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Amway appoints Rajneesh Chopra as new India chief

Direct selling company Amway India has appointed Rajneesh Chopra as its new India chief executive. Chopra moves from Texas-based direct selling wellness company Immunotec, where he was chief commercial officer leading 14 global markets, involved in digital, sales and marketing roles. Chopra takes over from previous Amway chief Anshu Budhraja, who exited the company a couple of months back.

Prior to his role at Immunotec, Chopra has been associated with Amway North America and cosmetics company Revlon.

An Amway India spokesperson confirmed the developments to ET.

Amway’s core products in India include Nutrilite nutrition and Artistry cosmetics.

Industry body Indian Direct Selling Association (IDSA)’s annual report estimated the direct selling industry at Rs 19,020 crore in financial year ’22, having grown 5.3 per cent year-on-year.

Direct selling companies in India sell to consumers through direct-seller members and not through retailers. According to the IDSA, India has 8.9 million direct sellers currently.Legitimate companies such as Amway, Oriflame and Herbalife which operate as direct sellers have been pushing for tighter regulation and clarity from the government, to differentiate them from fly-by-night multi-level-marketing ponzi companies.The Ministry of Consumer Affairs had modified the Consumer Protection (Direct Selling) Rules, 2021, through a notification issued last year in June, to distinguish between fraudulent pyramid and money-circulation schemes and legitimate, direct-selling players. But executives representing the IDSA have said further clarity is needed in the definition of a network of sellers.

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