Direct selling records 16% growth in northeast

Northeast direct selling industry sees 16% growth, ₹1,854 crore turnover, and self-income opportunities for 4.2 lakh sellers.

GUWAHATI: The northeast comprising eight States recorded almost 16% growth in direct selling, bettering a turnover of ₹1,854 crore during the 2022-23 fiscal by ₹255 crore during 2023-24, the Indian Direct Selling Association (IDSA) said at the second Northeast Direct Selling Conference and Expo on Tuesday (January 22, 2025).

The IDSA said the region, which accounts for 8.7% of the ₹21,282-crore turnover of the direct selling industry in India, provides self-income opportunities to over 4.2 lakh direct sellers. Assam, the ninth-largest direct selling market in the country, reigned during 2023-24 with ₹1,009 crore in sales, 13% year-on-year growth, and a 4.7% national market share supported by more than 2.4 lakh direct sellers.

The other seven States in the region contributed ₹845 crore in sales together, the IDSA said. Nagaland topped with ₹227 crore followed by Mizoram ₹156 crore, Arunachal Pradesh ₹78 crore, Tripura ₹72 crore, Meghalaya ₹19 crore, and Sikkim ₹5 crore.

According to the association, notable growth rates were seen in Mizoram (31%), Sikkim (25%), Nagaland (22.7%), and Manipur (20%), where conventional sales suffered because of almost two years of ethnic conflict.

“The direct selling industry also contributes about ₹300 crore annually to the exchequer of northeastern States, reinforcing its role in the region’s development,” a study released by the IDSA said.

“While creating a conducive environment for the direct selling industry under the regulations, the State is committed to safeguarding the interests of consumers. The government is working on an effective mechanism to ensure companies adhere to the direct selling rules,” Anasua Dutta Barua, the Secretary of Consumer Affairs in Assam said.

Vivek Katoch, the chairman of IDSA, said the northeastern region continues to be among the key and priority markets of the direct selling industry.