Amway to expand product portfolio

Amway India Enterprises, the wholly-owned subsidiary of the $6.2 billion Amway Corporation, US, the world's leading direct selling company, is expanding its basket of products offered to Indian customers.

The products to be launched are in the nutrition and wellness and cosmetics categories. "Globally, Amway is known as a wellness and beauty company. Amway India too is moving in that direction," William S Pinckney, chief executive officer and managing director, Amway India said.

The company, which presently offers 60 products in four categories - nutrition and wellness, cosmetics, home care and personal care "" aims to launch 13 more products over the next 12 months in India. It also aims to expand its home delivery network to another 500 towns in India. Presently, Amway operates in over 2,000 towns and cities.

"Our strategy is to deliver the products to customers within 24 hours from the time of placing the order. The expansion of home delivery network will help us reach every nook and corner of the country," said Pinckney. The new products to be introduced include the company's weight management product "Positrim", slated for launch in December 2005.

Amway will also launch three products in the cosmetics category covering foot care and skin care.

Another product slated for launch in October this year is Omega 3, a heartcare product. Pinckney said the "nutrition and wellness" segment is growing rapidly with both fast moving health goods (FMHG) and fast moving consumer goods (FMCG) companies entering the fray.

"More and more companies are joining the bandwagon as there is a radical shift in the lifestyle. People are looking towards 'prevention' rather than 'cure'," he said. Among other products that will be launched over the next one year are Nutrilite Bone Health, Satinique Hair Repair Masque Nutrilite Kids Chewable (improved formula), Body Series Deo Spray, Artistry Creamy Massage, Dynamite Shaving Cream, Persona Toothbrush (improved), Advanced Satinique 2-in-1 Shampoo and Conditioner.

In addition to these, Amway India will launching the "Gift Catalogue" range of products comprising both Amway coreline and non-coreline products. These products are launched especially for the festival season.

The non-coreline products are those which are manufactured by other companies, which are of high quality, matching that of Amway's products/expectations.

This is the third successive year that Amway India is launching the gift catalogue. These products will be launched on September 1, 2005 to coincide with the commencement of the festive season and the spirit of gifting.

The company's star nutrition and wellness brand, "Nutrilite" is the largest contributor to Amway's sales turnover both globally and in India.

"India is one of the biggest markets for Amway (7th largest contributor to its global sales) and the company is set to grow immensely here with the launch of its premium products and expanded distribution network," Pinckney said.

Amway India, which reported Rs 636 crore turnover last year, hopes to close the current fiscal (September 2004-August 2005) with Rs 650 crore turnover.

The company has set a target of Rs 700 crore for the next fiscal-ending August 2006.