Amway India strengthens Personal Care portfolio 

With new product, Amway India is looking at increasing market penetration of liquid hand wash products 

e4m by exchange4media Staff
Published: Mar 28, 2019 5:42 PM  | 2 min read

Amway India has launched Persona Germ Protection and Moisturizing liquid hand wash. Amway aims at bringing the much-needed behavioural shift and awareness about hand hygiene among Indian consumers by reinforcing the handwashing habit as the most basic hygiene ritual. 

Amway India is also looking at increasing the market penetration of liquid hand wash products, including in tier II & III cities, through Amway direct sellers base. 

Announcing the launch of the hand wash, Sundip Shah, Chief Marketing Officer, Amway India, said, “The health and hygiene segment, especially the hand hygiene segment has seen tremendous growth in India, with the liquid hand wash category witnessing a double-digit growth in the last 5 years. There is an increasing awareness among people towards maintaining hygiene in general, and specifically hand hygiene. Liquid hand wash is more convenient, less messy and more hygienic than soaps. There is a huge potential for growth in the category which has just 10 per cent penetration in the country. With our Amway direct sellers base, we are aiming for a deeper product penetration. We are confident that Amway direct sellers will play a crucial role in spreading awareness about the importance of hand washing for a healthy life.

Anisha Sharma, Category Head – Beauty & Personal Care, Amway India, said: “With several public and private campaigns on health and hygiene, more consumers are becoming aware about the benefits of maintaining a good personal hygiene, especially hand hygiene. They are looking for a product which gives them complete germ protection, without drying their hands. We are addressing this need by providing effective germ protection with the goodness of a nourishing herbal ingredient like aloe vera which softens and moisturises the skin.”

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