Buoyed by the encouraging response to its Brand Experience Centres, Amway India Limited, one of India's leading direct selling companies, plans to add 5-6 such centres in the next 12 months to enable more consumers to get a first hand experience of its products. Apart from opening more centres, Amway also intends to upgrade its 54 offices across the country into Brand Experience Centres.
At present, the company has these centres in Delhi, Bangalore, Pune, Chennai and Kolkata.
The Brand Experience Centres house special health and beauty zones manned by nutritionists and skin care experts who assess various parameters of skin and health conditions, provide personalized consultancy services to the distributors and the end users on their nutrition, wellness and beauty needs.
Moreover, these centres recommend health and beauty products from Amway, thus paving the way for one stop wellness solution. The brand experience centres give the consumers a first hand experience of the quality products of Amway India, but the sales are routed through the company's distributors.
Amway India has clocked a growth of about 36 per cent in the Orissa market during January-October this year compared to the corresponding period of 2008. The company expects to post an overall growth of 32 per cent in the state in 2009.
“At present, Amway has 29585 distributors in Orissa. Our focus always has been to improve productivity of the existing distributors rather than expanding the distributor-base”, said William S Pinckney, managing director and chief executive officer, Amway India.
On a pan-India basis, Amway recorded a turnover of Rs 1128 crore in 2008 and is eyeing a turnover of Rs 2500 crore by 2012.
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The size of the direct selling industry in the country is estimated at Rs 3,300 crore and Amway has a share of 35 per cent. The industry is poised to grow exponentially in India due to the average rise in income level and growing awareness on well being.
“The nutrition and wellness segments have been the key drivers of Amway India’s growth in India and these products contribute to over 50 per cent of our total turnover. We are confident that Amway’s nutrition and wellness products will fulfill the growing need of consumers", said Pinckney.
Amway currently has 110 products in various segments like nutrition and wellness, cosmetics, personal care and home care.