How Direct Selling Supports “Make in India”

Direct selling may not be the fastest, profitable or the easiest way to sell, but it is no less than the best. Going from one person to another, establishing a personal contact and having a genuine conversation with them over what benefits a product might have on them has a charm that no other method has.

According to a study undertaken by ASSOCHAM, the direct selling industry in India has almost doubled since 2011 to reach Rs. 12,620 crores in 2016 and is expected to grow at a compounded annual growth rate (CAGR) of about 4.8% to reach approximately Rs. 15,930 crores in 2021.

The direct selling industry’s contribution to the country can be mapped to various schemes introduced by the Government of India in the past 2-3 years. The industry has been playing a significant role in Skill India initiative by encouraging soft skills, marketing and leadership trainings
among the masses.

Contributions to other government-launched schemes such as Digital India, Start-up India, Women Empowerment and especially Make in India were seen through this study by ASSOCHAM. After decades of being misunderstood, direct selling has finally started to make its presence
felt in the global market.

It has become an extremely popular self- employment model across the world wherein, every member is given the freedom to decide on their own style of entrepreneurship and business management which works as a wonderful motivational factor. This, further, increases the business and helps it expand.

Why is Direct selling so effective?

As mentioned before, direct selling is not an average sales strategy but an immense success coming together because of little yet important elements – better quality products, personal connection and bonding with consumers and promotion of entrepreneurship are some of those major elements. But the one element that truly makes direct selling a success is the element of “feeling special” that comes with the personal touch of their interaction with the salesperson.

The sense of being important enough that you are being personally attended to and are provided with custom – made demonstrations is what establishes and deepens the relationship from salesperson – customer to a well – wisher and well- wishee.

How direct selling affects “Make in India” Project?

Mr. Amitabh Kant, CEO of NITI Aayog, said that the direct selling will have to be given a great thrust as it empowers women, MSMEs and promotes manufacturing in India and FICCI Direct 2016. The potential of the direct selling industry can be seen in terms of the extensive workforce it trains and the job opportunities it generates.

Direct selling requires man force, both skilled and unskilled. India has an abundance of such labour; implying that encouraged the direct selling industry is no less than encouraging employment, the core motive of “Make in India” Project.

In addition to that, when an individual is provided with the freedom to make decisions on their own to decide their style of working (person- oriented), slowly, they become jo ready and skilled enough to empower themselves and work on much bigger projects, another important goal of
“Make in India” Project.

In Conclusion, many direct selling companies now make in India given the gates of massive opportunities which open up with it.