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Thai envoy welcomes P2B investment of Shera in Phl 

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Text and photos by Marinel Peroy

Bringing Thailand’s best quality, durability, and modern look of materials, SHERA continues to showcase environmentally-friendly products that will soon launch operations of a construction plant in the Philippines.

Founded in 1974, one of the biggest and leading brands of innovative fiber cement in ASEAN, Shera joins this year’s four-day convention of World Building and Construction Exposition (WORLDBEX) that showcases innovative materials such as splendid deline series, floor plank color through, and clip lock series, and the stair-foresta series. Several wall claddings, floor decking, ceiling eaves and other products can be found at Shera’s respective booth until March 17, 2024, located at the World Trade Center, Manila. 

Notably, the mutual ties between the Philippines and Thailand have continued to flourish over the years, and remain strong. 

Speaking during the ribbon-cutting ceremony held atShera booth, Thai Ambassador to the Philippines, H.E. Tull Traisorat, expressed the “strong confidence and economic fundamentals” as Thailand and the Philippines celebrate 75 years of diplomatic relations with deep friendship and shared values.

“Thailand and the Philippines have been each other’s major trading partners, and both countries intertwine in ASEAN — third largest economy in Asia and fifth largest in the world,” H.E. Traisorat said. 

The envoy also noted that with the Regional Comprehensive Economic Partnership (RCEP), Thailand-Philippine relations will continue to have a robust economic partnership and be involved in each other’s two-way trade. 

“SHERA assumed a pivotal role as a leading manufacturer and importer of fiber cement and wood substitute products in the Philippines. It’s an honor to truly see Shera’s catchphrase: ‘build better, live better,’ added Traisorat. He also commended the significant work of the construction company in fostering relationships with local businesses and stakeholders adherent to the Build Better More program. 

From job opportunities to expansion of innovative solutions

Being known as a manufacturer of fiber-cement building materials, Shera not only provides high-quality products for residential and commercial buildings in the market but is also committed to providing a platform of livelihood for Filipinos.

As such, Shera has invested 2 billion pesos for business development plans in the country, particularly for the upcoming opening of its construction plant in Mabalacat, Pampanga this year. As Shera has been in the Philippines for more than 15 years, the operation of the soon-to-open construction plant will not only attract more investments in the Philippines but also serve as an avenue of job opportunities for Filipinos. 

During a media briefing on March 14, Country Head Thunnop Jumpasri mentioned that those Filipinos who will generate jobs from Shera would have ‘regular employment’ arrangements, and be part of the commercial/sales aspect and not only the factory operations side. 

Mr. Jumpasri, moreover, said that Shera has been in the Philippines for more than 15 years, and will remain a go-to platform for high-quality products being offered at affordable prices.

Now celebrating its 50 years in the industry, SHERA has built its empire as the largest fiber cement capacity with over 15,000 distribution networks across the ASEAN region. 

In an interview with THEPHILBIZNEWS, Mr. Khun Veerasak Kittinantakool, Executive Vice President – Marketing shared that aside from the Philippines, the other top Southeast Asian countries that they are working on the commercial side include Myanmar and Indonesia. The company has also forged business partnerships in more than 40 countries across four continents. 

Furthermore, Shera remains at the forefront of having environmentally friendly fibre cement — from green innovative fiber cement board to various wood substitution products from Thailand. These innovative, green, and sustainable solutions continue to produce energy-efficient production measures with green technology for a safe and healthy environment. 

Some key milestones of Shera: 

  • 2006 – the first manufacturer of Fiber-cement flooring plank
  • 2014 – pioneered the first fiber-cement-color-through technology 
  • 2022 – launched the innovative board pro and self-primer fiber-cement paint 

With its commitment to the environment and to maintaining the quality of its services, Shera has also received multiple international certifications, as mentioned by EVP Kittinantakool. He noted that they provide raw materials that are non-toxic and non-harmful to users, ensuring to “enhance their living” widely from production to commercial use. 

Shera was recognized with a Carbon Label (ISO 9001:2000) for its production process, a CE Mark for its product quality, and the Green Choice Philippines, Singapore Green Label, and LEED awards for its green products. 

With their high quality and environmentally-friendly business practices, Shera continues to cater to the needs of architects, distributors, contractors, and homeowners. 

In conclusion, the Thai ambassador highlighted the importance of forging a pathway towards economic prosperity and continued friendship between our two countries, Thailand and the Philippines, not only with Shera — but also through exploring trade and investment opportunities from other industries. 

Visit http://www.shera.com/ for more information. 

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