Women entrepreneurs are leading the way in the Northeast’s direct selling industry, creating jobs and fostering a culture of entrepreneurship despite regional challenges.
BY PC Bureau
Despite ongoing strife and violence, the Northeast region, including Manipur, has shown remarkable growth in the direct selling industry, contributing significantly to local economies.
According to the Indian Direct Selling Association (IDSA), the region collectively generated Rs 845 crore in sales, with Manipur registering an impressive 20% year-on-year growth. The industry’s contribution of Rs 300 crore annually to state exchequers underscores its potential as a key player in regional development.
What is Direct Selling?
Direct selling refers to a business model in which products are marketed and sold directly to consumers through personal interaction, often in their homes or through online platforms. This model bypasses traditional retail channels, allowing independent distributors or salespeople to earn commissions on the products they sell. It offers an opportunity for individuals to become entrepreneurs by setting up their own businesses, and it has gained traction in various sectors, including wellness, beauty, home care, and more.
Despite challenges, particularly from e-commerce, the direct selling industry in the Northeast has flourished. Assam, the largest contributor with Rs 1,009 crore in sales, has seen a 13% year-on-year growth, while other states like Mizoram, Nagaland, and Sikkim have recorded impressive growth rates, ranging from 22.7% to 31%.
IDSA Chairman Vivek Katoch expressed that the growth of the direct selling sector in the Northeast is a priority, emphasizing its role in driving self-employment in the region. “The 12% national growth rate in direct selling reflects the relentless efforts of sellers,” Katoch stated. The sector’s expansion is significant, particularly in a region struggling with political and social challenges, where traditional employment options may be limited.
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Kocker, a prominent industry figure, stressed the importance of creating a regulatory framework that ensures both the growth of the industry and the protection of consumers. He highlighted that while the sector has thrived, ongoing efforts to address concerns about product pricing, unfair competition, and consumer trust are essential to ensuring its long-term sustainability.
Women entrepreneurs have been pivotal in this growth. Riniki Bhuyan Sharma, CMD of Pride East Entertainment, commended their transformative impact. She noted how women in the direct selling industry are not only driving business but also creating opportunities for others, fostering a culture of entrepreneurship across the region.
In her keynote address, Anasua Dutta Barua, Secretary of Consumer Affairs in Assam, underscored the state’s commitment to fostering a regulatory environment that supports direct selling. She highlighted the creation of a monitoring committee to ensure product quality and protect consumer interests, signaling similar efforts that may be extended to other states in the region.
The direct selling industry’s growth in the Northeast, especially in states like Assam and Manipur, reflects the resilience and entrepreneurial spirit of the region. Despite the challenges, the industry holds immense potential to create self-employment opportunities, empower individuals—particularly women—and contribute to the overall economic development of the region.
