In today's retail landscape, competition is no longer just about store size or product range — it is about winning consumers' hearts, which requires a deep understanding of their daily lives. This is clearly reflected in the four awards that CP AXTRA Public Company Limited, the operator of "Makro and Lotus's," received at the Retail Asia Awards 2026 this year. Spanning sustainability, cultural marketing and customer experience, every award shared the same starting point: listening to Thai consumers before taking action.
Amid growing environmental concerns among Thai consumers, CP AXTRA's "AXTRA Zero Waste: Less Waste, More Value" project tackled food-waste management across the supply chain, from production to point of purchase, earning the company the Sustainability Initiative of the Year - Thailand award. The initiative proves that sustainability can extend beyond policy to shape real, everyday shopping experiences.
Another strength lies in Lotus's precise reading of consumer behavior. By blending cultural and consumer insight with innovative marketing, the brand created a campaign that became a massive sensation, winning Customer-Centric Brand of the Year - Thailand. It also turned the Chinese New Year festival into a commercial opportunity, with strategies rooted in deep consumer insight, delivering tangible growth and winning the Hypermarket of the Year - Thailand.
Finally, by tuning into the changing rhythms of daily life, Lotus's Go Fresh cleverly turned small consumer insights into services that meet customer needs in real time — transforming every occasion into an opportunity for convenience and winning the Convenience Store of the Year - Thailand award.
Mr. Tanin Buranamanit, Group Chief Executive Officer, CP AXTRA Public Company Limited, stated, "Earning this recognition at the Retail Asia Awards 2026 reflects not only CP AXTRA's success, but also the potential of Thai retail to compete on a regional stage. Powered by innovation, deep consumer understanding and sustainable operations, we remain committed to curating products and services that meet every lifestyle, and to building a strong wholesale-retail ecosystem connecting farmers, SMEs, partners and communities. This creates long-term shared value for the economy, society and environment."
This achievement stands as further proof and motivation for CP AXTRA to keep listening to and understanding consumers, as the company works to elevate Thai wholesale-retail standards to a world-class level and create long-term, sustainable value for all stakeholders.