Osathaspa (OSP), a 135-year-old beverage conglomerate, is consolidating production at its Ayutthaya facility into a semi-automated smart factory (2.2B bottles/year capacity, 14-storey automated warehouse with 32,000 pallet capacity) to cut costs by ~300M baht and boost efficiency 15%. The strategy balances premium-segment growth (12-15 baht range) against base-market pressure, while leveraging 80% recycled glass content to reduce energy costs and emissions. With annual capex of 1B baht and Net Zero 2050 targets, OSP is positioning for sustainable margin defence amid subsidy withdrawal and volatile supply chains.