Consumer und Iome producLs dIrecL murkeLIng compuny Amwuy ndIu, u wIoIIy-owned subsIdIury oI LIe US-

bused Amwuy Corp, expecLs Lo do busIness worLI Rs z bIIIIon In ndIu by zo1z, un oIIIcIuI suId on Monduy.
"AILer sLurLIng commercIuI operuLIons In 1qq8 wILI u busIness oI Rs q.1 mIIIIon, Amwuy Ius InvesLed more LIun
Rs z bIIIIon In ndIu," compuny vIce-presIdenL (EusL) DIpLurug BIuLLucIurjee LoId reporLers.
Amwuy ndIu posLed u Lurnover oI Rs 1,;qo crore IusL yeur - up Irom Rs 1,qo; crore In zooq.
"We now Iope Lo Luke LIe busIness Lo Rs zo bIIIIon by LIIs yeur (zo11)," Ie suId.
Amwuy ndIu Ius over 1 oIIIces und cILy wureIouses ucross LIe counLry, coverIng over ,ooo cILIes und Lowns
LIrougI ILs Iome deIIvery neLwork.
BIuLLucIurjee suId LIuL uImosL uII LIe 1o Amwuy producLs In Iour cuLegorIes ure munuIucLured In ndIu LIrougI
seven LIIrd-purLy conLrucL munuIucLurers wILI producLIon IucIIILIes conIormIng Lo InLernuLIonuI sLundurds.
TIe Iour cuLegorIes oI Amwuy producLs IncIude nuLrILIon und weIIness, cosmeLIcs, personuI cure und Iome cure.
TIe compuny recenLIy InvesLed Rs crore uL ILs conLrucL munuIucLurIng pIunL uL BuddI In HImucIuI PrudesI Ior
expundIng producLIon.
n LIe eusLern regIon, comprIsIng eIgIL norLIeusLern sLuLes, WesL BenguI, BIIur, und OrIssu, LIe compuny Ius
regIsLered u z percenL growLI In LIe IIrsL sIx monLIs oI zo11 compured Lo LIe IIke perIod oI IusL yeur (zo1o).
AccordIng Lo IIm, LIe IurgesL number oI Amwuy producL users In ndIu were In LIe norLIeusL.

Amwuy Is one oI LIe gIobuI Ieuders In dIrecL murkeLIng. TIe nume Amwuy Is derI
ved Irom LIe words "AmerIcun Wuy " . Amwuy wus esLubIIsIed In 1qq by Juy Vun
AndeI und RIcIurd Devos. Amwuy gIobuI now Iuve u presence In over 88 counLrIes
und Ius u $6. BIIIIon Lurnover.

Amwuy wus esLubIIsIed In ndIu In 1qq und commenced operuLIon In 1qq8.
CurrenLIy LIe compuny Iuve 8o producLs In q cuLegorIes. Amwuy operuLes In LIe
IoIIowIng cuLegorIes :
PersonuI Cure
Home Cure
NuLrILIon und WeIIness
CosmeLIcs

Amwuy Is oILen used us un exumpIe oI u dIrecL murkeLIng compuny. TIe compuny
seIIs ILs producLs usIng dIrecL dIsLrIbuLors cuIIed Amwuy BusIness Owners ( ABO).
TIe modeI works on u busIness neLworkIng modeI .
TIe ABOs cun buIId u Leum by recruILIng u Leum oI ABOs under IIm. TIe ABO eurns
commIssIon on LIe producLs soId . urLIer , LIe ABO uIso geLs commIssIon Ior LIe
suIes done by oLIer ABOs recruILed by IIm. TIe puyouL Is decIded by LIe poInL
sysLem. TIe Amwuy busIness modeI uIso dIvIdes LIe ABOs InLo dIIIerenL cuLegorIes
bused on LIe suIes perIormunce oI LIe Leum. TIe puyouL vurIes wILI dIIIerenL IeveIs.

Amwuy ndIu In now u 8oo crore compuny wILI ILs operuLIon spunnIng ucross ndIu.
L Ius more LIun q. IukI IndependenL dIsLrIbuLors und 11; oIIIces ucross LIe counLry.
ConsIderIng LIe nuscenL sLuge oI DIrecL MurkeLIng ndusLry In ndIu, Amwuy ndIu
Ius been reusonubIy successIuI. AccordIng Lo BusIness Ine, LIe dIrecL murkeLIng
ndusLry In ndIu Is esLImuLed Lo be Rs 1o crore.

TIe success oI Amwuy producLs Is predomInunLIy drIven by LIe quuIILy oI LIe
producLs. Amwuy ndIu's producLs ure mosLIy sourced Irom munuIucLurIng unILs
Irom ndIu. L Ius ouLsourcIng conLrucLs wILI mujor unILs In ndIu. TIe producLs ure
sourced uILer sLrIcL quuIILy cIecks.

Amwuy Is u 1oo % dIrecL murkeLIng compuny . TIuL meuns LIe consumers wIII noL geL
uny Amwuy producLs Irom sIops. TIe producLs cun be bougIL LIrougI ABO's. Hence
LIe suIes ure drIven by LIe eIIorLs oI ABOs. SInce LIe compuny does noL udverLIse ILs
brunds, LIe onIy communIcuLIon cIunneI Is LIrougI ABOs wIo vIsILs IouseIoIds und
muke presenLuLIons. TIere ure Lwo Lusks oI u LypIcuI ABO : LIe IIrsL Lusk Is Lo seII
Amwuy producLs und second Lusk Is Lo uppoInL new ABOs .

TypIcuIIy dIrecL murkeLIng IIrms Iuces Issues oI reucI und cosL. SInce LIe suIes
depend enLIreIy on LIe IndependunL dIsLrIbuLors , LIe compuny Ius Lo puy Iuge
commIssIon. TIIs resuILs In LIe Increused cosL oI LIe producL. Hence LIe producLs
become expensIve resuILIng In Iower suIes.

Amwuys uIso Iuces LIIs Issue. TIe producLs oI Amwuy ure exceIIenL buL very
expensIve. or exumpIe, LIe Personu brund oI soups cosL Rs o wIIcI Is uImosL
doubIe LIe ruLe oI un ordInury soup. Personu Is one oI LIe besL soups In Lerms oI
quuIILy buL prIce Is deIInILeIy u dumpener. AnoLIer exumpIe Is LIe runge oI cosmeLIcs
under LIe brunds ALLILude und ArLIsLery . ArLIsLery Is LurgeLed uL LIe premIum cIuss
und ALLILude uL LIe mIddIecIuss. BuL LIe prIce oI LIese brunds muke LIe consumer
LIInk LwIce beIore buyIng IL. Hence LIe ABOs Iuve u LougI LIme convIncIng LIe vuIue
proposILIon.

n u vuIue conscIous counLry IIke ndIu, LIe expensIve Lug oI Amwuy producLs Is LIe
sInguIur reuson Ior LIe Iuck oI popuIurILy oI ILs producLs.

UndersLundIng LIIs Issue, Amwuy IuuncIed ILs IIrsL corporuLe brundIng InILIuLIve In
ndIu . TIe brund cume ouL wILI u TeIevIsIon cumpuIgn IIgIIIgILIng LIe cusLomer-
cenLrIc upproucI .

WuLcI LIe TVC Iere : Amwuy

Amwuy uses LIe sIogun " We ure IIsLenIng " . TIe Ideu revoIves round LIe LIeme LIuL
Amwuy undersLunds LIe ndIun consumers und LIe producLs ure derIved Irom LIIs
undersLundIng . TIe purpose oI LIe cumpuIgn Is Lwo IoId :

u. TIe compuny wunLs Lo buIId equILy uround LIe corporuLe brund wIIcI wIII enubIe
LIe ABOs Lo LIde over LIe InILIuI cusLomer resIsLunce.
b. TIe enIunced corporuLe Imuge wIII uIso uLLrucL peopIe Lo joIn Amwuy us
IndependenL busIness owners.
AIong wILI LIIs, LIe compuny Is uIso ruLIonuIIsIng LIe prIcIng sLruLegIes. TIe
compuny Is IuuncIIng u new runge oI vuIue producLs IIke coconuL oII , sIuvIng
creums. BuL Iere uguIn LIe compuny wIII Iuce cerLuIn Issues . or Iower prIced
producLs, LIe commIssIon puyouL wIII be Iess und Ience LIe ABO wIII Iuve Lo seII
more voIume Lo geL IIgIer commIssIon. Amwuy Iud InLroduced sucIeLs Ior mosL oI
LIe producLs, buL LIe Iow commIssIon puyouL Ior sucIeLs Ius prompLed ABOs Lo Lry
und seII IIgI vuIue ILems.

AnoLIer sIgnIIIcunL cIunge LIuL LIe compuny mude wus ruLIonuIIsIng LIe enLry cosL
Ior new ABOs. EurIIer, u person Iud Lo sIeII ouL Rs ooo Lo joIn LIe IIrm. TIe cosL
wus Lo buy LIe Amwuy busIness kIL wIIcI consIsLs oI vurIous Amwuy producLs und
brocIures. TIe ABO cun recover LIe money by seIIIng LIese producLs. Now LIe
compuny Ius InLroduced u sLurLer puck Ior Rs qq wIIcI does noL Iuve Amwuy
producLs buL brocIures . TIIs wIII be u bIg reIIeI Ior LIe exIsLIng ABO sInce LIe IIgIer
joInIng cosLs Lurned uwuy mosL oI LIe poLenLIuI ABOs.


Among LIe 8o producLs, one oI LIe besL seIIer Ior Amwuy Is LIe NuLrIIILe brund.
NuLrIIILe Is u nuLruceuuLIcuI suppIemenL und LIIs brund conLrIbuLes uround o% oI
Amwuy's Lurnover. TIe brund vIrLuuIIy Iuces no compeLILIon so Iur. TIe ndIun
nuLruceuuLIcuIs murkeL Is esLImuLed Lo be uround Rs 1oo crore und Is rupIdIy
growIng. Muny ndIun compunIes ure eyIng LIIs segmenL und Ius serIous pIuns Lo
enLer LIIs segmenL.

Amwuy Ius undersLood LIuL doIng busIness In ndIu wIII requIre u new busIness
modeI. TIe compuny Ius sLurLed Lo Luke sLeps In LIe rIgIL dIrecLIon. L Iud LrIed Lo
ruLIonuIIse prIces und brIng In new vuIue producLs. BuL Lo buIunce LIe prIce , cosL,
quuIILy und IIgIer commIssIon Is no eusy Lusk.
ubeIs: corporuLe brund, MCG
PDSTE0 8Y HAF SH 8 AT 11: 42 A|

CF E A T |A F K E T NC S T DF E S
AccenLure : HIgI PerIormunce , DeIIvered
AIpenIIebe : rom LIe AIps
AmuI : TIe LusLe oI ndIu : ULLerIy deIIcIous Loo....
Appy Izz : CooI DrInk To Hung Around
AsIun PuInLs: Every CoIor TeIIs u SLory
Axe : TIe Axe EIIecL
Bujuj PuIsur : DeIInILeIy MuIe
Bund-AId :ConLInuous Cure
Body SIop : ProIIL WILI PrIncIpIe
BoosL : s TIe SecreL OI Our Energy
BournvILu : Do You Huve BournvILu ConIIdence
Bru : HuppIness BegIns wILI Bru
CenLer SIock : HIIuke RukI De
CoIIy BILe : CoIIee or ToIIee
CoIguLe DenLuI Creum : ye IuI IumurI suruksIu cIuk...
CoIorpIus : consIsLency puys
Dove : TIe MIIdesL One
uIr & oveIy : CIund ku Tukdu
usLruck : How muny you Iuve ?
rooLI : resI N JuIcy
unskooI - WeIcome Lo LIe WorId oI Toys !
Woodund : Are you u WoodIunder?
ZodIuc : InesL QuuIILy SIIrL Mukers
C D h h E N T S :
BOIgILbuck - IgILIng LIe Amwuy MyLIs suId...
NIce unuIysIs. One LIIng Lo consIder wILI regurds Lo prIceJcommIssIons Is LIuL
LIe Iower expenses InvoIved In seLLIng up und runnIng un Amwuy busIness
meuns LIuL revenues cun be Iower yeL sLIII muInLuIn u decenL Income.
: 12 P|
subIusI puLII suId...
wIen oo peopIe wIII Ioose money one person wIII eurn IL.
9: 29 A|
BOIgILbuck - IgILIng LIe Amwuy MyLIs suId...
TIeoreLIcuIIy possIbIe, yes. TIere's noLIIng In LIe Amwuy modeI LIuL requIres
IL LIougI. n u group oI oo LIere's no reuson uII oo cun'L muke money, II
LIey wunL.

More LypIcuIIy you'd IInd zoo oI LIem joIned LIen decIded Lo noLIIng. TIey
probubIy bougIL some sLurLIng producLs, buL II LIey dIdn'L LIInk LIey were
worLI IL, LIen LIey couId send LIem buck. OI LIe oo IeIL, 1oo were jusL
sIoppers. PuId money, goL wIuL LIey ordered, IIke uny oLIer "sLore". TIuL's
noL "IosIng money".

OI LIose IeIL, 1z dubbIed u IILLIe - some oI LIese mude money, some IosL some
money, probubIy vurIes monLI Lo monLI. TIuL Ieuves ; IoIk wIo mude decenL
money.

SLuLIsLIcuIIy, very Iew peopIe "IosL" money so LIuL ;-zoo peopIe couId muke
money, und LIere's no reuson uL uII LIey couIdn'L uII Iuve mude money II
LIey'd decIded Lo pursue IL und work Iurd.
4: 48 P|
moId uzrey suId...
"Among LIe 8o producLs, one oI LIe besL seIIer Ior Amwuy Is LIe NuLrIIILe
brund. NuLrIIILe Is u nuLruceuuLIcuI suppIemenL und LIIs brund conLrIbuLes
uround o% oI Amwuy's Lurnover. TIe brund vIrLuuIIy Iuces no compeLILIon so
Iur."

AIIow me correcL your sLuLemenL. NuLrIIILe Is u beLLer suppIemenL wIen you
compure Lo Iow grude producLsJcompunIes. TIere ure oLIer superIor
suppIemenL (worId's besL sIngIe seIIIng suppIemenL.....IIepuk) Irom
pIurmunex.

PIeuse Luke noLe Amwuy's NuLrIIILe Is IIsLed Loo. AII LIe cIuIIengers IuIIed Lo
meeL LIe RDA requIremenLs excepL IIepuk.

Reud beIow urLIcIe Irom PIurmunex:

IIePuk CIuIIenge

PIurmunex Is so conIIdenL LIuL LIe IIePuk umIIy oI ProducLs wIII meeL your
unIque suppIemenLuLIon needs LIuL we deveIoped LIe IIePuk CIuIIenge und
dured LIe worId Lo IInd u beLLer muILI-vILumInJmIneruI suppIemenL. TIe
IIePuk CIuIIenge Is bused on LIe mosL recenL U.S. GovernmenL
Recommended DIeLury AIIowunces oI essenLIuI vILumIns und mIneruIs
(known us RDA's) seL In 1qqq.

We CIuIIenge you Lo IInd u beLLer muILI-vILumInJmIneruI producL. WIen
submILLIng u requesL Ior u IIePuk CIuIIenge pIeuse use LIe IoIIowIng cIeck
poInLs:

1. Hus LIe compurIson uIreudy been done? You cun verIIy LIIs by
LeIepIonIng or e-muIIIng PIurmunex ProducL SupporL OR see LIe IIsL oI
compIeLed cIuIIengers by cIIckIng on LIe IIePuk CIuIIengers buLLon beIow.

z. s LIe producL suILubIe Ior u compurIson?
u) TIe producL Lo be compured musL be InLended us u nuLrILIonuIIy compIeLe
muILI-vILumInJmIneruI producL. I LIe
producL Is noL InLended Lo be u nuLrILIonuIIy compIeLe muILI-vILumInJmIneruI
suppIemenL, we wIII noL be ubIe Lo
process your requesL.
b) PIurmunex IIePuk Is u premIum muILI-vILumInJmIneruI suppIemenL.
TIereIore, Lo ensure u IuIr compurIson we
usk LIuL you IImIL your compurIson requesLs Lo u compuny's mosL compIeLe
muILI-vILumInJmIneruI producL. I LIe
compuny-In-quesLIon Ius unoLIer more compurubIe muILI-vILumInJmIneruI
suppIemenL we wIII noL be ubIe Lo
process your requesL.