Indian Direct Selling Association (IDSA) termed the direct selling monitoring mechanism launched by the Kerala Government as a game-changer for the industry. It added that the move would strengthen the sector in the States’ economic growth with a transparent, consumer-friendly, and growth-driven ecosystem for direct sellers.
Samir K Modi, IDSA CEO Council Member, said the government has taken a significant step in strengthening the direct selling industry by launching clear and precise guidelines for over 1.5 lakh direct sellers in Kerala and the companies operating within the State.
Kerala has taken a transformative step in strengthening the State’s ₹522 crore direct selling industry, by releasing clear and well-defined guidelines and launching an online portal that will not only enhance transparency and regulatory compliance but also pave the way for the industry’s long-term, sustainable growth, he said.
As per IDSA’s annual survey FY 2022-23, India ranks as the 11th largest direct selling market globally contributing over ₹21,000 crore turnover and has been growing at a CAGR of 8.3 per cent. Kerala accounts for 17 per cent of the southern region’s direct selling market, alongside Tamil Nadu, Karnataka, Telangana, and Andhra Pradesh.
The Kerala government’s structured monitoring system and the launch of an online enrolment portal for direct selling entities mark a new era of transparency and regulation, he said.
Vivek Katoch, IDSA Chairman, said the association has been keenly involved with the food, civil supplies, consumer affairs and legal metrology departments in sharing the industry recommendations, direct seller perspective and further helping in formulating a robust and effective monitoring mechanism and will remain committed towards supporting the State in shaping a growth driven ecosystem.
IDSA has been actively working with the Central and State governments in shaping responsible and regulatory framework aligned with the Consumer Protection (Direct Selling) Rules, 2021, that will not only safeguard consumer interests but also enhance the credibility of the direct selling industry, he added.
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