Recognising the transformative role of Direct Selling in India’s growth story, NITI Aayog has highlighted the sector’s inclusive framework that empowers women, fuels entrepreneurship and generates livelihoods across urban and rural India. The remarks came during a high-level roundtable discussion attended by Dr Sasmit Patra, Member of Parliament (Rajya Sabha) Sanjeet Singh, Senior Advisor, NITI Aayog and several senior officials, domain experts and industry leaders.
The event also saw the release of Aakhya India’s latest whitepaper titled “Internal Trade & Micro-Retailing: Achieving Inclusive Growth and Last-mile Empowerment.” The report outlines a roadmap to integrate Direct Selling within India’s internal trade ecosystem under the Department for Promotion of Industry and Internal Trade (DPIIT).
Dr Sasmit Patra, Member of Parliament (Rajya Sabha), said, “Direct Selling is a crucial component of the consumer economy, contributing over `22,000 crore while supporting millions of livelihoods. As we move towards a Viksit Bharat and a $5 trillion economy, it’s essential to create facilitative governance mechanisms that enhance ease of doing business and strengthen policy support for this sector.”
Speaking on behalf of NITI Aayog, Sanjeet Singh, Senior Advisor, said, “Direct Selling’s true strength lies in its inclusive nature. The Consumer Protection (Direct Selling) Rules, 2021, marked a significant step in ensuring consumer welfare and regulatory clarity. Sustained progress now depends on balancing consumer protection with policies that encourage entrepreneurship and innovation.”
Rajat Banerji, Chairperson of the FICCI Direct Selling Taskforce, added, “Direct Selling bridges formal and informal retail, providing millions a dignified pathway to economic participation. Institutional recognition of this sector will further empower women entrepreneurs and micro-retailers while advancing India’s retail transformation.”
The whitepaper notes that India’s Direct Selling industry is powered by over 8 million independent sellers, 44 per cent of whom are women. The sector has grown at a CAGR of 7.15 per cent over the last five years and is projected to reach `25,000 crore by 2025. The report recommends a dual-governance model that harmonises DPIIT’s trade facilitation with the Department of Consumer Affairs’ consumer protection framework, paving the way for a transparent, inclusive and growth-oriented policy environment.
