Country’s leading direct selling company Amway India has expanded its product portfolio and entered into the consumer durables space with the launch of Amway Queen, a premium cookware range.
Currently, Amway India sells more than 130 products across Nutrition, beauty, homecare and personal care categories. This is the first time that Amway India is launching a product in the consumer durable segment in the country.
The product comes with a VITAlOK™ technology that helps locks in the moisture which helps to preserve the taste and nutrition of the food. Amway Queen enables cooking with much less water as compared to a conventional cookware range,” said a statement from the company.
“Further, the OPTITEMPTM technology helps in improving heat distribution on every kind of cooktop. Its multi-layer structure and OPTITEMPTM base makes almost Zero Oil cooking possible. The food cooks evenly and quickly over medium to slow temperature, saving time and energy,” added the statement.
Amway Queenis backed by 30 years warranty.
The aesthetically designed Amway Queen Cookware set comprises of a 4 liter stock pot with lid, a 2 liter Saucepan with lid, and 1.5 liter Sauté Pan with lid, and an extra lid & Stock pot steamer as accessories.
Amway is targeting to take a leadership position in the premium cookware segment currently pegged at Rs250 crores and growing rapidly by 35 per cent per annum.
Speaking on the occasion, Anshu Budhraja, CEO, Amway India, said, “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 contributes more than 10 per cent of our turnover in the next 3 years.”
Sundip Shah, Chief Marketing Officer, Amway India, said, “Amway Queen is unique as it allows healthy cooking of delicious dishes with almost no oil and less water. Our strategy is driven by impactful cooking demonstrations to bring this benefit to life for our direct sellers and consumers.