Amway, a leading U.S.-based direct selling company, has appointed Amrita Asrani as its new Chief Marketing Officer (CMO). Asrani will now lead the company’s marketing strategies, drawing from her extensive experience in health, wellness, and sustainability. She brings a strong background in these sectors, making her an ideal fit for Amway, which operates in over 100 countries, selling popular brands like Nutrilite, Artistry, and XS energy drinks through a network of independent entrepreneurs.
Career Highlights of Amrita Asrani
Before joining Amway, Asrani was the Global Brand Marketing Director for Fabric Care and Fashion at Reckitt. In this role, she helped drive significant growth in direct-to-consumer (D2C) channels and spearheaded global innovation efforts. One of her notable achievements was launching the Vanish brand as a digital-first product in markets like China, India, and Japan.
Her career started at Abbott Healthcare, where she held key positions in the Nutraceuticals Business. Later, she joined ITC Limited, playing a significant role in the company’s entrance into the health and wellness foods sector. Asrani focused on consumer segmentation and microtargeting, leading to the rapid growth of products in specialized categories like diabetes, heart health, and immunity.
Expertise in Health and Wellness
With over a decade of experience in the health and wellness industry, Asrani has held senior marketing roles across several global companies. She served as the Country Marketing Head for the Global Wellness and Nutrition Portfolio at GSK Consumer Healthcare, covering regions like India and the Middle East. During her tenure, she implemented strategic marketing approaches in food and nutrition categories.
At Abbott Nutrition International, she played a pivotal role in launching PediaSure’s first micro-marketing initiative, showcasing her ability to lead growth through innovative marketing.
Vision for Amway
As CMO, Asrani will lead Amway’s efforts to promote health, wellness, and sustainability by leveraging community strength. Her mission at Amway aligns with her past work in purpose-driven marketing, helping the company maintain its leadership in the global direct selling industry. Asrani is expected to bring the same passion and innovative mindset to Amway, driving its continued success.
