India’s Direct Selling Industry crossed Rs 19,000 crore in annual sales, growing 5.3% year-on-year for the year 2021-22, the Indian Direct Selling Association (IDSA) said in its annual survey. In this 2021-22 survey report, they also say that this year's total sales are Rs 19020 crore compared to Rs 18067 crore in the previous year.

Rajat Banerji, chairman, IDSA said: “India has been seen as a market that holds tremendous potential for direct selling. The contribution of IDSA member companies remains a healthy 55% of gross industry revenues.”

Minister of State for Consumer Affairs, Food and Public Distribution, Ashwini Kumar Choubey said in a statement: “The number of people involved in direct selling and acquiring skills has grown from 84 lakhs people in the last three years.”



         ANNUAL SALES REPORT ( 2021-22 )


    1. Region- wise Direct sales 

     The northern regions contributed the most to the gross sales of Direct selling products with a share of 30%.this was largely attributed to UttarPradesh which contributed 10.1% to the national turnover.

    The eastern region is the second largest contributor. followed by the western and southern regions to be the third and fourth largest contributors.

    Region wise Direct sales  (2021-22)

    a) North – 30%

    b) East     - 25%

    c) West   – 22%

    d) South  – 15%

    e) North East -8%

    2. Top 5 states contributing to Direct selling

    Maharashtra continues  to top the list of states with highest contribution to Direct Selling turnover in 2021-22 . indian direct selling survey highlights how crucial the direct selling sector is to india's economicdevelopment and how it has the power to improve millions of people's lives.

    Top 5 States

    a) Maharashtra  - 12%
    b) Uttar pradesh  - 10%
    c) West Bengal  - 10%
    d) Bihar  - 7%
    e) Karnataka  -6%

    3. Number of active Direct sellers 

    The number of active Direct sellers has increased year by year. In comparison in 2019-20, the active direct sellers in 2021-22 have increased by 1 lakh.

    Total Direct sellers 

    a) 2019 - 20  - 74 lakh

    b) 2020 - 21 – 79 lakh

    c) 2021 - 22 – 84 lakh

    4. Direct selling industry size 

    This survey underscores the importance of the direct selling industry as a key contributor to India's economic growth and potential to transform the lives of millions of people in the country

    Direct Selling Industry size (INR Crores)

    a) 2019 - 20  - 16776 crores

    b) 2020 - 21  - 18087 crores

    c) 2021 - 22 – 19020 crores

    5. Top 5 product Categories 

    The Indian Direct selling association (IDSA) unveiled the latest survey results showcasing the growth of the industry in the year 2021-22. The survey reveals that the wellness category has emerged as the top performer, accounting for a staggering 59% share in the product-wise distribution of the industry.

    Top 5 product Categories of Direct Selling Industry

    a) Wellness  - 59%

    b) Cosmetics & personal care – 22%

    c) Household Goods – 7%

    d) Foodstuff & beverages – 4%

    e) Home care – 3%