CONVERSATIONS WITH DOMAIN EXPERTS

Read about a different point of view on Indian Direct Selling Industry and a suggestive way forward.

Shri. Hem Pandey

Secretary ADSEI (Association of Direct Selling Entities of India) Former Secretary, Ministry of Consumer Affairs, GoI

The Direct Selling Industry is not even 100 years old and I see it growing at an exponential growth rate. In my firm opinion, India with its growing population is poised to take a leap in this industry. The Direct Selling Rules has provided a comprehensive approach where I foresee all direct selling entities adopting self-regulatory and compliance mechanism to ensure that they follow the necessary mandatory requirements to safeguard the interest of their own and the direct seller community attached for the promotion of their products. However, on the demand of the current market situation, we at industry stakeholders do demand certain clarifications and explanations on important pointers. We seek to continue our approach and reach the government good offices to promote and maintain a balance for the bright future of our industry. The specific definition of network of sellers should be included in the Direct Selling Rules, as it shall provide the much required confidence in our beloved industry. I further welcome the Kerala Monitoring Policy – The much awaited mechanism for regulating Direct Selling at the state level. The issuance of this draft, makes me more optimistic that one by one other key states shall implement the monitoring mechanism and subsequently ensure the compliance of Direct Selling Entities essential for the growth of our industry.

In my grave opinion, let me enlighten all the Direct Selling Today readers that one of the prime responsibility we all possess should be to improve our industry’s perception. The scope of this responsibility and accountability does not extend to only direct selling entities but also the individual direct sellers forming an important character to our ecosystem.

We all should collectively take the following steps to positively change the point of view about Indian Direct Selling Industry:

1. Direct Selling Companies should invest in introducing Value for Money-High Quality Products which can speak for themselves and their success stories shall further incline the on-boarding of Indian Direct Sellers.

2. Strong Customer Service along with Quick Remedies of Complaints and Grievances to provide utmost satisfaction our Direct Sellers who are actively making sale of the products and are interacting with customers’ first-hand. 

3. Collaborative efforts to showcase the positives of the industry in order to enhance our image infront of other industries.

4. Product usage by the direct sellers should be promoted by the Direct Selling Companies

5. Direct Selling Companies should make a long term goal towards backward integration by incorporating management sway towards manufacturing or contract manufacturing for premium quality unique products which are further difficult to replicate.

Furthermore, to continue my discussion with the Editorial Team, Direct Selling Today, I propose a Way foreward for the benefit of our industry:

1. Self-Regulation Mechanism by Direct Selling Companies

2. Transparent / Accessible Website which shall further display all relevant information to comply with

Direct Selling Rules.

3. Effective partnership with National Consumer Helpline

4. Complete product compliance as per the Legal Metrology Act

Let us work together for the bright future of Indian Direct Selling Industry.