Amway is reworking its direct sale strategy in India to get closer to consumers.
Amway is reworking its direct sale strategy in India to get closer to consumers. The wellness, beauty and homecare products firm is planning to turn its 54 distribution centres into stores to give consumers a first-hand experience. The company also plans to increase its ad spend. Amway garnered a revenue of $250 million in India, which is among its top 10 markets. The company earned $8.2 billion globally last year. Amway has around 500,000 registered individuals selling its products in India. Sales from the experience centres will also be booked in the names of distributors who will get commissions. In this way, the existing direct sales structure will not be affected. Amway business associates will also earn from the sales in the experience centres in addition to the income from direct selling. The company also plans to tap salons with its beauty products. The company also makes consumer durables for the developed markets and could introduce these in India in the future.