Amway to open four new brand centers in India

Amway India Enterprises, a major direct selling FMCG company, is planning to open four new `brand experience centers' or BECs in western region of the country by the next calendar year 2010.

The company has recently opened a new BEC in Nashik, which is spread across 2,300 sq ft. This is the company's fourth centre in the country after the Kolkata, Bangalore and Pune centres. BEC, which offers a virtual tour of Amway brands, is integral to the company's strategy offering world-class products, enhanced consumer reach and growth through innovation.

"We are planning to open four new brand experience centres in Western region by the next calendar year 2010. These centres will be located in Mumbai, Thane and Gujarat. Since Amway products are not available on retail shelf, this brand centre will communicate Amway product's feel, features and values through live demonstrations and unlimited training. BEC is a unique experimental initiative to enhance brand visibility and awareness of Amway products, said Achinta Banerjie, VP, Amway India (west) in the report.

Amway India has achieved the turnover of Rs966 crore in the first nine months (by September) of the current calendar year 2009 and expects Rs1,400 crore by December-end. In Maharashtra, the company achieved the sales turnover of Rs120 crore between January-September 2009, against Rs95 crore during the same period previous year, the report added.

At present, the company offers 110 products in five categories - personal care, home care, nutrition and wellness, cosmetics and gift catalogue. Nutrition and wellness products contribute 50 per cent of Amway's total turnover in India.