President Boonyakiat Chokwatana said the company was strengthening innovation to increase production and competitiveness.
It hopes this will give it a clear direction: developing innovative ways of working and innovative products both to save costs and increase product attractiveness at home and abroad.
He said strong sales alone would not promote a strong business and ICC needed to maintain the loyalty of its consumers by always offering innovative products.
Innovation has been tried over the last three years.
Boonyakiat said the company did not allocate a fixed budget for this. Instead, he said, employees put ideas to management and ICC gives a budget case by case.
The company also ar-ranges project competitions with attractive prizes.
He did not have exact figures of how much ICC has spent on all this over the past three years.
The company's overall sales last year were Bt13 billion, of which 35 per cent was exports.