Amway India has entered the consumer durables segment with the launch of a premium cookware range, under the label Amway Queen.
The country’s leading direct marketing company currently has a range of 130 products across nutrition, beauty, home and personal care categories. However, this is the first time it launches a product in the consumer durable segment.
The Amway Queen cookware set comprises of a 4 liter stock pot with lid, a 2 liter saucepan with lid, a 1.5 liter sauté pan with lid, an extra lid and a stock pot steamer.
The product features a VITALOK™ technology that locks in moisture to preserve the taste and nutrition of the food. It also enables cooking with much less water as compared to a conventional cookware range. The multi-layer structure of the cookware makes almost zero-oil cooking possible.
Amway Queen stainless steel cookware comes with 30 years warranty.
Amway plans to take market lead in the premium cookware segment, which is pegged at Rs. 250 crores and is growing at 35% per annum.
“Our target is to ensure that durables as a category contributes more than 10 percent of our turnover in the next 3 years,” said Anshu Budhraja, CEO, Amway India.
“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,” he added.
“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. 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,” said Sundip Shah, Chief Marketing Officer, Amway India.
