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Our Bureau

`Global direct selling market is worth $98 billion'

Chennai , Sept. 19

Indian Direct Selling Association (IDSA) wants a legislation to identify direct selling as a legitimate distribution and marketing model.

"We will shortly approach the Government with suggestions to set up a regulatory body for the direct selling industry," said Mr Anukul Agrawal, Chairman, IDSA. The association wants the Government to amend existing laws pertaining to sale of goods, consumer protection and Contract Act.

Regulatory body

"If companies wish to market their products through the direct selling route, they must comply with rules," said Mr Agrawal. The Department of Consumer Affairs was receptive to the need for a regulatory body that will lay down guidelines for companies involved in direct selling, he said.

Mr Agrawal said the Government could help create awareness about direct selling. "The Indian direct selling industry generated revenues of about Rs 3,100 crore last year and this can grow to Rs 8,000 crore in the next five years," he said. The global direct selling market was worth $98 billion, he said.

An authorisation stamp was introduced on Tuesday to commemorate the 10th anniversary of IDSA. All IDSA member companies will have this seal on their products.

"The stamp will help distinguish our products from others that circulate in the market on claims of being produced by an IDSA member company," said Mr Agrawal.

At present, IDSA has 16 members such as Amway India Enterprises, Avon Beauty Products India Pvt Ltd and Tupperware India Pvt Ltd. IDSA is affiliated to the Washington-based World Federation of Direct Selling Associations.

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