Trivandrum: The direct selling industry in Kerala registered a growth rate of over 9.94% despite adverse business conditions caused by the Covid-19 pandemic, reaching Rs 471 crores during the financial year 2020-21, according to an Annual Survey Report, released by Indian Direct Selling Association (IDSA) here today.
In his address, the Minister for Food & Civil Supplies, Shri G R Anil, congratulated IDSA for its splendid performance in the State. He promised to address the issues faced by the direct sellers. He also felicitated nine women achievers from the State.
The survey, carried out by the IPSOS Strategy 3, shows a sales increase of nearly Rs 43 crores over the previous FY figure of Rs 428 crores indicating that the year being dominated by Covid19 and comprehensive lockdowns, the direct selling industry has managed to emerge stronger and maintain the growth momentum in the state. During the year, Kerala also trounced Tamil Nadu in sales figures to clinch second place in the region.
During the period, the state also contributed over Rs 70 crores to the exchequer by way of taxes. The sector grew by ten thousand direct sellers in the state, a rise of over 6% from 1.6 lakh in FY 2019-20 to 1.79 lakh, with 83 thousand of them being women. The state had a share of 2.6% of the overall national sales, which stood at over Rs 18,067 crores during the period, the report further elaborates.
Rajat Banerji, Chairman, IDSA, said, “Kerala continues to be a key market for the direct selling industry. Despite comprehensive lockdowns, the growth in direct sellers joining the industry demonstrates that direct selling appears as an alternate source of livelihood during the COVID-19 epidemic. Direct Selling has provided sustainable self-employment and micro-entrepreneurship opportunities for nearly 80 lakh Indians and has demonstrated consistent and sustained growth with a CAGR of 15.7 % over the period of last four financial years.”
Vivek Katoch, Vice Chairman, IDSA; Chetan Bhardwaj, GM, and Ramesh Sharma, Head-PR & Industry Affairs were among those present.
The Indian Direct Selling Association IDSA is an autonomous, self-regulatory body for the direct selling industry in India.
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