Amway, the US-based global direct-selling giant, has appointed Amrita Asrani as its new Chief Marketing Officer (CMO). Asrani brings extensive experience in the health, wellness, and sustainability sectors to her new role, where she will oversee the company’s marketing initiatives. Amway operates in over 100 countries and territories, offering products through a network of independent entrepreneurs, known as Amway Business Owners (ABOs). Its top-selling brands include Nutrilite, Artistry, and XS energy drinks.

Before joining Amway, Asrani served as the Global Brand Marketing Director for Fabric Care and Fashion at Reckitt, where she was instrumental in driving growth in direct-to-consumer (D2C) channels. Her achievements included launching the Vanish brand as a digital-first product in markets like China, India, and Japan.

Asrani’s career spans roles at Abbott Healthcare, ITC Limited, and GSK Consumer Healthcare, where she played a pivotal role in the health and wellness sectors. At ITC, she helped the company enter the health and wellness foods category, driving rapid adoption through strategic consumer segmentation. Her work at GSK involved overseeing the Global Wellness and Nutrition Portfolio for India, Dubai, and the Middle East.

With over a decade of expertise in senior marketing roles, Asrani is expected to lead Amway’s efforts in consumerizing health and wellness, with a focus on sustainability and community engagement. She aims to bring her passion for purpose-driven marketing to continue Amway’s leadership in the global direct selling industry.