Thailand’s 5 billion baht battery market is set for a major shakeup as “White Horse” the sole remaining Thai battery brand, undergoes a significant rebranding after 60 years. The company aims to reclaim market share from Japanese brands that currently dominate over 90% of the market.
White Horse is launching its first alkaline battery product line, “Realkaline,” focusing on quality, affordability, and eco-friendliness. This move targets younger consumers and aims to expand into Bangkok and surrounding areas, particularly in the high-growth alkaline battery market, projected to grow 5.03% annually and reach a global value of over 530 billion baht in the next decade.
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Nutthapol Wilaipattana, Managing Director of Kosol Industry Co., Ltd., the manufacturer and distributor of “White Horse” batteries, revealed to TheReporterAsia that Thailand’s battery market has a growth rate of only 1-2% per year, with Japanese brands dominating. White Horse, the only Thai brand remaining, is known for its durability, value, and strong customer base in rural areas and major cities.
With over 60 years of experience, White Horse is aggressively expanding its distribution channels both offline and online, partnering with over 200 retail stores and e-commerce platforms.
Despite the long-standing dominance of Japanese brands, Nutthapol remains confident in White Horse’s potential, particularly its strengths in quality, affordability, and eco-friendliness.
White Horse has a long history dating back to 1957, evolving its packaging and products over time. The company’s main production facility is located in China, a top-5 factory with international production standards.
Nutthapol acknowledges the challenges in the Thai battery market, including the dominance of foreign brands and limited consumer understanding of battery types. However, he believes White Horse can overcome these obstacles through product development and increased brand awareness.
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