Amway India enters into consumer durables segment with the launch of Amway Queen, a premium cookware range

·         The company targets a leadership position in the premium cookware segment in the country over the next 3-5 years

·         Amway India to use demonstrations as a key strategy to promote Amway Queen’s ability to enable almost zero oil and less water cooking possible to ensure both health and taste.

Gurgaon, January 22, 2017 -- Amway India, the country’s leading direct selling company, has expanded its product portfolio and entered into the domain of consumer durables with the launch of Amway Queen, a premium cookware range. Amway India sells more than 130 products across Nutrition, beauty, home care and personal care categories. This is the first time that Amway India is launching a product in the consumer durable segment in the country.

Amway India enters into consumer durables segment with the launch of Amway Queen, a premium cookware range

The premium quality Amway Queen Stainless Steel Cookware is both elegant and convenient. Amway Queen offers superb cooking performance, versatility and a look that will last for years to come. It comes with a VITALOK™ technology that helps locks in the moisture which helps to preserve the taste and nutrition of the food. Amway Queen enables cooking with much less water as compared to a conventional cookware range. Further, the OPTITEMPTM technology helps in improving heat distribution on every kind of cooktop. Its multi-layer structure and OPTITEMPTM base makes almost Zero Oil cooking possible.  The food cooks evenly and quickly over medium to slow temperature, saving time and energy. Amway Queen is backed by 30 years warranty.

The 5 piece Amway Queen Cookware set has been created especially for the Indian market keeping into the consideration the culinary palate & food habits of Indians. The aesthetically designed Amway Queen Cookware set comprises of a 4 liter stock pot with lid, a 2 liter Saucepan with lid, and 1.5 liter Sauté Pan with lid, and an extra lid & Stock pot steamer as accessories.

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

Speaking on the occasion, Anshu Budhraja, CEO, Amway India, said, “Globally, Amway is one of the leading players in the premium durables category. We have identified Amway Queen as our first durable to be launched in the Indian market because the 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% of our turnover in the next 3 years.”

Sundip Shah, Chief Marketing Officer, Amway India, said, “Amway Queen is unique as it allows healthy cooking of delicious dishes with almost no oil and less water. Our strategy is driven by impactful cooking demonstrations to bring this benefit to life for our direct sellers and consumers. We are equipping our direct sellers with appropriate tools and demos so that they can showcase the efficacy of the Amway Queen to a prospective customer. Besides massive focus on cooking demo sessions, we have also launched a series of online videos demonstrating how one can use Amway Queen Cookware to cook delicious Indian dishes in a healthy way (like ‘Dal Makhani’ without ‘Butter’)”

Amway is spending a significant portion of its marketing budget on cooking events for direct sellers and consumers where a team of chefs led by Chef Sanjay Pawar are doing demonstrations across the country. A total of 200 events are being held across the country to promote the range.
 Links of demonstration videos of Amway Queen

About Amway India
Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA.  Amway is one of the largest Direct Selling companies in the world with presence in over 100 countries & territories.

Globally, Amway is over 56 year old, US $ 9.5 billion, manufacturer and direct seller of high quality consumer goods. Amway’s innovation and industry-leading R&D has seen more than 1,150 patents granted and another 500 patents pending.  Amway has more than 950 scientists across 75 research and development and quality assurance laboratories worldwide.

Amway India sells more than 130 daily use products across categories like Nutrition, Beauty, Personal Care and Home Care through individuals who make personal recommendations regarding the use of distinctive high quality products. Amway products are widely recognized and appreciated for their quality and value. These products are backed by a money back guarantee for 100% satisfaction of use.

Amway products are popular not just in India, but across the world. Nutrilite is the world's No. 1 selling vitamins and dietary supplements brand* while Artistry is among the world’s top five, largest selling, premium skincare brands.**

Amway’s manufacturing facility in India is located at Nilakottai in the Dindigul district of Tamil Nadu. This is Amway’s third manufacturing plant located outside of USA. The other plants are located in China and Vietnam.

*Source Euromonitor International Limited. Vitamins and Dietary Supplements, World, GBN, Retail Value RSP, % breakdown, 2015.

**Source Euromonitor International Limited. Beauty and Personal Care 2016, Premium Beauty and Personal Care and Premium Skin Care category and subcategory, global 2015 value RSP.