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Amway targets diabetes, hepatitis-heavy India

business Updated: Feb 16, 2012 17:42 IST
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Nutrilite, the world’s highest selling vitamins and dietary supplements brand from Amway, has targeted an increasingly diabetic and hepatitis-prone India with niche health products.

These products, slated for a mid-March commercial launch, are Nutrilite Milk Thistle with Dandelion Root for liver health and Nutrilite Glucose Health for maintaining healthy blood sugar level. They are expected to aid Amway’s bid to post a turnover of more than Rs 2,500crore in 2012, an almost 18% increase over 2011.

“Ethnicity and food habits make Indians prone to the debilitating Type 2 diabetes 10-12 years earlier than their counterparts elsewhere on earth. Likewise, India is among the top 10 countries with the highest rate of liver-related deaths,” Amway India’s vice president-east Diptarag Bhattacharjee said on Thursday. “Our new products are in a range of new lifestyle nutritional supplements designed to promote healthy ageing.”

India, according to WHO, is expected to see a 120% increase in the number of diabetics in the next 20 years. That would translate into 6crore diabetics and 7.5crore pre-diabetics. “A combination of organically processed herbs such as milk thistle, dandelion roots and turmeric has gone into the supplement to help maintain blood sugar level,” Bhattacharjee said.

The two new healthy ageing products will join 131 products Amway sells in India in five categories such as homecare, healthcare and beauty care. Since its entry in 1998, Amway India has worked its way up the direct selling ladder to be among the top 12 FMCG companies.

However, Amway India has no manufacturing unit of its own in the country. “Almost 97% of our products sold in the country are made by seven third-party contract manufacturers. But we are likely to have our own facility in 2013, and we have received offers from four states,” Bhattacharjee said.