Better Way (Thailand), the country's leading single-level direct-sales cosmetics company, is increasing its efforts to penetrate further into Asean with Indonesia in its sights, but might not use its Mistine cosmetics brand there.
"We have started negotiations with a potential partner, who is a Malaysian investor and has a cosmetics business in Indonesia. We are now more than halfway through and expect to set up our direct-selling organisation in the country within two years," managing director Danai Deerojanawong said yesterday.
The company also plans to build a second factory in Burma in a joint venture with Saha Group.
The company will allocate about 100 million baht, excluding factory cost, to establish its foothold in Indonesia, but might introduce another brand.
"Our Mistine brand is known by consumers only in Thailand. In Indonesia, nobody knows our brand. So it's quite useless to promote Mistine in the market," he said.
Indonesia is attractive to foreign companies as the government there has a policy to support and encourage their investment.