Amway India enters into consumer durables segment with launch of cookware range

Amway India sells more than 130 products across Nutrition, beauty, homecare and personal care categories. This is the first time that Amway India is launching a product in the consumer durable segment in the country.

The 5 piece Amway Queen Cookware set has been created especially for the Indian market keeping into the consideration the culinary palate and food habits of Indians.

The Amway Queen Cookware set comprises of a 4 liter stock pot with lid, a 2 liter Saucepan with lid, and 1.5 liter Sauté Pan with lid, and an extra lid and stock pot steamer as accessories. 

Speaking on the occasion, Anshu Budhraja, CEO, Amway India, said, “Globally, Amway is one of the leading players in the premium durables category. We have identified Amway Queen as our first durable to be launched in the Indian market because the research indicated that there is a latent demand for premium cookware which enables low oil, low water cooking while ensuring taste. 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 contributes more than 10% of our turnover in the next 3 years.”

Sundip Shah, Chief Marketing Officer, Amway India, said, “Amway Queen is unique as it allows healthy cooking of delicious dishes with almost no oil and less water. Our strategy is driven by impactful cooking demonstrations to bring this benefit to life for our direct sellers and consumers. We are equipping our direct sellers with appropriate tools and demos so that they can showcase the efficacy of the Amway Queen to a prospective customer. Besides massive focus on cooking demo sessions, we have also launched a series of online videos demonstrating how one can use Amway Queen Cookware to cook delicious Indian dishes in a healthy way (like ‘Dal Makhani’ without ‘Butter’).”

Amway is spending a significant portion of its marketing budget on cooking events for direct sellers and consumers where a team of chefs led by Chef Sanjay Pawar are doing demonstrations across the country. A total of 200 events are being held across the country to promote the range.