Direct selling in India is set to see steady current value growth throughout the forecast period. Since direct selling is highly dependent on building an extensive network of sellers, many companies are trying to onboard a lot of individual sellers, creating employment opportunities and enabling them to increase their reach in areas which may not have previously been explored.
Inflation has instilled a new financial mindset amongst Indian consumers, encouraging them to hunt for the best deals in a bid to maximise their budget. Direct selling players in India, which rely on referral programmes, could capitalise on growing value-consciousness through tailored loyalty programmes targeted towards end users of products.
Consumer health accounted for the majority of direct selling value sales in 2024, followed by beauty and personal care. However, while these categories are set to offer lucrative growth opportunities in the years ahead, driven by growing consumer consciousness of health and physical appearance, there is a growing need for direct selling brands to diversify their product range to better capitalise on evolving consumer behaviour.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsThis report originates from Passport, our Direct Selling research and analysis database.
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