Health Secrets
Q] The Indian market is flooded with multiple nutritional products and supplements today. Can you name a brand that you consider your competition in the market? Q] Your last campaign, ‘Passion Ko Do Poshan’ featured Olympian Saikhom Mirabai Chanu. What makes her the apt face for such a campaign? Q] IPL is one of the prime sports properties for advertisers in India. How do you look at sports advertising for Amway India? Q] In the past couple of years, e-commerce platforms have seen rapid growth in India. How do the online and retail channels compare for Amway? Can you share some sales figures to elucidate that?
Today there are numerous brands that are offering not just products, but also health services, so I would say that the entire health ecosystem is our competition. The overall health consciousness has increased many folds post COVID, and so we are now trying to cater to an aware, and health-conscious consumer. But primarily, I would say that we are focusing on preventive healthcare. The competition is good because this category is really expanding. I am glad that brands across various verticals are offering healthier options for consumers. The competition is plenty in a positive way, and the market is large enough for all players to capture a healthy share. It is good news that the category is growing.
Mirabai Chanu’s unmatched dedication to fitness is praiseworthy. Also, as we know, her youth appeal resonates well with our product Nutrilite, so it was quite a natural choice. Chanu exemplifies all of our hopes and our commitment to empowerment, healthy living, and fitness. This makes her the perfect partner to amplify our vision of helping people live better and healthier lives. It also allows us to go deeper in the consumer mind space across different markets. This strategic partnership is a tribute to the incredible women leaders of India.
Sports is a big part of our strategy, but having said that, I am not very sure whether IPL fits in here because I personally believe that there’s a lot of clutter in it. There are just too many brands and too many teams present in this sporting event. I feel that there’s a much bigger opportunity outside of IPL. Also, cricket is now being played almost every day of the year, and so my personal view is that apart from being cluttered, it is a little overpriced as well.
We look at niche opportunities to grab more eyeballs, where there are fewer brands and less clutter. This can be found in cricket outside of IPL. We are focusing on this, and I think we were able to grab eyeballs earlier because of our partnership with cricket in various series.
Roughly 65% to 70% of our sales is now coming from online, and it has been pretty consistent even post COVID. We have come to the realisation that it is a much smarter channel, and an easier way to order products. It has been a blessing for consumers, and also for us. We have made significant gains through online sales on the back of our e-commerce platform.
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