Experts call for legislation to regulate Social & Direct Marketing


Trivandrum: Experts and key stakeholders, including policy makers, industry, State bodies federations, manufacturers, distributors, experts and institutes have called for proper legislation to regulate Social Marketing and Direct Marketing.

They were addressing a high powered discussion on Empowering Growth and Regulatory Aspects of Social Marketing and Direct Selling organised by the Confederation of Indian Industry (CII) at Thiruvananthapuram, earlier this week.

Giving an Indian perspective, Rajat Banerji, Chairman, Indian Direct Selling Association stressed on the need for legislation and how it would shape the future of this industry.

Talking about the consumer’s perspective, Bejon Mishra, International Consumer Policy Expert appreciated the Kerala Governments efforts to keep the prices down and gave an insight into the power of the consumer.

In his theme address on the potential of Social Marketing and Direct Selling, Suvasis Ghosh, Associate Director – Markets, KPMG India said the total impact on the economy, people’s employment and the future looks great provided regulatory and legal issues are set in place.

P H Kurian, Principal Secretary – Industries & IT, spoke on the Kerala Government’s initiatives and said steps would be taken to improve the guidelines which would in-turn encourage Direct Selling. “Government will provide all support if the business is legitimate.”

In a panel discussion on ‘Is Social Marketing and Direct Marketing a Law and Order Challenge or Consumer Issue’, Dr. Shankar Bidari IPS (Retd), Former Director General of Police, Karnataka said the benefits of Social Marketing and Direct Marketing outweigh its cons and has its own strengths. He also added that women have great opportunities in this sector.

B K Gupta IPS (Retd), Former Commissioner of Police, Delhi stressed on the point that a separate legislation on Direct Marketing would help this industry a lot. Praveen Khandelwal, National Secretary General, Confederation of all India Traders called upon the Government to provide a congenial atmosphere to conduct this business. Nalin Khanna, CEO, Vertebrand said the industry should leverage technology and bring in the unorganised players into the system and make them accountable.

Prof Biju Vithayathil, Director, Amity Global Business School; and K Gopakumar, Associate Professor, Gulati Institute of Finance & Taxation also participated in the discussion. Thomas John Muthoot, Chairman, CII Trivandrum Zone & CMD, Muthoot Fincorp Ltd; and Dr. Babu Thomas, Vice Chairman, CII Trivandrum Zone & Director – Marketing, HLL Lifecare Ltd. were also present on the occasion.

Kerala Biz News


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