THE WHAT? Amway India is expanding its presence in Ayurveda with nine new Nutrilite Ayurveda products and plans to build the portfolio into an INR 100 crore category over the next two years.
THE DETAILS The new portfolio combines Nutrilite’s botanical science expertise with Ayurvedic ingredients sourced from organically cultivated, NutriCert-certified farms and is manufactured at Amway’s facility in Tamil Nadu. The company is positioning the expansion around growing demand for plant-based and preventive wellness, while increasing its participation in India’s Ayurveda value chain across agricultural sourcing, local manufacturing, scientific research and product innovation. Amway also sees longer-term potential to take its India-developed traditional wellness proposition into international markets.
THE WHY? The investment positions Ayurveda as a strategic growth category for Amway India, capitalising on increasing demand for traditional wellness products and government support for the AYUSH ecosystem while strengthening the company’s local sourcing and manufacturing capabilities
Source: Passionate in Marketing
