Amway eyes ~60 billion in sales by 2025

The country’s largest directselling firm Amway is looking to triple its turnover to ~60 billion in seven years from ~18 billion now, on the back of its push into nutraceuticals, durables and digital channels markets.

The ~60-billion target will also take the local unit of the direct-seller into the top three after the US and China, said Anshu Budhraja, chief executive officer of Amway India. Currently, India is the seventh-largest market for Amway. Key products here include the Nutrilite range of protein and vitamin supplements, Glister toothpaste, Artistry range of beauty and cosmetic products, and the Amway Queen cookware, Budhraja said over phone on Wednesday, which marked two decades of the firm’s operations in India.

Amway India currently derives 50 per cent of its revenue from its nutrition and wellness portfolio, and the other half from a cross-section of categories including beauty, personal care and home care. The push into nutraceuticals, led by a range of herbal supplements launched in January, is expected to take the contribution of its nutrition and wellness business to over half of its total top line over the next few years, said Budhraja.

“Our nutrition and wellness portfolio has a turnover of ~10 billion now, which we are looking to double by 2025. The herbal range should help us in this regard, given that consumers are increasingly demanding more of these,” Budhraja said.