Summary:

India's direct selling industry reported sales of Rs. 22,142 crore (US$ 2.58 billion) in FY24, reflecting a 4.4% year-on-year growth, according to the Indian Direct Selling Association (IDSA). Over the past five years, the sector has maintained a compound annual growth rate (CAGR) of 7.15%. The number of active direct sellers in the country has risen to 88 lakhs, with female participation increasing significantly from 37% in FY23 to 44% in FY24. Regionally, northern India led with the highest sales contribution at 30%, followed by the western and southern regions. The wellness and nutraceutical sector retained its position as the dominant category, comprising 64.15% of total industry revenue. Cosmetics and personal care products emerged as the second-largest segment, indicating sustained consumer interest in beauty and grooming products.

The report, based on a survey conducted by IPSOS, underscores the industry's consistent expansion, supported by rising consumer demand and growing participation in direct selling. While the growth rate in FY24 was comparatively moderate, the sector remains robust, attracting both entrepreneurs and consumers. With a valuation of Rs. 22,142 crore (US$ 2.58 billion), India’s direct selling market continues to be one of the largest globally. The industry's evolving product range and increasing digital integration are expected to further bolster its long-term growth prospects. The steady momentum in the wellness and beauty categories points to a stable and optimistic future for the sector.

Source: IBEF

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