Bangkok: The success of Teng Nueng Grass Jelly wasn't achieved overnight. It's the result of hard work and seeking opportunities during crises. Win-Jirawat Phuwarakit, Chief Operating Officer of Siam Dessert Co., Ltd., the producer and distributor of Teng Nueng Grass Jelly, shared the brand's journey, from its beginnings as a quick fix in restaurants to becoming a leading grass jelly brand loved by consumers nationwide.
According to Thai News Agency, the business had its humble beginnings about eight years ago when Win's friends and girlfriend, who ran a rice shop near an educational institution, faced a significant income crisis during school breaks. This challenge led them to innovate and find new products to sell. A pivotal moment occurred when the founder, staying at a temple, observed parishioners offering grass jelly with milk to monks. Inspired by the taste, they introduced this chewy and sticky grass jelly at their shop.
Achieving the perfect recipe for "Chao Kuay Teng Nueng" was a journey of trial and error. Win explained that they spent a year learning from YouTube and taking courses, frequently discarding failed batches. Despite criticism for wastefulness, their determination to achieve a unique texture paid off as they perfected the recipe. They initially offered free samples to gather feedback, which helped in refining the product and growing consumer fondness for the texture.
The brand name "Teng Nueng" (Top Performer) embodies the spirit of continuous improvement. Win emphasized that "Teng" represents being a top contender, always striving for self-betterment to achieve goals. This philosophy aligns with the brand's commitment to delivering happiness through excellent and unique desserts.
Two key turning points propelled Teng Nueng's business forward. The first was an unexpected order for 15,000 cups a day, which necessitated a rapid expansion of production capacity tenfold. The team tackled this challenge by scaling up their operations, adding more equipment, and efficiently managing resources. The second was participation in the annual Phra Pathom Chedi Festival, where their booth attracted significant attention. By playing music and offering delicious flavors, they created a buzz that led to increased brand awareness and vendor interest in reselling their products.
Teng Nueng Grass Jelly has transitioned from direct sales to a distributor system, establishing over 92 dealers nationwide and expanding into modern trade outlets like CJ, Big C, Tops, Watsons, and Jiffy. Win and his team aim to list the brand on the stock exchange as Siam Research Public Company Limited, seeking to raise capital for innovation and ensure the sustainability of the business chain. They are also planning to diversify their product line to include other desserts and health-focused products.
Win's advice for entrepreneurs emphasizes courage and adaptability. He advocates for daring to act even when unprepared, embracing the "Fail Fast, Success Faster" mindset to learn and improve swiftly.