Lillipad developer Rob Wait, of Invercargill, holds the product, used to squat on over a toilet.

An Invercargill carpenter has joked selling and pitching his product is a bit more difficult than a simple coffee table.

Rob Wait is the owner operator of Lillipad, which makes a product of the same name that assists users to squat while using the toilet.

The Lillipad sits around the base of the toilet, allowing the user to place their feet on the fringes of the stool. It also has a step down if people find it difficult balancing on the edge of it.

Developed by Wait, he said he came up with the idea after he returned home from travelling in his 20s, nearly 30 years ago, and used squat toilets in Asia.

"By the end of my five months in Asia, I was converted to using the squat toilets.

"Then looking for something to do in my life, I thought this would be a good idea and from there I developed the concept and started making them."

Robyn Edie Lillipad developer Rob Wait, of Invercargill, demonstrates how to use the product, to squat on over a toilet.

Wait is a strong proponent of the health benefits of the product.

"It can help with the likes of constipation ... and is even a great position for pregnant women, as it is allows them to get into a good birthing position and strengthen their muscles."

Osteopaths New Zealand president Naaznin Karim believes the product would be beneficial from an osteopathic perspective.

"Being in a more squatted than a seated position would anatomically be a position that would help you evacuate your bowels without strain, and from a muscular skeletal point of view we spend too much time seated, so we have lost that ability to squat."

For Wait, the spread of internet access has been a huge boost for his business.

"I was doing this pre-internet, and was sticking flyers up on health food stores and things like that.

"With the internet coming along, I was able to broaden my market, and get out internationally.

"I have sold to more than 40 countries including Botswana, Estonia and Russia."

His biggest markets are the United States and Australia.

Southland Manufacturers Association chairman Andrew Leys said he was excited to see a small Invercargill business spreading its wings internationally.

"It's great to see a company getting into a niche, providing good service you can get your product out to a worldwide market."

"It certainly shows you can be based in Invercargill and get your product out to buyers no matter where they are based."

And the key message from Wait, "squat on the loo, it's good for you".