Amway appoints India born Amrita Asrani as Chief Marketing Officer (CMO)

US-based Amway has appointed Amrita Asrani as its new Chief Marketing Officer (CMO). Asrani will now lead the company’s marketing efforts, bringing with her a wealth of experience in the health, wellness, and sustainability sectors. 

The company operates in over 100 countries and territories, selling products through a network of independent entrepreneurs known as Amway Business Owners (ABOs). The company's top-selling brands include Nutrilite, Artistry, and XS energy drinks.

Asrani’s career background

Prior to joining Amway, Asrani served as the Global Brand Marketing Director for Fabric Care and Fashion at Reckitt, where she was instrumental in driving significant growth in the direct-to-consumer (D2C) channels. 

She also developed a purpose-driven global innovation pipeline, leading to significant advancements in the company’s business growth.

Her work included launching the Vanish brand as a digital-first offering in countries like China, India, and Japan, which further elevated her standing as a marketing leader.

Asrani’s career began at Abbott Healthcare, where she held key positions in the Nutraceuticals Business. She later transitioned to ITC Limited, where she played a crucial role in the company’s entry into the health and wellness foods category.

During her time at ITC, she was responsible for developing innovative business models and platforms that helped the company establish itself as a dominant player in the FMCG health and wellness sector. Her strategic focus on consumer segmentation and microtargeting drove rapid adoption and growth of the company's products in specialized 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 across several leading global companies. From 2012 to 2016, she was the Country Marketing Head for the Global Wellness and Nutrition Portfolio at GSK Consumer Healthcare, covering India, Dubai, and other Middle Eastern countries.

Her expertise extended to managing marketing strategies in specialized food and nutrition categories.

In a subsequent role at Abbott Nutrition International, she launched PediaSure’s first-ever micro-marketing-led category-building initiative, further showcasing her ability to drive growth through innovative approaches.

As the new CMO of Amway, Asrani is expected to lead the company’s efforts in consumerizing health, wellness, and sustainability, with a strong emphasis on leveraging community strength. Amway's mission aligns closely with Asrani’s past 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 so far, helping Amway continue its leadership in the global direct selling industry.