Top Story


Home >> Marketing >> Article

Amway to launch men's grooming-range Dynamite

Font Size   16
Amway to launch men's grooming-range Dynamite

Amway India, with an annual turnover of over Rs. 636 crore, is launching several new products in the months to come. Top of the list is going to be the men's grooming range called Dynamite, which will be unveiled between June and August, said William S Pinckney, Managing Director and CEO.

On the new range, he said, "The men's grooming range is a product that will be specifically formulated for the Indian market and manufactured in India. We have used the help of the research labs in the US to create this formulation, which is specifically for India."

"In fact Amway USA has a shaving product but we are introducing something specific to India under the brand name 'Dynamite,' which is also unique to India," he added. The Dynamite range will comprise shaving foam, after shave splash and moisturising lotion for men. The target group continues to be the premium segment, he said.

On the strategy adopted, Pinckney said, "We generally come up with 12 products in one year. This year, we have a launched a series of products with the new range, Attitude, and look forward to other launches as well." Amway India is looking at 5 to 8 per cent growth this fiscal (September 04 to August 05), he said, adding, "We are optimistic that we would do even better."

Interestingly, the company has a couple of launches lined up in nutrition and wellness segment too. "We have some nutrition products coming up this summer and next year we plan to launch a weight reduction programme," he said. Pinckney claims that the weight reduction programme is going to be an exciting launch considering that there are more and more people who are becoming weight conscious in India.

Recently, the company had launched Attitude and forayed into the premium skin care segment estimated to be around Rs 325 crore. Model-turned actress Diya Mirza was appointed as the brand ambassador for the Attitude range.


Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems