Michigan-based Amway’s subsidiary Amway India launched its premium cookware ‘Amway Queen’ brand, in India, targeting $16 million in revenues from this new category of sales. The premium cookware segment in India is about $37 million and grows 35% annually.
Amway India CEO, Anshu Budhraja, quoted research that indicated a latent demand for premium cookware which enables low oil, low water cooking while ensuring taste, reports the Times of India.
a
“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, contribute more than 10% of our turnover in the next three years,” added Budhraja.
