Amrita Asrani has been appointed as the new Chief Marketing Officer at Amway. Asrani has joined Amway from Reckitt, where she served as the global brand marketing director of fabric care, fashion strategy, and innovation.
Her contributions at Reckitt resulted in substantial development in the D2C channels and the establishment of a robust global innovation pipeline. She developed the e-fashion Shopper Ecosystem, which resulted in a threefold increase in business growth. She also spearheaded the launch of the Vanish brand as a digital-native offering in countries including China, India, and Japan.
Asrani commenced her professional journey at Abbott Healthcare and subsequently assumed significant positions and responsibilities at GSK Consumer Healthcare and ITC Limited. She was a member of the core team at ITC that was responsible for the company’s entrance into the health and wellness foods category.
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In addition to creating innovative business models, his leadership at ITC also involved the development of disruptive health and wellness platforms, which enabled ITC to establish a dominant position in the FMCG health and wellness sector. In highly specialized health categories, her emphasis on consumer segmentation and microtargeting strategies facilitated the rapid adoption and growth of ITC’s products.
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