Direct selling hits Rs 23,021 cr in FY25 as e-commerce squeezes growth to 4%
IDSA report shows India's direct selling industry grew just 4% to Rs 23,021 crore in FY25, with 58% of 93 lakh direct sellers flagging Amazon, Flipkart and quick-commerce as a key competitive threat. Wellness leads category mix at 60%, cosmetics 26%; Maharashtra tops states at 15.31%.
What happened
IDSA report flags intensifying competition between India's Rs 23,021 cr direct selling industry (4% FY25 growth) and e-commerce/quick-commerce players like
Key facts
- Rs 23,021 crore FY25
- 4% YoY growth
- 58% direct sellers cite e-comm competition
- 93 lakh direct sellers
- women 48%
- wellness 60% share
- cosmetics 26%
- Maharashtra 15.31%
Why this matters
Distressed direct sellers with strong wellness/cosmetics brands but weakening 93-lakh-seller economics are emerging as bolt-on targets for e-commerce-native acquirers seeking trusted private-label IP at compressed multiples.