1.

0 INTRODUCTION

Project study which is being conducted by me is not only a formality for the fulfillment of the
two year full time management studies .But being a management Student, I tried my best to find
out the marketing strategies of AMWAY with respect to communication mix, marketing mix and
their distribution channels, this helped me to extract best of the information available in the
market for the use of society and people.

Amway is a direct selling company that uses multi-Level Marketing or network marketing to
promote its products.

Amway was founded in 1959 by Jay Van Andel and Richard De Vos. Based in Ada, Michigan,
the company and family of companies under Alticor reported sales growth of 15%, reaching
US$8.4 billion for the year ending December 31, 2008. Its product lines include home care
products, personal care products, jewelry, electronics, Nutrilite dietary supplements, water
purifiers, air purifiers, insurance and cosmetics. In 2004, Health & Beauty products accounted
for nearly 60% of worldwide sales. Amway conducts business through a number of affiliated
companies in more than ninety countries and territories around the world. It is ranked by Forbes
as one of the largest private companies in the United States and by Deloitte as one of the largest
retailers in the world.

Founding

Jay Van Andel and Richard De Vos, friends since school days, had been business partners in
various endeavors including a hamburger stand, air charter service, and a sailing business. In
1949 they were introduced by Neil Maaskant (Van Andel's second cousin) to the Nutrilite
Products Corporation. Nutrilite was a California-based direct sales company founded by Dr. Carl
Rhenborg, developer of the first multivitamin marketed in the United States. In August 1949,
after a night-long talk, De Vos and Van Andel signed up to become distributors for Nutrilite food

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supplements. They sold their first box the next day for $19.50, but lost interest for the next two
weeks. Shortly thereafter, at the urging of Maaskant, who had become their sponsor , they
traveled to Chicago to attend a Nutrilite seminar. The meeting was at a downtown hotel, with
over a hundred people in attendance. After seeing promotional videos and listening to talks by
company representatives and successful distributors, they decided to pursue the Nutrilite
business opportunity with enthusiasm. They sold their second box of supplements on their return
trip to Michigan, and rapidly proceeded to develop their new business further.
In 1949, DeVos and Van Andel had formed Ja-Ri Corporation (abbreviated from their respective
first names) for importing wooden goods from South American countries; after their trip to the
Nutrilite seminar, they dropped this business and Ja-Ri became their Nutrilite distributorship. In
addition to profits on each product sold, Nutrilite also offered commission on the sales of
products by new distributors introduced to the company by existing distributors²a system today
known as multi-level marketing or network marketing. By 1958, DeVos and Van Andel had built
an organization of over 5,000 distributors. However, following concerns about the stability of
Nutrilite, in April 1959 they and some of their top distributors formed The American Way
Association to represent the distributors and look for additional products to market. Their first
product was called Frisk , a concentrated organic cleaner developed by a scientist in Ohio.
DeVos and Van Andel bought the rights to manufacture and distribute Frisk, and later changed
the name to LOC (Liquid Organic Concentrate). They subsequently formed Amway Sales
Corporation to procure and inventory products and to handle the sales and marketing plan, and
Amway Services Corporation to handle insurance and other benefits for distributors (Amway
being an abbreviation of American Way). In 1960 they purchased a 50% share in Atco
Manufacturing Company in Detroit, the original manufacturers of LOC, and changed its name to

Amway Manufacturing Corporation . In 1964 the Amway Sales Corporation, Amway Services

Corporation, and Amway Manufacturing Corporation merged to form a single entity, Amway

Corporation Amway bought control of Nutrilite in 1972 and full ownership in 1994.

The Objective Have Been Classified By Me In This Project Are:

To study the consumer awareness and preference towards Amway products.
To analyse the level of satisfaction of consumer towards Amway products.

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COMPANY PROFILE

TYPE PRIVATE
INDUSTRY DIRECT SELLING
FOUNDED 1959
FOUNDERS Mr. RICHARD DE VOS &
Mr. JAY VAN ANDEL
HEADQUARTERS ADA, MICHIGAN, US.
AREA SERVED WORLD WIDE
REVENUE(2017) 8.6 BILLON

Amway is one of the world’s largest direct selling companies. Founded in 1959 by Jay Van
Andel and Richard De Vos. Amway operates in 100 Countries and territories on six continents.
Amway offers the opportunity for people to have a business of their own based on retailing
beauty, nutritional, wellness and household products and sharing the opportunity with others who
do the same. We manufacture and distribute 450+ consumer products that support health and
well-being. More than 17,000 employees worldwide support millions of Amway Business
Owners who sell Amway products. In addition, a company committed to providing employees
with challenging career opportunities, a comprehensive total rewards package, profit sharing,
tuition assistance, product discounts and an award-winning wellness program. Amway
distributors in selected markets sell additional brand name goods through local merchandise
catalogues, plus a variety of services and educational products. All products are packed by a
customer satisfaction guarantee.

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Governance and Management:
Steve Van Andel is Chairman and Doug De vos is president.The Board of Directors is controlled
by the van Andel and De Vos families. Mark Stevens is Chief Financial Officer of Amway.

Facilities:
Amway operates out of Alticor’s world headquarters located at 7575 Fulton Street East, Ada,
Michigan 49355, USA. Its North American affiliate headquarters are located at 5101 Spaulding
Plaza, Ada, Michigan 49355,USA.

Community Services:
Amway has a long history of sharing with the communities where it does business, both through
volunteer efforts and charitable contributions. In 2003, Amway launched the one-be-one
campaign for children to focus its philanthropic efforts on children.
Today, in every country and every community where Amway operates, thousands of employee
and distributors volunteers support hundreds of charitable organizations to offer children the
resources they need to live, achieve, learn, and play.

In this chapter the brief idea of the Amway India Enterprises Pvt. Ltd. is given. How multilevel
companies work and perform better with the help of uplinks and company support. Amway is a
pioneer in direct marketing and working on the faith and dedication of the distributors by
providing them free atmosphere and healthy incentive plans.

The company is engaged in selling product to the consumers directly with help of distributors
which is known as Independent Business Owners (IBO). This method depends on multilevel
marketing or network marketing model.

This Independent Business Owners develop a network of people by recruiting others under them
and expand a huge network. The IBO earns commission on the products sold. Further, the ABO
also gets commission for the sales done by other IBOs recruited by him. This business model

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categorized the distributors on the basis of sales performance of their entire team and therefore
everybody’s commission will be differ accordingly.

Amway doing the business in different way with help of think global and act local from last fifty
six years. The company also launched the attitude range of skincare products with extra benefits
in moisturizers, face wash and sun screen lotions.

The company has signed brand ambassador of bollywood actress Diya Mirza for their products
at first time.

The company has planned to hire some research scientist to set up research and development in
the country for better production and to maintain quality of the product. In India Company’s
market share is remarkable in direct selling industry. Every year the growth of direct selling
industry in India is around 20 percent which is good sign for the country’s development.
The report of Ernst and Young says that, the direct selling industry will estimated to touch Rs.7,
100 crore by the end of 2016-17. This will create the employment in the country like India.

History
The founder of the company worked together in different small enterprises since their childhood
and so they decided to share their experiences, knowledge and expertise in the business. They
started in 1949 and introduced Nutrilite as a direct selling method. After that in 1959 they
founded Amway with main idea of the earlier company’s sales plan. In this business and method
there is low risk and open to everybody, no area limit and no income limit for the hard workers at
initially very low investment to start the business. The only condition is that they have to spend
time and effort in this business. In this period company started developing and selling their own
products with good quality. The company’s first product is liquid organic cleaner which got the
tremendous response from the market.

In 1960 they decided to expand their market in different part of world with more products
including detergents, personal care products with women’s likely products to groom themselves.
By the end of these decades the company in United States and Canada increases the network of

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people to sale their exclusive products. To meet the demand of the product they have
manufactured more than 200 products in Ada, where more than 650 people were employed.

In 1970s Amway think to overseas expansion to Australia, Europe and in Asia. For that Amway
production facility has to continuously grow.

In 1980s it is observed that the company’s sales continuously rising. For that new plants for the
production have to plan to meet the demand of the people. As far as environmental is concerned
the company was recognized as a corporate leader in promoting education and environmental
awareness and received United Nations award regarding environmental program.

In 1990s a new generation of leader’s i.e. son of founders started looking after the company and
became a chairman and president of day to day affairs of the company. In this period company
saw a great expansion, first half of the decade Amway sales got pacing. The new sales peoples
were joined the company indifferent countries to start their business with Amway.

The Amway Today:

The company having worldwide sales forces around 3 million working with more than 100
countries with the support of around thirteen thousand employees. Worldwide company having
one hundred and sixty distributor centre’s with help of offices in different countries.

The scientist team is also developing good quality products which are the strength of the
company and having granted patents.

Amway in India:
In India Company established in the year 1995, but started commercially in 1998. The company
headquartered in New Delhi to control the business in India. The company generated
employment with help of logistics, delivery peoples, office staff and others. The company
appointed more than four Lakh sales representatives to sales their products in India with
handsome commission.

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National Presence:
From last ten to twelve years, company spread his network in India. In India company having
more than hundred and twenty five offices and having different warehouses with central
warehouses to take care the distribution process in time. For the distribution and home delivery
purpose, the logistic partners were appointed for the smooth functiong of availability of the
product.

Manufacturing:
The company is doing heavy investment in India to capture the Indian market. The company
manufactured maximum product in the country with the help of third party manufactures.

Products:
The company offers more than eighty products in its portfolio in different category like personal
care, home care, nutritional, cosmetics, insurance and agriculture. With some exceptional cases,
all the products and bottles are manufactured in India with world class quality. At the same time
company is also giving hundred percent money back guarantee to the consumers. In this case if,
any consumer is not satisfied with product, company will return the money with used products to
the customers. The product of Amway product is environmentally friendly and there is no harm
to consume the products.

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The Product Range of Amway

➢ Home care products.

➢ Personal care products.

➢ Nutrition and wellness-Health care products.

➢ Agriculture.

➢ General Category Products.

The above range of the Amway products is available and around eighty products are there to
sale in the market according to the need of the market. This Amway business is based on
direct selling format and multilevel marketing format which is the success mantra for the
people and distributors. Number of people joins the business because they trust on the quality
of the products which Amway produced for the people’s betterment There is different type of
information available in the market and also products are available on internet. So people can
give the ordered online and deliver at home. It will definitely save their time and energy.

A Product-based Business:
Basically for every business there should be some product and services required. The Amway
business is based on its world class products and services rendered by the company. The
company’s number one brand is Nutrilite which is dietary supplement with multivitamin.
After that beauty care and home care products are also demanded by the people at very much
amount. In detergent liquid organic cleaner is trusted brand of the company.

The managing director of the company says that, company offering thirty three products in
the different category namely personal care, home care, nutritional and well-being and
cosmetic products. After that oral care products like tooth brush, face powder. The company

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is also manufacturing the products in sachet for the every sector of the market that help to
people to purchase the products.

In the days ahead, Amway India would expand its basket of product offerings by developing
products specifically for the quality mass market in India.

India is the fastest developing country in direct selling market in the world. The revenue
generated in this field is also remarkable and continuously rising year by year. The growth of
the direct selling in India is estimate to have about thirty percent.

The direct selling industry is globally spread and doing better in different countries. The sales
of these companies are increasing day by day. In India all these company’s products are sold
with help of small scale industries within the India.

In India Amway manufactured its products with help of different third party contractors
which is mainly based in Hyderabad and Daman. For that company has invested lot of funds
including manufacturing cost, up gradation of the contractor’s manufacturing facility and
logistics.

Amway planned to capture the India market and its presence in India and also focused on
distribution network. For that company has to open different offices in different towns. They
also planned to export to other countries to explore Amway business.

The fifteen percent growth Amway India is achieving in turnover which is the good sign for
the distributors as well as consumers. Basically company is focusing on personal care, home
care, nutritional and cosmetics products and its sales are also doubling time to time.

The Amway India is a subsidiary of Amway corporation and announced to launch the artistry
brand of tonners, moisturizes, and cleaners in skin care segments.
It is observed that skin care product is more demanded in the market and therefore it will be
one of the fasted category in the skin care, cosmetic and beauty care products.

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It is also observed that market for skin care products is estimated to grow at eighteen to
twenty percent annually. Therefore company has already invested huge amount in India for
the success of the business for that company have extended more than four hundred locations
with help of more than Four Lakh distributors.

Amway is very much interested to manufacture in India after eight to nine years with
promise to start a manufacturing. After having the long discussion with Government of India
is finally ready to begin production in the country. The production which will take place in
India will be in the category of personal care, home care and cosmetics.

There are different foreign companies which are the competitors for the Amway working in
direct selling in India. All these companies are United State based namely Avon,
Tupperware, Herbal Life, etc. The thing is that all these companies supposed to set up their
manufacturing facilities in India as per the rules and regulation is concerned at entry level.
But they failed to do so.

Amway Sales & Marketing Plan:

The marketing and sales plan of Amway goes accordingly your business development and
sales generated by you and your team. The commission you will earn on the basis of
following ways.

• Retail Profit Margin: It is nothing but the difference between distributors’ acquisition
price and retail price. It means distributor buy the products at discounted rate and sales to
the consumers at maximum retail price.

• Commission on Personal Purchases: When distributor purchase products from Amway he

may get some commission on the total sales volume he generated. The distributors earn
commission ranging from 6 percent to 21 percent on monthly basis.

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 • Commission on Group Sales: A Distributor may recruit a sales people under him and
based on the success and productivity of the sales group, a salesperson or distributor may
earn some commission on that.

This Amway business is the opportunity to develop your own network, and at the same time it
helps to grow the others people to build their business. Therefore, this network marketing
method of selling products is more beneficial to both distributors a well as company.

The distributors will earn performance bonus and awards are purely based on selling of Amway
products as shown under.

Group Sale /Business Group Total Point Value Commission

Volume(BV) (PV)

19,800 300 6%

66,000 1000 9%

1,32,000 2000 12%

2,64,000 4000 15%

4,62,000 7000 18%

6,60,000 10000 21%

Current PV: BV ratio is 1 PV = 100BV and is subject to change.

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Amway wholesale Sales Year wise:
Year Wholesale Sales
1999 99 Cr
2000 248 Cr
2001 553 Cr
2002 626 Cr
2003 579 Cr
2004 636 Cr
2005 633 Cr
2006 768 Cr
2007 799 Cr
2008 1128 Cr
2009 1407 Cr
2010 1791 Cr
2011 2130 Cr
2012 2288 Cr

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Ownership of Amway
IBOs and Customers:
Amway services the needs of both Independent Business Owners and customers. IBOs build
businesses that allow them to earn income based on sales made resulting from their efforts. To
launch an Amway-powered business, individuals must register with an existing IBO. Customers
pay no fee to shop from a large selection of products and learn from expert advice on health,
beauty, home care, and other topics. Products are shipped to their homes and covered by
Amway's Customer Satisfaction Guarantee.
Customers must register with the identification number of their servicing IBO. If a new registrant
Does not have a servicing IBO, Amway will assign them one.

Personal Referrals:
Unlike most other companies, Amway's sales are not the result of advertising. The biggest chunk
of Amway's marketing budget goes directly to rewarding IBOs for sales volume resulting from
their efforts. Those efforts include registration of new Ibos, Members, and Clients, resulting in
product sales. Amway's tiered compensation plan rewards the movement of product through an
IBO's sales organization and their ability to train others to create their own successful
organizations. When people visit Amway's site, it is the result of a personal referral by an IBO -
not as a result of some advertisement they saw on TV. Personal referrals have proven to be much
more effective. Only 8% of respondents in the Edelman 2005Annual Trust Barometer study
indicated that information obtained in advertising was credible, while 42% trusted information
obtained from family, friends, and Colleagues.

Business System
IBOs employ many different approaches to build their businesses, typically involving training
systems, motivational meetings and tools, and time-tested tactics to approach people and interest
them in the business opportunity and products. When a person registers with Amway, it typically
is the result of having been approached by an IBO already involved in one of several

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large organizations that provide training and support to IBOs. Often, a new IBO also will choose
to attend optional and voluntary training sessions or purchase professional development
materials provided by that organization - all covered by a money- back guarantee.

Independence
The beauty of Amway's business model is that there can be as many ways of pursuing the
business as there are IBOs If you're into health, you can focus on Nutrilite supplements and XS
Energy Drinks.

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SWOT Analysis Of Amway
Strength:
➢ Based on direct selling operations. Hence it can be A home based business. Every can
participate in business. It’s easy to get admission in Amway with easy rout like intent.
➢ Training to staff.
➢ Functions are performed by IBOs.
➢ Organize meetings and events time to time.
➢ Have good customer service system.
➢ Backed by a 100% Customer Product Refund Policy produce faith and reselling attitude
in customers.
➢ Quality Products that Inspire Confidence. Almost no risk of money as world class quality
Minimal startup costs gives strong base to the initiation of business. So everyone can
participate in business. The person who wants do something can be make profit with
investment of low cost.
➢ Products are easy to sell.
➢ A business with national and international scope gives more opportunity to the
costumers.
➢ The possibility of financial security and freedom of time to enjoy life.

Weakness
➢ Initially high entry cost leads to somewhat restrictions for business development.
➢ More power to IBOs gives critical structure to organization.
➢ Rumors for direct selling operations.
➢ Focus shifted from selling products to recruiting.

Oppurtunities
➢ Setup a manufacturing plant in all countries leads to better platform for company.
➢ Population of INDIA gives better opportunity to company to receive more profit .

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 ➢ As the company name itself gives reliance and faith for the customer and buyer produce
greater opportunity for marketing which leads to decrease in total expenditure of
company.

Threats
➢ Too much freedom to IBOs.
➢ Change in government policy may affect to the profit and freedom of company.
➢ Competitors like AVON, MARY KAY; SUNRIDER creates lot of competition in market
which leads to strong marketing competition in market?

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Organization Type And Business Opportunity:
The Amway is private cooperative organization. The Amway Sales and Marketing Plan put you
in control, allowing you the flexibility to work where and when you want, giving you time for
family and friends as well as the opportunity to earn a good income. It adapts easily to your
needs and ambitions, and grows with them, offering you all the personal support and assistance
you require to become the Business Owner you want to be. With Amway you are Connected to
the global leader in multilevel marketing, with over 40 years of experience, Supported by great
products and people who will help you succeed, and finally In Control of your life.

Sales of Marketing Plan Of Amway.

The Amway Sales and Marketing Plan is a low risk, low start-up cost business opportunity that is
open to everyone. It allows you to build your business through retailing products and sponsoring
other people who, in turn, can retail products and offer the business opportunity to others. By
passing your sales and marketing knowledge to your developing team, you not only build your
own business network but also enable others to build one of their own.

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Marketing Strategy
A strategy is a plan of action designed to achieve the goals of the organization. In creating a
marketing strategy for the Super Concentrated Cleaning System, Amway needed to set out the
key objectives it wanted to achieve. The following objectives for the brand were set:

➢ To increase distribute or profitability and productivity by providing a new and exciting

business opportunity.
➢ To optimize consumer convenience and value through enhanced product differentiation
with this exclusive and revolutionary cleaning system.
➢ To provide innovative and unique products to enhance the image of Amway Home Care.

A New Strategy of Amway

➢ Agreement with the government and company.
➢ resumed operations.
➢ Goods will be sold in retail outlets and through sales Representatives.
➢ Income of sales distributors will be based on direct selling done by them.
➢ Same Distribution centers served as retail outlets for the company.
➢ Localization of employees.
➢ Localization of production and Raw Material.
➢ Localization of research and development.
➢ Transparency and Credibility of company’s management.

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Functional Pattern of Amway:
Following are the main departments of Amway:
1. Finance and accounts.
2. Marketing and Sales.
3. Human resource and administration.

Amway Global provides you with support like:

Customer care: If you have a question about anything - like registration, renewal, Business, or
product information - our Customer Care Associates can help you.
Business management: You can manage your business, check customer Volume, order
products, and renew your business, all at Amway Global.com
Order management: You sell the products, and we'll do the rest, like process the order,
manages your customer accounts, and handles the shipping details.
Marketing: We support your sales efforts with DVDs, online sites, Magazines, brochures, and
free websites you can personalize. And we help Build awareness of your products and brands
with national advertising, promotions, and event sponsorship.
Training: Online, video, and instructor-led training are some of the ways we can share with you
the knowledge to grow a successful independent business.

Amway believe that quality improvement happens when people come together. This core belief
is what all AOF initiatives are based upon and it holds true time and again. With a passionate and
vigorous workforce ready to contribute their bit to the well-being of society, volunteering
becomes a way of life in Amway. The 550,000 Amway distributors and 450 full-time employees
are all considered AOF volunteers. At 56 Amway offices across India, AOF has formed a team
of 6 or more distributors and employees to form a Local Implementation Committee (LIC). LIC
takes ownership of being the face of Amway’s CSR at the location. They identify potential
partners, form a project, and implement this with other volunteers. The LIC also plays a lead role
in raising funds they wish to utilize. The beauty of this system is that the LIC raises the funds,
and then decides how best to utilize this in their town or city.

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Strategic Analysis To Overcome Problems:

Today it is a global business that, along with its parent and sister companies, directly employs
10,000 people worldwide. The business also operates strategically at a Global, European and
National level. Amway (UK) began operations in 1973 and has its own distribution and Product
Selection Centers.
Amway has helped millions of people around the world to start their own independent business,
through which they engage in person-to-person marketing. This type of direct selling involves
matching a consumer's needs with the goods and services on offer. The better the match, the
more lasting the relationship between the seller and the buyer.

Amway Sales and Marketing Plan

The gross income of your AMWAY business is based on immediate income or profit from retail
sales, discounts on purchases for own use plus a commission on group sales.
This Commission is calculated from two sets of numbers – PV and BV assigned to AMWAY
products. You earn PV and BV on products sold to customers or consumed by yourself, as well
as products purchased by Distributers in your Business Group.

➢ PV (Point value) is a unit amount assigned to each product; it determines your

Performance Incentives bracket.
➢ BV (Business Volume) is a monetary (Rs.) figure for each product. BV is used for
calculating of monthly commission and annual incentives.
➢ D.A.P. (Distributer Acquisition Price) is the cost at which a Distributor buys products
from Amway inclusive of sales tax.

Your PV/BV & Performance Initiatives

PV/BV
M.R.P. - Maximum Retail Price
D.A.P. - Distributor Cost
B.V. - Business Volume

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P.V. - Point Value
Ratio between PV & BV 1:45
i.e 1PV= 45 BV
or 100 PV= 4500 BV

Example:
Product Amway Car wash E-4111-ID
D.A.P. Rs.175
B.V. = 155
P.V. = B.V. /45= 155/45= 3.44

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Marketing Strategies Adopted By Amway For Distributers
How to Join?
Starting your own business
Starting your own business
To start the Amway Business one needs to buy the Amway Business Kit and be sponsored in the
business by an already existing Amway Business Owner. Despite what you may have heard,
starting an Amway business doesn't involve handing over large amounts of cash. With your
efforts and our knowledge, the Amway opportunity can become everything from a means of
earning a little extra cash to building an international business.

Business Kit
Contents of the kit
1. All Product Handbook
This is an attractive book with a size customized to fit the business kit. It gives
information on the entire product range including coolers and will play an important role
in retailing.
2. Unique Opportunity Unmatched Products
A set of 2 CDs:-
Opportunity CD
Available in English & Hindi
Gives information on all the important business aspects that a new ABO needs to know to
start his Amway business.
Product CD
First Purchase Offer:
Amway brings an EXCITING NEW FIRST PURCHASE OFFER for new Amway Business
Owner.
The first few days of joining are the most important period for a new Amway Business Owner
and keeping this in mind we have designed this program to guide and motivate a new Amway
Business Owner and help him in building his Amway business.

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Making Money with Your Amway Global Business
You wouldn't consider your very own business unless it rewarded you for your time and effort.
Put simply, the Amway Global Independent Business Owner (IBO) Compensation Plan rewards

you for selling products and for sponsoring others as IBOs who will do the same.

You earn income from:

➢ Retail markup on product sales to customers.
➢ Monthly performance bonuses ranging from 3% to 25% of business volume depending
on your monthly productivity.
➢ Monthly and annual leadership bonuses and other cash awards and business incentives
based on group performance.

Simple Steps to Success:

IBOs who grow the most successful businesses sell to non-IBO customers and sponsor, while
experiencing the products by purchasing them for their own use.
Step 1: Learn. The only way to truly understand your products is to use them. Knowing what
our products can do for you is important when presenting them as solutions for your customers.
You'll also want to fully understand the compensation solutions for your customers. You'll also
want to fully understand the compensation plan and Amway Global's business rules.
Step 2: Sell. As your product knowledge increases, you will discover people all around you who
need what you have through your Amway Global business. Retail selling is the easiest way to
make quick money through your Amway Global business.
Step 3: Sponsor. For some of your friends, products provide the solution they seek. For others,
the Amway Global business opportunity will have strong appeal as they seek a business that can
help them achieve their goals. When you sponsor them, you can be rewarded for the business
volume they generate.

Retail margins on health, beauty, and home care products average about 29% when these
products are sold at suggested retail price. You have the freedom to determine independently the
prices at which you sell products to customers, so you decide your retail margins.

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The Amway Global opportunity is unlimited, but individual results vary. The average monthly
gross income for IBOs who are "active" in the business was $115 based on the most recent
independent survey. Some earn less while others earn much more. In 2006, IBOs earned more
than $370 million in bonuses and incentives on1012billion in sales.

Approximately 66% of all IBOs of record were found to be "active." An "active" IBO is one who
attempted to make a retail sale, or presented the Amway Global IBO Compensation Plan, or
received bonus money, or attended a company or IBO meeting during the year.

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 2.0 REVIEW OF LITERATURE
Review of literature provides information to the researcher regarding the previous works done in
their area of research and thereby helps them in identifying the theoretical framework and
methodological issues relevant to the study. It provides the researcher a proper direction to carry
out their research work and enables them to arrive at meaningful conclusions.

Drucker (1973) “marketing strategy as seen as process consisting of: analyzing environmental,
market competitive and business factors affecting the corporation and its business units,
identifying market opportunities and threats and forecasting future trends in business’s area of
interest for the enterprise, and participating in setting objectives and formulating corporate and
business unit strategies. Selecting market target strategies for the product-markets in each
business unit, establishing marketing objectives as well as developing, implementing and
managing the marketing program positioning strategies in order to meet market target needs”.

Hart & Stapleton (1977) “a statement in very general terms of how the marketing objective is to
be achieved, e.g. acquiring a competitive company, by price reductions, by product
improvement, or by intensive advertising. The strategy becomes the basis of the marketing
plans”.

Rekha Choudhary & Karnal (2013) Amway India, Avon, Tupperware, Oriflame, Modicare
and Hindustan Lever Network are the major network marketing players in the Indian market.
The authors found that the multiplying effect on network marketing will expand when the
distributors continue their recruiting or sponsoring efforts. This multiplying effect is an
important element in recruiting or sponsoring function which differs the network marketing from
other types of direct selling. The authors also found that the interesting factors like freedom to
work at one’s own place and time which creates an additional residual income that promise
steady and gradual success made network marketing very popular. The study reveals that women
seem to make better network marketers than men.

25
Suman .M, Anuradha and Manasa Veena (2012) For any business to be successful It must
find a perfect way to approach its customers. Authors mainly concentrated and studied on why
they apply data mining for direct marketing, how they apply and the problems one faces while
applying data mining concept for direct marketing and the solutions for them in direct marketing.
Direct marketing is widely used in the fields of marketing like telemarketing, direct mail
marketing, email marketing etc., data mining is applied on this marketing strategy to avoid
human flaws in classifying the customers based on their loyalty.

Rekha Attri and Sunil Chaturvedi (2011) This paper attempts to study the ethical issues
involved in multilevel marketing and its awareness amongst the public. The genuineness of the
products offered in relation to value for money and product quality is another area of study of
this paper. They observe that a higher percentage of both males as well as females disagree that
they are being pushed towards the distributorship of a MLM product. From the research they
found that the awareness of Amway is the highest in the Indian market.

Chamikutty and Preethi (2010) This study projected Amway more as a FMCG company and
less as a direct marketing business, the company will now start with the category advertising
soon to "to educate customers about the brand as many people don't know us." Products are still
sold through a network of Amway Business Owners (ABOs) across the country with emphasis
on bottom line margins. One of the thrust areas has been a faster delivery of the product range to
end users. Amway has a network of130 offices, 55 warehouses that reach around 4000 cities and
towns across India. Taking a leaf out of the FMCG sector, Amway has introduced smaller single
use sachets of its products to generate trials among customers and get them interested. Further, to
get customers to 'touch and feel' the products, the company has 'brand experience centers‟. These
centers situated within shopping malls and high streets allow customers to look at the product
range. Foremost is the beauty and personal care category that's witnessing an aggressive play off
between established FMCG players. Market observers believe for Amway to make an impact, it
will have to project each product as a brand with its own character and personality.

26
Lakshmi and Akhila (2009) This research paper is based on a survey in a direct selling
organization. It envisages the need to study the factors that influence the quality of work life of
employees in the company. The primary data was collected from the salesmen of this
organization, using a questionnaire. Non-probability convenience sampling technique was
adopted to select the respondents. The study reveals a number of factors which influenced the
quality of work life, which could form the vital inputs for retention strategies. The findings
reveals that sales force face some challenges, including the need to convince the customer,
inadequate time to spend with the family, not supported to meet the targeted customer visits and
lack of customized training.

Balu .N (2009) Multi level marketing through direct selling has changed the paradigm of Indian
Consumer market. He conducted a study which reveals that the multi level marketing industry
sales consist of less than 2% of entire retail sales of India, which covers only a fraction of the
society. Although there is the claim of 25% of annual growth in the industry in India, there have
been not many Indian multi level marketing companies in India or abroad. The motivation is
missing here. An outside of multi-level marketing normally throws a negative picture on the
companies. This creates de-motivation among the prospects. This can be curtailed only when the
Government properly recognizes the multi-level marketing operation.

Jones and Joyce (1996) The author seems driven to explain in some detail what direct selling is
and how it differs from pyramid schemes. For the unaware of the basics of the Amway sales and
marketing plan, the author provides an overview, including relevant terminology utilized in
sales, marketing, policy and structure. He also provides some insight into the Amway Rules of
conduct for distributors. How Amway entered sometimes floundered, and ultimately prospered
in Japan, Europe, the South Pacific, and South America are discussed. The paper tend to focus on
how are original Amway sales and marketing plan was adapted for these markets-taking into
account the economies, political barriers-while still Amway standards for business processes.
Author also mentions some of the potential problems associated with, the direct marketing
approach and thus with Amway, especially as “distributorships are not Amway employees, but
independent business people who are not screened before becoming part of the Amway family
and are not controlled afterwards”.

27
Bloch and Brian(1996) Amway is the largest operator in New Zealand and people from all
walks of life are involved, from doctors to ministers of religion as they are attracted by the
success of Amway. The article explores that the distributors gain business experience in the
process as well as building confidence and self-esteem and they genuinely want to help their
friends and acquaintances. Amway conducts a substantial amount of research through
independent consultants which indicates a high level of customer satisfaction. Sutton and the
marketing manager.

Michael Granfied and Alfred Nicols (1975) The direct selling industry which produces and
sells its product directly to consumers must make certain adaptions to survive and grow in a
changing environment. In their study they pointed out that with respect to the products,
management and distribution on direct selling industry, if the profit rates are very high and
sustainable, why there are not more entries in their direct selling industry.

Barnowe and David (1992) They attempted to study the consumers experience with products
and attributes towards direct selling methods. The study pointed out that women make more
purchases through direct selling than men do and consumers complained about pushy, entrust
worthy salesperson and about the inconvenience of some direct selling encounters. The study
also pointed out that consumers also criticized the poor quality of products and services.

Cohen and Andy (1996) The paper reveals that as far as this direct sales company is concerned
the key to „success is in the motivation of its sales people or “consultants” as Amway likes to
call them. Based in Ada, Michigan. Amway Corporation doesn’t employ a traditional sales force.
Rather, it has more than 2.5 million distributors many of whom have a cult like demonian to the
organizations who operate as independent business owners selling some 400 products ranging
from personal care and nutrition to home care and home tech. These distributors make most of
their money by enhancing others to sell Amway products. Amway has increased sales every year
since the company’s inception in1960-including a 18 percent increase in 1995. Amway ran two
major promotions last year that helped boost sales. One was called pleasure Revenge, in which
winners were sent to the major America city of their choice for a weekend trip. The top five to

28
seven cosmetic sales producers in each distributor organization were awarded the big-city
weekend. And the company won too as sales during this period last year went up 50 percent

Pratt and Michael (2000) The study comprises of individuals who distribute products and
services for the Amway corporation. Amway distributors have been found to exhibit both strong
positive and negative relationships with their organization. From the study it is revealed that
separating informants into two groups-lovers and haters-failed to capture their range of reactions
toward the organization. The successes and failures in two organizational practices, “dream
building and positive programming” seemed to account for the different reactions to the
organization. The socialization practices affected members‟ sense-making processes. Sense-
making is the attribution of meaning to some target via the placement of this target into a mental
framework.

29
 3.0 RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also define research as a
scientific and systematic search for pertinent information on a specific topic. Infect, research is
an art of scientific investigation. Redman and Mory define research as a ³systematized effort to
gain new knowledge”.

Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford Woody research comprises defining and redefining problems, formulating
hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine whether they
fit the formulating hypothesis.

Types Of Research
The basic three types of research are as follows:
Descriptive v/s Analytical
Applied v/s Fundamental
Quantitative v/s Qualitative

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Research Methods
Research Methods may be understood as all those methods/ techniques that are used for
conduction of research. Research Methods or techniques, thus, refer to the methods the
researchers use in performing research operations. Thus, research methods can be put into
following three categories:

▪ In the first group we include those methods which are concerned with the collection of
data.
▪ The second group consists of those statistical techniques which are used for establishing
relationships between the data and the unknowns.

▪ The third group consists of the methods which are used to evaluate the accuracy of the
results obtained.

Research Methodology
Research Methodology is a way to systematically solve the research problem. It may be
understood as a science of how research is done scientifically. It helps in studying the various
steps generally adopted by the researcher in studying his research problem along with the logic
behind them. Thus, the scope of Research Methodology is wider than that of the research
methods. In other words, when we talk of Research Methodology we not only talk of the
research methods but also consider the logic behind the methods we use in the context of our
research study and explain why we are using a particular method or technique and why we are
not using others so that the research results are capable of being evaluated either by the
researcher himself or by others.

Research Design
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure
In fact, the research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data.. as such the design

31
includes an outline of what researcher will do from writing the hypothesis and its operational
implications to the final analysis of data.

Need For Research Design

▪ Research design is needed because it facilitates the smooth sailing of various research
operations, thereby making research as efficient as possible yielding maximal

information with minimal expenditure of effort, time and money.

▪ Research design stands for advance planning of the methods to be adopted for collecting
relevant data and the techniques to be used in their analysis, keeping in view the objective
of the research and the availability of staff, time and money.
▪ Research design has a great bearing on the reliability of the results arrived at and as such
constitutes the firm foundation of the entire edifice of the research work.

▪ The design helps the researcher to organize his ideas in a form whereby it will be possible
for him to look for flaws and inadequacies Such a design can ever be given to others for
their comments and critical evaluation. In the absence of such a course of action, it will
be difficult for the critic to provide a comprehensive review of the proposed study.

32
Sampling And Sample Design

It is not possible to examine each and every item in the population hence interferences are drawn
about a large number of items possessing a particular attribute based on analysis of fraction of
such items. It is called a sample. For developing a sample design following points need to be
discussed with regard to the present study.

Population: All items in any field of inquiry constitute a “UNIVERSE “or “POPULATION”.A
complete enumeration of all the items in the population is known as census enquiry. Thus,
population means the inclusion of all the items in the field of enquiry. Population can be finite if
units can be counted or infinite. Since the present study is done in Bareilly, the population is
finite.

Sample
Sample means selection of few items as representatives of all the items. A part of the whole
population is called “SAMPLE”. Algebraically, let the population size be N and if a part of size
n(which is <N) of this population is selected according to some rule for studying some
characteristics of the population, the group consisting of these n units is called “sample”.

Sampling
The process of selecting few items from the universe which are the representatives of the
universe is called “SAMPLING”.

Sample Design
A sample design is a definite plan for obtaining a sample from the given population. It refers to
the technique or procedure the researcher would adopt in selecting items for the sample. Sample
design may as well lay down the number of items to be included in the sample i.e. the size of the
sample. Sample design is determined before the data is collected. Researcher must prepare a
sample design which should be reliable and apt for his research study.

33
Scope of Study
Scope of the study could give the projected scenario for a new successful strategy with a proper
implementation plan.

Research study could give an idea of network expansion for capturing more market and customer
with better services and lower cost, without compromising with quality.

In future customer requirement could be added with the product and services for getting an edge
over competitors.

Consumer behavior could also be used for the purpose of launching a new product with extra
benefits.

34
Objectives Of Study
• To know about the awareness level of Amway products.
• To study the buying habit of the consumer for the Amway product.
• To know about the consumer demand and behavior towards the company.
• To find out opinion of the consumer about the product.

35
Limitations Of The Study

• The consumer’s attitude may change in future due to change in their standard of living
Period of the study is very short.
• The findings of the study are applicable to the period in which it has been done, it need
not be applicable as such for all other period.
• The individual perspective appears to be different throughout the study.

36
 4.0 RESULTS

Data Analysis
Sales Data of Amway

Amway has grown fairly quickly since its inception. Its historic sales data at estimated retail
prices is provided below from 1959 to 2000 (in 2000 Amway switch over to Alticor). At its peak
in 1997 Amway estimated retail sales worldwide at 7 Billion USD. With the founding of Alticor,
the report methodology was changed and the actual sales to distributors instead of estimated
retail sales (ERS) have been reported since 2001. Taking the sales data published in 2001 report
into account, the ERS values are about 32% higher than sales to distributors. The actual sales to
distributors are marked with. In 2000, Amway was restricted to become a part of holding
company Alticor. Alticor and Quixtar sales data is reported as actual sales.

Amway Historical Sale (Graph).

Amway global sales were reported at estimated retail until 2000 when the holding company of
Alticor was formed. Alticor reported sales are for actual revenue. In the graph below estimates of
Amway actual sales and Alticor estimated retail sales are included for comparison purposes.
Note that Alticor sales includes revenues from other sources such Access Business
Group and Amway Grand Plaza. Sales are reported in USD millions.

37
38
Direct Selling

Direct Selling In India have been impressive, a pointer to the tremendous potential this concept
has. More importantly, that the trend is fast catching up here too.

Though the direct selling industry has existed for over 15 years in India, the entry of
international companies and their activities in the last five years has given greater visibility to the
industry, which is still considered to be at a nascent stage in India.

Yet during the last two years, the trends have been encouraging to the supporters of direct
selling, whose basic philosophy is to eliminate middlemen in the sale of commodities, and
instead provide employment to a large number of trained sales staff, who sell products directly to
consumers either through group meetings or by
hosting tea gatherings at their homes.

According to the Indian Direct Selling Association (IDSA), the total turnover through direct
selling in India in 1998-99 was $140 million. As against the expected growth of anywhere
between 30 and 50 per cent, it registered a growth of38.5 per cent for a turnover of $200 million
in 1999-2000. For 2000-01, the growth is projected at 40 to 60 per cent.

Similarly, the growth in the number of sales people has been impressive during1998-2000. From
a five lakh strong direct selling force in 1998-99, it has grown to seven lakhs in 1999- 2000, a
clear 40 per cent. For 2000-01 this is projected to grow by 50 to 60 per cent.

Does this indicate that the traditional industry is losing its market share to the new philosophy of
taking goods directly from the manufacturer to the consumer? While it may not be so large as to
create panic or alarm the well-established traditional players, it has created a place for itself in
the hearts of the people. Interestingly, the IDSA says during 1999-2000, it received as many as
27 queries from national and international companies expressing interest in opening a direct
selling business, or to start a new division for direct selling within their existing businesses in
India.

39
Set up in 1992, the IDSA is an association for companies that sell products directly. It was
started by two companies `Lotus Learning (exclusive distributors of World Book)', and `LB
Publishers and Distributors (exclusive distributors for Time Life Books).

In 1995 multinational companies such as Avon, Amway and Oriflame joined the association.
Since then, some more like the Tupperware, Herb life, Medicare and Sun rider have joined the
association. Of its nine members, three are fully Indian companies owned and run by Indians and
three are wholly owned subsidiaries of foreign companies. All of them manufacture in India
either through their own facilities or through contract manufacturers.

Another significant development is the emergence of direct selling as a women's bastion. The
direct selling industry in India comprises 72 per cent women, 24 percent couples, and four per
cent men. In the U.S., this is 69.7 per cent women, 10.4 per cent couples, and 19.9 per cent men.

In two years, Amway, has emerged as India's leading direct selling company and registered a
turnover of about Rs. 250 crores (September-August). It has ambitious plans of reaching a target
turnover of Rs. 1,000 crores, much before its originally targeted year 2004.

The company has invested over $35 million in India of which $6 million is in the form of direct
foreign investment, and $4 million is for transferring technology, free of cost, to contract.
manufacturers. It has over 32 offices and a reach of 352 locations, and by 2001-end it envisages
an office in every city with a population of10 lakhs and above. It has trained 3.60 lakh
distributors last year, overwhelming majority of whom were women.

Against this background the industry expects to grow at 50 to 100 per cent rate for the next 3-5
years. Given the socio-economic conditions, the fact that a large proportion of the country's
women are housewives, who can spare some time to take up concepts such as direct selling, and
the growing need and realization to supplement family incomes, are seen as encouraging factors
for its growth potential. Viewed against the backdrop of an $80 billion global direct sales
turnover already achieved last year, the future appears bright. Direct selling industry seeks
legal framework.

40
The Following Chart Showing the Direct selling Market and annual growth of company:

41
 • Have You Heard About Amway Personal Selling?

Interpretation: About 70 % Of The Population Knows About Amway Personal Selling.

• Do you use the products offered by AMWAY?

Interpretation: 78% Of The Population Uses The Products Offered By Amway.

42
 • Is Your Purchasing Decision Affected By The Brand?

Interpretation: the buying behavior of most of the people depends upon the brand?

• What is the opinion about the price policy of Amway?

Interpretation: Half the population finds the prices of Amway reasonable.

43
 • Have you f aced any problem regarding the services offered by AMWAY?

Interpretation: people face less problems with the usage and services of AMWAY products.

• Are you satisfied with AMWAY products?

Interpretation: maximum people are satisfied with AMWAY products

44
 5.0 DISCUSSION

Suggestions

• Trial packs should be used because customer must have to introduce the product. Once
customer gets idea about product he comes to know advantages of products.
• The products should be cheap the home delivery system takes at least two days to deliver
the products so the delivery should be instant.
• There must be multiple options for purchasing the products for distributers like online,
tale and instant purchasing.
• In every city, the Amway office should be situated in such a location so that it is in reach
of all distributers.
• Better offers can be made to attract the customer demand.
• The network needs to be grown.
• Amway should take steps to create more advertisement about its products to create
awareness among the people.
• Amway should launch of new advertisement campaign with the brand ambassador.
• Major products purchased by customers are Household products, beauty care products,
and cosmetic products. Therefore the company’s focus in marketing strategies can
concentrate on these lines of product.
• The product should also be launched in urban areas, because they should come to the city
to buy the products. The products are not easily available in all places. So it should also
be improved. Amway has to allow its products to be sold in retail stores so that the
product will be available anywhere anytime.

45
 6.0 CONCLUSION

Amway is which is one of the largest direct selling company in the world. The main objectives of
Amway are to profit there distributers by eliminating the middlemen and provide the products to
the distributers in cheaper price. The products of Amway are world class product quality. They
are made up of natural a thing that’s why they are good for health and environment. Amway
covers a wide range of products from beauty care. Health care, to clothing, and daily use
products etc. the products are costly as compared to other branded products available in market
but if we compare the quantity while using the products require less amount and thus can be used
for longer time. Successful business today depends upon a company's ability to quickly adapt to
changes in the marketplace. At Amway, they pride it selves on knowledge of the dynamic
networking market that is quickly becoming central to modern business. This knowledge, and its
willingness to act upon it, has enabled us to become one of the industry's technological leaders.
Through they continued pursuit of new product ideas, and by consistently refining our existing
product line, they have become one of the top providers of cutting-edge networking products in
the global market. If you're looking for high quality products and solid customer support at rock-
bottom prices, then choosing Amway really does make sense.

A survey is done to identify various problems and level of satisfaction of consumers, so that
efforts can be made to satisfy them which would result in building long term relationship
between the customer and company. This survey has lead to the knowledge about the offerings,
brand awareness among the customers and customer satisfaction. Due to delivery in customer
need and expectations, it becomes a difficult task to satisfy every customer, therefore to satisfy
each and every customer the importance of building relationship with them exists. For this
purpose a number of questions were asked to find out behavior of customer. This research is also
done to know the views of the customer towards the products and quality provided to them by
AMWAY. And according to the survey, the customers seem contended with the products and
services by AMWAY.

46
Direct selling is a different concept and it has vast difference from the traditional business
around. This concept is accepted worldwide now across all the developed countries in the world.
It helps a person to earn passive income by working in a desired plan. But, the concept of direct
selling still have a lack of clarity in India, even giant Direct Selling company like “Amway” is
also misunderstand in India. Today, Top Business Schools such as “Harvard University” runs a
course in the University by name “Amway Fellows” where delicates from China goes there to
study about this huge direct selling company The growth prospects of the industry has been
analyzed in the light of the growth perceptions of the Direct Selling Entities. Although the Direct
Selling Industry is currently running in slow gear, growth prospects of the industry are bright,
driven by strong consumer base and expanding markets going forward. Direct Selling Entities
were positive about the revival of growth of the industry in the coming years. According to the
survey, Direct Selling Entities felt that the size of the industry is estimated to leap-frog by 2019-
20 scaling up to INR 2,37,421 million from the present level of INR 74,722 million in 2013-14.
However, positive policy interventions in the coming times can accelerate the estimated growth
pattern to the higher trajectory.

47
 6.0 BIBLIOGRAPHY

WWW.AMWAY.IN
WWW.AMWAY.UK
WWW.AMWAYGLOBAL.COM
HTTP://WWW.NUTRILITE.COM
HTTP://WWW.ALTICOR.COM
MAGAZINES.
RESEARCH METHODOLOGY- C.R. KOTHARI.

48
 7.0 APPENDICES

Questionnaire
1. Have You Heard About Amway Personal Selling?
YES
NO

2. Do you use the products offered by AMWAY?

YES
NO

3. Is Your Purchasing Decision Affected By The Brand?

YES
NO

4. What is the opinion about the price policy of Amway?

EXPENSIVE
CHEAP
REASONABLE

5. Have you f aced any problem regarding the services offered by AMWAY?
YES
NO

6. Are You Satisfied With Amway Products?

YES
NO

49
Amway Manufacturing Plant

Highlights of the manufacturing facility

50
Products of Amway

51
52
53
54
55
56
 Founder of Amway

Current CEO’s

AL KOOP WILLIAM S PANCKNEY

GLOBAL (CEO) INDIAN (CEO)

57
ACHIEVEMENT & AWARDS

58
Achievement & Awards

The company received many types of awards from different organization and agencies. The
awards given in the field of education, corporate social responsibility, environment, citizenship,
outstanding services, community services, blood donation, visually impaired children,.

Alticor, parent company of Amway, launched the One by One Campaign for Children since 2003
which aimed at improving the wellbeing of children around the world. Its effort and dedication
have been widely recognized.

2004 - Citation and award from the World Blind Union (WMU). AOF is the only Indian NGO to
be so recognized by WBU.

2010 - Aaj Tak, One of India’s leading news channels and part of the living media (India Today)
group presented the Aaj Tak CARE Award, to Amway India, for its initiatives taken in the field
of education.

2012 - Recipient of Governor's Service Award for Corporate Community Leadership from
Michigan Community Service Commission.

2013 - World CSR Congress presented Global CSR Excellence & Leadership Award to Amway
India, For its Initiatives taken in the field of Education.

2014 - Recognition memento under FICCI corporate social responsibility, by FICCI Aditya Birla
CSR center for excellence. Pt.Madan Mohan Malayiya Award for Best CSR practices in
Education by CSR Times.

2017 - Amway has been named Safer Choice Partner of the Year Award winner by the
Environmental Protection.

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Amway India Plans 170 New Branches By 2013

Eyes 25% y-o-y growth for the next five years.

Amway India Enterprises Pvt Ltd, a major direct selling FMCG Company in the country, is
planning to open 170 new branches across the country in the next three years (by the year
2013). The company is also eyeing 25 per cent year-on-year growth for the next five years
Presently, the company has 130 branches across the country. The company offers 115
products in five categories- Personal care, Home care, Nutrition & Wellness, Cosmetics and
Great Value products. Nutrition & Wellness segment contributes around 50 per cent of
Amway India’s total turnover.

With an aim to strengthen our network base, we are planning to increase the number
of touch points (branches) up to 300, by adding 170 new branches across the country in the
next two-three years. We are also planning to launch 6 to 8 new products every year,"
William S. Pinckney, MD & CEO, Amway India, said at a press conference during plant
visit of reporters to its Baddi facility in Himachal Pradesh.

With an aim to meet the market demand, the company has just tripled the capacity at
its contract manufacturing facility in Baddi (Himachal Pradesh) at an investment of Rs.55
crore.

60