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Direct selling industry emerges saviour for youth

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Amid rising unemployment and layoffs during the pandemic, the direct selling industry has become saviour for youth in the region. According to direct sellers, they have witnessed a tremendous upsurge in people exploring business opportunities, especially from the youth below 35 years of age.

The northern states, including Delhi, Rajasthan, Uttar Pradesh and Uttarakhand, contribute over 25% to total sales of the direct selling industry and lakhs of people are engaged in the direct selling business.

Anshu Budhraja, CEO, Amway India, said, “We have seen a tremendous interest in business model from the under-35 category, who would otherwise opt for flexible roles in the gig economy ecosystem, a trend as per the present peculiar circumstances. As many as 64% of new registrations are under the under-35 category.”

Oriflame India director Vivek Katoch said, “In April and May, the industry witnessed disruption. However, June onwards the industry not only witnessed an upsurge in direct selling associates but also in sales. The industry has seen a paradigm shift from offline to online sales with more and more consumers shifting to online platforms for purchases.”

According to the sellers, the direct selling industry is the only industry in the country to have successfully emerged as the dark horse which has remained largely unaffected by the pandemic.

Achinta Banerjie, senior vice-president (sales), Amway India, said, “The surge is owing to unique business model that allows members to own and operate their own business and have a steady source of income through guided entrepreneurship. As the Indian employment landscape undergoes massive changes, with work-from-home and flexible working hours becoming reigning trends, the gig economy is set to become the preferred model of choice.”


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