Amway Queen Cookware sets a record of crossing the 100 crores

by Shrutee K/DNS 

New Delhi, December 13, 2017: Amway Queen, the premium cookware range from the country’s leading direct selling FMCG company, has crossed sales of INR 100 crores within a record time of just 10 months for Amway. Launched in January 2017, the success of Amway Queen exemplifies the company’s strategy to cater to the growing demand from the health-conscious consumers who are looking for a cookware range which allows tasty and nutritious cooking.

Commenting on the milestone, Mr. Sundip Shah, Chief Marketing Officer, Amway India, said, “Over the last few years, widening of the product basket has been one of the key strategic areas for Amway India to spur growth in the country, besides infrastructure upgradation, increased consumer access strategy, experiential marketing & brand awareness. The cookware range was specially created to cater to the niche segment of premium cookware in India which is seeing traction with young India’s preference towards wellness quotient of products and rapidly growing awareness about the nutritional requirements. The cookware range was developed considering the Indian food habits, culinary palate and cooking practices. 

We are excited and proud to have hit the 100-crores milestone within 10 months of the launch. It gives us confidence that we are headed in the right direction. Based on the consumer feedback, we will be introducing new utensils in the coming year that reflect the unique cooking experience with Amway Queen. Our target is to achieve a leadership position within the premium cookware segment in the next one year.”

Amway Queen enables cooking with much less water and almost zero oil as compared to a conventional cookware range. Its VITALOK™ technology helps lock-in the moisture which further helps to preserve the taste and nutrition of the food. Furthermore, the OPTITEMP^TM technology helps in improving heat distribution on every kind of cook-top. Its multi-layer structure and OPTITEMP^TM base makes almost Zero Oil cooking possible. The food cooks evenly and quickly over medium to slow temperature, saving time and energy. Amway Queen is backed by a 30-year warranty and is available across the country.

“Today’s consumers equate brands with experiences. We have leveraged our direct selling model to have meaningful conversations with our consumers on the product benefits by using live cooking demonstrations as the main tool to bring the healthy cooking benefits to life as well as witness the benefits of the cookware. We have conducted more than 1000 live demonstrations to give a live experience of the product to the consumers which yielded good results for Amway Queen. We will continue to engage with consumers for live demonstrations across markets”, added Ajay Khanna, Category Head, Wellness, Amway India.

The 5-piece Amway Queen Cookware set is aesthetically designed and 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 & stock pot steamer as accessories. The range is being manufactured at the company’s manufacturing plant at Nilakottai in the Dindigul district of Tamil Nadu.  Other Amway products that are in the 100cr club are Nutrilite Protein Powder, Nutrilite Daily multivitamin tablets, Glister toothpaste & SA8 liquid laundry detergent.

About Amway India

Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA.  Amway is one of the largest Direct Selling companies in the world with presence in over 100 countries & territories. Globally, Amway is over 58 years old, US $ 8.8 billion, manufacturer and direct seller of quality consumer goods. Amway’s innovation and industry-leading R&D has seen more than 1200 patents granted and another 500 patents pending.  Amway has nearly 1000 scientists across 75 research and development and quality assurance laboratories worldwide.

Amway India sells more than 130 daily use products across categories like Nutrition, Beauty, Personal Care and Home Care through Amway Direct Sellers who make personal recommendations regarding the use of distinctive quality products. Amway products are widely recognized and appreciated for their quality and value. These products are backed by a money back guarantee for 100% satisfaction of use^[1].

Amway products are popular not just in India but across the world. Nutrilite is the world's No. 1 selling vitamins and dietary supplements brand^[2]. Nutrilite has established itself as a leading brand in the vitamins and dietary supplements category in India as well. Amway has signed Farhan Akhtar as the brand ambassador for the Nutrilite range in India to further promote the brand. Artistry is India’s No. 1 premium skin care brand^[3]. Amway India also offers ‘Attitude’, an entry level premium skincare and cosmetics brand targeted at India youth. The product range has been developed keeping the needs of Indian consumers into consideration. 

Amway India is aggressively entering newer categories. Most notably, the company has launched a Weight management program called ‘W.O.W.’ (Will over Weight) which has been really appreciated by the consumers in India. Recently, Amway has forayed into the consumer durables segment with the launch of a premium cookware range Amway Queen and the Energy Drink and Sports Nutrition segment (Whey Protein) with XS.

Amway’s manufacturing facility in India is located at Nilakottai in the Dindigul district of Tamil Nadu. This is Amway’s third manufacturing plant located outside of USA. The other plants are located in China and Vietnam. Amway India’s Plant in Dindigul district has achieved LEED ‘Gold’ certification by US Green Building Council (USGBC) which showcases our leadership in sustainability in the industry.

Amway India has been conferred with the ‘CSR Leadership Summit & Award’ in the category of ‘Promoting Employment for Specially-abled’. The company was recently awarded the ‘Great Place to Work 2017’ in recognition for the outstanding workplace culture.