Abstract

The case ‘Amway Indian Network Marketing Experience’ examines in detail the experiences of the leading global direct marketing major Amway in India. In the initial stages, Amway had to face a host of problems, which are explored in detail. The case then studies the remedial measures taken by the company to counter these problems. The case also provides a brief introduction to the concept of multilevel marketing, with a note on the Indian MLM industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Multilevel Marketing.

Keywords

Amway Indian Network Marketing Experience, global, direct marketing, Amway, India, problems, remedial measures, multilevel marketing, Indian MLM industry, multilevel marketing, traditional distribution, FMCG sector, Amway