Amway is changing its way. The largest direct selling company in the world, which has emerged a global retail giant over the last
50 years with minimal advertising and no store presence, will soon start product advertisement as it increases its ad spend.And its showing the way too. The US-based wellness and personal care products firm is part of an army of direct sellers in India that has woken up to the need for complete brand-building exercise through mass media.
Oriflame, Tupperware and Modicare have all started spending more on advertising and even tying up with retailers as India’s Rs 3,300-crore direct selling industry is bracing up for increased competition from traditional players who have added direct selling and e-tailing to widen their reach to rural and semi-urban areas.
Other direct sellers such as international cosmetics brand Jafra and wellness brand New-skin too are looking at advertising their products.
Logo form Amway