Archive · 31 Oct 2025
NITI Aayog Highlights Direct Selling's Role in Inclusive Growth
Imagine a way for people to sell products directly to others, like a neighbor telling you about a good item.
This is called direct selling.
A government group in India called NITI Aayog says this way of selling is really good because it helps many people, especially women and those in villages, to earn money and start their own small businesses.
They had a meeting with important people to talk about how to make this selling method even better and fairer for everyone.
They want to make sure people are protected when they buy things and that the companies selling are honest.
This is also important for India's plan to become a bigger economy.
NITI Aayog recognizes direct selling as a significant driver of inclusive and sustainable socio-economic growth in India.
The sector's strength is its inclusive design, creating livelihoods, empowering women, and fostering rural entrepreneurship.
The direct selling market in India is valued at over Rs 22,000 crore, supporting livelihoods.
Discussions focused on enhancing governance, improving ease of doing business, and refining policies for the direct selling sector.
A whitepaper on 'Internal Trade & Micro-Retailing' was released, emphasizing the need to integrate direct selling into India's internal trade architecture.
- Who
- NITI Aayog, Dr. Sasmit Patra (MP), Sanjeet Singh (Senior Advisor, NITI Aayog), Rajat Banerji (FICCI Direct Selling Taskforce), industry leaders, government officials, and domain experts
- What
- A high-level roundtable highlighting the direct selling sector's contribution to inclusive socio-economic growth and discussing policy enhancements.
- When
- Recently (implied by article context)
- Where
- New Delhi
- Why
- To discuss how governance mechanisms can be made more facilitative, enhance ease of doing business, and improve policies for the direct selling sector, aligning with India's economic vision.
Government Perspective
Industry Perspective
Sector Regulation and Support
Government Perspective
NITI Aayog acknowledges the sector's importance and the need for facilitative governance and consumer protection rules (Consumer Protection (Direct Selling) Rules, 2021) to maintain industry integrity.
Industry Perspective
Industry leaders like FICCI seek formal recognition and integration of direct selling within India's internal trade architecture, advocating for ease of doing business and effective policies.
Economic Contribution
Government Perspective
NITI Aayog views direct selling as crucial for achieving 'Viksit Bharat' and a $5 trillion economy through livelihood generation and entrepreneurship.
Industry Perspective
Industry leaders highlight direct selling's role in bridging formal and informal retail and providing a dignified pathway for livelihood generation and growth through upskilling.
- Market Size
- Over Rs 22,000 crore
- Key Benefit 1
- Livelihood generation
- Key Benefit 2
- Women empowerment
- Key Benefit 3
- Rural entrepreneurship
- Relevant Legislation
- Consumer Protection (Direct Selling) Rules, 2021