BADDI (HIMAHCAL PRADESH): Amway India Enterprises, a wholly-owned subsidiary of the $6.3 billion Amway Corporation, will soon launch `Attitude', a range of cosmetics targeted at the youth.

Bill Pinckney, Managing Director and CEO, was talking to visiting presspersons at the plant here, set up by Sarvotham Care, its contract manufacturer in India.

The new range will mean a significant addition to the bouquet of 85 products across four categories, including personal care (18), home care (13), cosmetics (33), nutrition and wellness (17) and others (four). The USP of `Attitude' was that it would be priced at one-third that of `Artistry', the company's existing range of super-premium lipsticks and nail enamel.

Mr. Pinckney said the turnover of Amway had risen from Rs. 91 crore in 1998 to Rs. 738 crore at present.

Mohan Krishna, Managing Director, Sarvotham Care, said the motivation to shift the company's Rs. 50-crore plant from Jeedimetla in Hyderabad to Baddi came from the Himachal Pradesh Government's move in creating an excise duty-free zone and reducing sales tax to just one per cent, compared to four per cent in Andhra Pradesh.

Sajan Kiran, Vice-President (Operations), Sarvotham Care, and Vinay Kumar, Assistant Vice-President, (Product Development and Regulatory), Amway India, took presspersons around the plant that manufactures 80 per cent of the products sold in the country. The plant has five production lines — powder, tablet, toothpaste, cream and liquids.

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