Modicare
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Direct selling hits Rs 23,021 cr in FY25 as e-commerce squeezes growth to 4%
IDSA report shows India's direct selling industry grew just 4% to Rs 23,021 crore in FY25, with 58% of 93 lakh direct sellers flagging Amazon, Flipkart and quick-commerce as a key competitive threat. Wellness leads category mix at 60%, cosmetics 26%; Maharashtra tops states at 15.31%.
ET Retail · 5/20/2026, 6:05:20 AM
Direct selling crawls to Rs 23,021 Cr in FY25 as e-com, quick commerce squeeze the channel
IDSA pegs India's direct selling industry at Rs 23,021 crore in FY25, up just 4% YoY. 58% of 93 lakh sellers flag intensifying competition from e-commerce, quick commerce and D2C. Wellness holds 60% share, cosmetics 26%; women make up 48% of the seller base.
YourStory · 5/20/2026, 5:15:17 AM
Direct selling growth slows to 4% as e-commerce, D2C and quick-commerce squeeze India's Rs 23,021 Cr industry
IDSA's FY25 report pegs direct selling at Rs 23,021 crore, up just 4% YoY, with 58% of 93 lakh sellers flagging online platforms as the top competitive threat. Wellness drives 60% of sales and cosmetics 26%, but legacy players like Amway, Oriflame and Modicare face mounting pressure from Amazon, Flipkart and quick-commerce.
YourStory · Capital · 5/20/2026, 5:15:07 AM
India's direct selling industry hits Rs 23,021 cr in FY25, but e-comm pressure mounts
IDSA's annual report shows the sector grew just 4% YoY to Rs 23,021 crore in FY25, with 58% of sellers flagging intensifying competition from e-commerce, D2C and quick-commerce platforms reshaping price, delivery and digital expectations. Wellness leads at 60% share; 93 lakh sellers, 48% women.
ET Small Business · 5/19/2026, 12:36:58 PM