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Amway to launch men's grooming-range Dynamite

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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.


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