Boonsithi Chokwatana is the Chairman of Saha Group, Thailand’s leading consumer products conglomerate. This is part 12 of a 30-part series.
Our business of selling Pias cosmetics took off after a shaky start. I already had an idea about the next move for I.C.C. International, the company I started from scratch for the Pias business.
Since our Pias business was selling “price-maintained” cosmetics through “beauty advisers” who demonstrated the products and counseled consumers, I thought we should use the same sales approach for other products to be sold by I.C.C.
Having conquered the cosmetics market, I wondered what products women would want next. The answer that came to my mind was lingerie.
Our business successes with Lion and Pias made me inclined to team up with another Japanese company for the lingerie business. I started searching for the No. 1 underwear maker in Japan. When I…
