Amway India to push cookware range

Direct selling major plans to come up with an app soon

India’s largest direct selling FMCG Company, Amway, has plans to introduce cookware in India this year.

“Globally, close to 15% of Amway’s business comes from home tech, which includes air purifier, water purifier and cookware. In India, we are planning to launch cookware first, followed by air and water purifiers,” Anshu Budhraja, CEO of Amway India, told Deccan Herald. “The direct-selling model requires personal recommendation, and about 60% of our entrepreneurs in India are women,” he said.

Amway also has plans to introduce Whey protein this year. “We have two variants in protein category, and this will be the third one,” the CEO said.

Amway India has partnered with Microsoft to launch its first digitally enabled experience centre in Bengaluru. The centre was launched on Tuesday, and Budhraja said this is the first such centre in India. It has new-age technologies like Gamification, Virtual Makeover Solution, and Virtual Cart, among others. “This will give consumers a holistic experience, and any consumer can step in and experience this digital store,” he said, adding that in the next 3-4 years, 10-12 such digital stores will be set up with an investment of Rs 90-100 crore over a period of time.

Talking about online sales, the CEO informed that 35% of its sales come through online. “We sell our products only through our website, and not through any other third party sites,” he said, adding that the company’s business model will always be only direct selling.

Amway is also planning to come up with an app shortly. “This is also on cards, and part of our plans for 2016,” he said.

According to a FICCI-KPMG report, India’s direct selling industry has the potential to reach Rs 64,500 crore by 2025. In 2013-14, the market was estimated at Rs 7,500 crore. “It’s an exciting market in India,” he said. Recently, Amway announced its investment of Rs 550 crore in its Tamil Nadu plant. This is the company’s third manufacturing plant located outside the US. “In another five years, our investments in India will cross Rs 1,000 crore,” the CEO informed.