India's Direct Selling Industry Reaches ₹23,522 Crore in 2024-25
The direct selling sector in India has seen significant growth, with sales projected to exceed ₹25,000 crore this fiscal year.
The industry grew from ₹16,776 crore in 2019-20 to ₹23,522 crore in 2024-25.
Maharashtra leads the market with sales of ₹3,058 crore, followed by West Bengal and Uttar Pradesh.
65% of direct sellers rely solely on this income, with 73% reporting consistent earnings.
India's direct selling industry has reported sales of ₹23,522 crore for the fiscal year 2024-25, according to a recent report by the Association of Direct Selling Entities of India (ADSEI) and Kantar. This growth trajectory indicates that the sector is expected to surpass ₹25,000 crore in the current fiscal year. The report was unveiled at Bharat Mandapam, highlighting the industry's robust expansion.
Historically, the direct selling market in India has seen a steady increase, rising from ₹16,776 crore in 2019-20, representing a compound annual growth rate of approximately 7%. The number of active direct sellers has also surged from 72 lakh to 91 lakh during this period, with women constituting 47% of the workforce, translating to around 43 lakh female sellers. The report ranks India as the 11th largest direct selling market globally, valued between $2.8 billion and $3 billion.
Key insights from the report reveal that wellness products dominate the market, accounting for 61% of total sales, while cosmetics and personal care products increase this share to 86%. Maharashtra stands out as the largest market, generating ₹3,058 crore, followed by West Bengal at ₹2,376 crore and Uttar Pradesh at ₹1,788 crore. The top ten states collectively contribute about 70% of the national sales figures.
The survey conducted among 572 sellers indicates that a significant 65% rely on direct selling as their primary income source, with 73% reporting stable monthly earnings. Sellers with additional income sources earn an average of ₹18,000 per month. Notably, 69% of sellers fall within the age bracket of 25 to 44 years. ADSEI president Dr. Sanjeev Kumar emphasized the importance of the sector in providing livelihoods, particularly for women, and called for improved training and governance to support sellers.
Looking ahead, the report acknowledges the role of the Consumer Protection (Direct Selling) Rules, 2021, in formalizing the industry, with 83% of surveyed sellers viewing these regulations positively. However, challenges remain, including a per-capita spending of only $2 on direct selling in India, compared to $8-12 in other top markets. To achieve a market size of $6-7 billion, the industry must grow at a rate of 12-14% annually. The concentration of revenue among a few large companies also highlights the need for broader participation and growth within the sector.
