Amway India, the wholly owned subsidiary of the over-$5 billion Amway Corporation, is building a line of secondary brands specific to India
KOLKATA: Amway India, the wholly owned subsidiary of the over-$5 billion Amway Corporation, is building a line of secondary brands specific to India. Driving such exclusive brands like Persona, Attitude, and now, Dynasty, is part of the direct selling company’s strategy to build on a strong second-tier cosmetics and personal care segment, and also to leverage on the large customer base for premium products in India.
Having closed with Rs 630 crore for the year ending August 2005, Amway India is betting big on these India-specific categories and has lined up a host of products in the coming months.
While sub-brands Persona and Attitude cater to personal care and skin care respectively, Amway’s latest brand, Dynasty, takes on the male grooming category. Indications are that the company may come up with more
India-specific brands in future.
Amway India’s focus on developing the secondary category has become stronger with the company roping in Bollywood star Diya Mirza for its Attitude brand and famous model, Grasim Mr India, Sachin Khurana, as its brand ambassador for the Dynamite brand.
When contacted, Amway officials said, “Dynasty is the latest brand which is billed as power grooming for men”. It is positioned in the premium segment of the market. The overall male grooming market is estimated to be around Rs 300 crore and is said to be growing at 15%.
Company officials said that more products like a foot cream under the Attitude brand and a shaving cream under the Dynamite brand are on the anvil.
“The idea is to offer products to consumers willing to pay for world class quality. For example, certain consumers may not use the super premium Artistry brand from the Amway stable, which compares with brands like Elizabeth Arden or Estee Lauder. But they may try the premium Attitude, priced lower and at par with international standards,” company officials said. The premium skin care segment in India is estimated to be around Rs 325 crore.
Amway India had introduced its India-specific brand, Persona, a couple of years back when it launched products like toothbrushes, talcum powder and a bar soap.
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