Haw Par Corporation Limited, a Singapore-grown multinational Group, is listed on the Singapore exchange since 1969. And Tiger Balm is one of the most famous product of them.

Over 100 years old, Tiger Balm  was developed by Aw Chu Kin and perfected by his sons Aw Boon Haw and Aw Boon Par. Though the founder belonged to China,   his sons  shifted base to Singapore to build the company. A K Han says Singapore was the perfect destination to do business even back then, just as it is today.

As an entrepreneur, you have to be relevant and look at what your customer wants. This truth was recognized by the founders a long time ago.. One of the earliest promotional methods they employed  was  sample testing.  They would travel in carts and urge people to use the product and give their feedback.  They  incorporated the customer feedback to improve their product. “In those days many people were poor and didn’t have money to  buy English medicines. And this product was a panacea. This can cure everything from headache to toothache to  stomach ache and even flatulence.  So it became very popular,” says Han.

Most users of the product today are from the older generation and in order to connect and bring the youth into its fold Han says they are leveraging social media. Contests and prize distribution has been the favoured route for engagement with them so far.  “We are modernising our image with the help of our new products. Anyone who wants to compete  has to be up to date,” he advises.

The ever-growing loyal cutomer base helped spread the word and  neighboring countries like Indonesia, South China, Hong Kong and Malaysia became  the first markets to be conquered. Today Thailand, Hong Kong and USA are the big markets for the brand.