Direct Selling, which is synonymous with home-selling and one of the major non-store retailing methods around India for over two decades, is now fast gaining ground. Direct Selling has been recently in the news for the right reasons. It provided livelihoods to millions who lost their jobs due to the economic recession induced by the deadly Coronavirus pandemic. The Government has boosted the Direct Selling industry with several initiatives and drafted regulations that protect the interests of the investors and consumers. And to top all that, the Indian Direct Selling Association (IDSA) has now introduced Direct Selling as part of academics by collaborating with the Shoolini University. All this augurs well for the industry and is likely to play a big role in India becoming a self-reliant country.
Direct Selling – Fastest Growing Sector in Challenging Times
Over the years, the Direct Selling Industry, also known as Network Marketing or Multilevel Marketing (MLM) Industry, provided alternative means to generate a second income for most people. However, Direct Selling, primarily known as a person-to-person selling business without any mediators or intermediaries or physical retail stores in between, suddenly shot into prominence with the advent of the Covid-19 pandemic. When the consumers were confined to their homes due to the enforcement of several lockdowns by the Government to thwart the spread of the virus, the Direct Selling Industry stepped in to deliver the needs and requirements of the consumers right at their doorsteps.
The Network Marketing companies leveraged advanced technology and the Internet by deploying their eCommerce websites. The tech-savvy consumers were delighted to shop online with several options flooded to them. When most industries struggled to sustain their operations, the Direct Selling Industry grew its sales and revenues. They also provided livelihood opportunities to millions by partnering with them and contributed significantly to the government revenues.
Government Measures that Boost the Industry and Protect Investor Interests
Further to boosting the Direct Selling Industry with initiatives like Make in India, Women Empowerment, Skill India, Vocal for Local, and Startup India, the Indian Government has recently stepped in to address the concerns of consumers and investors by drafting regulations that make it compulsory for companies to register with a government body along with making it mandatory for them to have a permanent office address in India. The investors who partner with the Direct Selling companies as Sales Representatives or Independent Representatives have heaved a sigh of relief at the measures taken by the Government that also render companies as illegal who incorporate the Pyramid scheme.
Now Direct Selling to be Part of Academics
So far, Direct Selling was considered only as an addition to the list of career options since no qualification was awarded as it was never a part of any educational platform. That is bound to change in the coming years. The Indian Direct Selling Association (IDSA) has recently stepped in and introduced Direct Selling in academics. IDSA has collaborated with Shoolini University to launch a one-year post-graduate diploma in Direct Sales. It will be India’s first Centre of Excellence (CEDSA) for Direct Selling. Certainly, CEDSA is bound to open a new chapter for the Direct Selling Industry and hopefully be followed by other educational institutions to give it the much-needed impetus. Apart from the US-based Direct Selling Education Foundation (DSEF), CEDSA is the second centre worldwide dedicated to the Direct Selling business.
Conclusion: Direct Selling as part of academics will generate self-employment.
In India, the Direct Selling industry is led by companies like Amway, Modicare, Qnet, and Herbalife have seen steady growth in their sales. As per a report, the Direct Selling sector saw 53 lakh new entrants of Sales Representatives, in the first half of the financial year FY2021-22. The introduction of Direct Selling in academics will help the country’s youth in getting acquainted with the industry and learn the marketing techniques before they collaborate with a Network Marketing Company in their quest to attain financial freedom and become future entrepreneurs. Are you aspiring to be an entrepreneur desiring financial independence? Do you have a passion for sales and marketing? Do you like to meet people and make new friends? The post-graduation course – CEDSA is bound to benefit you enormously. Make the most of it, and have a successful Network Marketing journey. All the best.
