Direct-selling FMCG company Amway India is evolving as a health and beauty company, in tune with parent company, Amway’s, image the world over. In its next financial year (September, 2005 to August, 2006), the company plans to launch 11 products in the Indian market, most of which will be in the Nutrition and Wellness, and Cosmetic categories.
The Nutrition and Wellness Category presently contributes 50 per cent of Amway India’s turnover.
William S Pinckney, CEO, Amway India, said, “We have planned a twin-track strategy to drive growth. Under the twin track strategy, we have planned some ‘big ticket’ launches on the one hand and on the other, to make Amway business opportunity financially more attractive and fulfilling.”
When asked if launching a host of products would change the way Amway was perceived in India, Pinckney replied, “Amway worldwide launched with a single product in the homecare segment. When Nutrilite and Artistry came into the Amway portfolio, it evolved globally as a health and beauty company. Our experience in India in these two categories indicates that Amway India, like our global operations, will ultimately evolve as a health and beauty company.”
During its launch in India in 1998, Amway had six products in the Home Care and Personal Care categories. Nutrition and Wellness brand Nutrilite, which is four years old in India, has emerged as the largest contributor to the total sales turnover of Amway India.
Pinckney was confident that over a period of time, the Cosmetics category would contribute substantially to the company’s turnover in India. Amway India’s turnover for the year ended August 2005 is expected to close at Rs 650 crore.
The products slated for launch in the next fiscal include Nutrilite Bone Health, Nutrilite Omega 3, Satinique Hair Repair Masque, Positrim, Body Series Deo Spray, Nutri Farm (agriculture product), Artistry Creamy Massage, Dynamite Shaving Cream, Advanced Satinique 2-in-1, Choco Blast (chocolate-flavoured nutritional drink for children), and Artistry Time Defiance Intensive Repair Serum.
Of these, Positrim, a weight management product, will be available in India from December 2005. It is expected to contribute substantially to Amway’s targeted turnover of Rs 700 crore in the next fiscal.
Two of Amway’s existing products – Nutrilite Kids and Persona Toothbrush – will be re-launched with improved product compositions.
Besides the new products and re-launches, Amway India will also launch the Gift Catalogue products in September this year to coincide with the festive season. The Catalogue will comprise both Amway ‘Coreline’ and ‘Non-coreline’ (manufactured by other companies and co-branded) products.
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