Sniffing an herbal winner

While Hongthai inhalers are widely known, the manufacturer isn't willing to rest on its laurels, writes Kuakul Mornkum

- Kuakul Mornkum

With a comprehensive marketing strategy that reaches every segment and a commitment to ongoing product development, the aroma of Hongthai has become pervasive.

“Inhalers are a science in themselves. When inhaled, they can help some users feel relaxed and improve their emotional well-being,” said Terapong Rabuetham, founder and chief executive of Thai Herbal Hong Thai Co Ltd, the manufacturer of the Hongthai inhaler brand.

HONGTHAI’S JOURNEY

Thai Herbal Hong Thai’s path to success was not particularly smooth. After completing his military service, Mr Terapong ventured into business by selling crispy pork rinds and chilli paste to convenience stores.

In 1999, he enrolled in a vocational course to learn how to produce patchouli essential oil. After completing the course, he attempted to distribute the inhalers he began producing in local shops, but sales were disappointing and he halted production.

In 2002, an accident left Mr Terapong recovering at home for two months. He resumed production of his inhalers, expanding his distribution channels to mini-marts, petrol stations, and even temples, where the inhalers were offered as giveaway gifts at funerals.

This approach led to a surge in demand, with production barely able to keep up.

However, a fierce price war with competitors forced Mr Terapong to pause production again, as he was unwilling to compromise on quality or reduce his prices.

Two years later, an employee at a petrol station informed him motorists asked about his inhalers during the production suspension.

This example of brand loyalty inspired Mr Terapong’s belief that: “A truly good product will always have customers.”