Over 91 lakh active sellers, 47 per cent women; India ranks 11th among top 15 global markets
New Delhi
India’s direct selling industry reached ₹23,522 crore in 2024-25 and is projected to cross ₹25,000 crore by the next fiscal, with more than 91 lakh active sellers, nearly half of them women, according to an industry report released on Tuesday.
The report by the Association of Direct Selling Entities of India (ADSEI), prepared with research partner Kantar, said the sector recorded a compound annual growth rate (CAGR) of 7 per cent. India ranked 11th among the world’s 15 largest direct selling markets.
The report was released at Bharat Mandapam in the national capital.
Women accounted for 47 per cent of the industry’s active seller base, translating into around 43 lakh individuals. The report attributed women’s participation partly to low entry costs, flexible working hours and the absence of formal educational qualifications as a prerequisite.
About 69 per cent of active direct sellers were aged between 25 and 44 years, while more than 32 per cent reported consistent month-on-month income from the activity, the report said.
ADSEI President Sanjeev Kumar said direct selling supported livelihoods for millions and aligned with the government’s focus on self-employment, skill development and women-led growth. He said the association would continue working with the government to strengthen compliance and consumer trust.
Wellness, personal care and cosmetics accounted for more than 86 per cent of total industry sales, reflecting the dominance of products used in everyday consumption.
Regionally, northern India contributed the largest share at 26.8 per cent, followed by the western region at 24.5 per cent.
ADSEI Patron Gautam Bali said direct selling had emerged as a source of income for people who might otherwise have limited access to conventional employment opportunities. He stressed the need for better training, stronger governance and consumer protection to help sellers sustain their businesses.
The report identified the Consumer Protection (Direct Selling) Rules, 2021, as an important step towards formalising the sector and establishing clearer operating standards.
Its estimates were based on company disclosures, financial and operational data, stakeholder interviews, seller surveys and expert consultations.
Founded in 2021, ADSEI is a non-profit organisation representing direct selling entities in India.
