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.
What happened
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.
Key facts
- Rs 23,021 crore FY25
- 4% YoY growth
- 58% cite e-com competition
- 93 lakh direct sellers
- 48% women
- 60% wellness share
- 26% cosmetics
Why this matters
Stalled direct-selling incumbents like Amway, Oriflame, and Modicare sitting on distribution networks and wellness/cosmetics brand equity become credible carve-out or minority-stake targets for D2C platforms looking to bolt on offline reach at distressed valuations.