Amway to unveil more pick & pay stores in India

Global FMCG direct-selling giant Amway is aiming at expanding its consumer connect in India via greater online exposure, preferred customer programmes and setting up of more ‘pick & pay’ experience stores. 

Anisha Sharma, category head (beauty & personal care), Amway India, told: “We need to open up access to our product range. We have opened these ‘pick & pay’ stores in premium and high-footfall locations across several cities and are witnessing strong results. The store’s format is similar to a mini shopping mall, which provides an opportunity for consumers and direct sellers to interact with the product prior to purchase.”

The FMCG major has already opened 50 such stores across the country and is all set open 25 more such experience outlets this year. The US-based multinational has opened a login-based online avenue to let its consumers directly buy its products. “Our online presence on the e-commerce platform currently contributes almost 35% of Amway India’s revenues. We expect this percentage to increase significantly in the future,” added Sharma.

India ranks among the top-10 markets for Amway globally. Its personal care section contributes around 18.5% and beauty-care range adds 12% to the company’s revenue respectively. “We wish to take this combined score to 50%. We expect these two categories to be doubled in three years as we have a big headroom to grow. In India, there are so many players, so you have to find your niches,” said the Amway India beauty & personal care head.

As per the latest Euromonitor Report, the Rs 877-billion beauty and personal care market in India is growing at a CAGR of 11.6%. Artistry, India’s no 1 premium skincare brand, is now growing at 22% over the last year, which is currently close to become a Rs 100-crore brand.

In order to drive business growth in India, Amway is trying to find the gaps in the market and address them meaningfully.



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