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US-based direct selling major Amway will invest USD 12 million (around ₹100 crore) in India over the next three to five years to expand its physical presence through new experience-led stores across the country. The company expects India to emerge among its top three global markets, Amway President and Global CEO Michael Nelson said during his first visit to the country since taking charge.
“We are committing an additional USD 12 million investment,” Nelson told PTI. The investment will primarily go towards developing community-focused experience stores, where Amway business owners can engage with customers, conduct training, and host product sessions.
The move is part of Amway’s broader strategy to enhance distributor capability, strengthen physical touchpoints, and elevate customer engagement in one of its fastest-evolving markets.
The company, which has completed a decade of manufacturing in India, will also continue to bolster its R&D infrastructure, including its four laboratories in the country, and plans to scale exports from India. “Our products are scientifically backed, and we continue to invest heavily in research, quality testing, and innovation,” Nelson said.
Highlighting India’s strategic importance, Nelson noted that Amway has invested USD 140 million in the market to date and sees significant future growth. “India is already a top 10 market for us, and we see it climbing further. The demographics, entrepreneurial spirit, and innovation here make India a very exciting growth market.”
While Amway’s flagship brand Nutrilite focuses on inner health, the company is also strengthening its portfolio across skincare, home care, and wellness systems, aligning with rising consumer interest in holistic wellbeing post-pandemic.
“We’re focused on supporting health ‘in, on, and around you’ — from nutrition to skincare to air and water treatment,” Nelson added.
