Amway to use corporate ad campaign in India to communicate

Mohini Bhatnagar
25 October 2002

Amway India managing director and CEO William Pinckney says: “Amway is growing fast in India and corporate advertising at this stage will be beneficial to its distributors, prospective distributors, customers and prospective customers. It will also add to the increased awareness and appreciation of the company.“

He emphasises that it would not have a real change in Amway's communication strategy. “The company still relies mainly on the word of mouth, and the ad campaign in India is a low-key affair.“

He says Amway's ad campaign focuses on the business opportunities thrown up by the company, its corporate values and commitment. “More importantly, the ads mention very distinctly  one of its important unique selling points, which is the 100 per cent customer satisfaction or money-refund policy .  Commitment towards India is found necessary if only to supplement the efforts the company's distributors continued to put in.“

The ad campaign, he feels, will enhance the receptivity of Amway products, and with it the business opportunities, and enable distributors to reach out to a much larger audience and much faster.

Amway India clocked a turnover of Rs 553 crore in the year ended 30 September 2001 and is targeting a turnover of Rs 700 crore for the coming year. From a six-product company in 1998, the company now sells 33 products through 3 lakh distributors and is present in four categories - personal care, home care, nutrition and cosmetics.

Amway India is a wholly owned subsidiary of Amway Corporation and was established in August 1995 after getting approval from the Foreign Investment Promotion Board. The company commenced commercial operations on 5 May 1998.