Amway India launches skincare range

Hyderabad: Amway India, the Rs 636-crore subsidiary of US-based $6.2-billion Amway Corp, has launched the 'Attitude' range of skincare products including cleansers, toners, moisturisers, face wash and sun screen lotions.

For the first time anywhere in the world, the company has signed up a brand ambassador — Bollywood actress and former Miss India (Asia-Pacific) Diya Mirza as brand ambassador for the product category.

William S Pinckney, managing director and chief executive officer, Amway India Enterprises, told the press, "Diya Mirza will endorse our 'Attitude' range of products but will not feature in advertisements. She will be our brand ambassador for events and will also feature on our sales literature for a year."

He said, "In India the market for super-premium and premium category of skin care products are the fastest growing ones, as against the mid-market range of products and the mass-market ones," Pinckney said. He also said Amway is not looking at entering the mid-market and the mass-market segment.

The new range of skin care products are being manufactured by a Hyderabad-based contract manufacturing company — Sarvotham Care.

Amway India has so far invested Rs 151 crore in India and has around 48 offices and 4,00,000 active distributors for its products in personal care, home care, nutrition and cosmetics categories. It has its presence in 1,700 towns and cities in India.