Direct seller Amway's India play disrupted: Why has it not met targets?

On Monday, the Enforcement Directorate attached Amway's assets worth Rs 758 crore in connection with an alleged money laundering probe

It’s a company that has never been short on ambition. In 2013, weeks after getting bail in a case of alleged cheating in Kerala, Amway India’s then managing director, William Scott Pinckney, dec­l­a­red that the company was ai­m­ing to hit revenues of Rs 10,000 crore in India in a decade.

Fast forward to 2021, and Milind Pant, Amway’s global CEO, announced that the company has designated India as one among the top three markets for growth and investment (after US and China), and is now looking at hitting revenues of Rs 20,000 crore over the long term.

Unfortunately, the reality on the