Northeast India's direct selling soars 16%, Assam leads with Rs 1,009 crore

Northeast, with nearly 16% growth in direct selling, is poised to fly higher as all eight sister states registered a leap jump in sales, adding Rs 255 crore from the previous year to cross Rs 1854 crore in the year 2022-23, the Indian Direct Selling Association disclosed here in the 2nd Northeast Direct Selling Conference and Expo organized here today.

The region, which accounts for 8.7% of the Rs 21,282 crore national turnover of the direct selling industry (DSI), provides self-income opportunities to over 4.2 lakh direct sellers, the IDSA disclosed, and added that Assam, being the 9th largest direct selling market in the country, rules the roost with Rs 1,009 crore in sales, 13% YOY growth, and a 4.7% national market share, supported by over 2.4 lakh direct sellers.

Combined, the other seven states contribute Rs 845 crore: Nagaland Rs 227 crore, Mizoram Rs 156 crore, Arunachal Pradesh Rs 78 crore, Tripura Rs 72 crore, Meghalaya Rs 19 crore, and Sikkim Rs 5 crore. Notable growth rates were seen in Mizoram (31%), Sikkim (25%), Nagaland (22.7%), and Manipur (20%). The industry contributes around Rs 300 crore annually to the exchequer of northeastern states, reinforcing its role in the region's development, the IDSA highlighted.

Anasua Dutta Barua, Secretary, Consumer Affairs, Govt. of Assam, said in her key note address that while creating a conducive environment for the direct selling industry under the regulations, the state is committed to safeguard the interests of consumers. 

Underscoring the need to ensure the products quality for consumers, she offered all the help to the industry from her department, which also aboard IDSA as a subject matter expert in the Monitoring Committee, set up by in compliance to the Consumer Protection (Direct Selling) Rules 2021. The Govt. is working towards creating an effective mechanism to ensure companies adhere to direct selling rules, she added.

Riniki Bhuyan Sharma, Chairman and Managing Director of Pride East Entertainment, expressed her admiration for the contributions of women to society and national development. She emphasized that women, once venturing beyond the traditional confines of the home, have achieved remarkable success across various fields. 

Highlighting the entrepreneurial spirit of women in the direct selling sector, she praised their ability to set inspiring examples through their achievements. Mrs. Sharma congratulated the women honored at the event and commended the IDSA for organizing such initiatives, which serve to motivate others to join this transformative journey.

Vivek Katoch, Chairman, IDSA, said, “Northeast continues to be among the key and priority markets for the DSI. The growth figures clearly reflect that it is poised for new horizons, reaffirming the relentless hard work of direct sellers. The industry, growing at more than 12% rate at the national level, has provided self-employment for nearly 86 lakh Indians. 

The IDSA member companies can confidently lay claim to successfully protecting consumer interests as well as those of over 4.2 lakh direct sellers in the region. He said ten states including Assam, so far have established monitoring committees in line with the Rules. The other states to follow suit.”

The daylong event witnessed brainstorming by industry leaders, experts, and policymakers on crucial topics such as industry growth, regulatory frameworks, consumer awareness, reforms, policy advocacy, and interactive sessions for the empowerment of women and youth through direct selling opportunities. 

It comprised recognition of 45 women entrepreneurs from the region for their achievements in direct selling, a product ramp walk in the traditional Northeast attire, and a grand exhibition that showcased the innovations and diversity of the direct selling industry.

Rajat Banerji, Secretary IDSA, CEOs of the various member companies and Ms. Ruchi Bhardwaj Barua, fitness and nutrition coach, were among the dignitaries and a large number of direct sellers present on the occasion.

The Indian Direct Selling Association (IDSA) is an autonomous, self-regulatory body for the direct selling industry in India. The association acts as an interface between the industry and policymaking bodies of the government, facilitating the cause of the direct selling industry in the country. IDSA has been committed to advancing the interests of the direct selling industry in India for over two decades. 

As a member of the prestigious global institution, the World Federation of Direct Selling Associations (WFDSA), representing over 60 national associations in 170 countries, IDSA has played a pivotal role in advocating for progressive reforms and creating an enabling ecosystem for the industry's growth. IDSA catalyses change by working closely with the government on policy issues, enhancing efficiency, and ushering desired credibility, clarity, and confidence in direct selling.