Mr. Sonchai Chanthayawichit: Work is considered one of the main activities in life. Therefore, if a person loves the work they do and also devotes their physical, mental and intellectual energy to the utmost, then there is no doubt that that person will be able to rise to the highest point in their career and achieve success in life that is hard to compare. Mr. Sonchai is one of those who achieved success in life in this way. He created himself from the pit of poverty and hardship as a child, relying on his love and dedication to his work. Even though he faced many hardships, he never gave up or thought of giving up because he foresaw from the beginning that if he succeeded in his business, it would create many benefits. Not only himself and his family would benefit, but also his employees, their families and all business sectors in the value chain related to his business, including raw material suppliers, distributors, traders who use your products for their own businesses and the benefits that many customers receive from using quality products from your factory, which in fact creates jobs to distribute income and improve the quality of life for people in a wide range of Thai society. In addition, if we study his biography in detail, We all see examples of philosophy, ideas, diligence, perseverance, and moderation, which are examples for the next generation to follow.

Mr. Sonchai, Chairman of Jaguar Industries (Thailand) Co., Ltd., has expanded the company's business to have branches and joint ventures with various business partners, both domestically and internationally. Mr. Sonchai is the Chairman and Director of Jaguar Industries (Thailand) Co., Ltd. and in various joint ventures.

Mr. Sonchai was born in Bang Luksue Subdistrict, Ongkharak District, Nakhon Nayok Province on Thursday, May 15, 1941. He is the son of Mr. Haomeong Sae-iew and Mrs. Kimnai Sae-ho. Mr. Sonchai is the second child of four siblings. His family immigrated by boat from China during World War II, with his older sister's family (Mr. Sonchai's aunt) immigrating before him. When Mr. Haomeong and Ms. Kimnai arrived in Thailand, they lived in the Wongwian Yai area of ​​Bangkok, working as general laborers, before moving to Nakhon Nayok. They worked as a merchant by opening a grocery store, selling coffee and other products that they could find to sell, such as rice bran, pork, mackerel, firewood for cooking rice, etc. Mr. Sonchai and all his siblings were born in this house. When they were children, all four siblings went to Wat Arunrangsi School, Tambon Bang Luksue, Amphoe Ongkharak, Nakhon Nayok Province (currently still open for teaching, but the old school building has been demolished and rebuilt). All four of them finished grade 4. Teacher Samai Phromprasert, who used to teach Mr. Sonchai and his siblings, said that all four siblings were smart, hardworking, well-behaved children, not naughty. Although they were not outstanding and memorable like other naughty children, what made them remember the children in this house was that the teacher and their father Heo-Meng were very close. In the evening, when it was time for Mr. Sonchais younger sister (Ms. Siriporn) would always invite the teacher to come and talk with their father. The teacher was kind and often gave Mrs. Siriporn pocket money in return. Therefore, we saw how this family lived. The siblings loved each other, helped each other well, and respected their elders. Even when they all grew up and had stable jobs, when it came to the villages annual festival or important events such as the abbots funeral, Mr. Sonchai and his siblings would always try to find time to visit their teachers and other teachers. However, one thing that was clearly visible was their diligence in business since they were 11 years old. They took rice bran to sell in Rangsit and on the way back, they brought mackerels back from Rangsit to sell so that they wouldnt waste their boat trip. Because they were good at business, when they reached Khlong 16, they would usually sell everything. After that, they would go to school. They went to school at 8 am and finished at 3 pm. Then they would come back to help with the work at home. At that time, the only convenient way to travel between Bang Luksue Subdistrict and Rangsit was by boat. Therefore, sometimes when they had to buy wood to burn and sell as firewood, they had to travel through Paet Riew to Prachin Buri. It took a whole day and a whole night, so they had to use a big boat to transport it back. The two siblings went together, the big boat in front and the small boat tied to the back. In those days, wood was sold by the whole boat. No matter how many boats there were, they could transport as much as they could to make the journey worth it, which was tens of kilometers. The eldest brother and Mr. Sonchai Therefore, they usually put wood until the boats sides were almost touching the water, leaving no space. They arranged the big logs for the fence and burned as firewood on the bottom, and the small logs on top, so that they could easily grab and sell them on the way back. Those who chose to float instead would cling to the edge of the boat and swim back. During times when they went with the current, it was easier. However, during times when the water was fast-flowing and the wind was strong, the two brothers had to go to shore, tie the boat with a rope, and then pull it. If it rained, the rainwater that fell and flooded the boat almost caused it to capsize. However, it never happened that it capsized.

After finishing grade 4, the eldest brother went to Bangkok to find work. He worked as a general laborer, selling water, driving a tricycle, repairing tricycles, and going out to sea with an ocean liner. When his mother Kim Nai passed away (1959), Mr. Sonchai also traveled from Nakhon Nayok Province to find work to ease the burden on his family. At the age of 12, he started his life as a mackerel seller in Pak Nam, Mueang District, Samut Prakan Province. This gave him the opportunity to meet people of different levels and see many other types of businesses. Two years later, in 1961, he moved to do an internship with his cousin, Opik, in Nang Loeng. Mr. Sonchai learned how to repair pens until he was skilled. In the evenings after work, Mr. Sonchai also gained additional knowledge by studying English, even though he did not use it at that time. As a diligent and frugal person, when he started to save enough money, he set up his own business. He started by moving to rent a house on Taksin Road on the Thonburi side. At first, it was a half-brick, half-wooden shophouse. Mr. Sonchai started his business by buying pens and metal items from pawnshops to repair and make them new and sell. Then he started to become a pen salesman and moved his family from Nakhon Nayok to live together. When the business grew, he moved to rent a shophouse behind Somdet Chaopraya Hospital on Lat Ya Road and established the name Pakka Siam Limited Partnership. He invested quite a bit, had steel bending machines, stamping machines, and all kinds of equipment, doing a full cycle from raw materials to finished products. During 1967-1970, he changed his name to Sai Phet Limited Partnership, producing fountain pens under the Farter brand. It was a family business with all siblings helping each other. Mr. Sonchai was both the manager and the salesman himself, going out to find customers himself. After starting for a short while, the pen market began to change. People used to prefer fountain pens, but now people prefer using plastic ballpoint pens instead, because they are more convenient and cheaper. This caused the fountain pen business to experience losses. When he saw the problem, Mr. Sonchai did not stubbornly continue the fountain pen business. Therefore, he changed his business direction to making watch straps instead by making stainless steel straps. In 1969, Mr. Sonchai met Ms. Sujittra Niramayakul and had a wedding ceremony on October 30, 1969.

At that time, the pen and watch shops were the same shop, so he did not lose his old customers who had been in contact for a long time. As for the equipment related to making pens, it could be adapted to make watch straps. Importantly, Mr. Sonchai's wife was already skilled in leather goods, from selecting raw materials, production to design. It can be considered a change that relied on the existing capital, which is the customer group and the entrepreneur's expertise, to apply to a new business very well.

In the early days of making watch straps, there were many problems. Most of them were problems with product quality because it was a delicate job and the workers still lacked expertise. Even though they could produce, it was still not as good as the customers wanted. Half of them had to be discarded. But Mr. Sonchai did not give up and tried to find a solution by contacting directly the company that imported watches from Japan and bringing the watch straps that he made to be inspected for both design and quality. During that time, even though they were returned every time, he came back to fix it and send it back for further inspection every time. This was done until the product met the standard and was of high quality. Customers trusted and accepted the design and quality. He was considered the first person to make the Singha Dam watch strap in Thailand (Singha Dam was the name of the watch strap model that was very popular at that time). At that time, wristwatches were imported from abroad only for the case because making the watch strap was complicated and the labor cost abroad was high, which made the price of the watch high. In addition, the fashion of changing the watch strap was popular. This Singha Dam strap sold very well and had no competitors because it required special techniques. In addition, it was a handicraft that emphasized meticulousness. Every step had to be checked. He was considered the only one who produced and sold this strap model nationwide.

When the business grew steadily and steadily, he had to hire more employees. In taking care of his employees, Mr. Sonchai would take care of both old and new employees by using the principle of justice as a guideline for management. He took care of them like an older brother taking care of a younger brother. During work time, Mr. Sonchai was very serious. Wrong is wrong, right is right. He was considered a real person. But outside of work time, he was a kind boss who always chatted with his employees. In the evening, after work, he would call all his subordinates to talk and train them about work and general matters.

Because he was a hard worker who woke up early, he would always go to the factory to check on the orderliness. Until it was time for the employees to start working, he would give orders and distribute the work until the employees understood, then he would come back to eat breakfast. After that, if he didn't go to do any work outside, he would stay in the factory until the evening. When the workers had all gone home, he would go in and check everything was in order again. He did this every day until it became a routine. In one month, Mr. Sonchai hardly had a day off from work. Until he married Ms. Sujitra, and Ms. Sujitra asked him to take a day off, at least one day a week, Mr. Sonchai finally had a day off like everyone else.

Until another important turning point, when the fashion of changing watch straps began to decline and stainless steel straps were increasingly used instead of leather straps, Mr. Sonchai bought additional machinery for producing stainless steel straps. The machines that were still usable were modified so that they could be used to produce stainless steel straps very well. Since stainless steel had to be used as raw material for production, Mr. Sonchai had to travel abroad for the first time, to Hong Kong, to contact to buy stainless steel to make watch straps. Being a hard worker, he would go anywhere. On this trip, Mr. Sonchai had to go to Hong Kong alone, even though he could not speak Chinese. He only had one business note and a suitcase. He intended to do it no matter what. If he could not do it, he would not go back. Finally, Mr. Sonchai tried until he was successful in contacting the business (at that time, Ms. Sujitra told that Mr. Sonchai had to eat only noodles for every meal because he did not know how to order other food). In 1981, Mr. Sonchais watch strap business grew rapidly. It was necessary to expand into a larger factory. He bought land near Soi Phanitthan, Phasi Charoen District, Bangkok (the area of ​​the current Jaguar factory) to produce leather watch straps, stainless steel watch straps, and opened a department to produce Jaguar brand leather products. With Sujitra taking care of the selection of raw materials, design, sewing, and marketing, and siblings from both families helping to take care of other parts, everyone worked hard until Jaguar's leather products were well-received by the market, becoming famous for their designs and product quality. At the same time, the watch strap business began to be exported to foreign countries such as Hong Kong, Singapore, Malaysia, and many other European countries, which was a source of great pride for Sonchai and his family. During that time, the company's sales staff hardly had to go out to find customers because customers would contact them directly. Employees usually only had to deliver new products for them to see.

When the company became stable and progressed, Sonchai began to think about developing other types of products as well because he saw the uncertainty of producing fashion products such as watch straps and leather products. From having to do business with foreign countries, Sonchai developed his vision to be broader and sharper in business, sparking the idea of ​​using stainless steel to make kitchenware, including spoons and forks (at that time, Thais still mostly used spoons and plates made of galvanized zinc). Although stainless steel was used as the raw material in making watch straps, it was a different production technology, requiring more advanced machinery and technology. Sonchai began to see that he had to adjust his work style. He could no longer do it with determination and trial and error. It was necessary to change to working with academic principles as support. I contacted Dr. Kiattichai Santiyanon and Dr. Phon Sakethong, who are considered experts in factories and computers respectively in Thailand, and they honored me by being my consultants. I even asked for advice from foreign organizations. I received great assistance from Mr. Robert Harttot, who at that time was a metallurgy expert from Canada, who provided guidance and advice. This point was considered to be the most important change in business direction in Mr. Sonchai's life.

Mr. Sonchai started making stainless steel spoons and forks alongside making watch straps, starting with small quantities to test the market and train his employees. Leather watch straps began to be produced less frequently until the fashion of watches changed as Mr. Sonchai had predicted. Mr. Sonchai gradually reduced the production of watch straps and started a full-fledged production line of stainless steel spoons, forks, and kitchenware, using the tiger head logo, later called the Jaguar logo, from the impression from the movie, which later became a well-known trademark both domestically and internationally. When the products were well-received by consumers and the business gradually progressed, the company changed its name to Jaguar Industries (Thailand) Co., Ltd. in 1986. However, even though this change in business type received assistance from experts and foreign academic organizations, there were still problems that had to be solved, such as the problem of trust, because he had to deal with new foreign business partners. Trust is very important, but Mr. Sonchai always adheres to correctness and honesty as his main principles in his work, adhering to the principles of diligence, perseverance, frugality, honesty, morality, and ethics. There was one incident that tested Mr. Sonchais honesty when he had to send stainless steel scraps. The remaining from the production of the products, which were in large quantities, were sold in Japan. At that time, there was news about dishonest business practices by many Thai companies, which made the Japanese companies that contacted Mr. Sonchai to trade scraps afraid that there would be problems like other companies, so they requested a random inspection. At that time, the scraps had already been transported onto a ship. No matter how the Jaguar employees negotiated, the Japanese would not give in and wanted to inspect them, which was very difficult and time-consuming because it meant separating the parts that had been compressed by a high-pressure hydraulic press into square blocks measuring 0.9 meters by 0.9 meters into small pieces. But when Mr. Sonchai found out about this, he ordered the employees to inspect as the Japanese company requested and stressed that they would be fully facilitated, that any scraps or containers would be randomly selected, and that they would be able to select them. He also saw how attentive they were to the needs of the customers. After that, the Japanese companies never asked to inspect again.

Every job that Mr. Sonchai did, he did it with one brain and two hands, dedicating his full physical and mental strength. He was also fortunate to have received support from his father, all of his siblings, and his wife all along. When his father Haomeong was still alive, if there was an important decision, Mr. Sonchai would always consult his father first, whether it was about expanding the business. Buying land to build a factory or other matters, Mr. Sonchai, in love, respect, has taken good care of you and everyone in the family. With love, faith, caring experience that is an example of a sufficient life of the family and the confidence of employees and executives at both the top and bottom levels, the business has progressed even further. During that time, Mr. Sonchai Chantayawijit and the company's staff went to see the work, sell products, buy machinery and other things abroad more, such as the United States, European countries and Asian countries, etc. Along with bringing new technologies and management to adjust and increase efficiency in production and sales until receiving quality standards 9001-2000 from many Jaguar products, resulting in privileges and trademarks from the governments of India, Vietnam, Burma, China, Spain, France, Malaysia and others to certify the quality.

From Mr. Sonchai and Ms. Sujitra, along with hundreds of employees, who have devoted their lives to work all along, even though the economy is not good, financial institutions are shaky, the problem of unemployment is increasing, these things have never made Mr. Sonchai Chantayawijit discouraged. Instead, he used strategies in management, managing people and jobs, and the sufficient economy until the business has grown even more. And need to expand production capacity further such as 1989 opened a company, led the business of producing kettles and molded products. 1991 expanded the branch factory and planted a eucalyptus forest. 1995 opened a company to produce stainless steel knives. 1999 opened a branch factory in Tak Province. 2002 opened a company as an importer and distributor of stainless steel plates and rolls. 2004 opened a company to produce stainless steel tableware for the premium market. 2005 opened Eternos Co., Ltd. as a distributor of all types of stainless steel kitchenware, respectively.

Although Mr. Sonchai's personality is diligent, patient, determined, likes to research and prove himself, and is not easily defeated, and has foresight in the stainless steel business, along with his special ability to communicate and coordinate by being able to speak many languages ​​such as Teochew, Mandarin, Japanese, English, Burmese and Hokkien, etc., it made both foreign and domestic traders trust and believe in him until he had no time to rest but instead went to inspect various factories, which is considered a rest. However, when he has free time, he will devote his time or donate things to various public organizations. Including royal merit-making such as contributing to the fund for the development of children and youth in remote areas under the project of Her Royal Highness Princess Maha Chakri Sirindhorn, the Thai Red Cross Society, scholarships, supporting sports against drugs, etc.

Everyone in this family places great importance on the education of their children, encouraging everyone to be diligent in their studies to the fullest, including the education of other children in the family who have also progressed equally.

The beginning of Mr. Sonchai's life can be said to have started from zero. Although it started with difficulty, because he believed in what he was doing, adhered to good morals, and tried his hardest, he was successful until today. Even though Mr. Sonchai has passed away, his good deeds and achievements in life are considered very valuable. The achievements he created came from his life as a fighter, his love for his work, his love for his family, and his love for his colleagues who had suffered together. All of these achievements are now bearing fruit for us to admire and are beneficial to Thai society. They are examples of living a simple life, being steadfast in goodness, working to the fullest, knowing sufficiency, being honest, sincere, loving progress, training oneself, and always seeking knowledge. Mr. Sonchai's passing is considered the loss of an important person, but it is not in vain because what he had diligently created in the past is now growing and benefiting Thai people. It can also be further developed from the foundation that Mr. Sonchai laid. Importantly, Mr. Sonchai's working life is also an example for many others to use as inspiration to strive to create goodness and achieve success for themselves like Mr. Sonchai. If Mr. Sonchai were to know about this, he would be happy and would support that person to achieve success in life like him.

Biography of Sujitra Niramayakul

Sujitra Niramayakul was born on October 31, 1941 at 523/1, Rong Muang Subdistrict, Pathum Wan District, Bangkok. Her father was named Mr. Hunlimti, surname Hun, and her mother was named Mrs. Tammui, surname Lim. She had 10 siblings, 9 of whom lived in Thailand and 1 in China. She had 10 siblings in total:

1) Mr. Wichian Niramayakul (Mekjirawat), deceased

2) Mrs. Hun Soon Buai, surname Hun (living in China), deceased

3) Miss Urai Niramayakul, deceased

4) Mrs. Sujitra Niramayakul (deceased)

5) Mrs. Wanida Sunantawanich, age 79

6) Mr. Wichai Niramayakul, deceased

7) Mr. Wirot Niramayakul, age 72, married to Mrs. Araya Niramayakul

8) Ms. Suwannee Niramayakul, 71 years old, married to Mom Mitsui

9) Ms. Sumalee Punbangkradee, 69 years old, married to Mr. Suraphat Punbangkradee

10) Ms. Sumetta Tomeechai, 67 years old, married to Mr. Chuan Tomeechai

Ms. Sujitra Niramayakul graduated with an Advanced Diploma in Accounting from the Phranakorn Accounting School and worked at Bata (Thailand) Co., Ltd. after graduation. Due to her personal interest in design, she moved to a position as a shoe and bag designer. After working for about 3-4 years, she was successful in shoe design, which increased the company's sales. Later, she met and married Mr. Sonchai Chantayawijit in 1969 and resigned from her beloved job to help her husband, Mr. Sonchai Chantayawijit (her husband), with his personal business. At the beginning of his career, he started selling and producing fountain pens until he switched to making leather goods. Leather watch straps, leather bags, until expanding to stainless steel watch straps until 1973, turning to stainless steel kitchenware until the present.

Mrs. Sujittra Niramayakul married Mr. Sonchai Chanthayawijit (now deceased). They have 3 children together.

1) Dr. Ekkachai Chanthayawijit graduated with a doctorate degree from the United States. Married to

Mrs. Pannipa Chanthayawijit, formerly Ketsasiri, has 4 children.

2) Ms. Rasami Chanthayawijit graduated with a bachelor's degree from Srinakharinwirot University, Prasarnmit.

3) Mr. Ritthichai Chanthayawijit graduated with a master's degree from the United States. Married to Ms. Wanthana Chanthayawijit, formerly Tangrattanasiri, has 2 children.

Mrs. Sujittra Niramayakul has done good deeds and supported the religion. She has always devoted her time to helping society. For example, Mrs. Sujittra Niramayakul built churches, temples, and bell towers in remote areas, such as building a church and a base for the principal Buddha image at Tham Pratun Temple, Kanchanaburi Province, and building a bell tower at Wat Phra That Doi Leng, Phrae Province. In addition, she has been a board member and vice chairman of the Hun Family Foundation, respectively, since 2012 until now. She has collaborated with the Hun Family Foundation to do many benefits for society and the country, such as helping underprivileged students as requested by schools and the needy, and participating in various activities that the Hun Family Foundation has done for society, which led to her receiving the Hun Kunathon Kiattiphum Award from the Hun Family Anusorn Foundation. In addition to what has been mentioned, she established the Robert Sornchai Jaguar Foundation using her and Mr. Robbert Hartogs personal funds to help children in remote areas in the provinces who lack scholarships. She has also distributed scholarships to children who study well of Jaguar Industries (Thailand) Co., Ltd. employees every year. She made a vow by stating to those close to her that if no one continues her intention, In managing the Robert Sornchai Jaguar Foundation, you will donate the remaining funds of this foundation to the Chaipattana Foundation. Mrs. Sujittra Niramayakul began receiving treatment in mid-2021 and received continuous treatment until May 31, 2023, when she passed away peacefully at the age of 81 years and 7 months.