Top Story


Home >> Marketing >> Article

Direct selling industry witness a 23% growth

Font Size   16
Direct selling industry witness a 23% growth

In times when most corporate sectors have been complaining of stagnating sales, the direct selling industry witnessed a 23 per cent growth, according to the Indian Direct Selling Association (IDSA).

According to the annual survey conducted by IDSA, the direct selling industry's turnover in India increased from Rs 1,400 crore to Rs 1,723 crore in the year 2001-02. The total number of sales people grew 27 per cent from 8 lakh to 11 lakh this year.

Globally, direct selling accounts for sales worth $85 billion and is growing at nearly 10 per cent per annum.

IDSA claims that, apart from offering employment opportunities, 90 per cent of the products sold by its members are sourced from local manufacturers.

The association currently has 12 certified members on its board including Amway, Avon, Herbalife, Aviance, Oriflame, Tupperware, Modicare, Lotus Learning, Time Life Asia and Sunrider.

The list of new applicants is also growing. Among these, US-based Forever Living, AMC Cookware from Germany and Quantum International set up in India by Canada-based people have already got the IDSA certification and would soon be on the organization's rolls.

IDSA, formed in year 1996, is a counterpart of the US-based World Federation of Direct Selling Associations (WFDSA) which regulates and promotes 53 direct selling associations that exist globally.

In India, IDSA's role is two-fold -- protecting those involved in direct selling and promoting the industry.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business