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Product and Topic Expert
Product and Topic Expert

Namsiang Group (NSG) recently announced it has successfully converted its legacy system to Netizen Peony, a localized version of the SAP S/4HANA suite, and implemented SAP Intelligent Robotic Process Automation through the collaboration with an SAP partner company, Netizen. The newly harmonized ERP system and the power of intelligent automation enable NSG to become an agile organization unlocking the innovation potential of chemical enterprise by enhancing the full spectrum of business value comprising revenue growth, operating margin, asset efficiency, sustainability, and safety.


NSG is a leading chemical product distributor in ASEAN. It is renowned for its wide variety of products with a comprehensive selection such as cosmetics, food supplements, fragrances, flavoring agents, food additives, cleaning products, and tools to provide customers source of global manufacturers with the best quality. NSG also provides a variety of standardized services to meet the needs of customers. It was founded in 1927 with a commitment to co-create innovative products by responding to customer needs under the concept “Beyond Collaboration”.


With increasing competition, cost uncertainty, and the need to support customers quickly, NSG focuses on reinventing its business and operating models through digital transformation, growth, and preparing the company to become the best in the ASEAN region.

"As we are a leading distributor of the industrial chemical products in the country and we distribute our products internationally, we are looking for a way to restructure our business processes to be operated on a single platform. We want to reconfigure supply chains and incorporate sustainability into our business practice which can help us adopt into enterprise-wide business innovation.” Rawipol Kritsadapongs, President of Namsiang Group, said.


From left: Atul Tuli, Managing Director, SAP Indochina; Rawipol Kritsadapongs, President, Namsiang Group; and Seree Satukijchai, CEO of Netizen

“NSG is tackling these challenges by leveraging technology and software solutions from SAP to improve the business. Our inventory and distribution process are very complex as we have a wide variety of products. Implementing a single localized version of the S/4HANA system and SAP Intelligent RPA solution across all business units is a core component of our strategy towards process efficiency, standardization, and industrialization. And while doing so, digital transformation can serve us as a unique catalyst to rally the entire organization around continuous innovation and value creation. Digital Transformation is not only expected to unlock the innovation potential of our company but also enhance the full spectrum of our business value.”- Rawipol added.


For its operations across 4 offices in Thailand, NSG is now relying on SAP S/4HANA, Netizen Peony for new database technology and will expand the implementation in Vietnam, the Philippines, and Indonesia. The localized version of SAP S/4HANA, Netizen Peony, was implemented by Netizen, a consulting company with more than 20 years of SAP software implementation. It will act as a digital core to help NSG drive digital transformation and simplify business processes across their entire organization to improve inventory management and forecasting, enabling the company to react to customer demands in real-time. The solution will also provide visibility to sales, stock, inventory data in real-time via mobile devices. SAP Intelligent RPA will help NSG automate its repetitive manual processes that occupy their time by creating, scheduling, managing, and monitoring intelligent bots which redirect the company resources toward high-value activities.


Atul Tuli highlighted: “An efficient ERP system is critical for business continuity and business expansion, especially today. Our strategic partnership with Namsiang Group will take their digital transformation journey to the next phase as we work towards delivering innovation via business process harmonization, leveraging our intelligent technologies like SAP Intelligent RPA. We believe this collaboration will enable Namsiang Group to achieve stronger market positioning in the post-pandemic world."


Netizen, an SAP Platinum Partner, was chosen as an implementation partner for this digital transformation project. Seree Satukijchai, CEO of Netizen said: “It is a great honor for our company to implement SAP solutions and develop Netizen Peony, the localized version of the SAP S/4HANA suite to help NSG digitize and transform the operational process. This implementation will also support Governance, Risk, and Compliance by allowing the company to operate on a reliable and transparent system. We thank NSG for trusting and choosing our company to accelerate their digital transformation journey.”

“We aim to expand our digitalization efforts across our regional operations. The first go-live step in August this year across 4 offices in Thailand and the implementation plan in 4 countries have proven the value of working with SAP and Netizen. The new ERP system has set a foundation and shifted us into the new way of work as we adopt cutting-edge technologies for the future.” added Rawipol Kritsadapongs, President of Namsiang Group.


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