US-based Amway has appointed Amrita Asrani as its new chief marketing officer. Asrani will now lead the company’s marketing initiatives and brings a wealth of experience in the health, wellness and sustainability sectors.
The company operates in more than 100 countries and territories and sells products through a network of independent business owners known as Amway Business Owners (ABOs). The company’s best-selling brands include Nutrilite, Artistry and XS energy drinks.
Asrani’s professional background
Prior to joining Amway, Asrani served as Global Brand Marketing Director for Fabric Care and Fashion at Reckitt, where she was instrumental in driving significant growth in direct-to-consumer (D2C) channels.
He also developed a purpose-driven global innovation process, leading to significant advancements in the company’s business growth.
Her work included launching the Vanish brand as a digital offering in countries including China, India and Japan, further elevating her position as a marketing leader.
Asrani’s career began at Abbott Healthcare, where he held key positions in the nutraceuticals business. He later moved to ITC Limited, where he played a crucial role in the company’s entry into the health and wellness foods category.
During his time at ITC, he was responsible for developing innovative platforms and business models that helped the company establish itself as a dominant player in the health and wellness FMCG sector. His strategic focus on consumer segmentation and micro-segmentation drove rapid adoption and growth of the company’s products in niche categories such as diabetes, heart health and immunity.
With over a decade of experience in the health and wellness space, Asrani has held senior marketing roles at several leading global companies. From 2012 to 2016, she was the National Marketing Director for the global wellness and nutrition portfolio at GSK Consumer Healthcare, covering India, Dubai and other countries in the Middle East.
Her experience extended to managing marketing strategies in specialized food and nutrition categories.
In a subsequent role at Abbott Nutrition International, he launched PediaSure’s first micromarketing-based category-building initiative, further demonstrating its ability to drive growth through innovative approaches.
As Amway’s new Chief Marketing Officer, Asrani is expected to lead the company’s efforts to make health, wellness and sustainability a consumer product, with a strong emphasis on leveraging the power of community. Amway’s mission aligns closely with Asrani’s previous work in promoting health and wellness through purpose-driven marketing initiatives. Commenting on her new role, Asrani is expected to bring the same passion and innovative mindset that has characterized her career thus far, helping Amway continue its leadership in the global direct selling industry.
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