Amway India, a wholly-owned subsidiary of Michigan-US based Amway, is eyeing up to 12% of its business from consumer durables segment in the next two to three years. The move comes as part of its expansion plans in this segment.
As part of the expansion of its product portfolio, the direct selling company has recently entered into the emerging home air purifier segment. It is aiming aims to clock sales of around Rs 100 crore in the next 12 to 18 months.
Apart from this, Amway India is looking at entering the water purifier segment and working on the project.
Anshu Budhraja, CEO of Amway India, said, “Currently, the entire category of durables is around 7 per cent of the total sales and globally this category is around 12 per cent. Our goal in India is to have around 12-13 per cent and we hope that this new launch of air purifier would be helpful to achieve those goals. I am expecting this to happen in the next 2-3 years.”
Currently, the company has sales of around Rs 1,900 crore
“Globally, we have line of water purifier also but this is our preliminary assessment. We are looking at all the competencies, which we have globally. The company would customise it as per the local consumer needs and insights available,” Budhraja added.
Amway India operates in segments like nutrition, Beauty, Personal Care, Home Care and Consumer durables.