ChaTraMue

What ChaTraMue does

ChaTraMue (ชาตรามือ) is a Thai tea manufacturer and retailer founded in 1945 and headquartered in Bangkok, operating under the English tagline "Original Thai Tea Since 1945." The company is privately held with no disclosed parent, investors, or funding rounds. Its core manufacturing capability is a standardised factory process that produces dried tea (red tea, green tea, oolong tea, rose tea) used both as a raw material in beverages and desserts and as a packaged ingredient product sold to food-service operators.

The commercial business spans four monetisation streams. First, company-owned retail tea shops across Thailand's Central, North, Northeast, East, and South regions — 44+ branches in Central alone — plus international stores in Malaysia (IOI City Mall 2, Putrajaya) and Vietnam (Ho Chi Minh City). Stores are sited in shopping malls, BTS/MRT stations, hospitals, universities, gas stations, and standalone locations, with menu pricing anchored around 65 THB per beverage (e.g., the Cha Butter Beer series). Second, B2C packaged goods via the company's e-commerce site (www.cha-thai.com) covering dried tea, premium tea, flower tea, herb tea, instant tea powders, honey, tea filter bags, and official premium goods. Third, an instant/ready-to-mix SKU line in single-serve sachets (peach tea 65 THB, Earl Grey milk tea, matcha green tea latte 130 THB, cocoa 85 THB). Fourth, B2B and event-services revenue — dried tea supplied as an ingredient to restaurants and caterers, plus on-site catering for corporate and government events (including the APEC 2022 Thailand trade ministers meeting).

Distribution extends the owned retail estate with partnership-based delivery through Grab, Line Man, and Robinhood, and an active consumer-engagement layer spanning Facebook, LINE, and promotional campaigns with lucky-draw mechanics. Customer base is overwhelmingly long-tail individual consumers, supplemented by fragmentary B2B/government catering demand. Headcount is reported in the 11–50 range (likely corporate/franchise-management only); no dedicated management-team roster, certifications, patent portfolio, or financial disclosures were available in the input data, and parent/subsidiary structure is undisclosed.

Name

ChaTraMue

Legal name

ChaTraMue

Website

https://cha-thai.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

11–50 employees

Short description

ChaTraMue is a Bangkok-based Thai tea manufacturer and retailer founded in 1945, producing dried and instant teas while operating a multi-region retail chain across Thailand with stores in Malaysia and Vietnam, serving individual consumers, food-service operators, and event clients.

Ownership category

akta.pro rank

Product category

Tea & Beverage Manufacturing

NAICS

Coffee and Tea Manufacturing (311920), Flavoring Syrup and Concentrate Manufacturing (311930)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)

akta.pro secondary industries

Instant Tea, Tea Extracts & Concentrates Manufacturing (AFAFADAH), Ready-to-Drink (RTD) Tea (CRADAHAD)

Keywords

• Thai tea manufacturing
• Tea retail shops
• Herbal tea products
• Event catering services
• Instant tea powders

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Store Sales: ChaTraMue operates a chain of retail tea shops across Thailand offering beverages and food menu items, including signature Thai tea drinks, lattes, coffees, and desserts.
2. Tea Product Sales (B2C & B2B): Sale of packaged dried tea products (classic, flower tea, premium, herb tea, instant tea, honey, tea filter bags) and premium goods through online shopping and retail stores. Products serve both individual consumers and business customers (restaurants, caterers).
3. Catering and Event Services: Event catering services provided for corporate events, government functions, and special occasions. The brand provides beverage service for events and gatherings.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

ChaTraMue is a Thai tea manufacturer and retailer that produces dried tea products (red, green, oolong, rose, flower, premium, and herb teas) and instant ready-to-mix tea powders using a signature recipe passed down since 1945. The company operates a chain of retail tea shops serving beverages and desserts, provides event catering services, and sells packaged products through its own online store and third-party delivery platforms.

Product overview

ChaTraMue is a traditional Thai tea manufacturer and retailer established in 1945, with over 80 years of heritage. The company operates a multi-product portfolio consisting of: (1) Dried Tea Products - the core manufacturing business producing high-quality dried teas including red tea, green tea, oolong tea, and rose tea for use as raw materials in beverages and desserts; (2) Instant/Ready-to-Mix Products - convenient powder-based beverages including peach tea, Earl Grey milk tea, matcha latte, and cocoa available in bag packaging; (3) Retail Beverage Service - a chain of tea shops serving various tea-based drinks and desserts with menu categories including Original, Special, Latte, and Coffee options; (4) Online Shopping - e-commerce platform for purchasing products; and (5) Event Catering Services. Product sub-categories include Flower Tea, Premium Tea, Coffee & Cocoa, Herb Tea, Honey, Tea Filter Bags, and Official Merchandise. The company is committed to promoting Thai tea industry internationally through quality products and standardized factory management.

Differentiator

Problem solved

Functional benefit

Products and services

• ChaTraMue Dried Tea Products (ชาตรามือ ชาแห้ง) High-quality dried tea products including red tea, green tea, oolong tea, and rose tea, plus flower, premium, and herb tea variants, used as raw materials for making beverages and desserts. These are ChaTraMue's signature products manufactured using a unique process and standardized factory management, popular both in Thailand and internationally.
• ChaTraMue Instant Tea Powders (ชาปรุงสำเร็จ)

Quantifiable outcome

• Products popular in Thailand and abroad, with widespread retail presence across 5 regions in Thailand plus international stores in Malaysia and Vietnam

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• OATSIDE (#OATSIDE)minorGTM or Marketing Partner · 25 November 2022Food truck collaboration featuring special menu item 'Frozen Thai Tea Vegan' (โฟรซเซ่นชาไทยวีแกน). Event held November 25-27, 2022 at Samyan Mitrtown mall.
• GrabcoreChannel Partner/ Reseller/ DistributorGrab delivery partnership enabling ChaTraMue beverage delivery across Thailand. Covers delivery branches in Central (44+ locations), North, Northeast, East, and South regions.
• Line MancoreChannel Partner/ Reseller/ DistributorLine Man delivery partnership enabling ChaTraMue beverage delivery across Thailand. Covers delivery branches in multiple regions.
• RobinhoodcoreChannel Partner/ Reseller/ DistributorRobinhood delivery partnership enabling ChaTraMue beverage delivery across Central, East, and South Thailand regions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ChaTraMue
• Xx.com/chatramue
• LinkedInlinkedin.com/company/cha-tra-mue-canada

Revenue estimate

Valuation estimate

Number of profiles

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 ChaTraMue