Jorakhe Corporation Co., Ltd., a leading Thai company specializing in innovative construction materials, repair, and decoration, is set to revolutionize the perception of "flooring" with a major marketing campaign aimed at shaking up the construction industry throughout 2026. Jorakhe invites Thais to change their mindset regarding repairing "loose and worn" concrete surfaces, emphasizing that it is not something to endure and not as complicated as many believe. They stress that damaged surfaces are not just an aesthetic issue but a starting point for safety problems that could lead to accidents for residents if left unattended. They also present professional repair solutions with innovations designed to address the pain points of surface repairs, such as the "Jorakhe Floor Smooth Patch," a thin concrete repair mortar that transforms major repairs into quick fixes, reducing the work process from six steps to just two, allowing areas to be usable within 24 hours.

Jorakhe's campaign challenges damaged surfaces, aiming to raise awareness among homeowners, contractors, and builders that repairing concrete surfaces is not a complicated task but rather an urgent issue that can be easily addressed with products specifically designed for surface repairs. They communicate the importance of choosing the right solutions to achieve durable and safe flooring, reinforcing Jorakhe's image as the first Thai manufacturer of concrete repair mortar and a leader in flooring innovation (Flooring Expert) with comprehensive solutions for surface repairs, focusing on quality product development and offering repair methods that genuinely address user problems.

Identifying the Pain Point: Thais Hesitant to Tackle Concrete Surface Repairs Due to Fear of Complexity and Budget Overruns

Jorakhe estimates that the current market for concrete surface repairs is valued at approximately 1.7758 billion baht, primarily from homes over ten years old in Thailand, a period when materials begin to deteriorate, leading to issues with loose and worn surfaces, aligning with the continuously expanding home renovation and repair market. However, Jorakhe recognizes a significant pain point in the concrete surface repair market: many homeowners perceive surface repairs as a major, complicated, and costly undertaking, and are unaware of the appropriate repair methods. Some have become accustomed to living with deteriorating surfaces, believing they are still usable, without realizing that uneven, peeling, and worn surfaces pose safety risks that should be addressed, as neglecting them can lead to escalating problems and accidents for residents.

The belief that "flooring is a major issue" may stem from traditional repair images that require demolition and complete resurfacing, which come with escalating costs for demolition, labor, materials, and transportation, along with up to six steps that take a long time and generate dust, pollution, and waste from demolition, impacting health, expenses, quality of life, and the environment. To address this pain point, Jorakhe has researched and developed methods and products that transform repairs with their concrete surface repair mortar, reducing the repair process to just two steps: cleaning the surface with water and applying the product, allowing it to set for at least one day for light traffic areas and two days for heavy traffic areas. This product significantly aids contractors, making their work easier and more convenient.

Dr. Jirath Sirichalermpong, CEO of Jorakhe Corporation Co., Ltd., stated, "Floors are the foundation of the homes we live in every day, yet they are often overlooked when they begin to deteriorate. We find that many Thais choose to endure loose and worn surfaces because they believe it is a difficult problem to solve and not worth fixing. This is a belief that Jorakhe aims to change because having a good and safe space should not be difficult for anyone. The heart of Jorakhe's innovation development is to simplify what was once complex, making it manageable and accessible for everyone. The innovation 'Jorakhe Floor Smooth Patch' proves that repairing concrete surfaces to be smooth, strong, and ready for use no longer has to be a major task. This year's campaign against damaged flooring reinforces Jorakhe's role as an expert who understands homeowners, contractors, and builders, delivering targeted flooring solutions. Our intention is to set a new standard for flooring in Thailand, enabling Thais to have better and safer spaces, thereby improving the quality of life for people in the long term."

Mr. Vorapoj Tangmanaswong, Chief Marketing Officer of Jorakhe Corporation Co., Ltd., shared the campaign's communication approach, stating, "The marketing campaign to reinforce Jorakhe's Flooring Expert status will run through continuous marketing activities throughout the year to enhance brand awareness, emphasize product strengths, and expand opportunities to reach all target customer groups through all key marketing communication channels, including TVC advertising, online platforms, and offline channels, as well as collaborating with influencers aligned with the brand's image to create awareness, stimulate engagement, and reach consumers comprehensively. Additionally, we prioritize customer care through JORAKAY SHOP, a network of stores under Jorakhe's standards with over 1,200 locations nationwide, ready to introduce the Jorakhe Floor Smooth Patch product and provide professional solutions for all flooring issues, ensuring sales staff can accurately recommend product usage suitable for every customer's flooring problem."

Jorakhe Floor Smooth Patch: An Innovation Understanding Both Users and Residents

"Jorakhe Floor Smooth Patch" is designed to transform surface repairs and adjust concrete surfaces specifically, helping to reduce work steps compared to traditional repair methods. It does not require concrete curing, has high adhesion, can be used on existing surfaces without the need for additional concrete bonding agents, and is strong and resistant to abrasion, suitable for parking lots, warehouses, garages, and ramps, with areas ready for use within 24 hours for general walkways and 48 hours for heavy traffic areas. This reinforces Jorakhe's commitment to developing innovations that address pain points and meet real-world usage needs, enhancing the quality of life for users.

In addition to communicating through campaigns that resonate and address consumer insights, Jorakhe continues to innovate comprehensive construction solutions to deliver user-friendly solutions, environmentally friendly, and elevate the Thai construction industry simultaneously.