Pruksa Eyes Custom Home Market Beyond Bangkok
Pruksa's custom home unit Plantery is expanding beyond Bangkok to tap the 140-billion-baht provincial market, targeting major cities like Chiang Mai and Chonburi with a focus on builder credibility and project guarantees rather than price a
ICC, part of the Pruksa group, views the custom home construction market as having strong growth potential, especially among landowners in major provincial cities seeking quality homes on their own land. Plantery by Pruksa is positioning itself to capture the 140-billion-baht provincial custom home market, drawing on Pruksa's three decades of residential development expertise.
Piya Prayong, CEO of InnoHome Construction Limited (ICC), the service provider behind Plantery by Pruksa, notes that the custom home market continues to expand beyond Bangkok. Data from the Home Building Association shows the provincial custom home market is worth over 14 billion baht, representing about 77% of the national market, while Bangkok and its surrounding areas account for 23%. This reflects that opportunities are growing in economically significant provinces nationwide.
Top custom home construction areas by volume include Bangkok, Chiang Mai, Chonburi, Nakhon Ratchasima, Samut Prakan, and Pathum Thani—all regions with economic potential, residential demand, and expanding urban populations. Plantery by Pruksa is expanding service centers to these major cities to serve customers seeking reliable builders with clear processes, quality oversight, and project completion guarantees.
"Today's custom home customers don't decide based solely on design or price," Piya explains. "They prioritize builder credibility, budget clarity, construction timelines, material quality, and delivery standards."
Landowners in major cities with available capital increasingly demand builders they can trust to complete projects professionally. Plantery by Pruksa applies Pruksa's 30 years of residential development experience as a one-stop service, helping customers plan confidently while reducing risks from budget overruns, delays, and construction quality issues.
The company positions itself as a comprehensive custom home service covering consultation, design, budgeting, construction planning, quality control, and handover. It offers over 100 house designs customizable to lifestyle, land size, and family needs. A key strength is operating show homes where customers can experience actual build quality, functionality, materials, and atmosphere firsthand.
Plantery by Pruksa is developing new home products to meet diverse customer needs, launching in Q3 this year. The focus emphasizes value, transparency, quality, and confidence over price competition alone.
The company has also partnered with Grand Home nationwide to offer special benefits to Grand Home members, including an additional 100,000-baht discount and free professional architectural layout planning, plus complimentary land surveys, making it easier and more affordable for landowners to begin building plans.
