Images of many popular Jatukham Rammathep series are carved and varicoloured into cowhides and now much sought after by collectors. A standard size - 60cm by 60cm - Jatukham Rammathep cowhide piece is priced at Bt2,500, or higher rates when resold to retail buyers or tourists.

Makers of shadow-play puppets had previously had a hard time selling their products, as the popularity of the traditional performance itself has fallen among young people. To make them sell, all Jatukham Rammathep cowhide pieces must undergo local blessing ceremonies like the amulets that are also blessed by monks.

A maker of shadow-play puppets in Phatthalung, Sirat Sareebutr, said Jatukham Rammathep cowhide pieces made her around Bt70,000 a month - much more than her regular income from selling puppets.

Sirat sells Jatukham Rammathep cowhide pieces for Bt2,500 each to middlemen, who will resell them for around Bt2,900 or Bt3,500. If the cowhide piece is put in a special decorated frame she can earn Bt7,000 to Bt12,000 for one item.

Somphong Choojit, chairman of shadow-play puppets in Phatthalung, said his group would soon begin making Jatukham Rammathep cowhide pieces, as a large number of orders had come from buyers.

He said making Jatukham Rammathep cowhide pieces would double his monthly income of around Bt200,000, which he had earned through carving and decorating the image of Luang Phor Thuad - a late Buddhist monk highly revered among Buddhist southerners - on cowhide pieces.

The extensive sale of Jatukham Rammathep amulets now involves direct-sale techniques employed by housewives, or college students who sell part-time during school breaks. Sellers go around neighbourhoods door-to-door, seeking buyers with catalogues of images of various amulet models.

Many women already involved in direct-selling of cosmetics also include catalogues of Jatukham Rammathep amulets with their list of products. They make about 10 to 15 per cent in profit selling the already popular amulets directly to clients at their homes.

One woman called Katewadee who does direct selling said amulets were only acquired for buyers only after orders were placed, so that saleswoman don't have to carry the cost when going from house-to-house.