Amway India Launches Cookware

Michigan-based Amway’s subsidiary Amway India launched its premium cookware ‘Amway Queen’ brand, in India, targeting $16 million in revenues from this new category of sales. The premium cookware segment in India is about $37 million and grows 35% annually.

Amway India CEO, Anshu Budhraja, quoted research that indicated a latent demand for premium cookware which enables low oil, low water cooking while ensuring taste, reports the Times of India.

Amway Queen Cookwarea

“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, contribute more than 10% of our turnover in the next three years,” added Budhraja.


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Posted on by Gunjan Bagla
Gunjan Bagla
California-based management consultant Gunjan Bagla runs Amritt, a consulting firm helping American companies to succeed in India. Amritt is the trusted advisor for India market research, India business development, India market entry, Global Engineering, Global Technology Scouting, India R&D and Open Innovation. Gunjan is author of "Business in 21st Century India: How to Profit Today from Tomorrow’s Most Exciting Market" (Hachette Book Group, 2008), Amazon's top rated title on the subject. He has appeared as the India Expert on BBC Television, Bloomberg TV, Fox Cable Business and has been quoted in the New York Times, the Los Angeles Times, the Hollywood Reporter and Business Week for his expertise on India.


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