The Business Bytes
PRIYABRAT BISWAL
BHUBANESWAR, AUG 17, 2021
Direct selling company Amway India on Tuesday said it has appointed in Olympian Saikhom Mirabai Chanu as its brand ambassador.
The association with Chanu is in line with Amway’s focus on consolidating its health and nutrition category, especially targeting women and youth in the country, it added.
The company said that Chanu will spearhead the company’s campaigns focused on its foundation range such as Nutrilite Daily, Omega and All Plant Protein amongst others, across platforms.
Commenting on the association, Amway India CEO Anshu Budhraja said, “Our association with Mirabai Chanu is a natural choice. She exemplifies our values of hope, commitment, self-empowerment, healthy living; and her commitment to fitness is unparalleled. This makes her the perfect partner to further amplify our ethos of helping people live better, healthier lives.”
He added that with over 60 per cent direct sellers being women this association is also a tribute to these women entrepreneurs.
Budhraja further said that Amway and Nutrilite symbolize best of entrepreneurship, opportunity, women empowerment, nutrition and wellness globally.
Talking about the newly onboarded brand ambassador Mirabai Chanu, Amway India Chief Marketing Officer Ajay Khanna said, “Mirabai Chanu’s unmatched dedication to fitness and youth appeal resonates well with Nutrilite’s world-class image offering the best of nature and the best of science for optimal health. With Ms. Chanu as our brand ambassador, we are confident of further strengthening our connect with young consumers across the country.”
The company has begun this association with an annual contract and hopes to further strengthen its connect with young consumers across the country, he added.
Speaking about her association, Saikhom Mirabai Chanu said, “Nutrilite is an iconic brand, recognized globally for its plant-based approach to dietary supplements. As a professional athlete, I am always looking for ways to improve my fitness and thereby, my game. Hence, proper nutrition through a balanced diet is extremely important for me. I am excited to join hands with Nutrilite – which is world’s no 1 vitamins and dietary supplements brand, committed to making people lives healthier.”
Nutrilite is the flagship brand of Amway. It has recently strengthened this portfolio with the launch of products such as Chyawanprash by Nutrilite and Nutrilite Vitamin C Cherry Plus.
The company said Nutrilite currently contributes over 61 per cent to its revenue. “The category is poised for tremendous growth with an increase in contribution to over 65 per cent (CAGR of 10 per cent) by 2024, which includes a significant contribution from the Nutrilite Traditional Herbal segment,” Budhraja added.
