Assam: Direct selling industry in Northeast India sees remarkable growth
Assam: Sales in the Northeast Indian direct selling sector increased significantly from Rs 1,599 crore in 2022–2023 to Rs 1,854 crore in 2022–2023.
With sales of Rs 1,009 crore and a 4.7% national market share, Assam, the ninth-largest direct selling market in the nation, has become a dominant force in the area.
These numbers were revealed by the Indian Direct Selling Association (IDSA) at the 2nd Northeast Direct Selling Conference and Expo in Guwahati. The occasion emphasized the industry’s potential for expansion and its ability to provide more than 4.2 lakh direct sellers in the area the chance to work for themselves.
As the ninth largest direct selling market in the nation, Assam dominates with Rs 1,009 crore in sales, 13% year-over-year growth, and a 4.7% national market share, bolstered by over 2.4 lakh direct sellers. The region, which contributes 8.7% of the Rs 21,282 crore national turnover of the direct selling industry (DSI), offers self-income opportunities to over 4.2 lakh direct sellers, the IDSA disclosed.
The combined contribution of the other seven states is Rs 845 crore, which includes Rs 227 crore from Nagaland, Rs 156 crore from Mizoram, Rs 78 crore from Arunachal Pradesh, Rs 72 crore from Tripura, Rs 19 crore from Meghalaya, and Rs 5 crore from Sikkim. Mizoram (31%), Sikkim (25%), Nagaland (22.7%), and Manipur (20%) also had noteworthy growth rates.
The IDSA emphasized that the sector plays a significant role in the development of the northeastern states by contributing over Rs 300 crore to their exchequer each year.
“While creating a conducive environment for the direct selling industry under the regulations, the state is committed to safeguarding the interests of consumers,” said Anasua Dutta Barua, Secretary, Consumer Affairs, Government of Assam, during her keynote speech.
She emphasized the importance of ensuring the quality of the product for customers and gave the industry all the assistance her department could provide. She also joined IDSA as a subject matter expert on the Monitoring Committee, which was established in accordance with 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 said.
The chairman and managing director of Pride East Entertainment, Riniki Bhuyan Sharma, said she was impressed by the contributions women have made to the advancement of society and the country.
She pointed out that “women, once venturing beyond the traditional confines of the home, have achieved remarkable success across various fields.”
She commended the capacity of women in the direct selling industry to create motivating models via their accomplishments and highlighted their entrepreneurial spirit. Sharma praised the IDSA for putting on such events, which encourage people to embark on this life-changing adventure, and thanked the ladies who were recognized during the ceremony.
“Northeast continues to be one of the key and priority markets for the DSI,” said IDSA Chairman Vivek Katoch. The growth statistics demonstrate that it is ready to explore new areas, reinforcing the unwavering diligence of direct sellers. Nearly 86 lakh Indians already work for themselves thanks to the business, which is expanding at a pace of more than 12% nationwide. The IDSA member businesses can boldly assert that they have effectively safeguarded the interests of more than 4.2 lakh direct sellers in the area as well as consumers.
According to him, twelve states—including Assam—have so far set up monitoring committees in compliance with the regulations. The other states will do the same.
Industry leaders, experts, and policymakers brainstormed throughout the day on important issues like consumer awareness, reforms, industry growth, regulatory frameworks, policy advocacy, and interactive sessions for the empowerment of women and youth through direct selling opportunities.
It included a major exposition that highlighted the innovations and variety of the direct selling sector, product ramp walks dressed in traditional Northeast clothing, and the celebration of 45 female entrepreneurs from the area for their accomplishments in the field.
Among the dignitaries and several direct sellers in attendance were Ruchi Bhardwaj Barua, a fitness and nutrition coach; Rajat Banerji, Secretary of IDSA; and the CEOs of the different member firms.
