Amway India launches herbal skin care range

December 14, 2018

The market for beauty and body care products with herbal and natural ingredients is on an upswing across the world. In India too, this market is witnessing a flurry of activities, with both Indian and global brands vying with each other to launch herbal versions of their beauty products

Leading direct selling FMCG company, Amway India, has further strengthened its presence in the herbal beauty products market, by launching its skincare range of offerings. The new range, called ‘Attitude Be Bright Herbals’, comprises three products – a day cream, a night cream, and a face wash. With this range, the company intends to tap the ₹2000-crore herbal skincare market in India.

The company is targeting a business of ₹45 crore in the next three years with the launch of the new herbal skincare range. The size of herbal skincare market in India is Rs. 1,000 crores, which is growing at a double-digit rate, given the rising consumer demand for skin brightening and pollution protection skincare solutions, informs a media report.

Rising demand for herbal beauty products

Commenting on the latest launch, Anshu Budhraja, the CEO of Amway India, opines that the marketplace is becoming more receptive to the herbal category of beauty products. He feels that there is a lot of traction for herbal products beyond nutrition, leading to beauty, in the market. “Our research shows that the number of consumers of this new segment, that is the youth of India, is growing exponentially and the products that represent traditional wisdom are appealing to them.”

The company had entered the herbal products market with the launch of the Nutrilite Traditional Herbs range earlier this year. The herbal range is expected to cross a revenue milestone of ₹100 crore by 2018-end, according to a statement made by Amway India in an article that appeared in one of the leading news media.

Budhraja states in the media report, “At Amway, our focus has been on offering products that address the needs of the discerning Indian consumers. The Indian herbal segment offers a huge potential and we are focusing on tapping that potential by developing and introducing innovative and distinctive quality products within our existing categories.”

High expectations from the Indian market

In addition to the just-launched herbal range, Amway India already has a product range in the skin care category, called Attitude. The company expects its Attitude range to become a ₹500-crore brand, contributing to 10 per cent of its total sales – in the next six years, according to another media report. Currently, Attitude accounts for 6 per cent of its total sales.

Given high growth potential of the Indian market, Amway expects new offerings to fetch ₹45 crore in 3 years

Bollywood filmmaker and actor Farhan Akhtar is the brand ambassador of the Nutrilite range of Amway products in India.

Amway India has earlier forayed into the weight management program called ‘W.O.W.’ (Will over Weight) and also, into the consumer durables segment with the launch of a premium cookware range named Amway Queen, and products in the energy drink and sports nutrition categories.

At the beginning of 2018, Amway had said it expected to touch USD 1 billion sales in India by 2025, propelled by new product launches and sales network expansion, that will also cover eCommerce. In Financial Year 2017-18, Amway India registered sales of ₹1,800 crore and expects this figure to touch ₹2,000 crore in fiscal 2018-19. It intends to invest ₹100 crore towards R&D, manufacturing and digital initiatives in the country, during the next three years. It also plans to revamp its digital platform, by investing ₹20 crore to ₹30 crore.

Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA. The company sells its products in over 100 countries and territories. Amway’s manufacturing facility in India is located at Nilakottai in the Dindigul district of Tamil Nadu. This is Amway’s third manufacturing plant outside of USA. The other plants are located in China and Vietnam. Amway has spent in India, more than 30 per cent of the $335 million allocated for global expansion, as per its website.

Amway India has a nation-wide presence with over 130 sales offices; four regional mother warehouses, three regional hubs and 34 city warehouses. The distribution and home delivery network set up with the support of independent logistics partners caters to over 8,900 zip codes across the country. It offers Indian citizens an opportunity to own and operate their own business by selling more than 130 high-quality consumer products, according to its website. Established in 1995, Amway India commenced commercial operations in 1998.

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