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Amway India earmarks Rs. 150 crore for automation and digital transformation

IBEF:  November 04, 2020

As part of its digital transformation journey, Amway India, the leading direct seller of FMCG major, stated on Tuesday, an investment of Rs. 150 crore (US$ 20.16 million) in India is dedicated to improving its manufacturing automation, home delivery and enhancing its digital capabilities.

Amway is in the process of introducing offline-to-online (O2O) globally, including in India, to digitally help and encourage its direct sellers to create communities that unleash the ability to develop their business on social platforms.

"Digital is Amway's most heavily invested function. In order to enhance manufacturing automation, home delivery and expand its digital capabilities, the company has announced an investment of Rs. 150 crore (US$ 20.16 million) in India. Amway India aims to improve its scope and an unprecedented user experience for direct sellers and customers with this investment," the company said in a statement.

On the specifics of the investment roadmap, Amway did not elaborate.

CEO of Amway India Mr. Anshu Budhraja said, “We started incorporating offline-to-online (O2O) earlier this year to drive targeted results as part of Amway 's 10-year growth vision. The ongoing global pandemic has proven to be a catalyst for a smooth transition from hi-touch to hi-tech for our company. We will continue to improve our digital capabilities to ensure efficient business functioning".

Amway head of digital strategy and innovation, Ms. Priya Dar said, “O2O-offline to online is the target for Amway India of all digital initiatives and we want to see most of our digital sales happening. With India becoming a mobile-first market, social media have become a powerful discovery and leveraging this potential, we have recently launched a mobile app to take online shopping on-the-go for our direct sellers.”

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.