With retail sales of USD 3.23 billion (about Rs 26,852 crore) in 2022, India has risen to the 11th spot in the ranking of major direct seller markets. The World Federation of Direct Selling Association (WFDSA) said that Indian direct selling has grown by 5.4 percent above 2021 retail sales. The Indian market experienced the highest Compounded Annual Growth Rate (CAGR) of nearly 13.3 percent during the previous three years, measured in constant dollars.

The global direct selling industry reported a decline of 1.5 percent in 2022 to USD 172.89 billion. The top market in the list was the US with USD 40.52, with a decline of 5 percent over 2021, it said. It was followed by Korea, Germany, China, Japan, and Malaysia. Indian Direct Selling Association (IDSA) Chairman Rajat Banerji said: "India's direct selling market is growing steadily and has the potential to place itself in the top five global markets over the next decade."

With the notification of Consumer Protection (Direct Selling) Rules 2021 and its subsequent amendment, the direct selling industry in India should see stability that could inspire investor confidence as well as interest from the large global direct selling companies, he added. "Only three among the top ten (sellers) are in India today and we would like to see all start their business in India," Rajat added. IDSA is a self-regulatory body for the direct selling industry in India.