Amway plans to make India export hub

Amway India, a wholly-owned subsidiary of US-based $6.3 billion direct selling FMCG company, is looking at an aggressive growth in the country and the neighbouring markets in the next few years.

The company, which has emerged as the largest direct marketing company in the country, is now looking to make India an export hub for South Asia.

William S Pinckney, Managing Director, Amway India said the company will start exporting to Sri Lanka, Nepal, Bangladesh and Pakistan from India within the next couple of years.

"Having established our strong presence in India¿s direct marketing business in India, it will be a logical step for us to start exports from here. We have set up a modern manufacturing facility at Baddi in Himachal Pradesh for most of our products and we will make use of the huge export opportunity ahead of us," he told Business Standard.

He said the company, which is expected to achieve a turnover of Rs 800 crore during 2007, is aiming to grow it four times by 2012. For the year 2008, it is targetting Rs 1,000 crore.

Amway aims to achieve this target by starting exports from the country. "We will also achieve massive growth in our sales here by increasing our product portfolio," he said.

Amway presently has over 80 products in four categories - Personal care, Home care, Nutrition & Wellness and Cosmetics. It is now all set to launch its colour cosmetics range in December 2007, which includes lipsticks, nail colours, eye-liners, to expand its cosmetics category of products. Presently, it sells only skincare products under the brand, 'Attitude'.

"Our aim is to become the one stop shop for all personal care, nutrition and wellness products in the country. We wish to compete with FMCG companies in these categories by expanding our product range. We will give consumers a wide choice of good quality products at affordable prices," he said.

Encouraged by the good response received for its TV commercials launched recently, Amway is now planning to extend the advertisement campaign across the print media and outdoor. It plans to double the ad budget to Rs 20 crore during 2008 and advertise in select magazines and newspapers.

"Our goal is to educate the masses and not simply create demand for our products. They will be sold by our direct selling agents. We wish to highlight the importance of using health and wellness products to the consumers," Pinckney said.