Amway aims to be more than just ‘western’. Can it get Ayurveda-loving India to buy its supplements?

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The opening of an independent business owner, showing a display of Amway products.

Synopsis
The pandemic has catapulted health and wellness as a hot-favourite segment for consumer-goods companies like Amway. The company is now looking to ride on the success of its biggest money-spinner, Nutrilite — a nutritional supplements brand — to enter the Ayurvedic segment. But will it be able to challenge the likes of Dabur, Emami, and others?

Conversations around Amway have a way of veering towards its multi-level marketing model. And, you may ask why not? Last January, Amway, the world’s largest direct-selling company, was sued once again by a former Amway Business Owner (the company’s term for a direct-seller) in California, for failing to pay the state’s mandated minimum wage. In India, however, Amway is beginning to be a part of a different conversation — the one involving