Amway India forays into durables, launches premium cookware

Direct selling firm Amway India has forayed into premium cookware range with the launch of its 'Amway Queen' brand, targeting Rs 100 crore revenue from the new category this year.

Amway India, which currently sells more than 130 products across nutrition, beauty, home care and personal care categories, said its cookware range has been created especially for the Indian market, taking food habits of Indians into consideration.

"We are targeting Rs 100 crore (revenue) from Amway Queen premium cookware range in 2017," Amway India CEO Anshu Budhraja told PTI.

Amway is targeting to take a leadership position in the premium cookware segment currently pegged at Rs 250 crore and growing rapidly by 35 percent per annum.

He said research indicated that there is a latent demand for premium cookware which enables low oil, low water cooking while ensuring taste.

"We look upon Amway Queen as a key growth driver as it fits well with our direct selling model where the sale happens through the power of demonstration. Our target is to ensure that durables as a category contributes more than 10 percent of our turnover in the next three years," he said.

Amway India Chief Marketing Officer Sundip Shah said the company will be equipping its direct sellers with appropriate tools and demos to showcase efficacy of the 'Amway Queen' range to prospective customers.