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that usesnetwork marketing to sell a variety of products, primarily in the health, beauty, and home
care markets.Amway was founded in 1959 by Jay Van Andel and Richard DeVos. Based in Ada,
Michigan, the company and family of companies under Alticor reported sales growth of 2.3%,
reaching US$8.4 billion for the year ending December 31, 2009. Its product lines include home
purifiers, air purifiers, insurance and cosmetics. In 2004, Health & Beauty products accounted for
companies in more than ninety countries and territories around the world. It is ranked
by Forbes as one of the largest private companies in the United States and by Deloitte as one of
Our Values
Vision
Mission
To provide the best business opportunity. To deliver exceptional quality products to urban
and semi urban homes in the areas of nutrition and wellness, cosmetics, personal care,
home care, home tech and insurance.
Our Values
Amway has established some simple shared values that unite the entire company, and all
of the Business Owners that are associated with Amway. We believe that these values
guide our actions and help us to achieve everything we are capable of without compromise
or harm.
Integrity
We will uphold the highest personal and professional integrity which demonstrates
honestly, loyalty, respect and high ethical standards in all our responsibilities, obligations
and other activities. We are committed to behave at all times in accordance with the
ethical practices of the organization.
Trust
Building reliability and dependability for self by displaying commitment, honesty,
confidentiality and consistency in all actions.
Founding
Jay Van Andel and Richard DeVos, friends since school days, had been business
partners in various endeavors including a hamburger stand, air charter service, and a sailing
business. In 1949 they were introduced by Neil Maaskant (Van Andel's second cousin) to
1949, after a night-long talk, DeVos and Van Andel signed up to become distributors for Nutrilite
food supplements. They sold their first box the next day for $19.50, but lost interest for the next
two weeks. Shortly thereafter, at the urging of Maaskant, who had become their sponsor, they
traveled to Chicago to attend a Nutrilite seminar. The meeting was at a downtown hotel, with over
a hundred people in attendance. After seeing promotional filmstrips and listening to talks by
company representatives and successful distributors, they decided to pursue the Nutrilite business
opportunity with enthusiasm. They sold their second box of supplements on their return trip to
In 1949, DeVos and Van Andel had formed Ja-Ri Corporation (abbreviated from their
respective first names) for importing wooden goods from South American countries; after their trip
to the Nutrilite seminar, they droppedthis business and Ja-Ri became their Nutrilite
distributorship. In addition to profits on each product sold, Nutrilite also offered commission on the
sales of products by new distributors introduced to the company by existing distributors—a system
today known as multi-level marketing or network marketing. By 1958, DeVos and Van Andel had
built an organization of over 5,000 distributors. However, following concerns about the stability of
Nutrilite, in April 1959 they and some of their top distributors formed The American Way
Association to represent the distributors and look for additional products to market.
scientist in Ohio. DeVos and Van Andel bought the rights to manufacture and distribute Frisk, and
later changed the name to LOC (Liquid Organic Concentrate). They subsequently formed Amway
Sales Corporation to procure and inventory products and to handle the sales and marketing plan,
and Amway Services Corporation to handle insurance and other benefits for distributors (Amway
being an abbreviation of American Way). In 1960 they purchased a 50% share in Atco
Manufacturing Company in Detroit, the original manufacturers of LOC, and changed its name
to Amway Manufacturing Corporation. In 1964 the Amway Sales Corporation, Amway Services
Corporation, and Amway Manufacturing Corporation merged to form a single entity,Amway
International expansion
Amway expanded overseas to Australia in 1971, to Europe in 1973, to parts of Asia in 1974, to
Japan in 1979, to Latin America in 1985, to China in 1995, to Africa in 1997, to India and
BRANDS
Amway's product line grew from LOC, with the laundry detergent SA8 added in 1960, and
later the hair care product Satinique (1965) and the cosmetics line Artistry (1968). Today Amway
manufactures over 450 products, with manufacturing facilities in China, India & the US , as well as
Nutrilite organic farms in Brazil, Mexico and The United States (California & Washington State). In
addition, Amway affiliates market products from hundreds of other manufacturers offering
everything from books (e.g. Barnes & Noble, North America) to wine (World of Wine, Europe)
Founder's Fundamental
Rich DeVos and Jay Van Andel built the Amway business on the following principles,
which they and their families believe constitute a sound foundation for a meaningful life.
Freedom
Provides conducive environment in which to live, work, achieve and grow. The Amway business
recognizes, supports and expands freedom, which is both personal and economic. It gives the
freedom to operate as independent business people and conduct a full-time or part time business.
Family
The family is our primary social structure, providing love, heritage and legacy. The Amway
business respects and supports the family, as evidenced by the Amway Board of Directors and the
prominence of “family” in Amway business. Amway provides the opportunity to build a family-
owned business which can be passed on to generations.
Hope
Hope gives us the power to transform our lives in positive ways. It is a force that allows us to
envision dreams, establish goals, and achieve great things. By offering hope, we open windows of
possibility for others, irrespective of social status, profession or educational background.
Reward
Reward involves the shared action of giving and receiving. Reward helps us grow, either as the
giver or the recipient, and there are many ways we are rewarded. Reward is integral to the Amway
business as we help each other grow as people and as entrepreneurs. Hard work is followed by
high rewards.
CORPORATE CREDENTIALS
Amway India is a wholly owned subsidiary of US $ 7.2 billion Amway Corporation, Ada,
Michigan, USA. Amway Corporation is one of the largest Direct Selling companies in the world.
Established in 1995, Amway India commenced its commercial operations in May 1998 and has
emerged as the largest Direct Selling FMCG Company. The Company is headquartered at the
Amway India has 400 full time employees and has generated indirect employment for 1,650
Amway India provides free and unlimited training to all its distributors to help them grow their
business. Amway India conducted over 29,000 training sessions during in the past 12-months
with an attendance of over 1.5 million Amway Business Owners and prospects.
Amway India recorded a sales turnover of over Rs. 800 crore during January’07 –
December’07.
Amway India is a member of the Indian Direct Selling Association (IDSA). The IDSA is an
industry regulatory body, with several reputed international and Indian Direct Selling
companies as members.
Amway India is also a member of the Confederation of Indian Industries (CII) and Federation
The World Blind Union presented an award and citation to Amway India in 2003, for its
CORPORATE RESPONSIBILITY
looks after Amway India’s Corporate Social Responsibility (CSR). Amway distributors are also
volunteers of AOF and they have enthusiastically participated in all AOF activities. Globally,
Amway’s CSR campaign is known as the One By One Campaign for Children.
Type Private
.
Founded 1959
Doug DeVos (President)
Employees 13,000[2]
Parent Alticor
Website http://www.amway.com/
Presented the Millenium Outstanding Service Award 2000, by the All India Confederation
for the Blind (AICB), in recognition for work carried out for the visually challenged.
The Indian Red Cross Society, Orissa awarded AOF a memento & certificate for conducting
The Surat Raktdaan Kendra felicitated Amway India at their annual function on 5th Oct,
2003, for the largest number of donors at a Blood Donation Camp (BDC) held by any financial and
commercial institution and industry. The Mayor of Surat - Snehlata Chouhan - presented a trophy
Amway also received the Hajee Sulaiman Omar Memorial Ever Rolling Shield, by
the Madurai Medical College. Amway was the ONLY corporate entity to conduct a BDC on such a
Presented an award by the World Blind Union (WBU), for sterling contribution to improve
and elevate the quality of life of visually impaired children', at a function in Delhi on Dec 2nd 2004.
The award included a citation and a large-sized statue of Saraswati, the Goddess of Knowledge,
was presented by the Lt Governor of Delhi, Shri Vijai Kapoor. WBU is an apex body for the visually
The Central Red Cross Bank, Cuttack awarded Amway Opportunity Foundation with a trophy and
Certificate for contributing the highest number 400 units to their Blood Bank.
Business model
market the products directly to potential customers and also recruit (sponsor) and train other
people who become IBOs themselves and in turn have the same opportunity. Each IBO may earn
income both from the retail markup on any products they sell personally, plus a performance
bonus based on the sales volume they and their downline have generated. People may also
register as IBOs to buy products at a discounted rate. Amway has been accused of using high
pressure tactics and in effect brainwashing its IBO's, using peer pressure in meetings and threats
to get IBO's to recruit more, lower income members who are less likely to complain about being
taken advantage of. These claims however have never been proved in the many court cases
against them
Amway India
Amway India
Website: http://www.amwayindia.com
1995 after approval by India's Foreign Investment Promotion Board (FIPB). Amway India
commenced commercial operations on May 5, 1998 [1] and is now the largest Direct Selling FMCG
Company. The Company is headquartered at the National Capital Region of India - New Delhi.
Amway has invested in excess of US $ 35 million (Rs. 151 crore) in India of this; US $ 6 million
(Rs. 26 crore) is in the form of direct foreign investment. Amway India has 400 full time
employees and has generated indirect employment for 1,650 persons at all the contract
manufacturer locations.
Amway India provides free and unlimited training to all its distributors to help them grow
their business. Amway India conducted over 34,000 training sessions during in the past 12-months
with an attendance of over 1.5 million Amway Business Owners and prospects.
Amway India is a member of the Indian Direct Selling Association (IDSA). The IDSA is an
industry regulatory body, with several reputed international and Indian Direct Selling companies as
members. A Mumbai-based consumer rights activist, Asha Kidnani, is IDSA’s Ombudsman & Code
Administrator. Amway India is also a member of the Confederation of Indian Industries (CII) and
Sales Data
Known Sales Data
0.99 million
2,48 million
5,53 million
6,26 million
5,79 million
6,36 million
6,33 million
7,68 million
7,99 million
11,28 million
14,07 million
Products
Exclusives
Artistry
Dish Drops
Nutrilite
SA8
LOC
Body Series
Glister
Attitude
Nutrilite®
NUTRILITE® is the world’s leading brand of vitamin, mineral, and dietary
supplements, grown harvested, and processed on its own certified organic farms.
Artistry®
ARTISTRY® is one of the world’s top five largest-selling prestige brands of facial skin care
and colour cosmetics.
Attitude®
All products of Attitude contains Skin Vitalising Complex that synergistically combine to
cleanse, Replenish & Moisturise the skin making it soft & supple.
Dynamite®
Dynamite's range of male grooming products, formulated internationally is designed to
deliver the ultimate grooming experience.
Persona®
Persona Premium 3 in 1 Soap is a complete soap for the entire family promises refreshing
confidence.
Featured Products for Persona®
Satinique®
Satinique Advanced Range with unique Ceramide Infusion System uses nature's own
renewing technology to rejuvenate, strengthen and protect your hair.
Glister®
Glister Toothpaste is a revolutionary Multi-Action Toothpaste with Sylodent that offers
seven benefits.
Dish Drops®
Dish Drops is a concentrated hand dishwashing liquid with a powerful "Triadic Detergency
System".
SA8®
SA8 Gelzyme is India's only 3-in-1 laundry detergent which pretreats, cleans and softens.
LOC®
Competitors
Amway competitors are primarily in the Cleaning Products industry. Amway also competes in
the Housewares, Personal Care Products, and Nonalcoholic Beverages sectors.
Amway competitive landscape includes:
Avon
Mary Kay
Procter & Gamble
Unless otherwise indicated, all Web Site design, text and graphics is Copyright 2007 Amway
of Australia. All rights reserved. None of the material may be copied, downloaded, displayed,
posted, transmitted used or reproduced in whole or part in any form or by any means for any
purpose unless such use is expressly permitted by Amway or by applicable copyright laws.
To the extent necessary in order to lawfully access and use the services available on this Web
Site, you are granted permission to display, download, save and to print portions of this web site
for non commercial use only provided that the materials are not modified and any reproduction
contains all copyright and other proprietary notices contained in the materials. IBOs may
download, reproduce and distribute materials for the purposes of their IBs provided that each item
is reproduced in its entirety and contains the following notice: "Reproduced with the permission of
Amway of Australia, ABN 49 004 807 756".
All trade names, brand names, trade symbols, logos, slogans, trade marks or services marks
followed with an asterisk are trademarks or proprietary interests of Amway Corporation, Ada,
Michigan, USA.
There are other trade names, brand names, trade symbols, logos, slogans, trade marks, service
marks, or company names, indicated on the Amway Web Site that are the property of their
respective owners.
Sales of Amway
One To One
The Direct selling Success story in India
As is evident, Amway has been registering revenue growth of nearly 100% yoy, whereas
conventional FMCG firms have struggled to achieve even 4-6% in this stagnant economy.
Clearly, no other market has recorded such phenomenal growth for direct selling and it is
believed there are some distinct structural factors in the Indian market which make direct selling
(aka network marketing) a potent distribution model for consumer goods. So what are those key
success factors and characteristics of the Indian consumer that make this model a runaway
success? Let us begin by understanding how it all works in India.
Sales places
Amway now operates in over 80 countries and territories around the world
Amway manufacturing
Amway Manufacturing & Distribution Center is equipped with advanced equipments and
high quality storage conditions in its daily operations including modern electronic driven forklift,
automatic adjusted loading/unloading docks, and constant temperature warehouse. RF (Radio
Frequency) warehouse management system is applied in warehouse daily operations, which makes
the operation more accurate, in time, and convenient. With RF system implemented, Amway
Manufacturing & Distribution Center realizes paperless in the daily operation.
To further support home delivery service a 2000 square meter new home delivery
pick/pack center has been built in Amway Manufacturing & Distribution Center. The new home
delivery center equipped with automated equipments of Digital Pick system (DPS) and auto-carton
former and sealer together with a semiautomatic conveyor and automatic products weighing
machine etc.
It produces more than 170 kinds of merchandises, including the series of nutrition and health food,
beauty cosmetics, personal care products and home nursing.
Conclusion
Direct selling FMCG company, Amway India, is eyeing a Rs 2,500 crore turnover in the next two-
years by expanding reach, launching new products and strengthening its marketing.
"We have grown from Rs 799 crore to Rs 1,128 crore to 1,407 crore over the past three years,
essentially as the quality of the Amway pick-up centres has undergone a sea change and are more experiential
for the consumer," Amway India's Vice-President (Technical and Regulatory), Vinay Kumar, told reporters here
This year the turnover is expected to be around Rs 1,700 crore and Rs 2,500 crore by 2012," he said.
Amway India is a wholly-owned subsidiary of $8.2 billion US-based Amway Corporation. The company
manufactures its products through seven third-party contract manufacturers in the country with Baddi-based
Sarvotham Care being Amway India's largest vendor (contract manufacturer).
Around 85 per cent of Amway products sold in India are being manufactured by Sarvotham Care.
The company is mulling to set up a new contract manufacturing facility in south India to cater to the
demand of its products in the coming days.
"Our products are more in demand in South India. We are thinking of setting up a new contract
manufacturing facility in south India, but nothing has been finalised," Kumar said.
The company plans to up its branches to 250 from present 130 in the next three years. "We will increase
our branches to 250 from the present 130 across the country by 2013. We are eyeing an at least 25 per cent
year-on-year growth for the next five years," he said.
The company offers 123 products in personal care, home care, nutrition and wellness, cosmetics and
great value products.
"We are planning to launch 12 new products in 2011 and 10 products in 2012. We also plan to increase the
number of brand experience centres to 25 from the present 10 over the next two years," he said.
Stating that the direct selling industry has good potential in the country, Kumar said, "Direct selling industry in the
country is estimated at Rs 3,500 crore (excluding insurance) and is expected to reach around Rs 5,300 crore by
2013