Amway plans 50 stores in India amid sports nutrition and consumer durables push

By Gary Scattergood

- Last updated on GMT

Related tags Sports nutrition

Amway launched its XS Sports Nutrition line extension in the US last year.
Amway launched its XS Sports Nutrition line extension in the US last year.
Amway has revealed it plans to open a further 50 stores in India, but has vowed to remain a direct-selling company with sellers “the key point of distribution”.

The US firm already has 32 ‘express pick and pay’ stores in the country, with a further 50 set to follow by the end of 2018.

They are likely to offer an expanded range, including consumer durables and sports nutrition products.

Amway India sells more than 130 products across nutrition, beauty, homecare and personal care categories

Just last week Amway India launched Amway Queen, a premium cookware range.

Amway India CEO Anshu Budhraja said “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.

In terms of sports nutrition, last year it launched its XS Sports Nutrition line extension in the US.

The XS brand, a line of beverages billed as “healthier energy drinks”​, was founded by a former Amway distributor in 2001 and fully acquired by the company in 2015. 

The sports nutrition brand extension features protein powder and shakes, pre- and post-workout supplements, energy bars and sports drinks.

Amway president Doug DeVos is due to visit India this week and said the country’s store plan would be one of the first in its global strategy to boost its High Street presence.

"We are, and will remain, a direct selling company with direct sellers as the key point of distribution. But visibility and easy access are important components of our growth strategy… we've lined up a number of initiatives to spur growth in India,"​ he was quoted as saying in the Economic Times. 

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