Amway plans 25 new Brand Experience Centres

BEC is a unique experiential branding initiative to enhance brand visibility & awareness

Amway India Enterprises Pvt Ltd, a major direct selling FMCG Company in the country, is planning to open 25 new Brand Experience Centres (BECs) in select locations across the country, including three in Western region, by the next calendar year 2012.

Presently, Amway has 12 brand experience centres in the country, including six in Western region- Mumbai, Thane, Pune, Nashik, Rajkot and Ahmedabad. BEC, which offers a virtual tour to experience Amway brands, is integral to Amway’s three-point strategy offering world class products, enhanced consumer reach and growth through innovation.

 

“We are planning to open 25-30 new BECs at select locations across the country by the next calendar year 2012. We are still in the process of finalizing locations. In western region, these brand centres will be located in Indore, Bhopal and Surat. These brand centres will communicate Amway product’s feel, features and values through live demonstrations and unlimited training. BEC is a unique experiential branding initiative to enhance brand visibility and awareness on Amway products,” Achinta Banerjie, VP, Amway India (West) told Business Standard.

Presently, the company offers around 120 products in five categories - Personal Care, Home Care, Nutrition & Wellness, Cosmetics and Gift catalogue. Nutrition & Wellness products contribute 50 per cent of Amway India’s total turn over.

Amway India manufactures its products through seven third-party contract manufacturers in the country, with Baddi-based Sarvotham Care being Amway India’s largest vendor (contract manufacturer).

Around 85 per cent Amway products sold in India are manufactured by third party vendors.