Direct selling industry crossed sales of Rs 7,500 crore in April-September

The direct selling industry reported gross sales of Rs 7,500 crore in the April-September period, growing 4.7% year-on-year, as consumers stepped up shopping through the direct selling channel amid nationwide lockdowns.

The sector had reported sales of Rs 7,200 crore in the corresponding year-ago period.

A new report by industry body Indian Direct Sellers Association (IDSA) said the sector saw 53 lakh new entrants of direct sellers and consumers in the first six months of the present financial year. At a time when most businesses faced a downturn, direct selling has recorded a significant increase in gross sales in back-to-back quarters of the current fiscal.

With increased awareness about immunity, health and nutrition, the wellness segment registered the highest year-on-year growth of 20.45% during the period. Sales of cosmetics were also close to 20%, while homecare and household products grew 15.17%.

Wellness, cosmetics and homecare are the largest segments of direct selling in India and together constitute nearly 90% of the overall sales.

The emergence of work-from-home fuelled the industry as people were more inclined to have an additional source of self-sustainable income. Adoption of virtual meeting technologies enabled the companies and direct sellers to expand reach beyond their home cities or regions. 

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