The onset of the Covid-19 pandemic brought along several challenges that the world had to face and counter, and the biggest of them being that of employment. Several people in India either lost their jobs or had to take salary cuts. Most companies found it difficult to sustain their operations due to the several lockdowns enforced by the government to stop the Coronavirus from spreading further. In such challenging times, it is the Direct Selling Industry that has stood out – it continues to provide an alternative career option to millions and a livelihood to so many. But what is fueling the growth of these companies?
Direct Selling Industry – Hope in Times of Adversity
India, including the entire world, is going through a lifetime crisis. Companies in almost all sectors are struggling to sustain their operations, struggling to counter the economic and social impact of the sudden and deadly Covid-19 pandemic. However, in this adversity, the Direct Selling industry has been a ray of hope for millions, particularly in India. Amid these challenging times, the Network Marketing companies continue to display a surge in their growth, and this sector is now the fastest-growing one in India.
Products Driving Growth in the Direct Selling Industry
There has been a sudden spurt in demand for nutritional supplements and immunity boosters in the last few years, and this has gone up further post the Covid-19 pandemic. So, it’s no surprise that the products responsible for driving growth in the MLM Industry include wellness, nutrition, hygiene, and other Fast Moving Consumer Products (FMCG).
What is Driving the Direct Selling Industry in India?
The ongoing Covid-19 pandemic shook the Indian Economy, and many were rendered jobless or forced to take lower salaries by their employers. The Direct Selling industry came to the rescue of many providing them with a livelihood.
Suppose the pandemic was one reason for many flocking to collaborate with the MLM companies. In that case, the other can be attributed to the Government of India, which stepped in and supported the industry via its initiatives like Make in India, Skill India, Women Empowerment, and Startup India. For example, the Skill India initiative imparts soft skills and leadership qualities in an applicant.
Direct Selling involves personal bonding – this was another factor in driving growth in this sector. Further, the quality of the products and the availability of online technology to promote these products is another reason that has fueled growth in the Direct Selling segment in India.
It also needs to be noted that the Direct Selling Industry has been instrumental in attracting many women in its fold. It has enabled them to be financially independent and support their families in these testing economic crisis times. Almost sixty percent of the industry comprises women. And that exactly what the government intends – Women Empowerment!
Direct Selling – Enabling Self Reliance
India is set to be the largest working-age population by the end of the current decade – globally. However, there is a scarcity of job opportunities compounded further by the reverse migration of migrant workers during the ongoing pandemic. By utilizing the services of the youth for economic growth, and Direct Selling companies can help unlock opportunities to generate income opportunities for them. The best thing about it is that it can lead to self-reliance at the grassroots levels.
Direct selling can be an attractive career alternative enabling one to be tension-free of the volatile job markets. Many organizations have decentralized their operations, thanks mainly to the introduction of work from home norms and the online delivery of products and services. The Direct Selling industry is mainly built on this approach, and also its workforce operates off-site. This inherent adaptability of the Direct Selling companies has been the major reason for the sector’s growth, especially during the pandemic there that saw the enforcement of so many lockdowns.
Direct Selling Industry – Poised for Further Growth Ahead
As per ASSOCHAM, the Direct Selling sector is set to achieve a value of INR 15,930 crore by the end of the current year – 2021. As per the World Federation of Direct Selling Associations (WFDSA), the country’s direct sellers that were 5.7 million in 2018-19 are likely to increase to 18 million by 2025. With a mission to make India atmanirbhar, Indian Direct Selling companies are encouraging ‘Make in India’ products and providing livelihoods to people across India. It certainly is a great way to embrace self-reliance. Step into the world of Direct Selling and leverage the financial freedom associated with it.
