FMCG gets bullish: Amway may grow herbs to launch ayurvedic products

US-based direct-selling giant Amway is considering launching ayurvedic products for which research and development with Indian ingredients has already begun. 

The new products could be part of the company’s nutritional and personal-care range. Once products get finalised, a call on Ayurvedic tag would be taken. 

The move makes sense especially with the success story of Patanjali, which impelled many others such as Colgate and Unilever to follow suit with a slew of ayurvedic products. 

“We are trying to adapt Nutrilite into something more Indian by using more herbal and ayurvedic products. We are seeing in terms of how we can satisfy the market. We are doing a fair amount of work in that direction and will have a whole range soon. We would be launching products more in tune and understandable to local people,” said Samir Behl, president, Europe, India and Africa.  

The company has a similar range of products in China based on local medicine. “We do not target companies; the way we look at things is what are the trends and what is relevant and differentiated… because, otherwise, it would just be a me-too product. We do not go after XYZ company,” Behl said. The company added that the ayurvedic platform could be later used to make FMCG products also. 

The company has over 6,000 acres of land globally, which it either owns or has leased for farming its own produce to use in its organic products. “We are big into organic farming. We have our own farms in Mexico, Brazil and working closely in India with the states and farmers. Also, what we have is a NurtiCert programme, where we certify farms owned by cooperative societies in line with global standards. Even though we do not own the farms, we are certifying that the product is in line with those from our farms. We have nine NurtiCert farms in India spread over six states including Karnataka, Kerala, Madhya Pradesh, Maharashtra and Odisha,” Behl said.

On being asked if it plans to buy farmland in India, Behl said, “We are looking at all options. It also depends on government regulations. Given our strong play in nutrition, we are willing to go the extra mile to see how best we can serve the needs of this country. We are working with a lot of government agencies and state governments to see how we can collaborate.” Globally, the firm owns four farms.

The company is getting organic marigold, turmeric, ginger and basil for its Nutrilite brand of food supplements. 

The company has brought the percentage of raw materials it used to import from other countries from 70 per cent five years back to almost 30 per cent. About half of the Rs 2,000-revenue comes from nutrition products under the Nutrilite brand.

LOCALISATION PUSH

• Firm has started R&D with Indian ingredients for ayurvedic products 
• Says ayurvedic platform could be used to make FMCG products, too
• Firm trying to make over Nutrilite brand into something that is more Indian
• It has a range of products in China based on local medicine
• If the new products can carry the 'ayurvedic' tag is yet to be decided
• Firm says looking at all options, when asked if it would buy farmland in India