Ada Township, Michigan-based Amway envisages a higher contribution of online sales to its business mix in India as it looks to invest and consolidate its presence in the country.
“The consumer preference is going online. We have got 35 percent of our sales from our captive website. We have to enhance the experience of our distributors as well as consumers on our own website and investment will be going in to enhance that experience. We are also looking at mobile phones as a key engagement platform,” Anshu Budhraja, CEO of Amway India, said.
Of a proposed $15 million additional investment, 30 percent has been set aside for digital initiatives. “Over a period of time, I do not see a mix which is less than 50:50 of the enhanced business scale,” added Budhraja.
The company is optimistic about the growth prospects of direct selling in India. “The direct selling FMCG industry is expected to touch $1 billion by 2025, clocking an almost six-fold growth, providing employment to more than 18 million people of whom 50 percent are women,” noted Budhraja.
Last updated: December 26th, 2025
