The direct selling industry in Gujarat crossed a major milestone by recording over ₹1,000 crore in the fiscal year 2022-23 with robust 10% growth. This figure makes Gujarat the second-biggest market in the western region of India after Maharashtra. According to a report by Indian Direct Selling Association-IDSA along with KANTAR, Gujarat recorded a business turnover of ₹1,014 crore, which is an increase of ₹91 crore as compared to the previous year.
Its growth is testimony to the fact that the industry has been instrumental in empowering over 2.1 lakh micro-entrepreneurs in Gujarat, of which more than 77,000-plus are women. The Gujarat direct selling industry contributed over 4.8 percent to the national market, which attained ₹ 21,282 crore in 2022-23. This industry added over ₹ 150 crore to the state exchequer in the form of taxes.
Food, Civil Supply and Consumer Protection Affairs Minister Kunvarjibhai Mohanbhai Bavaliya, while underlining the commitment of the state government towards the interests of the direct selling industry with due consideration for consumer interest, said good quality products would always have a demand. He declared the setting up of a monitoring mechanism on the anvil under the Consumer Protection (Direct Selling) Rules 2021. The minister felicitated 12 women entrepreneurs in recognition of their exemplary achievements made in the realm of direct selling.
IDSA Chairman Vivek Katoch said, “Gujarat holds an important place in the pan-Indian direct selling landscape. The industry, that has been growing consistently, provides a sustainable self-employment route to close to 86 lakh Indians.” He also appreciated the union ministry’s move to bring in regulatory clarity with the Consumer Protection (Direct Selling) Rules 2021, that would help protect the interests of consumers and lend more credibility to direct selling entities.
While Gujarat’s direct selling industry has been growing, it has challenges and opportunities alike. The industry needs to navigate regulatory complexities and market competition, while using digital transformation to reach out to more people. The industry would continue to hope for support from the government along with innovation and sustainability for its success in times to come, within the country and globally.
