New Delhi, March 26, 2025 – India’s direct selling industry has reached a historic milestone, recording a turnover of ₹22,142 crore in the fiscal year 2023-24, reflecting a robust 4.4% year-on-year (YOY) growth from ₹21,282 crore in FY 2022-23. The data comes from the latest Annual Survey Report released by the Indian Direct Selling Association (IDSA) on Tuesday, highlighting the sector’s consistent upward trajectory with a compound annual growth rate (CAGR) of 7.15% over the past five years, up from ₹16,800 crore in FY 2019-20.
The report, unveiled by Union Minister for Food Processing Industry, Mr. Chirag Paswan, during an event in New Delhi, underscores the industry’s vital role in fostering entrepreneurship and self-employment across the nation. Conducted by IPSOS, IDSA’s knowledge partner, the survey paints a detailed picture of the sector’s regional performance, product trends, and workforce dynamics.
Regional Leaders and Top-Performing States
The Northern region dominates the direct selling landscape, commanding a 29.8% share of gross sales, followed by the East at 24.2%, the West at 22.4%, the South at 15.3%, and the Northeast at 8.3%. Among states, Maharashtra leads with a 13% share of total sales, trailed by West Bengal (11.3%), Uttar Pradesh (10%), Bihar (6.2%), and Karnataka (5.7%). This regional diversity highlights the industry’s widespread appeal and adaptability across India’s varied markets.
Wellness Products Dominate Sales
Product-wise, Wellness & Nutraceuticals remain the undisputed champions, accounting for 64.15% of total sales. Cosmetics & Personal Care follow as the second-largest segment at 23.75%, with Household Goods contributing 3.1%. Together, these three categories drive an impressive 91% of the industry’s revenue, reflecting strong consumer demand for health, beauty, and home essentials.
Workforce Growth and Women’s Empowerment
The survey reveals a notable rise in the number of active direct sellers, climbing to 88 lakh in FY 2023-24 from 86 lakh the previous year. A standout trend is the increasing participation of women, who now make up 44% of the direct selling workforce, up from 37% in FY 2022-23. This shift underscores the industry’s growing role as a platform for women entrepreneurs, empowering them to achieve financial independence and contribute to household incomes.
Government Support and Industry Outlook
Speaking at the event, Union Minister Chirag Paswan praised the direct selling sector for aligning with the government’s job creation goals. “The industry’s contribution to self-employment is commendable. We are committed to creating a business-friendly ecosystem by ensuring high product quality and supporting sustainable growth,” he said. Paswan urged companies to adopt good manufacturing practices and promised to address challenges in the nutraceutical segment while simplifying loan access for direct selling businesses.
IDSA Chairperson Mr. Vivek Katoch echoed this optimism, stating, “A CAGR of 7.15% reflects the steady growth of direct selling in India. With a promising regulatory framework in place, the industry is well-positioned to scale new heights in the coming years.”
About IDSA
The Indian Direct Selling Association (IDSA) serves as the self-regulatory body for India’s direct selling industry. Acting as a bridge between the sector and government policymakers, IDSA advocates for a conducive environment for growth. Through collaboration with stakeholders, it aims to enhance credibility, efficiency, and confidence in direct selling, driving its expansion nationwide.
Conclusion
With a turnover surpassing ₹22,000 crore, a growing workforce of 88 lakh, and women playing an increasingly pivotal role, India’s direct selling industry is on a robust growth path. As wellness products continue to lead sales and states like Maharashtra set the pace, the sector’s future looks promising, backed by government support and a strong regulatory foundation.
