Amway to take on FMCG giants in India

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After establishing itself as a major player in the home care, nutrition & wellness, cosmetics, it is time now for the Amway to take on fast moving consumer goods (FMCG) companies in India such as HUL, Dabur, Gillet.

The Rs 800-crore Amway India has forayed into the Rs 1,500-crore great value products market with a slew of launches such as coconut oil, amla oil, shaving cream, hair cream, disposable razors among few products recently. “We are looking at 3% to 5% in each of these segment in the first of year launch and hope to become a major player soon,” said William S Pinckney, MD and CEO, Amway India .

Addressing visiting journalists from Chennai on Friday at the company’s largest contract manufacturing facility at Baddi in Himachal Pradesh, he said, “We are bullish on the Indian market for these products. We believe given our brand equity and unique marketing exercise, the company hopes to turn the tide on its favour.”

“We are pitching our products at par with our competitors. We have 450,000 strong active distributors in India with wider public interface. With the strong brand, Amway hopes to garner sizeable market chunk of each product in India ,” he said further. The company has 102 products now under five different categories.

The company has roped in dedicated contract manufacturing facilities for each of these products. “For the first time in India it has started advertising these new products in print media and TV channels,” he added.

Earlier, talking about the Baddi facility, he said this is the largest contract manufacturing facility for Amway in India and manufactures 80% of Amway’s products in India . The Baddi facility is run by Sarvottam Care Limited and has invested over Rs 50 crore into this facility.