Indian Direct Selling Industry crosses Rs 13,000 Crore in FY19: IDSA Report

by Suman Gupta

Annual Survey Report Highlights:

• Maharashtra has the highest share of sales across the country with 13.3% of the gross sales in 2018-19

• Wellness tops the chart of leading segments in Direct Selling followed by cosmetics and personal care

• The number of direct sellers was around 5.7 million in 2018-19, growing at 6% from 5.4 million in 2017-18.

• Indian Direct Selling Industry’s contribution to the exchequer stood at around Rs 2,500 crore in 2018-19.  

Mumbai, September 25, 2019 : The Indian Direct Selling Industry has witnessed a Compounded Annual Growth Rate (CAGR) of approximately 16% and grown from Rs 83,085 million ( Rs 8308 Crore) in 2015-16 to Rs 1,30,8000 (Rs 13,080 Crore) in 2018-19, according to a report released by the Indian Direct Selling Association (IDSA).

IDSA Annual Survey (2018-19) Report highlighted New India Aspirations and contributions of Direct Selling with recent developments and trends  such as use of efficient use of Technology, introduction of new products, and usage of social media and enhanced confidence of direct selling industry &Consumers with new Model Guidelines of the Centre and other policy reforms, adoption of Guidelines by 13 states.

IDSA partnered with Kantar IMRB to come up with a detailed Annual Report 2018-19 which revealed that the Indian Direct Selling Industry’s contribution to the exchequer stood at around Rs 2,500 crores in 2018-19.

Earlier, highlighting the contributions of the Industry Vivek Katoch, Chairman, IDSA said, “The Industry turnover figures have surged to around 13,000 crores registering double-digit growth. The government had issued Model Guidelines which have particularly boosted the confidence of the people”

The IDSA Report also examines each regional market in India separately, leading to a more complete understanding of the Indian market. North region contributed to around 27% of the Direct Selling sales in the country in 2018-19. This was closely followed by the West region with approximately 25% of the Direct Selling sales. Maharashtra has the highest share of sales across the country with 13.3%, of the gross sales in 2018-19, followed by West Bengal contributing more than 9% of the direct selling sales in the country in 2018-19.

The Report is a clear indication of the fact that Direct Selling sector has been able to successfully grow in an overall scenario of economic slowdown as more and more people are taking up Direct Selling as an alternate career.

The number of Direct Sellers in India is also on a rise. The number of Women Direct Sellers has gone up by 0.15 Million in last 2 years which roughly translates to nearly 200 women becoming a part of Direct Selling industry every day. Same is the case with overall number of Direct Sellers which has gone up by nearly 0.3 Million in last 1 year alone.  The Report pointed out that the number of direct sellers was around 5.7 million in 2018-19, grew at 6% from 5.4 million in 2017-18.

Wellness products (which include products such as weight management supplements, meal replacement bars & drinks etc.) contribute more than half of the Indian Direct Selling Sales by IDSA members. This is followed by cosmetics and personal care (which include products such as cosmetics, skincare, fragrances etc.) which contributes more than one-fourth of the sales by IDSA members during 2018-19.

According to the Report, Globally, the global Direct Selling industry stood at around USD 192.9 billion in 2018 showcasing a growth of 1.2% from the industry value USD 190.5 billion in 2017. China is the leading country in terms of Direct Selling sales in 2018 with a Direct Selling sale of USD 35,732 million contributing around one-fifth of Direct Selling sales globally. It is closely followed by the United States of America having a Direct Selling sale of USD 35,350 million in 2018. China along with the USA contribute more than one-third of Direct Selling sales globally in 2018.

Ms Tamuna Gabilaia, Executive Director & COO, World Federation of Direct Selling Associations (WFDSA) said, “India has huge potential for growth of direct selling as it has world’s largest youth population and with youth oriented schemes of the government, the industry can achieve even faster growth.

Indian Direct Selling Industry is now facing a critical challenge from e-commerce websites which sell direct selling products without its consent, revealed the IDSA Annual Survey Report.

Along with the challenges, the report also highlights recent trends such as the use of efficient use of Technology, Policy Reforms, introduction of new products, and usage of social media.

With the increase in adoption of innovative technologies and Direct Selling market targeting majorly the age group of 25-44 years, the organizations have been able to make efficient use of technology to attract and retain their Direct Sellers.

It also discusses some of the leading players operating in India, their contributions and key strategies adopted by them. Overall, the Report includes market drivers, challenges, opportunities, future roadmap, investment potential, use of technologies, regulatory ecosystem, and various strategies.

About IDSA: The Indian Direct Selling Association IDSA is an autonomous, self-regulatory body for the direct selling industry in India. The Association acts as an interface between the industry and policy-making bodies of the Government facilitating the cause of Direct Selling Industry in India. IDSA strives to create and further an environment conducive to the growth of direct selling industry in India, partnering industry and government alike through advisory and consultative activities. IDSA catalyses change by working closely with government on policy issues, enhancing efficiency and ushering in desired credibility, clarity & confidence in Direct Selling.