Bangkok: Thai Prime Minister Anutin Charnvirakul will on Wednesday officially launch a nationwide discount initiative aimed at easing the burden on citizens as living costs climb, a senior official said. The "Thai Chuay Thai" (Thais Help Thais) program will see the government partner with major retailers and modern trade outlets to offer essential goods at discounted prices. More than 1,000 items, including rice, cooking oil, and toiletries, will be discounted by up to 30%, according to Poonpong Naiyanapakorn, director-general of the Department of Business Development.

According to Thai News Agency, the Prime Minister will preside over the opening ceremony at Government House on April 1. Poonpong told reporters on Tuesday that Commerce Minister Supajee Sutthumpun and private sector executives would join the launch.

The scheme covers major chains including Big C, Lotus's, Makro, Tops, The Mall Lifestore, Go Wholesale, and Gourmet Market. Big C Supercenter confirmed its readiness across 1,646 branches nationwide, ensuring sufficient stock to meet consumer demand.

Gourmet Market reported that its house brands would be priced significantly lower than market leaders, with some items seeing discounts of nearly 60%. The initiative, marked by a specific "Thai Chuay Thai" logo at participating stores, is expected to provide immediate financial relief to households.