Northwestern states witness double-digit growth in direct selling, empowering over 5 lakh individuals and contributing ₹2,172 crore to industry turnover in FY24.
Chandigarh – The northwestern states of Jammu & Kashmir (J&K), Punjab, Haryana, Himachal Pradesh, and Chandigarh have made remarkable strides in the direct selling industry, collectively surpassing ₹2,172 crore in sales and achieving a 15.71% growth rate in the financial year 2023–24, according to a comprehensive survey by the Indian Direct Selling Association (IDSA).
The survey, conducted by global research firm IPSOS for IDSA, was unveiled at the Northern Direct Selling Summit held in Chandigarh. The event was graced by Sh. Rajesh Nagar, Minister of Food, Civil Supplies, and Consumer Affairs (Haryana), and Mr. D. Suresh, Principal Secretary from Haryana.
The data reveals that these five states together accounted for over 33% of the northern region’s ₹6,600 crore turnover and nearly 10% of India’s ₹22,142 crore direct selling industry revenue. Over 5 lakh direct sellers in this region powered this growth, marking a 31.23% year-on-year increase in the seller base—highlighting the sector’s role in self-employment and economic inclusion.
State-wise Performance Highlights:
- Haryana:
- ₹1,041 crore in sales
- 1.6+ lakh direct sellers
- 2nd largest in North India and 7th nationally
- Punjab:
- ₹686 crore in sales
- 8% growth in sales
- 14% rise in seller base
- Jammu & Kashmir:
- 234% growth in sales
- 173% rise in sellers
- Himachal Pradesh:
- 117% surge in sales
- 150% increase in direct sellers
- Chandigarh:
- 111% increase in business volume
- 25% growth in direct sellers
The direct selling industry contributes over ₹350 crore annually to the combined state exchequers, reaffirming its significance in regional socio-economic development.
Government and Industry Speak
Addressing the gathering, Minister Rajesh Nagar praised the sector’s impact on entrepreneurship, women empowerment, skill development, and youth employment in Haryana. He emphasized the formation of the Haryana Direct Selling Monitoring Authority under the Consumer Protection (Direct Selling) Rules, 2021 and assured full government support for a fair, compliant, and consumer-friendly ecosystem.
IDSA President Vivek Katoch highlighted the Northwest region as a growth engine for India’s direct selling industry. He encouraged the Punjab Government to also form a monitoring committee under the same consumer rules and reiterated IDSA’s commitment to protecting both consumers and sellers.
Read also: Historic Decision by Punjab Cabinet Led by CM Mann: Major Relief to Industries with New Industrial Plot Transfer Policy
Celebrating Women in Direct Selling
A special segment of the event honored over 50 women entrepreneurs from across the participating states for their achievements and leadership in the direct selling space. The summit also featured a product exhibition showcasing innovations and the diverse offerings of member companies.
IDSA Treasurer Aprajita Sarkar, senior government officials from Punjab and Haryana, company CEOs, and hundreds of direct sellers attended the event, making it a major success for the regional industry.
