India's direct selling industry recorded a turnover of ₹23,021 crore in FY2024-25, representing a 4% increase from ₹22,142 crore in the previous fiscal year, according to the Indian Direct Selling Association (IDSA)'s Direct Selling Industry 2025 Outlook. The industry has demonstrated consistent growth with a compound annual growth rate (CAGR) of 6.5% over the last six years, with turnover rising from approximately ₹16,800 crore in FY2019-20 to ₹23,021 crore in FY2024-25.
North India emerged as the leading market with the highest share of gross sales at 27.58%, followed by the West at 25.47%, East at 22.47%, South at 17.81%, and North-East at 6.67%. Among states, Maharashtra contributed 15.31% of gross sales, West Bengal accounted for 10.88%, Uttar Pradesh contributed 8.82%, Karnataka recorded 6.37%, and Bihar made up 5.61% of total industry sales.
Wellness and nutraceutical products dominated the market, accounting for nearly 60% of total sales, while cosmetics and personal care products contributed 26%, and household goods made up 5% of total industry sales. Together, these three categories represented more than 91% of total industry sales, highlighting the industry's focus on health and personal care products.
The number of active direct sellers increased to 9.3 million in FY2024-25 from 8.8 million in the previous year, demonstrating significant growth in the sector's workforce. Notably, women's participation in the workforce increased to 48% compared with 44% a year earlier, reflecting the industry's growing inclusivity and gender diversity. This represents a substantial increase in female participation and indicates the sector's commitment to promoting entrepreneurship opportunities for women.
Ratnesh Lal, chairperson of IDSA, emphasized that the industry's consistent CAGR of 6.5% over six years reflects the positive impact of an enabling regulatory framework and rising consumer confidence in direct selling. He noted that the sector's sustained growth, coupled with increasing participation of women, aspiring entrepreneurs, and retail entrepreneurship opportunities, demonstrates the industry's potential as a catalyst for inclusive economic development. The industry remains committed to promoting ethical business practices, consumer trust, skill development, and entrepreneurship across urban and rural India.
