FMCG direct-selling major Amway India on Wednesday entered the ayurvedic products space with the launch of its Nutrilite Traditional Herbs Range.
Speaking to media persons at the launch here, Anshu Budhraja, CEO, Amway India, said raw materials for the range, such as tulsi , are cultivated in farms in India and the products are made in the firm’s manufacturing plant in Dindigul district in Tamil Nadu. The facility was commissioned with an investment of ₹550 crore.
Ajay Khanna, Category Head - Nutrition and Wellness, Amway India, said the team has been working on the product for close to a decade and has partnered with locals to identify herbs and understand how to sustain the production, given that the herbs used are seasonal.
To ensure purity, the herbs sourced are certified organic herbs, the firm claimed.
Budhraja said the company expects a revenue of ₹50 crore from the traditional herbs range this year and targets ₹150 crore in three years. The major growth drivers will be consumer preference for herbal products and lifestyle choices, he added.
Apart from regular channels, Budhraja said the firm will go aggressive on the digital medium by introducing QR code and augmented reality to engage with customers.
For Amyway India, the Nutrilite brand accounts for about 50 per cent of its total turnover. The company registered a turnover of ₹1,800 crore for the calendar year 2017 and expects to close 2018 with ₹2,000 crore.