Issue 49

Earth Life’s biodegradable enzyme is not only good for the environment, but also for people’s health, and now it’s being used to make your car smell fresher.

“No matter how much your car costs, or which brand you own, when you sit inside it, the air you breathe should be the best quality for your health,” says Nucharee Nilsuwan, Managing Director of Earth Life.

The company manufactures Bio Great, a multi-purpose freshener made from non-toxic biodegradable enzymes and blended with natural essential oils from Thai flowers and herbs, to create a unique fragrance as well as remove unwelcome odours.

Bio Great is one of a wide variety of products found at TAPA 2016, Thailand’s leading automotive trade fair held at Bangkok’s BITEC from April 7 to 10 and jointly organized by the DITP, the Thai Auto Parts Manufacturers Association, Thai Auto Parts Aftermarket Association, Worachak Automotive Synergy Association and Thai Subcontracting Promotion Association.

The business originally focused on eliminating unwanted smells from wastewater in ponds and shrimp farms. However, in 2004 Nilsuwan expanded her business to focus on car fresheners.

“I just saw the business opportunity from what I had been doing in the past, to make a bio car freshener is just the right choice for me to create a new line of business,” she says.

The company received a grant from the National Innovation Agency (NIA). It then took two years of research with Kasetsart University to develop the product. “We have a paper to confirm our natural products are a high quality and good for your health,” says Nilsuwan.

However, much work still needs to be done in order to convince the public of the benefits of Bio Great.

“First, we need to educate our customers to know what the enzyme is and its function,” Nilsuwan says. “We have joined many trade fairs, such as Motor Show, Motor Expo, BIGBIH and TAPA, so that people know our brand and understand our products.”

Nilsuwan adds that the company has received much positive feedback both domestically and from customers in Singapore, Dubai, the Czech Republic, Japan, Vietnam, China and India.

Part of the appeal of the bio freshener is the sweet smell of Thai flowers. “The aroma we have used is from Thai flowers such as jasmine, plumeria, mok and red ginger,” she says. “We made [it] naturally with no chemicals. Customers appreciate the quality of our natural fragrance, which is not too strong but it does get rid of bad smells.”

Nilsuwan believes that there is a strong market for healthy products, particularly in Asia.
“In Japan, when they see our products in the health products category, they become more interested. The market [for health products] is expanding steadily, particularly in the Middle East,” she says.

Nilsuwan also thinks that ‘Made in Thailand’ could become a significant selling point for goods from the kingdom, in the future.

“We bring Thainess to both Thai and overseas customers,” she says. “When they get to know the quality of Thai products, they will understand that Thai products can be as high quality as other countries’ products.”

Information courtesy of the DITP

Words by Natthinee Ratanaprasidhi