Amway India strengthens its Nutrition portfolio; Launches Nutrilite Cal Mag D Plus
July 23, 2019 • Abhishek Verma

  • [i]Sourced from one of nature's most concentrated botanical source of calcium - Algae - harvested from the sea of Iceland
  • A combination of five essential nutrients in one tablet - Calcium, Vitamin D, Magnesium, Manganese and Zinc
  • New calcium supplement from Amway gives you 100% RDA of Vitamin D and Zinc

New Delhi, July 23, 2019: Amway India, the country's largest FMCG direct selling company, announced the launch of the enhanced version of the calcium supplement - Nutrilite Cal Mag D Plus. Coming from the [ii]world's #1 selling vitamin and dietary supplements brand- Nutrilite, the new calcium supplement provides essential nutrition to support and maintain healthy bones when taken as part of a well-balanced diet. In addition to the calcium from the rich algal source along with calcium carbonate and [iii]double the amount of vitamin D that promotes calcium absorption, Nutrilite Cal Mag D Plus also consists of nutrients such as magnesium, manganese, and zinc making it more effective.

Talking about the need for calcium supplementation Dr. Kevin Gellenbeck, Senior Research Scientist, Nutrilite Health Institute, Amway, said,Our current lifestyle which includes less exposure to the sun, irregular eating habits, and junk food preference in the daily diet can lead to a shortfall in essential nutrients required by the body. Calcium is one of the key micronutrients that is needed to support important functions in the human body that goes beyond just healthy bones and teeth. While food is the best source, a high-quality dietary supplement can help fill the nutrient gap in our modern diet. Therefore, the Nutrilite Cal Mag D Plus is a valuable addition to our existing portfolio of Nutrilite products as it offers a unique combination of 5 essential nutrients to support bone building and maintenance processes. In our quest to offer the best from nature, we have procured plant-based calcium from an algal source and additional vitamin D to promote calcium absorption, as well as added zinc, manganese and magnesium, making Cal Mag D Plus more effective calcium supplement.”

To ensure the highest quality and safety of the product, best of the ingredients are sourced for Nutrilite Cal Mag D Plus and the product is manufactured under the guidelines of Good Manufacturing Practices (GMP) at Amway's LEED Gold certified manufacturing facility.

Commenting on the launch, AjayKhanna, Category Head – Wellness Amway India, said, “As per the dietary guidelines for Indians by ICMR[iv], the consumption of food sources rich in calcium amongst Indians is grossly inadequate clearly indicating low calcium levels. This signifies a great opportunity and demand for effective calcium supplements in India. Calcium supplement market in India is pegged at INR 632 crore in 2018 and has been growing at a CAGR of 12% in last 5 years. The market holds huge potential with increasing awareness on the need for supplementation and increasing demand for high-quality nutrition products. We are excited and confident that the product range is going to resonate well with our discerning consumers of food supplement. With Nutrilite Cal Mag D Plus, we target over 11% share of calcium supplement market in the first year.”

He further added, “We have planned a series ofmarketing interventions including the social media campaign and digital activations across our platforms to educate our consumers on the gap and need for calcium and maximize our reach and engagement with consumers. We are also conducting regional activations to further educate Amway direct sellers and in turn, spread awareness on the need for optimal nutrition and supplementation.”

Priced at MRP Rs. 799/- (inclusive of all taxes)  for 1 Pack (containing 90 tablets), Nutrilite Cal Mag D Plus is sold exclusively through Amway Direct Sellers across India and to know more, please visit the website: http://www.amway.in.

[v]The Indian nutraceutical market is currently worth around USD 2 billion a year and is expected to grow more than 20% CAGR until 2022 – more than doubling its size to over 6 billion USD. Amway Nutrilite has maintained a leadership position for the past 5 years with 12% market share.

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[vi]direct selling with presence in over 100 countries & territories.

Globally, Amway is 60 years old, US $ 8.8 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[vii]. With the aim of increasing consumer outreach Amway has set up more than 63 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. 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[viii]. 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 Whey Protein under the brand XS. Last year, Amway announced the launch of Nutrilite Traditional Herbs developed specifically for the Indian consumers.

Amway's manufacturing facility in India is located at Nilakottai in the Dindigul district of Tamil Nadu. India is one of two key global manufacturing hubs for Amway, along with China, in addition to the company's U.S.-based manufacturing operations. Amway manufacturing facility has won the prestigious LEED Gold Certification from the U.S. Green Building Council as being one of the most environment friendly and sustainable facilities in the country.

[i]Marine Research Institute (Iceland) letter March 18, 2011

[ii]Source: http://www.euromonitor.com/amway-claims

Source Euromonitor International Limited; Vitamins and Dietary Supplements, World, GBN, Retail Value RSP, % breakdown, 2016 data

[iii] Double the amount of Vit D in Nutrilite Cal Mag D plus is as compared to Vit D in Nutrilite Alfalfa calcium

[iv] DietaryGuidelinesforNIN_2011.pdf

[v] Source: ASSOCHAM data 2017

[vi]https://www.directsellingnews.com/dsn-announces-the-2018-global-100/

[vii] As per Amway Refund Policy

[viii] Source Euromonitor International Limited; Beauty and Personal Care 2017 edition; as per premium skin care definitions; retail value sales; UBN; 2016 data