India's Direct Selling Industry: A Story of Resilience and Growth
This report highlights the direct selling industry's role as a powerful catalyst for economic empowerment, successfully integrating traditional and modern business practices.
India's direct selling industry has reached a transformative milestone, demonstrating remarkable resilience in an evolving economic landscape. Valued at INR 22,142 crores in FY 2023-24, the industry achieved a 4.04% year-on-year growth, continuing its upward trajectory with a robust 7.15% CAGR over the past five years.
This report highlights the direct selling industry's role as a powerful catalyst for economic empowerment, successfully integrating traditional and modern business practices. The sector's hybrid approach is defined by a blend of in-person demonstrations, which remain prevalent, and the increasing adoption of digital platforms like WhatsApp and social media. This shift is being led by a technologically adept demographic, whose innovative practices are shaping the future of the industry.
Key Industry Highlights:
Wellness & Nutraceuticals hold the largest share of the market at 64.15%, followed by Cosmetics & Personal Care at 23.75%.
The Northern region contributes the highest sales at 29.8%, with the Eastern region close behind at 24.2%.
Digital platforms, particularly YouTube channels and social media are becoming significant sources for consumer awareness.
The implementation of the Consumer Protection (Direct Selling) Rules, 2021 has proven transformative, strengthening industry credibility through enhanced transparency and consumer protection. With digital platforms accelerating outreach and health consciousness driving demand, the industry is uniquely positioned to contribute to India's journey toward becoming a $5 trillion economy.
Authored by IDSA in collaboration with Ipsos, this annual report, provides comprehensive insights into Industry performance, Consumer behaviour, and Direct Seller Perspectives—offering stakeholders a complete view of this dynamic sector's evolution and future potential.
Download the full report to explore detailed analysis, trends, and strategic insights that are shaping India's direct selling landscape
