Chandigarh, June 27, 2025: The northwestern states of Jammu & Kashmir (J&K), Punjab, Haryana, Himachal Pradesh, and Chandigarh have demonstrated strong performance in the direct selling sector, registering a collective growth of 15.71% and crossing the ₹2,172 crore sales mark during the financial year 2023-24, according to the Survey data shared by the Indian Direct Selling Association (IDSA) here on Friday.
The survey, compiled by IPSOS for the IDSA, an apex body of the direct selling industry in India, was shared at the 'Northern Direct Selling Summit'. The event was graced by Sh. Rajesh Nagar, Minister of Food, Civil Supplies, and Consumer Affairs (FCSCA) and Mr. D. Suresh, Principal Secretary of the Department from Haryana. The survey also highlighted the growth and expansion of the direct selling sector in the country.
The survey highlighted, these states with over 15.71% growth contributed significantly to the direct selling sector, generating over ₹2,172 crore in sales, making up for more than 33 percent of the northern region's total of ₹6,600 crore and 9.8 percent of the national industry turnover of ₹22,142 crore. The sector remained a vital source of self-employment, offering income opportunities to over five lakh direct sellers in the UNR alone, which shows an astounding 31.23% rise on a year-over-year basis.
Haryana, continued to be the second largest direct selling market in the northern region and the 7th largest nationally with ₹1041 crore sales, holding over 15.7% of the North and 4.7% of the national market share, supported by over 1.6 lakh direct sellers. The other states contributed ₹1,131 crore in sales, with Punjab ₹686 crore, J&K ₹244 crore, Chandigarh ₹112 crore, and HP ₹89 crore, the survey adds.
J&K witnessed a staggering 234% surge in sales, accompanied by a 173% rise in the number of direct sellers. HP followed with a 117% increase in sales and a 150% jump in direct sellers. Chandigarh showed a 111% rise in business volume and a 25% increase in the direct selling force. Punjab, while already a strong player, also saw an 8 percent growth in sales and a 14 percent increase in its direct seller base. The direct selling industry contributes over ₹350 crore annually to the exchequer of these states, reinforcing its role in the socio-economic development of the region, the IDSA highlighted.
In his address, Shri Nagar acknowledged the vital role of the direct selling industry in advancing self-employment, entrepreneurship, skill development, economic inclusion, and empowerment of women and youth in Haryana. He highlighted the formation of the 'Haryana Direct Selling Monitoring Authority' under the Consumer Protection (Direct Selling) Rules, 2021, to oversee the industry’s operations and address consumer complaints. He assured the industry of all the government’s support in ensuring a lawful business environment while protecting consumer rights.
IDSA President Vivek Katoch spoke about the direct selling industry landscape and its steady growth in the country, noting the Northwest region as a key market. He urged the Punjab Government to establish a monitoring committee under the same rules and reaffirmed IDSA's commitment to protecting both consumers and direct sellers.
The event also honoured over 50 women entrepreneurs from various states for their contributions to the direct selling sector. A product exhibition was held, showcasing the industry’s innovation and diversity.
IDSA Treasurer Aprajita Sarkar, senior officials of Punjab and Haryana governments, Chief Executive Officers (CEOs) and senior representatives, besides a large number of direct sellers of the member companies of the IDSA were present on the occasion.
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