According to the Google and Bain & Company 2020 report, 13.5 to 15.7 million women-owned enterprises make up 20 per cent of all the enterprises in India. In FY 2018-19, there were 5.7 million direct sellers, out of which, 2.1 million women at the center of India’s direct selling market have become successful entrepreneurs. These numbers are projected to grow exponentially to 18.1 million by 2025.
Direct selling is one of the fastest-growing channel of distribution in India, It is a business model through which a direct seller makes a profit by buying products from the parent organisation and selling it directly to the consumer without any third-party intervention. It is known for its remarkable contribution towards the self-employment boom in the country and has opened up multiple opportunities and avenues for women looking to start businesses. Despite improvements in social parameters, India faces several challenges with respect to providing gender equality and creation of jobs for women – Indian women are increasingly giving up their careers due to reasons including marriage, childcare and concerns related to safety and security in workplace. Flexible working hours, the absence of infrastructure and operational costs makes direct selling a practical choice for women from middle and low income groups who have limited access to capital. This industry includes everything from food, health, jewellery, cosmetics, décor, art, insurance, utilities, homeware, and much more. According to industry experts, from selling at home parties to selling via social media channels, with the technological advancements, direct selling seems to be moving towards a potential digital avatar called ‘Social Selling.’
A survey based study of 180 direct sellers conducted by the authors for the Indian Direct Selling Association (IDSA) found that over 45 per cent of direct sellers were women and 31 per cent of women direct sellers gave up their full-time jobs after joining direct selling. The survey found that 85 per cent were very happy with their direct selling activities. According to Business World, the survey participants pointed out that direct selling has helped them to build self-esteem and confidence, foster an entrepreneurial spirit and hone their management skills. It also helps them in improving their interpersonal skills and gives them an opportunity to be the leaders, where they are able to build a team, mentor and train others.
Initiatives like 'Vocal for Local' and 'Aatmanirbhar Bharat' have encouraged Indians to buy and sell locally made products via the direct selling route, which entails low investments and high returns. This has not only boosted local manufacturing but also established a sense of ownership as well as determination amongst budding women entrepreneurs to succeed.
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