Amway to invest $3-5 mn in ramping up own e-store, enter air purifier biz

Eyeing the magic India revenue figure of Rs 20 billion by the end of 2018, Amway is planning a consumer durables push with an entry into products like air and water purifiers

American direct-selling player Amway is confronted by two challenges in India. While its revenues in the Indian market have shrunk after hitting a peak of Rs 22.88 billion in 2012-13, the sale of Amway products on independent e-commerce sites like Amazon and Flipkart undermine its direct-sale model.

Talking of the first challenge, after five years of hitting a peak and with an economic downtrend reversing, Amway is now aiming to again hit the magic revenue figure of Rs 20 billion by the end of the 2018 calendar year. It is expected to have hit a turnover of Rs 17 billion