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.
IDSA's annual report says India's direct selling industry grew 4% to Rs 23,021 crore in FY25, but 58% of sellers flag rising competition from e-commerce, D2C and quick-commerce platforms reshaping consumer expectations on price, delivery and digital experience.
Why this matters
IDSA's FY25 report marks a sharp slowdown for direct selling as e-commerce, D2C and quick-commerce reshape buyer expectations, forcing legacy networks to rethink pricing, delivery and digital playbooks.
Omni-channel signals steady at 76 in last 90 days, reflecting sustained channel-blur pressure on traditional formats.