The Northeast region has witnessed a remarkable surge in the direct selling industry, achieving a 16% growth and recording Rs 1,854 crore in sales during 2022-23. This represents a Rs 255 crore increase from the previous year, according to the Indian Direct Selling Association (IDSA).
The Indian Direct Selling Association (IDSA) is a self-regulatory body representing the direct selling industry in India. It works closely with policymakers to advance the industry’s growth and consumer protection. As a member of the World Federation of Direct Selling Associations (WFDSA), IDSA advocates progressive reforms and aims to enhance credibility and efficiency within the sector.
Accounting for 8.7% of the Rs 21,282 crore national turnover, the region boasts over 4.2 lakh direct sellers.
Assam leads as the 9th largest market in India, generating `1,009 crore in sales with 13% year-on-year (YOY) growth and a 4.7% national market share, supported by 2.4 lakh sellers.
The remaining seven states contributed Rs 845 crore collectively: 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 include Mizoram (31%), Sikkim (25%), Nagaland (22.7%), and Manipur (20%). The industry’s contribution of `300 crore annually to state exchequers underscores its role in regional development, IDSA stated.
In her keynote address, Anasua Dutta Barua, Secretary of Consumer Affairs, Government of Assam, emphasized the state’s commitment to creating a favorable regulatory environment under the Consumer Protection (Direct Selling) Rules 2021. She stressed the importance of ensuring product quality while safeguarding consumer interests and highlighted the establishment of a monitoring committee with IDSA as a key expert.
Riniki Bhuyan Sharma, CMD of Pride East Entertainment, praised women’s entrepreneurial contributions to the sector, emphasizing their transformative impact. She congratulated the 45 women entrepreneurs honored at the event and commended IDSA’s initiatives for inspiring others.
IDSA Chairman Vivek Katoch highlighted the Northeast as a priority market for direct selling, contributing significantly to self-employment. “The industry’s 12% national growth rate reflects the relentless efforts of direct sellers. States like Assam have already set up monitoring committees, and others are expected to follow,” he said.
The daylong event featured discussions on industry growth, consumer awareness, and policy reforms, along with a product ramp walk showcasing Northeast’s traditional attire. The conference culminated in a grand exhibition displaying the industry’s innovations.
MT