Amway India is betting big on its skin whitening range, which accounts for around 60 per cent of the Rs 7,500-crore skincare market.
The direct-selling FMCG company expects to clock an 18 per cent growth in its beauty brand Attitude on the back of its new “Be Bright” range of products. It will also invest Rs 20 crore on the marketing for Attitude, slated to be worth Rs 200 crore in three years.
“Beauty and personal care for Amway India is important. In India, the market for whitening is around 57-60 per cent of the total facial care market. We felt we were underrepresented. Our portfolio was not complete.
“We did a research with our consumers. Our research centres were – Calcutta, Nagpur and Chennai. And, we came out with the Be Bright range,” said