Amway India has appointed Olympic silver medalist Saikhom Mirabai Chanu as a brand ambassador for the company’s Nutrilite line of goods.
Chanu will feature in Amway’s foundation line advertisements, including Nutrilite Daily, Omega, and All Plant Protein, among others, across all platforms.
The partnership with Chanu is in keeping with Amway’s strategy of consolidating its health and nutrition category, which is aimed primarily at women and youth in India, according to the firm.
“Working with Mirabai Chanu is a natural fit for us. She embodies our ideals of optimism, devotion, self-empowerment, and healthy living, and her fitness dedication is unrivaled. This qualifies her as the ideal partner to help people live better, healthier lives, according to Amway India CEO Anshu Budhraja.
Women and adolescents make up over 60% of Amway’s direct salespeople, and the partnership with Chanu will help them encourage and grow the Nutrilite brand.
“Our partnership with Chanu is also a testament to our amazing female leaders who have been driving from the front and re-imagining the future for themselves, their families, and eventually society.
“With over 60% of direct sellers being women and youth, women and youth are at the core of this amazing organization, and they are the enablers in helping us push the commitment to entrepreneurship to empower women and our women,” he said.
“Nutrilite is a well-known brand that is known across the world for its plant-based approach to nutritional supplements. As a professional athlete, I am constantly striving to better my fitness and, as a result, my game. As a result, good nutrition through a well-balanced diet is critical for me,” Chanu explained.
“Her unrivaled devotion to fitness and youth appeal connects perfectly with Nutrilite’s world-class image delivering the finest of nature and technology for optimal health,” Amway India Chief Marketing Officer Ajay Khanna said. We are sure that with Ms. Chanu as our brand ambassador, we will be able to enhance our connection with young customers across the country.”
Following the epidemic, customer preferences are shifting to the nutrition category. Amway has also expanded its nutrition offering with the introduction of Nutrilite Chyawanprash and Nutrilite Vitamin C Cherry Plus.
According to Amway, the nutrition sector has experienced tremendous growth, with Nutrilite accounting for almost 61% of the company’s revenue.
According to the business, the category is positioned for great development, with a contribution of over 65 percent (CAGR of ten percent) by 2024, with a major contribution from the Nutrilite Traditional Herbal sector.