Amway India, the largest direct selling FMCG company of India and a wholly owned subsidiary of Amway Corporation, USA has now entered the healthy ageing category with a complete line of supplements to promote healthy ageing.
The product is launched under the range of Lifestyle Nutritional Supplements designed to promote Healthy Ageing under its global vitamin & dietary supplement brand Nutrilite. The range includes Nutrilite Milk Thistle with Dandelion Root for liver health and Nutrilite Glucose Health – for maintaining healthy blood sugar level. The launch has marked Amway’s entry into the Healthy ageing category under Nutrilite, said William S Pinckney, MD & CEO, Amway India.
Formulated with powerful nutrients and chromium picolinate, Nutrilite Glucose Health is designed to help consumers maintain healthy blood glucose levels and also helps support good digestive health. Replete in richness natural herbs like Milk Thistlem Dandelion root and Turmeric, Nutrilite Milk Thistle with Dandelion Root protects and supports liver health. Nutrilite Milk Thistle with Dandelion also contains exclusive Acerola concentrates and Citrus dry fruit powder which provide additional bioflavonoids, antioxidants & other phyto-nutrient’s benefits which supports in healthy liver functioning.
Dr. Kip Johnson, Nutrilite Health Institute, USA, said “An ageing population has emerged a major demographic trend worldwide. By 2050 India will see its number of elders grow from 62 million to 240 million. In a country that faces dual challenge of nutritional deficiency and obesity, healthy nutrition for adults and growing age is a major concern. A ‘well balanced’ and a ‘nutritious diet’, physical exercise and supplementation which have specific benefits for various lifestyle, nutritional deficiency and age related health problems, are the prerequisite for arresting age related chronic ailments like diabetes, cardiovascular disease and obesity”.
“We created Nutrilite Healthy Ageing category to empower adults including baby boomers to proactively take control of their health as they age and ultimately help them feel young as they envision themselves”, added Dr. Johnson.
“A healthy population is a prerequisite for economic growth. The launch of healthy ageing category under Nutrilite brand is in line with our strategy to strengthen wellness portfolio and to provide a wide array of choice of nutritional supplements to different segments of population. In 2011, we strengthened our Nutrilite Kids’ Range by launching six new products with an aim to cater to the nutritional needs of the children and capture a greater pie of Nutrition & Wellness Market. Nutrilite contributes over 50 per cent of our turnover”, he said.
“The contribution of our flagship brand Nutrilite grew from Rs 903 crore in 2010 to Rs 1106 crore in 2011 - upward growth of 22 per cent. We are quite hopeful that the entry into healthy ageing category would help propel our turnover to Rs 2500 crore by 2012. Amway being a direct selling FMCG company has realized the importance of advertising & marketing to further strengthen its foothold in the Indian market. This year, we have earmarked Rs. 53 crore towards advertising,” he pointed out.
For the fiscal ending 2011, the Amway India clocked a turnover of Rs 2130 crore and registered a growth of 19 per cent over the previous fiscal when it recorded a turnover of Rs 1790 crore. “We now ranks among the top FMCG companies in India a feat achieved in a span of 13 years. From a turnover of 99 crore back in 1998 to the robust turnover of Rs 2130 crore, – Amway India has grown 20 times. The company aims to cross the Rs 2500 crore mark in 2012”, said the Amway India chief.
“The double digit growth for the last four years is buoyed by the launch of world class superior quality products in the lead categories of health & beauty, increased consumer access strategy coupled with experiential marketing & brand awareness, penetration of products in semi urban and rural markets of the state and the tremendous effort put by the distributors. Our advertising and e-commerce initiatives have also led to enhanced visibility of the Amway brand and in contributing to a healthy growth”, said Pinckney
In India the company has invested more than Rs 151 crore in India, and has 135 offices and 55 city warehouses across the country, covering over 4000 cities and towns through its home delivery network.
Almost 97 per cent of the products sold by Amway India are now manufactured within the country through 7 third-party contract manufacturers. Amway does not have its own production facility in India. Amway India currently offers 131 products in five categories of personal care, home care, nutrition & wellness, cosmetics and great value products.
Recently, Amway has tripled production capacities at its leading vendor facility at Baddi, Himachal Pradesh by commissioning four new production lines at an investment of Rs. 55 crore. The first-phase at Baddi saw an investment of Rs 50 crore, taking total investment in Baddi to Rs 105 crore.