Amway plans 10 brand assessment centers

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Amway India Enterprises Pvt Ltd, a major direct selling FMCG Company in the country, is planning to open 10 new Brand Assessment Centers (BACs) at select locations across the country by end of the calendar year 2011, at an investment of around Rs. 10 crore.

The company recently opened a 6000 sq ft Brand Assessment Centre (BAC) in Ahmedabad. This is the company’s eighth center in the country after Kolkata, Bangalore, Pune, Nashik, Rajkot, Chennai and Delhi. BAC, which offers a virtual tour to experience Amway brands.

“We are planning to open 10 new Brand Assessment Centers at select locations in the country by the year 2011. The locations are being evaluated. Amway’s investment in each BAC will be around Rs. 1 crore,” Achinta Banerjie, VP, Amway India (West) told Business Standard.

Amway has witnessed almost a twelve-fold growth in the last 11 years from Rs. 99 crores in 1998 to Rs. 1,407 crores in 2009. Out of Rs. 1,407 crore turn over during calendar financial year 2009, Maharashtra and Gujarat’s contribution were Rs.161 crore and Rs. 53 crore, respectively.

The company is eyeing 25 per cent growth from both the states in the current calendar financial year 2010