The Hindu Business Line : Amway may get into category-specific advertising

MUMBAI: FMCG company Amway India, which offers its products through its distribution network, may start advertising for specific categories or even products by 2010, a top company official said.

“The advertising campaign for now, that is, for this year and 2009 is aimed at increasing awareness. By the time we get into 2010, we might look at category-specific or even product- specific advertising,” Amway India Chief Executive Officer and Managing Director Mr William Pinckney said here.

The focus would be on nutrition and wellness products, he said. Although Amway has been operating in India since 1998, it started advertising only recently.

Amway, with an annual turnover of Rs 700 crore, has products across personal care, home care, cosmetics, nutrition and wellness ranges. Nutrition and wellness products contribute a sizeable share to Amway's revenue.

“Traditionally Amway did not advertise. But the feedback from our local distribution networks told us that we need to advertise to increase visibility,” Amway India Corporate Communications Manager, Mr Rajat Banerji said, adding India was one of the firs t markets where Amway has begun advertising.

On the company's advertising expenditure, Mr Pinckney said, “At present, our advertising budget is Rs 15 crore because our aim is not to create demand but to build awareness and create a market atmosphere conducive for our distributors.”

Amway has recently launched 'energy' products, 'XL Energy Drink' and 'XL Energy Bar' and is looking to capture a sizeable share of the energy drink market in the next 3-5 years. - PTI

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