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Amway India Enterprises, the wholly owned subsidiary of Amway Corporation (US), on Wednesday announced a new brand identity logo for “Amway Home” representing the home care segment.
Under this segment, Amway has introduced five products in the laundry, surface and dishwashing space priced between Rs 279 and Rs 715. These include a multi-purpose cleaner, glass cleaner, dish drops and laundry detergents.
“Post this launch, we foresee a 30 per cent jump in our sales. Home care, which is a Rs 150-crore category for us, is expected to become Rs 400-crore in the next five years,” said Mr Ajay Khanna, Assistant Vice-President (Marketing), Amway India Enterprises.
In India, Amway directly sells through business owners and home delivery models covering 9,000 pincodes and 140 cities. Amway Home contributes nearly seven per cent of the revenue from India, he said.
The company said the new Amway Home brand personified its vision to be an environmentally sensitive organisation. Four products, including Amway Home LOC & Dish Drops, have been certified by the US Environmental Protection Agency. These products conform to European AISE standards also, it added.
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