43 Lakh Women Drive India's Direct Selling Industry in FY2024-25

By: Women Entrepreneurs Review Team | Thursday, 15 October 2026

India’s direct selling industry reached ₹23,522 crore in FY2024–25, with women accounting for 47% of its 91 lakh active sellers. The findings highlighted the increasing contribution of the sector towards entrepreneurship, financial independence and self-employment of women. The industry is expected to be more than ₹25,000 crore in FY2025-26, according to a report by the Association of Direct Selling Entities of India (ADSEI) and the research partner Kantar.

The report, released at Bharat Mandapam in New Delhi, reveals the industry's expansion from ₹16,776 crore during FY2020 to ₹23,522 crore in FY2025 at CAGR of around 7%. India is the 11th largest direct selling market in the world.

Key Highlights

• India’s direct selling industry reached ₹23,522 crore in FY2024–25
• Women represent 47% of India’s 91 lakh active direct sellers
• Industry growth is projected to exceed ₹25,000 crore in FY2025–26

Women account for approximately 43 lakh active direct sellers across India. They take part in part because they find direct selling to be an easy way for women to break into the market for household products as they are looking for extra income, the report says, in part, the flexibility of working hours and low entry barriers, limited capital requirements make it an accessible market.

The model is especially useful for women who are living in rural and semi-urban areas where traditional employment options may not be available. It also allows opportunities for business, communication, sales and finance management, skills development.

Commenting on the findings, Dr. Sanjeev Kumar, President of ADSEI, said, “This report establishes, with credible quantified and qualitative data, what direct selling substantively contributes to India: at the core of it is livelihoods for more than 91 lakh people, nearly half of them women, built on the spirit of entrepreneurship.”

The report found that 69% of direct sellers are between 25 and 44 years old, indicating strong participation among working-age Indians.

A survey of 572 sellers revealed that 73% reported consistent month-on-month income, while 65% relied on direct selling as their sole income source. Among those with additional income streams, the activity contributed an average of approximately ₹18,000 per month.

These findings underline the sector’s role in providing income opportunities while helping sellers gain practical entrepreneurial experience.

Wellness products account for 61% of total sales, while cosmetics and personal care contribute another 25%. Together, these categories represent 86% of the market, reflecting demand for health, beauty and personal care products.

The highest regional share was from North India (26.8%), West India (24.5%), East India (22.3%) and South India (19.3%). State-wise, Maharashtra contributed the maximum sales followed by West Bengal, Uttar Pradesh, Karnataka, and Gujarat. The highest number of direct sellers were present in the states of Uttar Pradesh followed by Bihar.

The report highlights that the Consumer Protection (Direct Selling) Rules, 2021 is one of the significant developments in the formalisation of the sector and in boosting consumer confidence. Over 83% of the sellers surveyed said they saw their policies positively and 66% said public perception of direct selling improved as a result of their policies.

In the future, industry will be interested in digital adoption, professional training, compliance, and higher value products. Puneet Avasthi, Director at Kantar, said, “The industry is at a pivotal stage of evolution – moving from a participation based growth model to one that is more productivity, value creation and ecosystem maturity driven”.

With the current growth pattern, this industry is likely to touch ₹31,000 crore by FY2028–29 and the engagement of women and their livelihood generation will continue to be a critical factor in its growth.