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Amway Forays into vegetable & fruit hygiene segment

The move is in line with the growing need for hygiene care products.

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NEW DELHI: FMCG direct selling company Amway India has forayed into food hygiene category with Amway Home Fruit & Veggie Wash. The launch builds on on its expertise in-home-care solutions and in its endeavour to cater to the growing need for hygiene care products.

Amway Home Fruit & Veggie Wash is a 5-in-1 cleaning solution for fruits and vegetables. The cleaning solution has no added chlorine, bleach, alcohol, artificial colour or animal-based ingredients. It is scientifically lab-tested against 197 pesticides and is proven to remove surface germs (bacteria and fungus), surface pesticides, waxes, surface heavy metals along with dirt and dust from fruits, vegetables and cereals without leaving any residue. 

Amway India CEO Anshu Budharaja said, “The homecare category has grown significantly in the recent years, fuelled by consumers’ need for good home hygiene, rising incomes, urbanisation along with increased products’ penetration. Given the current environment, consumers have become even more hygiene conscious, and we have observed a significant shift in consumer behaviour as well as the consumption pattern. The sudden spike in attention for healthcare has made home hygiene as one of the top priorities. Amway Home Fruit & Veggie Wash contains naturally-derived cleansing agents with no harmful residue.”

Amway India CMO Ajay Khanna said, “In the current times of heightened health and hygiene awareness, there is expected worry over ingesting harmful chemicals and bacteria that remain after regular cleaning of fruits and vegetables. Amway Home Fruit & Veggie Wash is best defined as the home care solution that combines the one-two punch of cleaning. With frequent reports of consumers limiting discretionary expenses, Amway Home Fruit & Veggie Wash offers value for money. With a unique concentrated formula, this cleaning solution follows the philosophy of less is more leading to the low cost per usage.”

To ensure nationwide reach and to engage its direct retailer/sellers and their consumers, Amway has introduced extensive training sessions and digital activations across platforms to spread awareness around the surface impurities present on the fruits and vegetables.

Comprising 11 products in the home care portfolio, the company foresees the category to register Rs 250 crores by 2025.

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