WB 2nd highest contributing market to India’s Direct Selling revenue

Kolkata: The Direct Selling Industry in West Bengal has risen to Rs 1984 Crore, according to the Annual Survey for Direct Selling in India for the period 2021-22, released by the Indian Direct Selling Association (IDSA). The sustained growth of direct selling in West Bengal and the Eastern Region of India came at a particularly challenging time, bucking the otherwise negative trend of depressed sentiment across the consumer sector at large during the dominant Covid phases of 2021-22. West Bengal has performed consistently well as a market for Direct Selling in India and has once again emerged as the second highest revenue grossing state accounting for 10.4 per cent of
national direct selling revenue. With this, West Bengal has held the second spot in Direct Selling Revenue figures since FY 2018- 19, registering an impressive 17.75 per cent CAGR (Compounded Annual Growth Rate) as per data recorded with and published by IDSA and which exceeds the national CAGR (of 13 per cent) for the growth of Direct Selling in India. The Indian Direct Selling industry registered a Compounded Annual Growth Rate (CAGR) of           13 per cent, growing from Rs 11,650 Crore in 2017-18 to Rs 19,020 Crore in 2021-22. For FY 2021-22 the Eastern Region (comprising West Bengal, Bihar, Jharkhand and Odisha) also fared very well, accounting for 24.7 per cent market share of direct selling revenues in India or Rs. 4702 Crores.

Furthermore, The Direct Selling Industry has provided livelihoods to more than 3.9 Lakh individuals in Bengal. Overall, The Indian direct selling industry grew to Rs. 19,020 Crores in 2021-22, an increase of Rs. 953 Crores over the Rs. 18,067 Crores annual sales figure achieved in 2020-21. The financial year of 2021-22 was dominated by the deadly Delta variant wave of the COVID19 pandemic and consequently led to restrictions to business, ability of consumers to spend owing to depressed income and spend sentiment in the FMCG & Retail sectors. Despite severe economic and social challenges, the Direct Selling Industry of India emerged strong and resilient. The share of IDSA members in the total sales of the Direct Selling industry stood at 55 per cent in 2021-22. Of this the Wellness & Nutraceutical categorycontributed 59 per cent of Direct Selling sales in India, followed by 22 per cent revenue contribution by the Cosmetics and Personal category. Furthermore, the number of Active Direct Sellers in the country stood at around 84 lakhs, registering a growth of 6 per cent from 79 lakhs in 2020- 21.
The industry comprises 56 per cent Male Direct Sellers to 44 per cent Female Active Direct Sellers. This Gender Ratio has changed in favour of Male Direct Sellers from 2020-21 where it stood at 53 per cent of Male and 47 per cent of Female Active Direct Sellers.

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