Amway India Enterprises Pvt Ltd, a major direct selling FMCG Company in the country, is planning to open 4 new Brand Experience Centers (BECs) in Western region of the country by the next calendar year 2010.
The company has just opened new Brand Experience Centre (BEC) in Nashik, which is spread across 2,300 sq ft. This is company’s 4th centre in the country after Kolkata, Bangalore and Pune. 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 4 new Brand Experience Centres in Western region by the next calendar year 2010. These centres will be located in Mumbai, Thane and Gujrat. Since Amway products are not available on retail shelf, this brand centre 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.’
Amway India has achieved the turn over of Rs. 966 crore in the first nine months (by September) of the current calendar year 2009 and expects Rs. 1,400 crore by December end. In Maharashtra, the company achieved the sales turn over of Rs. 120 crore between Jan-Sept 2009, against Rs. 95 crore during the same period previous year.
Presently, the company offers 110 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.
