Excelsior Correspondent
JAMMU, July 12: Amway India Enterprises, the direct selling FMCG company in India and a wholly owned subsidiary of Amway Corporation (USA), today announced a new brand identity logo for ‘Amway Home’ representing the home care segment.
The logo design incorporating the use of light green colour epitomizes the biodegradable attribute of the products and the young green leaves signifying nurturing and care.
This brand ‘refresh and reposition exercise’ is intended to educate consumers and make them aware of the highly superior assessment benchmarks and stringent quality standards ensured by the Amway’s Global R&D and Manufacturing Divisions.
Under this initiative, Amway has introduced new formulations for some of its Home Care products for laundry, surfaces and dishwashing, making them completely biodegradable. The new range is powered by the Bioquest formula and contains high active, bio-based ingredients from natural resources like coconut, citrus fruits and minerals.
The company’s marketing collateral, products and other packaging will sport the new brand look Amway Home and the global certification marks of USEPA and DFE. Four products including Amway Home LoC and Dish Drops have been certified by the United States Environmental Protection Agency while also conforming to the European AISE standards.
Speaking on the occasion, MD and CEO, Amway India, William S Pinckney said, “As a global and responsible organization, we continue to make every possible effort to augment the quality and environmental sustainability of our products”.
He further added that the new brand identity for Amway Home reinforces our commitment to provide the highest product quality standards without compromising our planet’s resources.
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