New Delhi: Leaders of direct selling took a significant step towards addressing critical challenges confronting the industry by committing to a unified effort to enhance its reputation.
During a meeting convened by the Indian Direct Selling Association (IDSA) on Wednesday, CEOs from leading companies such as Oriflame, Modicare, Herbalife, Amway, Unicity, 4Life, PM International, Atomy, Modere, and Usana unanimously resolved to collaborate on key issues affecting the sector with a focus on reputation building, ethical practices, and empowerment.
The leaders identified the pressing need to combat the adverse effects of fraudulent operators who tarnish the industry’s image through Ponzi and pyramid schemes. Such activities not only erode consumer trust but also harm legitimate businesses. To counter this, the industry leaders pledged to work collectively to promote transparency, safeguard consumer interests, and foster a trustworthy environment for direct selling, the IDSA release said.
The council outlined strategies to strengthen the brand image of the direct selling sector through public awareness initiatives and collaborations with the government, develop robust AI and digital guidelines, ensure technological advancements become vital tools for growth, and protect the livelihoods of direct sellers by creating policies that foster fairness and opportunity. With regards to reputation building, it was agreed to implement robust measures to distance the industry from unethical operators and launch campaigns to educate the public about legitimate direct selling practices and the value the industry offers.
The meeting was of the view of upholding high product quality and transparency about ingredients and benefits, providing comprehensive training to distributors to ensure responsible and ethical business operations, strengthening adherence to legal frameworks and regulatory standards, and enhancing consumer protection mechanisms to build trust and credibility.
Speaking on the occasion, Vivek Katoch, Chairperson of the IDSA, stated, “This meeting marks a turning point for the direct selling industry in India. By uniting to tackle challenges and emphasizing reputation building, we are ensuring a sustainable future for the sector. Our collective efforts will empower millions of individuals, especially women, and reinforce consumer trust and elevate the industry to greater heights.”
According to the release, India’s direct selling industry, ranking 11th globally, is growing with over 12% and is valued at Rs 21,282 crore. It has been a significant contributor to the Indian economy and a platform for entrepreneurship. By addressing challenges head-on, the industry aims to restore its reputation and realize its potential as a driver of inclusive growth.
