FMCG firm Amway India announced on Tuesday that they had roped in Olympian Mirabai Chanu as the brand ambassador for Amway and Nutrilite.
Weightlifter Saikhom Mirabai Chanu, who secured a silver medal in the women’s 49kg category at the recently concluded Tokyo Games, will be the company’s face for the campaigns on Nutrilite Daily, Omega, and All Plant Protein amongst others.
The company hopes that the partnership will help reach out to women and youth in the country, with the main focus on health and nutrition. Given that more that 60% of Amway’s direct sellers are women and youth, the firm hopes to build on Chanu’s recent worldwide recognition to promote healthier lifestyles.
Nutrilite, which is the flagship brand of Amway, has a legacy of over eight decades of plant-based approach to supplementation. With the current consumer trends evolving towards the nutrition category in the Covid era, Nutrilite has recently launched Chyawanprash by Nutrilite and Nutrilite Vitamin C Cherry Plus, which will further strengthen their nutrition portfolio.
Amway had reported that the nutrition category had registered immense growth with Nutrilite contributing more than 61 per cent to the company’s business revenue. The company also stated that by 2024, the category was set for growth over 65 per cent, which included significant contribution from the Nutrilite Traditional Herbal segment.
On the occasion of the tie up with the athlete, Amway India’s CEO, Anshu Budhraja said, “Amway and Nutrilite symbolize best of entrepreneurship, opportunity, women empowerment, nutrition and wellness globally. Our association with Mirabai Chanu is a natural choice. She exemplifies our values of hope, commitment, self-empowerment, healthy living; and her commitment to fitness is unparalleled. This makes her the perfect partner to further amplify our ethos of helping people live better, healthier lives. Comprising over 60 per cent direct sellers, women and youth are at the heart of this incredible organization and are the enablers in helping us drive the commitment towards entrepreneurship to empower the women and our women.”
Amway’s chief marketing officer, Ajay Khanna said, “Chanu’s unmatched dedication to fitness and youth appeal resonates well with Nutrilite’s world-class image offering the best of nature and the best of science for optimal health. With Chanu as our brand ambassador, we are confident of further strengthening our connect with young consumers across the country.”
The Olympian Chanu also spoke about her tie, saying, “Nutrilite is an iconic brand, recognized globally for its plant-based approach to dietary supplements. As a professional athlete, I am always looking for ways to improve my fitness and thereby, my game. Hence, proper nutrition through a balanced diet is extremely important for me. I am excited to join hands with Nutrilite – which is world’s no.1 vitamins and dietary supplements brands, committed to making people live healthier.”
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