Abstract

The case examines the experiences of the global direct marketing major Amway in India. It examines a host of problems faced by Amway in the initial stages and the remedial measures taken by the company to counter these problems.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The basic concept of multilevel marketing and an overall understanding of the Indian MLM experience
• and The hurdles faced by Amway soon after its launch and the company’s efforts to face them.

Keywords

Network marketing, direct selling, brand penetration, Oriflame, Avon, Tupperware, pricing strategy