ChaTraMue
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.
- Company typePrivate
- Founded1945
- HeadquartersBangkok, Thailand
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
ChaTraMue firmographics
Firmographics- 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
ChaTraMue industry classification
Industry- 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
Where ChaTraMue is headquartered
LocationHeadquarters
- HQ city
- Bangkok
- HQ country
- Thailand
- HQ region
- Asia
Offices1 record
Markets served
ChaTraMue business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- 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.
- 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).
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Instant Tea Products (Ready-to-Drink Powder) - Small Bag Packaging |
| Unit Pricing | Pay-as-you-go | ChaTraMue Tea Shop Menu - In-Store Beverages |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
ChaTraMue product offering
Product offeringCore 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
Companies that use ChaTraMue
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
ChaTraMue technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature1 record
ChaTraMue partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- OATSIDE (#OATSIDE)minorFood truck collaboration featuring special menu item 'Frozen Thai Tea Vegan' (โฟรซเซ่นชาไทยวีแกน). Event held November 25-27, 2022 at Samyan Mitrtown mall.
- GrabcoreGrab delivery partnership enabling ChaTraMue beverage delivery across Thailand. Covers delivery branches in Central (44+ locations), North, Northeast, East, and South regions.
- Line MancoreLine Man delivery partnership enabling ChaTraMue beverage delivery across Thailand. Covers delivery branches in multiple regions.
- RobinhoodcoreRobinhood delivery partnership enabling ChaTraMue beverage delivery across Central, East, and South Thailand regions.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
ChaTraMue competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
ChaTraMue social profiles
Digital presenceChaTraMue financial estimates
Financial estimateRevenue estimate
Valuation estimate
ChaTraMue leadership team
Management profileNumber of profiles
ChaTraMue funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ChaTraMue M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ChaTraMue
What does ChaTraMue do?
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.
Is ChaTraMue a public or private company?
ChaTraMue is a private company. It is classified as unknown and is currently operating.
When was ChaTraMue founded?
ChaTraMue was founded in 1945. It employs 11 to 50 people.
Where is ChaTraMue based?
ChaTraMue is headquartered in Bangkok, Thailand, in the Asia region.
How does ChaTraMue make money?
Three revenue lines are on record. Retail Store Sales are the primary driver. The others are tea Product Sales (B2C & B2B) and catering and Event Services.
Does ChaTraMue have an API?
No public API is recorded for ChaTraMue.
What industry is ChaTraMue in?
ChaTraMue's product category is Tea & Beverage Manufacturing. Its primary akta.pro industry code is CRADAHAE, Tea (Leaf, Bagged, Instant, Concentrates), with a secondary code of AFAFADAH, Instant Tea, Tea Extracts & Concentrates Manufacturing. Its NAICS code is 311920 and its SIC code is 2090.