Amway India launches premium cookware with Rs100-cr target
23 Jan 2017
Direct selling firm Amway India has entered the premium cookware market with the launch of its 'Amway Queen' brand, targeting Rs100 crore revenue this year from the new category.
Amway India, which currently sells more than 130 products across nutrition, beauty, home care and personal care categories, said its cookware range has been created especially for the Indian market, taking food habits of Indians into consideration.
"We are targeting Rs100 crore (revenue) from Amway Queen premium cookware range in 2017," Amway India chief executive CEO Anshu Budhraja said.
Amway is targeting to take a leadership position in the premium cookware segment currently pegged at Rs250 crore and growing rapidly by 35 per cent per annum.
He said research indicated that there is a latent demand for premium cookware which enables low oil, low water cooking while ensuring taste.
"We look upon Amway Queen as a key growth driver as it fits well with our direct selling model where the sale happens through the power of demonstration. Our target is to ensure that durables as a category contributes more than 10 per cent of our turnover in the next three years," he said.
Amway India chief marketing officer Sundip Shah said the company will be equipping its direct sellers with appropriate tools and demos to showcase the efficacy of the 'Amway Queen' range to prospective customers.
