Amway India, the direct-selling FMCG company, is soon going to release its first Nutrilite ad. “Being focused on health and beauty has been the mantra of our company and we are spending money on a lot things like advertising and promotions,” says Naveen Anand, Senior Vice President, Marketing, Amway India.
Globally, wellness is the biggest category for Amway with Nutrilite being one of the biggest brands in the dietary supplements segment. Although the market is quite fragmented, Nutrilite holds the largest share, and as a brand, is a bigger company than many direct selling companies.
Given India’s enormous geographical spread, Amway is hoping to reach out to masses through the advertisement. “Direct selling advertisements are more about brand building as opposed to product building. The money that a direct selling company spends on advertisements still remains to be minimal as compared to any other FMCG company,” further adds Yoginder Singh, Vice President – Legal and Corporate Affairs, Amway India and Vice Chairman – Indian Direct Selling Association..
Posted on 15.09.2010