CEO Insights Magazine

The welding consumable market is poised for significant growth, with a projected increase from $12.98 billion in 2023 to an impressive $17.66 billion by 2030. This promising trajectory demonstrates a compound annual growth rate (CAGR) of 4.5 percent during the forecast period, indicating a surging demand for welding solutions and metalworking technologies.

At the forefront of this industry's evolution stands a visionary leader, Oraya Wungsri, the Managing Director of Linkweld. Her unwavering passion for welding and metalworking has been instrumental in propelling Linkweld's growth and success. As a result of her visionary leadership, the company has expanded its product range, catering to a diverse clientele and staying at the forefront of emerging market needs. Under Oraya's astute guidance, Linkweld has embraced innovation, investing in cutting-edge technologies that enhance the efficiency and productivity of their engineering processes.

With Oraya Wungsri's leadership steering Linkweld towards uncharted horizons, the company is primed to leave an indelible mark on the welding industry. Through visionary leadership, unwavering determination, and a futuristic approach, Linkweld is on the cusp of a transformative journey, aiming to redefine the possibilities in welding and metalworking technologies. Discover more insights from her in the following interview excerpts.

Could you please provide a brief summary of your professional journey?

I have always had a strong passion for welding and metalworking. After completing my Master's degree in Metallurgy at Chulalongkorn University, I spent three years working as a product engineer in the welding field for a multinational company. This role allowed me to gain valuable expertise in welding technology, materials science, and quality control. In 2003, I co-founded Linkweld Thailand with four partners. Linkweld started as a welding consumables company and has since become a prominent provider of welding consumables in Thailand over the past two decades.

Our company boasts a dedicated team of skilled engineers and technicians who are fully committed to delivering top-notch welding solutions to our customers. I take great pride in the achievements of Linkweld throughout the years. Our success can be attributed to our unwavering commitment to providing highquality products and services, prioritizing customer satisfaction, and maintaining a strong and capable team of employees.

What are the factors you take into account when developing effective corporate growth strategies for the company?

As the Managing Director of Linkweld, my role encompasses crafting effective growth strategies, considering various vital factors. This involves aligning our direction with the company's purpose, goals, and values to ensure authenticity and sustainability. Understanding the market situation, including trends, customer demands, and risks, helps us stay ahead. Analyzing competitors allows us to leverage our unique advantages and differentiate ourselves. We also acknowledge our weaknesses and challenges, enabling us to proactively address them. Identifying market opportunities that align with our strengths gives us a competitive edge.

By judiciously assessing the company's financial resources, I ascertain our capability to execute growth plans effectively. Prudent resource allocation ensures that our strategies are not mere aspirations but practical and actionable steps that drive tangible results. A clear vision serves as our guiding beacon, allowing us to chart a precise course towards success. By envisioning the company's future with clarity, we can navigate confidently, making well-informed decisions that keep us on the path of sustainable growth.

Tell us about the leadership approach you follow as a leader.

My leadership style is based on serving my team and supporting them to achieve their goals. I am always ready to listen and learn from feedback and I am always willing to admit and correct my errors. I think that it is important to build a positive and supportive work culture where my team members feel respected and recognized. I also think that it is important to establish clear objectives and expectations. I want my team members to understand what they need to do and I want them to have the tools they need to do it. I also think that it is important to give regular feedback and guidance to my team members. I want them to be able to improve and advance in their careers.

Tell us about your academic experience at Chulalongkorn University Thailand. Which are the times you found these lessons beneficial in your journey so far?

My academic experience at Chulalongkorn University was impactful. I acquired the basics of metallurgy and fundamental knowledge of engineering which has provided me a solid base for my career in welding consumables. I also learned the importance of analytical thinking and problem-solving, which are crucial skills for any engineer or business leader.

One of the most useful lessons I learned was the importance of teamwork. In my engineering classes, I had the chance to work on projects with other students from different backgrounds. This experience taught me the importance of communication, cooperation, and compromise. These skills have been very helpful to me in my career as a business leader.

Define Linkweld as an organization and position in the market. What makes Linkweld a reliable choice for its customers?

Linkweld is a welding consumable and metalworking solution company that has participated in the success of many projects, from construction, automobiles, railroad, oil & gas facilities to LPG installations and more. We have been trusted to provide the essential materials that make these vital infrastructures possible. Our impact goes beyond Thailand, we have played a key role in various prestigious projects in both Thailand and the Middle East. Our expertise and commitment have enabled us to contribute to the development of the oil and gas industries in Kenya. Today, we are a proud distributor of 28 leading international brands.

Where do you see yourself headed in the upcoming years? What is your future roadmap?

In the coming years, Linkweld adopts a futuristic, leadership-driven approach, focusing on growth and expansion. The demand for our welding and engineering solutions remains robust in Thailand and beyond. We eagerly anticipate new product developments and cutting-edge innovations. My roadmap is clear, prioritize delivering unparalleled welding solutions, expand into new markets, and cater to evolving customer needs through novel products and services. To lead the industry, we invest in research and development, integrating artificial intelligence.

Linkweld aims to be a prominent welding technology provider in Asia. To achieve this, we expand our product range, enhance engineering processes with advanced technology, and collaborate with esteemed research institutions for groundbreaking welding technologies.

Confident in our team, quality commitment, and customer focus, we embrace continuous improvement. With determination, we embark on this transformative journey, setting new standards and redefining welding and engineering possibilities. The future of Linkweld shines brightly, and we eagerly anticipate realizing our vision, shaping a brighter tomorrow for our company and the industries we serve.