Amway India Enterprises Pvt Ltd, a major direct selling FMCG Company in the country, is planning to open 4 new Brand Experience Centers (BECs) in Western region of the country by the next calendar year 2010.                                                           The company has just opened new Brand Experience Centre (BEC) in Nashik, which is spread across 2,300 sq ft. This is company’s 4th centre in the country after Kolkata, Bangalore and Pune. BEC, which offers a virtual tour to experience Amway brands, is integral to Amway’s three-point strategy offering world class products, enhanced consumer reach and growth through innovation.”We are planning to open 4 new Brand Experience Centers in Western region by the next calendar year 2010. These centers will be located in Mumbai, Thane and Gujarat. Since Amway products are not available on retail shelf, this brand centre will communicate Amway product’s feel, features and values through live demonstrations and unlimited training. BEC is a unique experiential branding initiative to enhance brand visibility and awareness on Amway products”, Said Achinta Banerjie, VP, Amway India.Presently, the company offers 110 products in five categories – Personal Care, Home Care, Nutrition & Wellness, Cosmetics and Gift catalogue. Nutrition & Wellness products contribute 50 per cent of Amway India’s total turn over.