Amway forays into the herbal oral care segment
Launches Glister Herbals toothpaste
- The indigenously developed herbal oral care innovation by Amway combines ingredients with delightful sensorials.
- The multi-action toothpaste is enriched with goodness of herbs and biodegradable microbeads of essential oils for efficacy.
- The company marks its entry in the burgeoning Rs.1980crores Herbal oral care market, which is witnessing a double-digit growth in India
- The company is confident of strengthening its oral care presence and aims to clock Rs.44crores from its new offering in two years
Amway India, the country’s largest FMCG direct selling company today announced the launch of its latest innovation – ‘Glister Herbals Toothpaste’, to mark its entry into the herbal oral care market. Building on the success of its globally popular INR 100 crore brand – Glister, the new herbal oral care product is a seamless blend of numerous herbal ingredients with appealing taste and pleasing color to suit everyone’s palate. With this new and advanced product, Amway aims to target the flourishing INR 1980 crores* oral care segment in India.
Announcing the launch of Glister Herbals, Mr. Sundip Shah, Chief Marketing Officer, Amway India, said, “Glister has been one of our most popular global brands. A bestseller for over five decades, it has won the trust of millions of consumers worldwide and has been an integral part of their oral hygiene routine. Keeping with our commitment of offering highest quality products and addressing the increasing demand for natural and herbal alternatives for long-term healthy living, Glister Herbals is an expansion of our flagship brand and indigenously developed for our Indian consumers.”
He further added, “The industry for herbal oral care products has grown significantly in recent years, fueled by consumers’ preference for herbal solutions and trust in their long-term benefits. However, our research** empirically highlights the need for likeable sensorials – a gap that exists in the available offerings in the market currently. This often leads to consumers shifting to regular and non-herbal products. Glister Herbals’ has the goodness of herbs with great taste and appealing colour. With this powerful mix, we aim to transform the product usage experience and long-term adoption of herbal toothpastes in the market and I am confident in our latest innovation and its potential to transform the category”
Ms Anisha Sharma, Category Head, Beauty & Personal Care, Amway India, added, “Glister Herbals is best defined as the herbal oral care solution from Amway offering great taste with the goodness of herbs. This multi-action toothpaste is enriched with 11 ingredients such as spearmint, clove, ginger, neem, mulethi, among others, which are known for their benefits and great taste. It also has biodegradable microbeads of essential oils comprising clove and tea tree to ensure maximum efficacy of the constituents. The goodness of herbs promises 12-hour germ protection and fresh breath benefits along with remineralization and teeth whitening.” #
She further added, “We are excited with the business opportunity offered by the market. In order to ensure national wide reach and to engage consumers, we are introducing digital activations across platforms and organizing dental camps in key markets. As ingredient story and taste is key to the success of our new herbal offering, we have begun taste challenges for our direct sellers for which we have received an overwhelming response. We are sure that the Glister Herbals will receive favorable response from the consumers.”
Glister Herbals follows the thriving success of Amway’s Nutrilite Traditional Herbs in its Nutrition and Attitude Be Bright Herbals in beauty categories last year.
Amway Glister Herbals is sold exclusively by Amway Direct Sellers across India and can be easily ordered on the company’s website. http://www.amway.in
*Ken research India Alternative
**Kantar-IMRB Research
#Basis clinical studies conducted by Amway
About Amway India
Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA. Amway is the world’s #1[4] direct selling with presence in over 100 countries & territories.
Globally, Amway is over 59 years old, US $ 8.6 billion, manufacturer and direct seller of quality consumer goods. Amway’s innovation and industry-leading R&D has seen more than 800 patents granted and another 240 patents pending. Amway has nearly 1000 scientists across 100 research and development and quality assurance laboratories worldwide.
Amway India sells more than 140 daily use products across categories like Nutrition, Beauty, Personal Care, Home Care and Consumer durables through Amway Direct Sellers who make personal recommendations regarding the use of distinctive quality products. Amway products are widely recognized and appreciated for their quality and value. These products are backed by a money back guarantee for 100% satisfaction of use[1]. With the aim of increasing consumer outreach Amway has set up more than 55 Xpress Pick & Pay stores across the country.
Amway products are popular not just in India but across the world. Nutrilite is the world’s No. 1 selling vitamins and dietary supplements brand[2]. Nutrilite has established itself as a leading brand in the vitamins and dietary supplements category in India as well. Amway has signed Farhan Akhtar as the brand ambassador for the Nutrilite range in India to further promote the brand. Artistry is India’s No. 1 premium skin care brand[3]. Amway India also offers ‘Attitude’, an entry level premium skincare and cosmetics brand targeted at India youth. The product range has been developed keeping the needs of Indian consumers into consideration.
Amway India is aggressively entering newer categories. Most notably, the company launched a Weight management program called ‘W.O.W.’ (Will over Weight) which has been really appreciated by the consumers in India. Amway forayed into the consumer durables segment with the launch of a premium cookware range Amway Queen and the Energy Drink and Sports Nutrition segment (Whey Protein) with XS. Recently, Amway announced the launch of Nutrilite Traditional Herbs developed specifically for the Indian consumers.
Amway Launches Glister Herbals Toothpaste
Amway’s manufacturing facility in India is located at Nilakottai in the Dindigul district of Tamil Nadu. This is Amway’s third manufacturing plant located outside of USA. The other plants are located in China and Vietnam. Amway India’s Plant in Dindigul district has achieved LEED ‘Gold’ certification by US Green Building Council (USGBC) which showcases our leadership in sustainability in the industry.
