Premrattana (Prem) Srichawla on how deliberate choices can inspire a culture of wellness and refinement.

The definition of luxury has evolved. Where it once centred on excess and extravagance, today it finds its truest expression in balance, vitality, and well-being. Health has become the most coveted currency, the very measure of how we live and what we value. “Health is wealth” is no longer a saying, but a philosophy guiding choices about what we consume, how we move, and the environments we create for ourselves. In this landscape, investing in health is the ultimate form of refinement, offering not just longevity but quality of life.

It is within this context that Masala sat down with Premrattana (Prem) Srichawla, founder of Sunshine Market, established in 2013. What began as a personal quest to provide nourishing alternatives for her family has since flourished into a trusted destination for organic, gluten-free, and whole food living. Prem’s journey is a demonstration of how health-led lifestyles are shaping modern luxury, and how conscious choices can ripple outwards to redefine community and culture.

Could you tell us a little about your upbringing?

I grew up in what you could call a very typical desi Indian household back then. The idea was simple: happiness meant being married before 25, and everything I did was meant to lead me there [laughs]. I went on to study computer science at Mahidol University, worked across a variety of firms, and eventually, found my way into my own business ventures.

Were there moments in your early years that made you curious about natural living and health-focused eating?

Not at all in my early years. As a teenager in boarding school, there were no convenience stores like there are now, no Grab or other delivery apps. It was either home-cooked food when I was younger or the standard boarding school meals. The only thing that really occupied my mind was what we used to call tuck in India, basically junk food. All I wanted to know was how to get my hands on as much tuck as possible. Healthy eating wasn’t even on the horizon.

That all changed when I became a mother. When my daughter turned six months old and it was time to decide what to feed her, I suddenly felt this huge responsibility. Here was this tiny, vulnerable being who couldn’t make decisions for herself, and I was the one who had to choose what went into her body. I became obsessed in the best way, sticking charts on the wall, researching every little detail. This was back when the internet was still relatively new, and the very first book I ever bought on Amazon was called Superfoods. The author even printed and sent me a binder, and I started emailing her for advice. She introduced me to the world of organic food, teaching me about nitrates and what babies could or couldn’t digest yet.

Back then, people would joke that I was ordering food from Mars for my child because it seemed so extreme. But to me, it was simple: I wasn’t going to feed her anything harmful. If I had to make the decisions for her, then everything had to be the very best. And that’s really where my journey into food and wellness began.

How did Sunshine Market begin, and what was the spark that made you open its doors?

When I had my second child, Arnav, I thought I had everything figured out. Then, when he was six and a half, he got really sick, and I remember feeling so shocked because I thought I was doing everything right. That’s when I started to realise there’s more to health than just what we see on the surface. Every time your child falls ill, the first instinct is to go to the doctor, which, of course, we did. But I also began to notice how much medications could affect the immune system. It made me curious about what other options were out there.

That curiosity led me to food as medicine, and to the idea of prevention. I started experimenting with herbs and spices, seeing what I could use before turning to antibiotics. And as Arnav grew, I saw it actually worked. It wasn’t some kind of witchcraft. It was real, it was powerful, and it changed how I looked at health completely.

At that time, I was still flying back from Australia with suitcases full of food, soaps, shampoos, and everything else for my children, because I couldn’t find what I wanted here. One day, I thought to myself, ‘Why am I doing this?’ Why not create a space here instead of carrying half a pantry in my luggage? That was the spark, and that’s really how Sunshine Market began.

What does the name “Sunshine Market” represent for you?

I have always loved the sun, so when we were playing around with names, Sunshine just felt right. To me, it’s warm and welcoming. It is that feeling you get when you are lying on the beach, relaxed and at ease. That’s exactly what I wanted to bring into this space. When people walk in, I want them to feel like we have their back, whether it’s food, wellness, or simply a moment of comfort.

How do you curate the products you bring in, and what values guide those choices?

Curating products is honestly the most fun part for me; I love it. I get so excited about discovering new things. My rule of thumb is simple: if I’m comfortable consuming it, giving it to my kids, or letting my parents have it, then it already passes most of the test. Beyond that, I look at the organisation itself, how they treat their people, their impact on the environment, and whether their values align with ours. Because you can have a great product, but if the culture behind it feels wrong, it will not work here. I’m also very biased towards women-led startups. I truly believe that when women are given the tools and the power, they uplift their families, their communities, and create ripples of change.

Sunshine Market is known for its house-made products. How did that all come about?

The idea behind our in-house products has always been education. I wanted to show our community that healthy food does not have to be complicated or bland. It can taste good and be simple to make with quality ingredients. We started with items like nut butters, initially subcontracting, but I realised we could not fully control the ingredients or be sure of what was actually in them. Now we make everything ourselves in-house, like our peanut butter, which is made from 100 percent peanuts grown in the northern provinces, chemical-free. Taking it on ourselves allows us to maintain full control and, more importantly, to teach our customers that healthy food can be delicious, accessible, and trustworthy.

You bring in beloved international brands like Bob’s Red Mill and Moo Goo. What made you decide to go into importing?

When we first started, we tried sourcing products from local grocers, but they didn’t carry everything we needed, and I felt the vision wasn’t quite there. Everyone seemed to be following the same trends, but we wanted something different. We were looking for gluten-free, dairy-free, and other specialty ingredients that simply weren’t available locally. That’s what led me to start importing. The first brand we brought in was actually Bob’s Red Mill, and they were incredible to work with. That was really the beginning of opening doors to a wider range of high-quality, trusted international products for our customers.

What do you hope your new Chiang Mai outpost will bring to the local health-conscious scene there?

I want the experience to be exactly the same as what we offer here. People want to make healthy choices everywhere, and I hope our products make that easier and more accessible. While we can send some of our breads, pastries, and treats up to Chiang Mai, we couldn’t do everything, so opening local outposts was the natural step. Our breads are now available at Rimping Supermarket, and the response has been very encouraging. It’s wonderful to see people there appreciating the products.

You create content on health-conscious living, and you’ve carved out a space speaking directly to women on topics like hormones and menopause. What led you to focus on this area, and why does it feel important for you to spotlight it?

I’m going through menopause myself, and watching my two older sisters navigate it made me realise just how little awareness there is about the changes women experience. Even being health-conscious, eating well, and taking care of my mental health, I was shocked by the impact on sleep, mood, skin, and overall well-being. Many women end up on sleeping pills or antidepressants without understanding that it’s hormonal. Menopause affects everything from thyroid to blood sugar, and it can be confusing and scary. I want to spotlight it because women need to share these experiences, know what’s happening in their bodies, and see that there are ways to manage it, from diet to mindfulness.