The firm hopes it will help it make its name in the local market and generate sales of Bt100 million this year.

The company also plans to market Arayga throughout the Asia-Pacific region, beginning with Southeast Asia.

AT Siam was founded with registered capital of Bt10 million by Arpirat Kiatphaibool and Atsushi Ogawa, who each hold 45 per cent, and Nattasit Teppaitoon, who holds 10 per cent.

The company imports hi-tech products with energy-saving functions, but its main product in these early stages is Arayga.

Arayga is a chemical created by nanotechnology that is used to coat glass walls in resorts, showrooms, condominiums, and houses. The chemical blocks as much as 95 per cent of ultra-violet light and absorbs about 35 per cent of infrared rays.

The coating prevents fading of interior decorations and cuts interior temperatures by two to three degrees. It allows 80 per cent of outside light to come in.

With Arayga's properties and Thailand's hot weather, AT Siam's managing director Nattasit sees a bright future for the hi-tech coating.

He said Thais consumed large amounts of energy by running air-conditioners at low temperatures to maintain cool interiors. Using Arayga will allow them to set air-conditioners at higher temperatures, thus saving energy.

Although confident that Arayga has a bright future in Thailand, Nattasit acknowledged that the company would need time to explain the product's properties because the technology is new to Thailand and people cannot learn of its benefits simply by looking at a sheet of glass coated with Arayga.

The company has set aside a Bt10-million marketing budget this year, and will advertise in magazines related to home decoration and housing projects as well as attending real-estate trade fairs.

It is also approaching architects and interior designers to promote the use of Arayga among their corporate customers.

As an initial promotion, the company is offering a 20-per-cent discount from the full price of Bt1,800 per square metre until July.

It also plans to appoint 10 dealers in each region of the country this year.

Its marketing efforts so far have attracted about eight corporate customers, including the Sri Panwa Project at Phuket, Baan Issara, the Rama 9 Project, the Hampton Condominium, the Thonglor Project, Eaton Ratchada Showroom, Toyota Siam Showroom, and Honda Eke-intra showroom.

Nattasit said some customers such as Toyota were willing to consider Arayga for any future showrooms.

He said competitors in Thailand included manufacturers of chemical coatings made from resin and acrylic. These are not high-duration chemicals and are not scratchproof, whereas Arayga lasts for 10 years and is scratchproof.

Apart from the Thai market, AT Siam is also negotiating to market its products in two neighbouring countries. Nattasit declined to name them.

Other new products for the company this year include Carayga, a chemical coating with the same properties and functions as Arayga, but designed for use on cars. However, Nattasit does not think it will gain high popularity, like in Japan, because most Thai car owners still prefer tinted film for their privacy.

Another product is SE Titanium Coating - a chemical coating for materials like wood and cement. 

Nitida Asawanipont

The Nation