Catharanthus roseus (L.) G. Don is a medicinal plant with high potential in the agricultural and pharmaceutical sectors due to its valuable secondary metabolites, particularly vincristine and vinblastine. Various studies have explored the potential of this species, including the development of a powdered formulation of C. roseus, which has been patented by the Directorate General of Intellectual Property, Ministry of Law and Human Rights of the Republic of Indonesia (IDP00038766). However, its commercialization remains challenging due to the instability of bioactive compound content in the plant raw material. The production of secondary metabolites is strongly influenced by environmental factors, including coastal conditions characterized by high salinity, intense light exposure, extreme temperatures, and limited water availability. These environmental factors may induce adaptive responses that affect plant growth, morphology, and metabolite accumulation. This study aimed to develop a pilot-scale cultivation system for C. roseus and evaluate its potential as a raw material for Bio-Catharantin through the characterization of morphology and secondary metabolites. The experiment was conducted in a greenhouse using growing media containing different proportions of coastal sand. Morphological characteristics were evaluated through macroscopic observations, while secondary metabolites were analyzed qualitatively using histochemical tests and quantitatively using LC–HRMS. The results showed that the 100% coastal sand medium (M1) promoted the best growth performance and morphological development of C. roseus. Histochemical tests indicated that medium consisting of 70% coastal sand and 30% paddy soil (M3) increased alkaloid accumulation, while medium consisting of 30% coastal sand and 70% paddy soil (M5) increased terpenoid accumulation. LC–HRMS analysis revealed that M1 also increased the abundance of vindoline, vincristine, and vinblastine, whereas the medium consisting of 70% coastal sand and 30% paddy soil (M3) enhanced the abundance of ajmalicine. Overall, the 100% coastal sand medium produced the most favorable morphological, and secondary metabolite
characteristics, indicating its potential for the standardization of Bio-Catharantin raw materials.