Amway India Update

What a roller-coaster ride it has been! When direct selling company Amway entered India in 1998, it established its first warehouse in Nagpur thinking the city would become the hub for its distribution system. The logic: it was located at the centre of India! As orders started collapsing under the weight of deadlines, the company ‘fixed’ the strategic error by expanding its base. Error of judgments, like these, were not uncommon during the first flush of liberalisation when a bevy of MNC brands—with inadequate homework, deep pockets and visions of quick turnaround times— strutted into India.

Redrawing the battlelines

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