Crocodile Corporation has established itself as a true innovator in the construction industry, setting sales records for cement adhesives and grout while maintaining its long-standing market leadership. The story of Crocodile Corporation Co., Ltd. began in 1992, and since then, the company has created numerous phenomena that have forever transformed the Thai construction sector.

On the occasion of its 33rd anniversary of success, Crocodile Corporation is opening a new chapter with the concept "Build Today, Beyond Tomorrow" by unveiling the "3 Legends" that set new standards for the construction industry and the "3 Innovations" that will take the Thai innovative construction brand to the global market sustainably. In the first half of 2025, Crocodile is poised for strong growth with ambitious sales targets in international markets.

Introducing the "3 Legends" that have made history in the Thai construction industry

Looking back over the past three decades, it is evident that Crocodile is not just a product manufacturer but a “revolutionary force” in the Thai construction industry across various dimensions. Each movement of the company has elevated industry standards.

Legend 1: Pioneering the Introduction of Global Technology to the Thai Construction Industry

As the first brand to transform the market by using cement adhesives with the correct standards and properties for tile installation, Crocodile started in 1992 and launched its first bagged cement adhesive in 1993. The brand made history again in 2003 with the launch of Crocodile Premium Plus Grout, the world’s first black mold-resistant grout using Microban technology from the USA, addressing the black mold issue in Thailand's hot and humid climate for the first time. The subsequent revolution was the expansion into the construction chemical business, introducing the first flexible waterproof cement, Crocodile Flex Shield, followed by the “SEE JORAKAY” ecological paint brand that includes natural colors, pattern-creating colors, and safe colors, catering to modern living with health in mind.

Legend 2: Creating 'People' to Elevate the Industry

Crocodile understands that "the best technology is useless without knowledgeable and skilled people to implement it." Therefore, the company established the Crocodile Academy training center to train internal personnel, equipping them with knowledge and expertise to comprehensively solve customers' home issues. Later, in 2022, the Crocodile Academy Training Center was established, recognized as a labor skill testing center for tile installation, certified by the Department of Skill Development, Ministry of Labor, following a cooperation agreement for the development of construction worker skills between Crocodile and the Department of Skill Development. The Crocodile Academy offers 7 comprehensive courses with nationally recognized certificates. To date, the center has trained over 20,000 skilled workers nationwide, with training sessions held in 5 regions across Thailand in 2024. Recently, in June 2025, Crocodile partnered with the Office of the Vocational Education Commission to create opportunities for youth to confidently and sustainably enter the labor market, reinforcing that investment in education and skill development is a true investment in the future.

Legend 3: Being a Standard Setter for Sustainability

From day one of its operations, Crocodile has viewed construction products as the foundation of homes, which are real living spaces for people. The company is committed to developing products that meet safety and sustainability standards. In 2019, Crocodile announced that all its product lines have passed testing to ensure quality and properties according to criteria, enhancing green building assessment scores for LEED, WELL, and TREES under the product group called “Green Products,” which includes construction, repair, and decoration works such as cement adhesives and grouts, waterproofing products, and safe, natural paints under the SEE JORAKAY brand. Currently, Green Products account for 63% of total sales. In 2024, Crocodile launched the Jorakay Green Pack, cement adhesive packaging made from 70% recycled kraft paper, reducing plastic thickness by 60% and carbon emissions by 49% per unit. In 2025, it became the only brand in Thailand to implement Dustless Technology across all 8 adhesive models, reducing dust dispersion by 80%, protecting workers, residents, and the environment. This year, Crocodile also announced its goals for Carbon Neutrality by 2050 and Net Zero by 2065.

“3 Innovations” Bringing the Thai Brand to the Global Stage

With expertise and experience accumulated over three decades, Crocodile is ready to embark on a new era with strategies to position the Thai innovative construction company as a global player through three key plans that will shape the industry in the coming decade.

Innovation 1: Maintain Market Leadership and Expand into Other Segments

Crocodile will continue to maintain its position as the market leader in cement adhesives and grouts, holding over 50% market share, while also expanding into the thriving construction chemicals business. Another strategic plan is to expand the customer base and enhance distribution channels through over 3,000 stores both in Thailand and abroad.

Innovation 2: Targeting Sales Growth in International Markets

Currently, Crocodile products are sold in 17 countries. The company aims for continuous sales growth through expanding products in existing markets and penetrating new markets. The main strategy is to build strong local partnerships and comprehensive distribution systems. The company is confident that expanding into international markets will create sustainability that will help Crocodile achieve significant growth.

Innovation 3: Launching a New Brand! “Crocodile Easy” to Simplify the Use of “Construction Products”

Crocodile reveals a major surprise with the launch of “Crocodile Easy,” a new product line that transforms the perception of construction products, making them accessible to everyone, not just professionals. With innovations that cater to the new generation, focusing on ease of use, home issues that seem complicated and inaccessible become simple. Crocodile Easy will be available online and will officially launch soon.

Mr. Supapong Petsuthitham, CEO of Crocodile Corporation Co., Ltd., stated that "The past 33 years have proven that the 100% Thai brand Crocodile can compete with innovation and quality, ready to lead the market and expand its business internationally. We do not just create products; every policy and business operation must drive the industry forward while enhancing people's lives and caring for the environment. We pay attention to every process from upstream to downstream, including research and development, production, and actual usage. Today, we continue under the concept of Build Today, Beyond Tomorrow to create sustainable growth and pass on a better world to future generations."

Crocodile continues to build on the concept of Build Today, Beyond Tomorrow by creating awareness about the business and the company's sustainable operational plans, including: 1. Focusing on building a foundation for life (Life Beyond) by striving to improve the quality of life for Thais; 2. Focusing on building a foundation for opportunities (Opportunity Beyond) by seeking growth opportunities with all relevant sectors; 3. Focusing on building a foundation for sustainability (Sustainability Beyond) by reducing environmental impacts in all dimensions of operations to pass on a livable world to future generations.

Celebrating 33 years, welcoming "Pee Khae" the new look of the Crocodile engineer mascot, ready to support craftsmen and homeowners with a friendly new look, engaging with customers on all platforms, both online and offline, to enhance the accessible image of construction, repair, and home decoration, reflecting Crocodile's commitment to being a reliable partner in every home-related mission.

From a small beginning in 1992 to a long-standing market leader, Crocodile has proven that a Thai brand can compete globally with innovation. Today, Crocodile continues under the vision of "Build Today, Beyond Tomorrow," aiming to become a global brand from Thailand that contributes to a sustainable future for our world.