“Nang Loi Nam Ob”, a 109 year old Thai perfume business, what does it do when times change? But the brand still exists.

Songkran Festival, during April in Thailand, is a time when many people travel back to their hometowns to visit family and elders. One of the traditions practiced during Songkran is the pouring of water over elders' hands and heads, as well as bathing Buddha images, to bring blessings. A common item prepared is "fragrant water," mixed with jasmine-infused water, which provides a refreshing scent in the hot and humid weather.

When it comes to "perfumed water," Thailand has many brands, but the one "Finance & Banking" will highlight is "Nam Ob Nang Loy," a brand with a familiar logo. Designed with traditional Thai patterns, it depicts an angel floating on a cloud holding perfumed water and has been a part of Thai culture for over 100 years. How has this brand managed to survive, and more importantly, why is it so popular that it's sold out even before Songkran?

Get to know "Thai perfume"

The brand explains the characteristics of Thai perfumed water, although it is currently not used in the form of skin care products or cosmetics like in the past. as in the Sukhothai period Late Ayutthaya, Rattanakosin, or in the reign of King Rama II, His Majesty favored the use of Nam Nam. The water is heavily seasoned. But after that, during the reign of King Rama 2, perfume essences from foreign countries were brought in to use. Therefore making Thai perfume less popular.

The main ingredient for Thai steamed water is water baked with frankincense smoke or baked candles, which are made from kaffir lime skin, frankincense, red sugar, beeswax, and nutmeg. The water is seasoned with various aromatics until it has a light yellow color, as you can see.

Starting point of "Nam Ob Nang Loi"

and today the brand “Nam Ob Nang Loi” is now under management in its 4th generation. “Not Dittaphong T. Chiang Thong” reflects the confidence and marketing of the brand for more than a century.

If we go back to the beginning The first generation of Nang Loi recipe is Hiang Th. Chiang Thong, who received the instruction on how to prepare Thai aromatic sauce from a friend in the palace. together with the application and modification of the formula Mix the fragrance of flowers, Thai herbs with Western perfumes. Until it became the original Nam Ob Nang Loi today.

If asked why the brand name is used that “Nang Loi Ob Nam” actually came from the fact that Hiang T. Chiang Thong first started selling Thai Ob Nam Nam at Nang Loi Market. Next to Bophitphimuk Temple, Chakkrawat District, Bangkok, in the beginning there was no name or brand at all. Including there is no packaging like at present. It is also a measuring method where customers bring their own water containers. But its unique fragrance makes it very popular. Soon word of mouth began to spread that it was "Mae Hiang's Thai steamed milk at Nang Loi Market." The brand name changed until it became "Nam Ob Nang Loi" and has been used until the present.

Why has the brand been around for more than 100 years even though times have changed?

One of the brand's adjustments that began since the first generation was the sales format, changing from measuring to It came to be bottled instead. and a brand design was created And although Nam O Nang Loi is already well known The brand has also expanded its product range but remains in the fragrance category. Whether it is Hin Ram Nang Loi powder Nang Loi chong pencil and Nang Loi candles which is also popular

Unstoppable growth This caused the brand to expand to a larger store on Mahachai Road, Samranrat, opposite Wat Thepthidaram and Wat Ratchanatdaram. which is located until now

After that, the business successors of the next generation began sending Nam Ob Nang Loi products to sell in other channels, such as Sangkhaphan stores. And various stores help make the brand more well known. Until the present day when the era has changed. The brand has expanded its marketing channels online to meet customer needs. Including supermarkets and pharmacies.

from household items To the annual gift set With a variety of Gift Set designs for souvenirs. Gifts for various festivals, designs that are still Thai like woven baskets. Bamboo woven box Premium packaging design and exotic products such as aromatherapy candles with the scent of Nam Ob

Including pulling out the current Collaboration between brand and brand For example, a collaboration with Moreloop to release a limited edition Nang Loi Nang Loop collection, including bags and T-shirts. There is also a collaboration with the Alsoff brand to release new products, alcohol gel and perfume. Spray alcohol with Nang Loi scent.

However, the heir to Nam Ob Nang Loi emphasizes that the longevity of the brand has been sustained because of efforts to maintain the same quality as much as possible. Longevity is the product and its quality. At present, all products are still made by people. Don't use machinery even though high season is in April. But production requires diligent work all year.

Source:

https://nangloy.com/legend.html

https://www.facebook.com/nangloy/?locale=th_TH

https://www.sentangsedtee.com/exclusive/article_177786

https://capitalread.co/issue-seasonalbusiness-nangloy/