Developing new products and constantly evolving are two key elements in ensuring that a business grows sustainably and adapts to changing business circumstances, believes Jariya Jariya, CEO of Chailai Thailand.
The company produces and distributes calendula hair treatment and other skincare products under the Chailai brand. Seven years ago, Jariya left her comfort zone as a company employee to start her own business developing skincare products from calendula, a type of marigold.
“I read a research study from Kamphaeng Phet Rajabhat University about the benefit of calendula – a marigold plant that has historically been used for the treatment of different ailments, and has antibacterial, antiviral, anti-inflammatory and antioxidant properties,” she explains. “The medicinal part of the plant is found in the beautiful, deeply rich coloured orange and yellow flower.”
Jariya sought permission from the university to develop calendula as the main ingredient in her skincare and haircare products. She wanted to create new products that responded to the market segment seeking something new and different, and chemical-free products to high production standards.
After launching calendula skincare products, Jariya received a positive response from her Chailai customers. So she expanded the Chailai range to include hair care products.
Jariya focuses on 100% online marketing as it is easy to access, inexpensive and can directly reach the company’s more mature customer target group.
“Since our products are focused on quality, the cost of production is quite high,” she says. “We want to provide customers with the best quality at a fair price so we opt for online marketing as it can reach the consumers directly.” However, Jariya believes the quality of the products provides its best marketing, as this leads to customers repeat purchasing.
Chailai has seen steady growth of about 50% each year, and despite the current pandemic, sales have not been greatly affected as the company has always focused on online trading. The company is constantly carrying out research, and has attained several certificates. such as HACCP, GMP and FDA. Jariya plans to introduce at least one new product each year. Moreover, she is aiming to penetrate overseas markets, and will start selling her products to Laos this year.
“We eye to penetrate overseas market starting in ASEAN,” she says. “Neighbouring countries, such as Laos, represent the highest potential markets, as we speak a similar language and exporting is just cross border trading.” Jariya is also seeking potential business partners to help reach other overseas markets.
For more information, visit: www.facebook.com/calendulaoffice/
Photo courtesy of Chailai (Thailand)
Words by Petchanet Pratruangkrai