Abstract: Direct Selling (DS) is a particular set of business that engages direct sellers to foster relationships with prospective consumers, either in person or through interactions, demonstrations or through other means like social media etc. The direct sellers, sell and market the products and services of the affiliate company. They usually build a network to expand their business. Revenue is earned through commissions made on sales that affects them as well as on any sales generated through their down-the-line network of direct sellers. It is an emerging industry that fulfils the Indian Government mandate like employment generation, skill development, women empowerment, make in India, rural development, natural farming etc. and play crucial roles in the system of overall economic developmental growth. Despite of the various inbuilt qualities of this industry, it is also seen as one of the controversial business model.
This article evaluates the direct selling industry across several parameters such as employment generation, women participation, industry growth, product category coverage and its CSR initiatives through a span of five years from 2018 to 2023. It will also highlight the issues and challenges that deter the expansion of India's direct selling market.
Keywords: Direct-selling, direct sellers, product categories, employment, women participation, skilling, network, CSR, India.
Title: AN ANALYSIS OF THE DEVELOPMENT OF THE DIRECT SELLING INDUSTRY IN INDIA
Author: Mohmed Zakir Hussain
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 13, Issue 2, October 2025 - March 2026
Page No: 135-147
Research Publish Journals
Website: www.researchpublish.com
Published Date: 17-November-2025
