The High Road

By Ayush Madan

Ganja carries an enduring legacy in Thailand, with the famed “Thai Stick” initially putting the country on the map. Known for its unmatched potency and quality, cannabis has always thrived in our tropical climate and fertile soil. During the Vietnam War, American GI’s had a taste, quickly spreading Thai cannabis’ reputation worldwide and cementing its place in the 1960s counterculture.

Yet, despite its celebrated past, cannabis in Thailand experienced significant setbacks. The first major blow came in the 1930s when the plant – long used in traditional Thai medicine – was banned under international pressure. Decades later, the global ‘War on Drugs’ intensified its suppression, with Thailand’s 1979 Narcotics Act designating cannabis and hemp as Category 5 illegal substances. Harsh penalties pushed it underground, severing its ties to daily life and clouding its cultural significance with stigma and strict regulations.

Everything changed on 9 June 2022, when Thailand officially delisted cannabis and hemp plants from the Narcotics Code. The move allowed cultivation, sale and utilisation of the plant for medical and other approved purposes, marking a historic milestone as Thailand became the first Asian country to legalise cannabis.

This transformation is driving significant economic growth. The combined market for marijuana and hemp in Thailand is projected to expand by about 15% annually up to 2025, as it is expected to reach THB 43 billion (approximately USD 1.2 billion), according to the University of the Thai Chamber of Commerce. This boom has created new opportunities for growers, small businesses and entrepreneurs.

At the forefront of this green renaissance is Rehan Mehta, CEO of Thai Stick Co. Ltd., who wants to make Thailand and cannabis as synonymous as Switzerland and wristwatches. Originally from Mumbai, Rehan has spent the past 11 years in Thailand, gaining diverse experience across industries under the GP Group’s umbrella. His mission is clear: to elevate cannabis as a flagship Thai export while reviving the country’s rich cannabis heritage. Masala spoke to Rehan about his journey in the cannabis industry, the state of Thai cannabis, and how he ensures that Thai Stick’s cultivars stand out from the pack.

What inspired you to venture into the cannabis business, especially in Thailand?

Cannabis has a long history with the people of this region, spanning from India to Thailand and beyond. It feels as if there is an amnesia, and we have forgotten that cannabis played various roles in our cultures for hundreds of years. Before regulations clamped down its use relatively recently, cannabis was part of traditional medicines, cultural celebrations, and therapeutic practices, woven into the daily lives of communities. It was widely recognised for its ability to heal, soothe and bring people together. Its sudden vilification in the modern era disrupted this legacy, creating a gap in cultural memory and depriving societies of its potential benefits. My biggest motivator is to see cannabis one da overcome this stigma. Now, as the world begins to revisit and re-evaluate the role of cannabis, the Thai regulatory landscape has provided us an opportunity not only to embrace its medicinal and economic potential but also to reconnect with its deep cultural roots, honouring the wisdom of those who came before us.

How does your greenhouse grown cannabis differ from indoor grown?

Natural sunlight that comes through the glass enhances terpene expression by providing a full light spectrum, including UV rays, which stimulate terpene production. It also introduces natural stressors like light fluctuation and temperature changes, encouraging plants to produce more aromatic compounds. Indoor lights, while effective lack the full spectrum of sunlight, particularly UV-B rays that boost terpene production. They also provide consistent, static conditions that don’t mimic the natural stressors that drive terpene synthesis. This often results in less aromatic and complex terpene profiles compare to sun-grown cannabis.

Now that Thai Stick Co. Ltd., has received both Thai and International GACP certifications, what countries are you planning to export to first?

Australia and Germany are our top priorities. I have had to overcome a deep-seated discomfort with flyin to narrow down the right opportunities for Thai Stick in each of these markets and I’m excited to say that our first exports are right around the corner. Thailand is widely recognised as an export powerhouse for rice and fruits such as durian. A large part of my mission is to see cannabis added to that list.

People are worried about a government U-turn on cannabis laws. Why are you so confident it won’t affect the industry?

I believe “U-turn” is an overstatement. There are new regulations that are being deliberated, and that is a welcome change. There are regulations and standards in every industry, including bars, restaurants, hotels, etc. Why should cannabis be any different? I believe that appropriate regulations can strengthen the industry rather than harm it. Clear standards ensure quality, safety and legitimacy, which build trust with consumers and stakeholders. Instead of stifling the cannabis industry, these regulations can help weed out bad actors, encourage innovation and create a sustainable framework for growth. As long as we remain adaptable and proactive, I’m confident that the industry will continue to thrive under any reasonable regulatory framework.

Is there still a stigma surrounding cannabis in the Thai-Indian community and do you think it is shifting?

There is certainly still a stigma surrounding cannabis, not just in the Thai-Indian community but in society at large. I think there is a gradual shift that we have observed, which draws from the propagation of knowledge about cannabis and its relationship with the human body. Having said that, scientists have barely started to scratch the surface of how we process cannabis. In the early 90s, it was discovered that human bodies contain an endocannabinoid system, which is integral to regulating numerous physiological processes such as mood, appetite, pain and immune response. At the risk of oversimplifying, this system processes cannabinoids (the active compounds from cannabis plants) like our stomach processes food. Imagine if the stomach was only discovered 30 years ago. How limited would our understanding of digestion and nutrition be? Similarly, the endocannabinoid system, identified relatively recently, is still poorly understood, and we are just beginning to grasp its profound influence on human health. This underscores how much potential there is to explore, especially in understanding how cannabis interacts with this system to promote balance and well-being.

Did you face any pushback from your family or community when you decided to enter the cannabis industry?

Not as much as I thought I would, to be honest. Perhaps they are trying to be kind and just humouring me, but I find that even some of my oldest and most conservative relatives keep an open mind and really listen to me when I speak about cannabis and its potential benefits. Seeing their willingness to learn more, and in my dad’s case, experiment, gives me hope that society’s perspective on cannabis is genuinely shifting. It shows that even those with deeply ingrained beliefs can reevaluate their stance when presented with knowledge and personal experiences. This openness, especially from older generations, inspires me to keep advocating for cannabis, not just as a plant, but as a tool for healing and connection. It reassures me that progress is possible, one conversation at a time.

Indians often drink alcohol socially, sometimes to excess, yet many still look down on cannabis use. Why do you think this double standard exists, and how can it be addressed?

Let me start by saying that rarely, if ever, have I turned down a beer. I enjoy drinking alcohol as much as the next guy. However, let’s be realistic – even if we debate the levels of cannabis use and the methods that are considered therapeutic/medical, there is no therapeutic/medical beer, whiskey, rum or wine. While we are happy to serve these things at our celebrations, we turn our backs on cannabis as if it has no place in society. Yet, cannabis has been used for centuries not only in traditional medicines but also to relax, heal, and connect. Unlike alcohol, cannabis offer therapeutic benefits that are scientifically backed, f managing chronic pain to reducing anxiety and promoting better sleep. It’s time to question why we so readily accept one intoxicant that harms while stigmatising another that holds such potential for good. I don’t expect everyone to suddenly become advocates for my cause, but it’s my sincere request that if any of your esteemed readers have any questions or concerns, they reach out to me so that I can help shed some light for them or they can show me if I’m on the wrong path.