Discusses the state of direct marketing and what channels are available for companies to use direct
Last Published: 10/10/2018

According to a report issued by the Federation of Indian Chambers of Commerce and Industry  (FICCI) and PLR Chambers, sales in the Indian direct selling market were $1.28 billion in 2015-16 up, 4.4 percent from the year before, after growing at a rate of 12.3 percent over the previous eight years.  A 2016 report by FICCI-KPMG projected possible sales of $9.8 billion by 2025.  The FICCI-PLR report states that most direct sellers are independent business operators or are self-employed, with numbers declining from 5.8 million in 2013 to 4 million in 2016.  Both reports are available at http://www.direct-ficci.com/past-reports/ 

FICCI formed a Task Force on the Direct Selling Industry and organizes an annual conference on the industry; details at http://www.direct-ficci.com/.

Wellness and healthcare products account for 42 percent of direct sales revenue, with cosmetics and personal care products contributing 34 percent, homecare products 11 percent and consumer and household durables seven percent.  Direct selling companies are importing fewer goods as they develop local sources of supply. 

While the Government of India’s Ministry of Consumer Affairs, Food & Public Distribution issued a “Model Framework for Guidelines on Direct Selling” in Fall 2016, states have been slow to adopt these guidelines.   

Useful Links
U.S. Commercial Service in India        http://export.gov/india/ 
FICCI Direct Selling Web-site              http://www.direct-ficci.com/
Ministry of Consumer Affairs                https://consumeraffairs.nic.in/
Retailers Association of India               http://www.rai.net.in/
Indian Direct Selling Association          http://www.idsa.co.in/
India Brand Equity Foundation             http://ibef.org/

For more information about export opportunities in this sector, contact the U.S. Commercial Service:
Smita Sherigar: Smita.Sherigar@trade.gov 

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.

India Trade Development and Promotion Direct Marketing