Direct sales recorded 16% growth in the northeast

Representative image. | Photo Credit: The Hindu

GUWAHATI: The Northeast comprising eight States recorded a growth of nearly 16% in direct sales, improving the revenue from Rs1,854 crore in the financial period 2022-23 to Rs255 crore in 2023-24, said Indian Direct Selling Association (IDSA) in the Northeast second. Direct Selling Conference and Expo on Tuesday (January 22, 2025).

IDSA said the region, which accounts for 8.7% of the ₹21,282-crore revenue of India’s direct selling industry, provides livelihood opportunities to more than 4.2 lakh direct sellers. Assam, the ninth largest market in the country, dominated in 2023-24 with sales of 1,009 million, an annual growth of 13%, and a national market share of 4.7% supported by over 2.4 lakh direct sellers.

Seven other countries in the region contributed Rs 845 crore in sales together, IDSA said. Nagaland tops with ₹227 crore followed by Mizoram ₹156 crore, Arunachal Pradesh ₹78 crore, Tripura ₹72 crore, Meghalaya ₹19 crore, and Sikkim ₹5 crore.

According to the organization, the most significant growth rate was seen in Mizoram (31%), Sikkim (25%), Nagaland (22.7%), and Manipur (20%), where the general sales decreased due to ethnic conflict for almost two years.

Annual contribution of ₹300 crore

“The direct selling industry also contributes approximately R300 crore per year to the income of the north-eastern countries, strengthening its role in the development of the region,” said a study released by IDSA.

“While creating a favorable environment for the direct selling industry under regulations, the State is committed to protecting the interests of consumers. The government is working on an effective way to ensure that companies follow the sales rules exactly,” said Anasua Dutta Barua, Secretary of Consumer Affairs in Assam.

Vivek Katoch, chairman of IDSA, said that the northeastern region continues to be among the most important and important markets for the direct selling industry.

“The growth figures show that new innovations are on the way, confirming the constant efforts of direct sellers. The industry, which is growing at a rate of over 12% at the national level, has provided employment opportunities to nearly 86 lakh Indians,” he said.

He stressed that IDSA member companies can apply to effectively protect the interests of consumers and sellers directly in the region. “Ten states including Assam have set up monitoring committees in compliance with the Consumer Protection (Direct Selling) Rules, 2021. Other states are following suit,” he said.

IDSA is an independent, self-regulating body for the direct selling industry in India. Acts as a liaison between the industry and government policy-making bodies, promoting the cause of the direct selling industry in the country. IDSA is a member of the World Federation of Direct Selling Associations representing approximately 60 associations in 170 countries.