In July 2018, the world’s second largest direct selling company, Amway Corporation (Amway) announced that it expected the revenue of its Indian subsidiary, Amway India Enterprises Pvt. Ltd., (Amway India) to triple by 2025. The company, which had been in India for 20 years, claimed to be the leading direct selling company in the country (Refer to Exhibit I for Growth of Direct Selling Industry in India, as of 2018).

Amway India commenced its operations in the country in 1998 and became the first company in the Indian direct selling industry to use a combined strategy of direct selling and multi-level marketing (MLM), called the ‘Amway Business Model’, to sell its products. The company sold its products (primarily six products in four categories i.e. Personal Care, Home Care, Nutrition, and Wellness) through direct selling agents or distributors.

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