Direct Selling Industry In Northeast India Sees Significant Growth, Led By Assam

The direct selling industry in Northeast India has witnessed remarkable growth, with sales reaching Rs 1,854 crore in 2022-23, an increase from Rs 1,599 crore in the previous year.

Assam has emerged as a leader in the region, ranking as the 9th largest direct selling market in India, contributing Rs 1,009 crore in sales and accounting for a 4.7% share of the national market.

This was disclosed by the Indian Direct Selling Association (IDSA) at the 2nd Northeast Direct Selling Conference and Expo in Guwahati.

The event highlighted the industry’s growth potential and the opportunity it offers for self-employment, benefiting over 4.2 lakh direct sellers in the region.

The Northeast region represents 8.7% of the national turnover of the direct selling industry, which totals Rs 21,282 crore.

Notably, Assam’s direct selling market has seen a 13% year-on-year growth, with over 2.4 lakh direct sellers contributing to its success.

Other states in the region also showed notable performance.

Nagaland contributed Rs 227 crore, Mizoram Rs 156 crore, Arunachal Pradesh Rs 78 crore, and Tripura Rs 72 crore. Sikkim and Meghalaya added Rs 5 crore and Rs 19 crore, respectively. Mizoram, Sikkim, Nagaland, and Manipur also experienced significant growth rates, ranging from 20% to 31%.

The industry contributes about Rs 300 crore each year to the finances of northeastern states, underscoring its importance in the region’s development, according to the IDSA.

Regulatory Support From Assam

Anasua Dutta Barua, Secretary of Consumer Affairs for Assam stated, “While creating a conducive environment for the direct selling industry under the regulations, the state is committed to safeguarding the interests of consumers.”

Emphasizing the importance of ensuring product quality for consumers, she extended full support to the industry from her department, which is also part of the IDSA as a subject matter expert in the Monitoring Committee, established under the Consumer Protection (Direct Selling) Rules 2021.

“The government is working towards creating an effective mechanism to ensure companies adhere to direct selling rules,” she further added.

Women’s Role In Direct Selling

Riniki Bhuyan Sharma, Chairman and Managing Director of Pride East Entertainment, lauded the contributions of women in direct selling, noting their remarkable success and entrepreneurial spirit.

She remarked, “Women, once venturing beyond the traditional confines of the home, have achieved remarkable success across various fields.”

Sharma praised the entrepreneurial spirit of women in direct selling, recognizing their achievements as inspiring examples.

She congratulated the women honored at the event and commended the IDSA for organizing initiatives that encourage others to join this transformative journey.

Vivek Katoch, Chairman of IDSA noted, “She praised the entrepreneurial spirit of women in direct selling, recognizing their achievements as inspiring examples. Sharma congratulated the women honored at the event and commended the IDSA for organizing initiatives that encourage others to join this transformative journey.”

The daylong event featured discussions on industry growth, regulatory frameworks, and consumer awareness, along with sessions on empowering women and youth through direct selling.

It also celebrated 45 women entrepreneurs from the region for their achievements, showcasing the diverse and innovative spirit of the direct selling industry.

Notable dignitaries, including Rajat Banerji, Secretary of IDSA, CEOs from various member companies, and Ruchi Bhardwaj Barua, a fitness and nutrition coach, attended the event, along with a large number of direct sellers.

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