Amway India gears up to meet increased demand

WITH increased demand for immunity and nutrition products during the coronavirus lockdown, direct selling major Amway is gearing up for enhanced focus on the category and expecting up to 65 per cent of its total business to come from it going forward, a company official said.

The company, which is taking a look at its ‘portfolio in a big way’ in India as part of planned global investments, is studying how to readjust the portfolio more towards immunity and nutrition here in the country.

Amway India also expects its business to come back to at least 80-90 per cent of pre-lockdown levels by July. During the lockdown, a consumer trend has been observed with demand moving towards immunity and nutrition products, Amway India CEO Anshu Budhraja told.

‘People are more attuned to consuming for their own self-care...During the lockdown the classic case is that people did not want to go to hospital, otherwise people earlier wanted to go to doctors for true curative (treatment). People have now moved to preventive and they see value in preventive,’ he said.

Therefore, he said, ‘the need for supplementation is leading to the heightened awareness for stronger immunity. I think that is one big mega trend which we see. We have coined the term ‘What’s IN’ and IN stands for immunity and nutrition.’

Budhraja further said the emerging consumer trend is also ‘helping our ayurveda line’ in which the company has six stock keeping units (SKUs) out of which tulsi-based supplement saw a huge demand.