Amway India, a prominent FMCG direct selling enterprise, has named Rajneesh Chopra as its newest Chief Executive for India. Chopra transitions from his role as Chief Commercial Officer at Immunotec, a wellness company based in Texas, where he oversaw operations across 14 global markets, focusing on digital innovation, sales, and marketing. He succeeds the former Amway chief, Anshu Budhraja, who departed from the company several months ago.
Before joining Immunotec, Chopra has had affiliations with Amway North America and the cosmetics giant, Revlon.
Amway’s primary offerings in India encompass Nutrilite nutrition and Artistry cosmetics.
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According to the annual report of the Indian Direct Selling Association (IDSA), the direct selling industry in India was estimated to be worth INR 19,020 crore in the financial year ’22, marking a 5.3 percent year-on-year growth.
In India, direct selling companies distribute their products directly to consumers through direct-seller members rather than traditional retailers. The IDSA reports that India currently boasts 8.9 million direct sellers.
Reputable enterprises like Amway, Oriflame, and Herbalife, functioning as direct sellers, have been advocating for increased government oversight and clear guidelines to distinguish themselves from transient multi-level marketing pyramid schemes.
Last year in June, the Ministry of Consumer Affairs revised the Consumer Protection (Direct Selling) Rules, 2021, through a notification, aiming to differentiate between illicit pyramid and money-circulation schemes and credible direct-selling entities. However, executives from the IDSA have highlighted the necessity for additional clarification in defining a network of sellers.
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