India’s direct selling industry is set to cross ₹25,000 crore in FY26 with over 91 lakh active sellers, says an ADSEI & Kantar report.

The Association of Direct Selling Entities of India (ADSEI) released the study at Bharat Mandapam in New Delhi, working with research firm Kantar.

Direct selling skips the shop. Companies sell through independent individuals who deal with customers face to face.

The industry earned Rs 23,522 crore in net revenue in FY25, growing about 7% a year on average. The report expects it to cross Rs 25,000 crore in FY26.

More than 91 lakh people work as active sellers, and 47% of them are women, close to 43 lakh. About 69% are aged between 25 and 44. Over 32% say they earn steady income month after month.

ADSEI patron Gautam Bali said the figure represents 91 lakh Indians who chose to ‘bet on themselves’, and that direct selling gives independent incomes, particularly to women in smaller towns and rural areas.

India ranks 11th among the world’s 15 largest direct selling markets.

Wellness, personal care and cosmetics together bring in more than 86% of sales. With a share of 26.8%, North India is the largest region, followed by West India at 24.5%.

Keeping sellers is a key worry. Bali said many leave before their businesses find their feet, and he called for better training, stronger governance and a firm commitment to consumer protection.

The report calls the Consumer Protection (Direct Selling) Rules, 2021, an important step in formalising the sector.

ADSEI President Dr Sanjeev Kumar said the body will keep working with the government on compliance and consumer trust.

To build its estimates, ADSEI and Kantar used company disclosures, Ministry of Corporate Affairs filings and up to seven years of financial and operational data.

They then tested the numbers through interviews, a seller survey and expert consultations, across business-as-usual, optimistic and pessimistic scenarios.

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