Stainless Steel Cookware Makes Its Mark in Thailand.

Jul. 28--From stoneware to clay pots to aluminium pans, cookware has evolved over thousands of years. Now, in the latest phase, stainless steel products are gaining popularity in Thai households where they are relatively new kitchen items compared with homes in the West.

Although there are only a few makers of stainless steel cookware in Thailand, First Chue Chin Hua Corporation Ltd claims to be the first to introduce the latest technology to the industry.

The company, established in 1993, is the newest subsidiary of the Chue Chin Hua (CCH) Group, the producer of aluminium cookware and household items under the Crocodile, which have been sold in Thailand for almost 60 years. CCH was granted a Royal Appointment to use the Garuda emblem by His Majesty the King in 1973.

Vorakit Pichitpongchai, the executive marketing co-ordinator, said the group, while looking for new business lines, decided to make stainless steel cookware as a substitute for imports.

Until CCH launched the products, local consumers had no real choice but to buy imported sets, sold through direct marketing, that could cost more than 50,000 baht each.

The move also partly accomplished a goal set by the group's founder, Udom Pichitpongchai, to make as wide a range of products as possible.

First Chue Chin Hua Corp was established with 700 million baht in registered capital on the group's land in Ban Bung district, Chon Buri province.