New Delhi: Direct selling company Amway India on Sunday entered into consumer durables category with the launch of a premium cookware range ‘Amway Queen’.
Priced at Rs30,000, Amway will offer a five-piece cookware set under the new range. Overall, the company sells over 130 products across nutrition, beauty, home care and personal care categories.
“We look upon Amway Queen as a key growth driver as it fits well with our direct selling model where the sale happens through the power of demonstration,” said Anshu Budhraja, chief executive officer, Amway India.
Budhraja added that the idea is to make durables as a category contribute more than 10% to the company’s total revenue in the next three years.
The organized cookware segment is currently dominated by companies like TTK Prestige Hawkins Cookers Ltd and celebrity chef Sanjeev Kapoor-promoted Wonderchef Home Appliances Pvt. Ltd.
With the launch of Amway Queen, Amway India is targeting leadership position in the premium cookware segment in the country over the next three-four years—a category which it pegs at Rs250 crore and growing at 35% per annum.
In the process, the company will be spending a ‘significant portion’ of its marketing budget on 200 cooking events for direct sellers and consumers across the country in a bid to promote the range.
“We are equipping our direct sellers with appropriate tools and demos so that they can showcase the efficacy of the Amway Queen to a prospective customer. Besides massive focus on cooking demo sessions, we have also launched a series of online videos demonstrating how one can use Amway Queen cookware to cook delicious Indian dishes in a healthy way,” said Sundip Shah, chief marketing officer, Amway India.
According to a joint study by industry body Federation of Indian Chambers of Commerce and Industry (Ficci) and KPMG titled Direct selling: Mapping the industry across Indian states, the direct selling industry in India is expected to touch Rs64,500 crore in revenue by 2025.
The industry dominated by companies like Oriflame, Tupperware and Amway was estimated at Rs 7,500 crore in 2013-14. Direct selling in India accounts for about 0.4% of all retail sales.