Srithai Superware Upgrades Its Manufacturing with Haitian Injection Molding Technology Toward Smart Manufacturing
Amid intensifying competition in the plastics manufacturing industry, improving operational performance is no longer driven solely by adopting advanced technologies. True competitiveness begins with building the right foundations—people, processes, and long-term technology partnerships.
This exclusive interview brings together insights from Mr. Sanan Angubolkul, Chairman of the Board of Directors and President of Srithai Superware Public Company Limited, and Ms. Jennifer Liu, General Manager of SP Intermach Co., Ltd. and Haitian Machinery (Thailand) Co., Ltd., on how Thai manufacturers are laying the right foundations for modern production to build long-term, sustainable competitiveness.
Srithai Superware: A Thai Plastics Industry Leader for Over Six Decades
With more than 65 years of history, Srithai Superware is one of Thailand’s most established manufacturers of plastic and melamine products. Its portfolio spans a wide range of applications—from food packaging and melamine tableware to industrial packaging and logistics solutions.
Operating manufacturing facilities both domestically and overseas, Srithai places strong emphasis on maintaining consistent production standards across all sites. As a result, manufacturing technology has become a critical factor in managing cost efficiency, product quality, and long-term operational continuity.
Srithai’s Manufacturing DNA: Growth Through Diversity and Sustainability
According to Mr. Sanan Angubolkul, Srithai’s strength lies not merely in the size of the organization or the number of its plants, but in the diversity of its products and manufacturing processes, which continuously challenges the organization to learn and adapt.
Srithai operates under the 3S philosophy:
- Save Material – Efficient use of raw materials, reducing material consumption while designing lighter-weight products
- Save Energy – Selecting energy-efficient machinery to reduce energy consumption while improving productivity
- Save the World – Considering long-term environmental impact across the entire production lifecycle
These principles are not corporate slogans. They are actively embedded in Srithai’s production lines, product design processes, and ongoing technology investment decisions.
Smart Manufacturing at Srithai: People Before Technology
While the term Smart Factory is widely used across the industry, Mr. Sanan emphasizes that true manufacturing intelligence does not begin with machines—it begins with people.
Advancing toward future-ready manufacturing requires continuous reskilling and upskilling of technicians, engineers, and production teams so they can effectively work alongside new technologies.
“Technology can change quickly, but if people are not ready, the system will never deliver its full potential.”
— Sanan Angubolkul
Srithai therefore prioritizes a culture of learning, data-driven decision-making, and developing employees who understand the entire production process—not just isolated tasks.
A key foundation of this approach is leadership development at all levels through the 5E framework:
- Empathy – Understanding others while recognizing one’s own strengths and limitations
- Empower – Structured delegation and clear lines of responsibility
- Engagement – Building shared ownership of organizational goals
- Encouragement – Supporting teams through periods of transition
- Enable – Providing the tools and structure needed to turn capability into real performance
This framework allows technological transformation to progress smoothly and sustainably.
From Ms. Jennifer Liu’s perspective, moving toward Smart Manufacturing is not a one-time investment, but a long-term journey—starting from shopfloor data collection and machine performance analysis, to the application of AI for automatic process optimization, waste reduction, downtime minimization, and consistent product quality.
“Industry 4.0 is not about investing in the most advanced machines, but about the ability to use data to make better decisions.”
— Jennifer Liu
Haitian’s Strategic Perspective: Machines as Industrial Infrastructure
Ms. Jennifer Liu views Haitian not simply as a machinery supplier, but as an industrial enabler that must deeply understand manufacturing trends and challenges in each country.
Thailand’s strength lies in its role as a regional manufacturing hub. However, it faces increasing pressure from labor costs, energy prices, and tightening environmental standards. Modern injection molding machines must therefore be connected, adaptable, and scalable alongside their customers’ growth.
This philosophy is reflected in Haitian’s technology roadmap, which emphasizes system stability, energy efficiency, digital integration, and future expansion—without requiring manufacturers to dismantle existing production structures.
Haitian and SP Intermach: A Long-Term Technology Partnership
From Ms. Jennifer Liu’s viewpoint, the collaboration with Srithai Superware is more than a transactional business relationship—it is a long-term partnership built on shared goals.
Haitian has been the world’s No.1 injection molding machine manufacturer for over 30 consecutive years, known for energy savings of up to 70%, high precision, and full readiness for Industry 4.0 integration.
Meanwhile, SP Intermach, with more than 20 years as Haitian’s official distributor and service center in Thailand, plays a vital role as a local partner, providing after-sales service, technical support, and continuous training. This ensures that Srithai’s machinery investments deliver value well beyond initial installation.
“We don’t sell machines. We sell partnerships.”
— Jennifer Liu
Srithai’s decision to standardize on the same injection molding brand across both domestic and overseas plants reflects a systematic approach to cost control, quality management, and after-sales support—key foundations of global manufacturing operations.
Ms. Jennifer further explains that Haitian machines are designed not merely to increase output, but to enable precise control over energy use, quality, and production data, while supporting Industry 4.0 connectivity and predictive maintenance to reduce downtime and enhance long-term process stability.
The 4S Philosophy: Shared Values Between Two Partners
The partnership between Srithai and Haitian is rooted in a shared 4S business philosophy:
- Strength – Organizational robustness at a global scale
- Stretch – Expansion into international markets
- Speed – Rapid responsiveness to customer needs
- System – Structured, traceable, and scalable operations
At the same time, Haitian’s technology aligns with Srithai’s 3S philosophy—Save Material, Save Energy, and Save the World—supporting ESG-driven and sustainable manufacturing practices.
Advice for Thai Companies Expanding Overseas: “Think Global, Act Local”
Drawing from her experience working with manufacturers worldwide, Ms. Jennifer Liu notes that successful overseas expansion does not come from replicating headquarters’ systems wholesale, but from designing flexible systems adapted to local contexts.
She emphasizes that machinery and technology selection should consider:
- Local workforce capabilities
- Country-specific energy and environmental regulations
- Long-term maintenance and support infrastructure
This aligns with Srithai’s approach of viewing injection molding machines not as standalone assets, but as integrated components of a manufacturing ecosystem that connects people, processes, and data.
Mr. Sanan adds that standardizing technology across countries simplifies management, maintenance, and quality control. For Thai investors expanding abroad, he highlights three critical considerations:
- Selecting the right country from the outset
- Deciding between independent investment or local partnerships
- Building local acceptance and growing together with the community (Win-Win)
From Injection Molding Machines to the Manufacturing Foundation of the Future
Srithai Superware’s investment in Haitian injection molding technology represents more than a machinery upgrade—it is the establishment of a strategic manufacturing foundation for Smart Manufacturing, integrating people, technology, and corporate strategy.
Within this broader picture, Ms. Jennifer Liu’s role extends beyond representing a global brand. She emerges as a strategic industry voice, reinforcing that the future of manufacturing begins not with machines, but with mindset.
Thailand’s Industrial Future: Sustainability and Global Supply Chains
From Mr. Sanan’s perspective—as both a business leader and President of the Thai Chamber of Commerce—Thailand’s manufacturing sector faces both challenges and opportunities, from ESG and circular economy initiatives to emerging roles in global supply chains for EVs, medical devices, and food packaging.
Ms. Jennifer echoes this optimism, noting that trends such as China+1 and ESG-driven supply chain restructuring are creating new opportunities for Thailand in food, packaging, medical plastics, and EV components—industries that demand energy-efficient technologies capable of processing recycled and bio-based materials.
Ultimately, Smart Manufacturing is not a short-term destination, but a carefully navigated journey, tailored to the realities of each factory and business model.
This interview underscores that upgrading manufacturing is not about an abrupt leap into Smart Factories, but about building solid foundations through people, systems, and trusted technology partnerships. With Haitian injection molding technology embedded into its production structure, Srithai Superware is positioning itself to compete confidently—and sustainably—on the global stage.
Watch the full interview to explore the leadership perspectives behind Srithai’s journey toward sustainable smart manufacturing.