36
JAN 2017
FOOD FOCUSTHAILAND
SPECIAL
INTERVIEW
“My lifewas like that dropofwater that isdryingup”, saidPatcharapol
Suttitham, Managing Director of Ireal Plus (Thailand) Co., Ltd., whose
eyesglitteredwithdeterminationwhenhe reveal toFoodFocusThailand
his childhood story.
Thepictureofhiscryingmotherstill livesvividly inhismemory.Shewas
cryingbecauseher sonwasagameaddict.Then, hedecided tohangout
withanewgroupof friendsandpracticemeditation. “Enlightenyourself in
agoodenvironmentwherepoweranddreamexist is likepouringonedrop
of water into an ocean. There, that single drop of water will never dry up
again.” Theanswer to theTibetanmoral becamehis turningpoint in life.
TheBeginningof Ireal Plus
“When I ride on theMotorWay, I seemany large factories scatter along
both sidesof the road.When I was15, I setmygoal toownoneof these
large factories. Ienrolled inadvance to theFacultyofLaw,Ramkhamhaeng
Universityandgraduatedwithabachelordegreewhen Iwas19,and later
graduated with a Master’s from the Faculty of Business Administration
when I was 20 years old”.
“Thenameof the company, Ireal Plus, thebrand, andeven logowas
the result of a businessmodel I proposed as part of myMBAdegree at
RamkhamhaengUniversity”, toldPatcharapol.Headded that hebelieves
in the ‘fast 5’, fast thinking, fast doing, fast failing, fast improving, and fast
success.Forhim, failures thatcomeataveryyoungage isfixable,because
thehealthandpower are still ready. Hemoved forwardwithhisbusiness
strategy toapply for funding to variousbanks. That was the first obstacle
for the 20 years and twomonths old. He failed to get the approval until
the first THB 5million loanwas granted tohimby one bank.
Center ofASEANBeauty Industry
ThefirstTHB5million loanhad led to the registrationof IrealPlus (Thailand)
Co., Ltd. onMarch 12, 2001. With a headquarter in Thanyaburi district,
PathumThani province, the company expanded its factory to an area of
over 12 Rai in Don Tum district, Nakhon Pathom province, using more
thanTHB 500million capital in order towelcomeexpanding business.
“Ireal Plus (Thailand) obtains theGMPASEANCosmetics standard,
whichensureshygiene,safety,andenvironmentally friendlymanagement
system.Weuseadvanced technology fromGermany in themanufacturing
processof cosmeticsandspaproducts”, saidPatcharapol.Thecompany
also collaborates with Pharmacist Teerawut Pongsetpaisan, the former
President of Community Pharmacy Association (Thailand) to design
a factory in Nakhon Pathom to make sure it qualifies for GMP (Good
Manufacturing Practice), which control the quality of raw materials,
manufacturing process, storage, transportation, monitor, traceability,
product recall, quality inspection, safety and hygiene of manufacturing
facilities, as well as quality control of the final products. Moreover, this
factory is registered asCategory 4 (Rg.4), and participated in the green
factoryproject by theMinistryof Industry. In thenear future, it isplanning
to takepart in “DrugFreeWorkplace” project,whichwillmake the factory
free fromdrugs, alcohol and all vices.
“Wehavecombined theknowledgeof traditional orientalwisdomwith
our 30 years of experience, under the integration ideology to produce
BeautyHubofASEAN
Goalof IrealPlus
‘How can oneprevent adropof water from ever drying up?’…
askedanancient Tibet moral…
As a boy who grew up in amiddle class family with teacher parents, struggling
throughhis teenage life, shuffling from school to school, andheavily addicted to
computer gameswhilehis grade receding to 36 out of 37 students of the class.
natural cosmetics. With international standards and the selection of
thebest product from thenature, our products are safe, and free from
harmful substance for skin”
Award…thePreciousGift of Perseverance
IrealPlus (Thailand)hasbeenawardedbyvariousorganizationsuchas
PMBusinessAward (ForOutstandingPerformanceasBest Business
RisingStar in2013) - thesupremeawardgivenby theThaigovernment
to enterprises in export; Commerce DiamondAwardAward from the
MinistryofCommerce forenterprisewhomakevaluablecontributions to
thenation’seconomy, tradeandcommerce;RiverConservationAward
(RakMaenam) from theMinistryof Industry.Theseawardshave ignited
the company’s ambition to keep developing its products and services
tomeet global standard.
VarietyServices for Different Solutions
The service of the company is divided into 3 types;
•OriginalEquipmentManufacturing (OEM) -amanufacturingservice
basedon customers’ recipes
• Original DesignManufacturing (ODM) - amanufacturing service
for customerswhohave demandwithout specific recipeand idea
• Original Brand Manufacturing (OBM) - a manufacturing service
for customerswho do not wish to build a new brand, but would like to
work as an affiliate
Now, Ireal Plus (Thailand) has more than 2,000 products for its
OEMandODMservices.ForOBM, it launchesbrands including “Ireal”
targetinghigh-endmarket, “Taitening” foryoungstersconsumers, “Point”
for exports in theAECmarket, and “Freshy” for teenage consumers,
and the products can be found in famous convenience stores.
“The rising star at this moment is definitely health and beauty
businesses. In2-3 yearsago, we tended to solely focuson thebeauty
business which is external beauty. However, dietary supplements
ratherbuild thebeauty fromwithin. I believe that cosmeticsanddietary
supplements shouldgo together, henceweexpandedour businesses
to manufacture dietary supplements in September 2016”, explained
Patcharapol.
“Thereare three trends in thecosmetics industry.One is thenatural
extracts targeting customers from the European Union (EU) and
Japan. The second trend is anti-aging products, which mainly focus
on baby-boomers with high purchasing power. The third trend is skin
immunity enhancing, which is a cosmetics for sensitive skin suitable
for youngster consumers.”
“Cosmetics industryyieldsanexport output ofmore thanTHB200
billion per year. The competition heavily relies on price, quality and
differentiation.Wemust behonest withour customers in choosing the
effectiveandsafe ingredients. I believe that thekey tosuccess for Ireal
Plus (Thailand) is toeducateeveryone.We lookat our competitorsas
they are our fellow, and that is how you can improve the standard of
Thailand’s cosmetics and dietary supplements industry in the global
market”, endedPatcharapol.
