Amway India’s Focus On Skincare Expected To Bring 18% Growth

 

Amway India is betting big on its skin whitening range, which accounts for around 60 per cent of the Rs 7,500-crore skincare market.

The direct-selling FMCG company expects to clock an 18 per cent growth in its beauty brand Attitude on the back of its new Be Bright range of products. It will also invest Rs 20 crore on the marketing for Attitude, slated to be worth Rs 200 crore in three years.

Beauty and personal care for Amway India is important. In India, the market for whitening is around 57-60 per cent of the total facial care market. We felt we were underrepresented. Our portfolio was not complete.

We did a research with our consumers. Our research centres were – Calcutta, Nagpur and Chennai. And, we came out with the Be Bright range, said Shveta Paul, category head, beauty & personal care, Amway India.

Amway is also looking to expand the portfolio of its premium cosmetics brand Artistry, which has registered an 8-10 per cent growth year-on-year and requires around Rs 5 crore for its marketing.

An aggressive foray into the anti-ageing segment is also on the cards. Anti-ageing is growing at double the rate of skincare.

Amway is looking to commission its first Rs 550-crore manufacturing plant at Madurai, Tamil Nadu, in the third quarter of 2015. The company has plans to use the Madurai facility to cater to markets not only within the country but also in Southeast Asia. Amway India clocked a total turnover of Rs 2,046 crore in 2013-14.