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.
IDSA report flags intensifying competition from ecommerce, D2C and quick-commerce on India's direct selling industry, which grew 4% to Rs 23,021 crore in FY25. Wellness dominates 60% of sales; 58% of sellers cite online platforms as key challenge.