An adviser to the firm, Dr Natha Kuptasthien, said that after having undergone its first-ever rebranding, Prachandra Osoth planned to penetrate the alternative-medicine market by exploiting the easy concept of authenticity of brand and product.

She said all the formulas of Prachandra brand medicines provided for 100-per-cent natural ingredients, especially Thai herbs. They do not use alcohol or steroids, which leave unwanted substances in the liver and kidneys.

Kanya and Saran Kuptasthien, who are siblings in the third generation of the Kuptasthien family, are leading the efforts to rejuvenate their family's core business. Kanya is managing director responsible for production and marketing, while Saran is managing director overseeing factory production processes.

The Prachandra brand was launched more than 80 years ago by Captain Khong Kuptasthien, who invented more than 100 formulas for Thai medicines and was known as "the King of traditional Thai medicine".

Sixty years later, the government introduced standards for alternative medicines, and like other makers of alternative medicines, Prachandra was obliged to apply for registration of its formulas.

After that process, the company was left with only three formulas.

Kanya and Saran have dedicated themselves to reviving their grandfather's traditional-medicine formulas by having them registered, and about 20 of them are now sold as medicines in 500 pharmacies throughout the country.

Saran's wife, Natha, said Prachandra Osoth was now selling curative, generic, women's and single-herbal medicines.

The firm has improved the image of its products, including the new Prachandra brand. The packaging and distribution channels are new, and the products come as bottled liquids, tablets, powder and capsules.

"The company is talking with a few pharmacy chains with more than 3,000 branches nationwide," Kanya said, adding that Prachandra targeted middle-income earners above age 25. About 70 per cent of its customers are upcountry and the rest in Bangkok.

She said the company, which has a staff of 40, plans to capture the domestic herbal market, which had a total value of Bt9.12 billion last year.

A study by the Kasikorn Research Centre said the domestic herbal-product market had a value of Bt48 billion per year. Of that, 23 per cent is herbal cosmetics, 20 per cent herbal beverages, 20 per cent herbs as food supplements, 19 per cent herbal medicines and 18 per cent herbal massage products.

Natha said the company would spend Bt30 million on advertising and employee training next year.

"We have to train our sales representatives to describe the indications of the medicines to our customers. 'Word of mouth' will be another of our advertising strategies," she said.

She said the company also expected to register about 20 more medicines next year. "Our target is to get all of [grandfather's] 100 formulas registered."

Natha said that next year, the company expected to garner a 5-per-cent share of the total curative-medicine market, estimated to be worth Bt400 million; 30 per cent of the total generic-medicine market, worth Bt2.7 billion; 50 per cent of the total herbal-medicines-for-women market, worth Bt4.5 billion; and 15 per cent of the total single-herbal-medicine market, worth Bt1.4 billion.

"Prachandra Osoth targets 20-per-cent growth in sales each year over the next three years," Natha said, adding that its current revenues were Bt20 million per year.

The most popular Prachandra medicines are Med Dum Bantao, used for relief of aphthous ulcers; Ya Stree, to improve menstruation; Ya Pra Sa Nam Nom, used for breast-feeding; and Ya Thad Prasit, used to relieve abdominal discomfort.

Sasithorn Ongdee

The Nation