantifiable outcome

• 1-day approval for hire purchase loans
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Wellity Pte. Ltd.coreStrategic or Co-development Partner · 6 November 2018Singaporean service management company that partnered with MIDA Assets to establish MW Wellness Management Co., Ltd. as a joint venture for operating and managing hotels, resorts, commercial buildings, condominiums, housing estates, spa, Thai massage, and health massage businesses. MIDA holds 51% stake.
• Anthony Jude TanminorStrategic or Co-development Partner · 6 November 2018Individual shareholder who sold shares in MW Wellness Management Co., Ltd. as part of MIDA's increased investment, reducing his stake to 1 share (less than 1% ownership)

Scale indicators6 records

Expansion highlights5 records

Broad incumbents

• Minor International (MINT): Thai-listed hospitality conglomerate operating hotel brands (Anantara, Avani, Oaks) and restaurant/lifestyle businesses across Thailand and internationally — comparable to MIDA's multi-property hotel portfolio as a broader Thai hospitality incumbent.
• Dusit Thani: Thai-listed hotel operator with luxury and upper-midscale properties across Thailand and abroad, including wellness-oriented brands — comparable to MIDA's hotel and Mida De Sea Hua Hin portfolio, with overlap on the wellness-hospitality positioning pursued via MW Wellness.
• Asset World Corp (Centel): SET-listed Thai hospitality and real estate conglomerate operating Centara Hotels & Resorts and large-scale property developments — comparable to MIDA Hotels & Resorts and Mida Property in hotel operations and provincial real estate exposure.
• Thanachart Capital: Thai financial holding with significant auto hire-purchase and equipment financing operations, serving overlapping customer segments in consumer and small-business credit — a broader incumbent in the same hire-purchase category as MIDA.

Regional players

• AP (Thailand): Large Thai residential property developer with mid- to high-rise condominium and single-detached housing projects across Bangkok metropolitan and provincial markets — comparable to Mida Property's provincial project portfolio in Nakhon Pathom, Ratchaburi, Kanchanaburi, and Pattaya.
• Ananda Development: SET-listed Thai condominium developer focused on urban Bangkok transit-oriented projects — comparable to Mida Property's residential condominium segment including The Panora Pattaya seaview project.
• Sansiri: Major SET-listed Thai residential property developer with projects across Bangkok and key tourist destinations including Pattaya — directly comparable to Mida Property's residential and condominium development activities including The Panora Pattaya.

Direct peers

• AEON Thana Sinsap (Thailand): Thailand's largest dedicated hire-purchase company, extending installment credit for electrical appliances, electronics, motorcycles and other consumer goods through an extensive provincial branch network — directly comparable to MIDA's core electrical-appliance hire-purchase franchise.
• Krungsri Auto (Bank of Ayudhya): Auto hire-purchase and car leasing arm of one of Thailand's largest banks, with nationwide dealer and branch coverage for new and used vehicle financing — directly comparable to MIDA Leasing's car hire-purchase business across 74 provinces.

Emerging players

• NgernTidLor (Ngern Tum Rob): Thai personal-loan and hire-purchase fintech offering vehicle title loans and appliance financing; competes with MIDA's hire-purchase franchise on speed and convenience while addressing similar underserved Thai consumer segments for large-purchase installment credit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• LinkedInlinkedin.com/company/mida-assets-public-company-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 records

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 Mida Assets Public Company