Guwahati, Sept. 11: Amway India, the country’s leading direct selling FMCG company, launched its new range of men’s grooming products here today.

Launching the product line — Dynamite — the vice president of East Amway India, Diptarag Bhattacharjee, said the male grooming market was growing rapidly which is attributed to the increasingly look-conscious male population in India.

The male grooming market is worth Rs 3,800 crore at present and is expected to grow to Rs 5,270 crore by 2016.

“We chose to launch it from Guwahati because of the excellent business from the region. Thirty per cent of our business in eastern region comes from the Northeast,” he said. Guwahati is one of the key cities in the eastern region with high-growth potential, he added.

“For Amway India, the Northeast is a key market and the launch of new range of Dynamite in Guwahati would catch the fancy of the growing population of metrosexual men of the Northeast, including Assam. It would add fillip to the growth of personal care category,” he said.

“Amway has always been at the forefront of unique and market-breaking innovations that keeps in sync with changing and emerging trends in cosmetics and personal care. It also delivers newer solutions that make elements such as grooming a powerful statement of personality. Dynamite delivers powerful and effective grooming for the new modern Indian men — whether in the metropolitan centres or in emerging markets,” he added.