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Srichand hopes the move will double its sales by the end of the year.

Managing director Rawit Hanutsaha said yesterday the company had never previously sought to expand the distribution channels for the powder, which is used to treat rashes and pimples, besides controlling facial oil. Nor has it spent money to promote the product, which has been on the market for 61 years.

Rawit, who is in the third generation of family management at the firm, said he thought it was time to expand the distribution channels when he took up the position two years ago.

Until now, the company has sold the product only in pharmacies located in the southern, eastern and northeastern provinces.

Rawit approached CP All, the operator of the 7-Eleven chain, and submitted market research about the product's target group to its executives. CP All has now agreed to be the main distribution channel for Sirchand complexion powder throughout the country.

"Our product's target group is women earning up to Bt20,000 per month, which is the same target group as 7-Eleven clients who buy cosmetics. So CP All has welcomed our products on its shelves by the end of August," he said.

The complexion powder is initially being introduced in the latest issue of 7-Catalog. The products will be on the shelves of 3,500 7-Elevens this year, and will be in all branches by the end of 2010.