Guwahati, Jan 21: The direct selling industry in Northeast India has achieved remarkable growth, crossing ₹1,854 crore in sales in the 2022-23 financial year, marking a 16% year-on-year growth, as revealed at the 2nd Northeast Direct Selling Conference and Expo held in Guwahati on Tuesday.
The Indian Direct Selling Association (IDSA) highlighted that the region added ₹255 crore to its sales figures from the previous year, solidifying its position as a growing hub for direct selling businesses.
Northeast contributes 8.7% of India’s total ₹21,282 crore direct selling turnover, providing self-income opportunities for over 4.2 lakh direct sellers. Among the eight sister states, Assam stands out as the 9th largest direct selling market in India, boasting ₹1,009 crore in sales, 13% YOY growth, 4.7% national market share and over 2.4 lakh direct sellers.
The combined contribution of the other seven states is ₹845 crore, with significant performances from Nagaland – ₹227 crore, Mizoram – ₹156 crore (31% growth), Arunachal Pradesh – ₹78 crore, Tripura – ₹72 crore, Manipur – ₹55 crore (20% growth), Meghalaya – ₹19 crore and Sikkim – ₹5 crore (25% growth).
The direct selling industry in the Northeast contributes approximately ₹300 crore annually to state exchequers, reinforcing its role in regional economic development.
Anasua Dutta Barua, secretary, Consumer Affairs, Assam, emphasized the state’s commitment to creating a regulated and consumer-friendly direct selling environment. She highlighted Assam’s efforts to ensure product quality, compliance with the Consumer Protection (Direct Selling) Rules 2021, and the establishment of a monitoring committee with IDSA as a subject matter expert.
Riniki Bhuyan Sharma, chairman & MD, Pride East Entertainment, praised the role of women entrepreneurs in direct selling, underscoring how women stepping beyond traditional roles are achieving remarkable success. She congratulated 45 women entrepreneurs recognized at the event and applauded IDSA for fostering women’s empowerment through direct selling.
Vivek Katoch, chairman, IDSA, reaffirmed the Northeast’s critical role in the industry’s expansion, stating, “The Northeast remains a priority market, and its growth trajectory reflects the relentless hard work of direct sellers. With a national growth rate exceeding 12%, the industry has provided self-employment to nearly 86 lakh Indians. Assam and nine other states have already set up regulatory monitoring committees to protect consumer and seller interests, with more states expected to follow.”
The event featured brainstorming sessions with policymakers, industry leaders, and experts on industry growth and reforms, regulatory frameworks and policy advocacy, consumer awareness and protection and empowerment of women and youth through direct selling.
Key attractions included a traditional attire product ramp walk, a grand exhibition showcasing industry innovations, and interactive sessions for direct sellers.
Among the notable attendees were Rajat Banerji, Secretary, IDSA, CEOs of leading direct selling companies, and Ruchi Bhardwaj Barua, a renowned fitness and nutrition coach.
With Assam leading the way, the direct selling industry in Northeast India is on a steep upward trajectory, demonstrating its potential as a thriving economic sector. The region’s rapid growth, regulatory support, and increasing participation of women entrepreneurs and young professionals are set to push it toward new milestones in the coming years.
