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A report released by Washington-based World Federation of Direct Selling Associations (WFDSA) has said that the Indian direct selling industry has reported retail sales of $3.25 billion in 2021 (around Rs 27,650 crore) and maintained its 12th place in the global rankings. It said the Indian direct selling industry reported a growth of 7.7 per cent in 2021 and had a Compound Annual Growth Rate (CAGR) of 15.7 per cent in the last three years from 2018 to 2021, grabbing sixth position in the Asia Pacific region.

According to the report, the Indian direct selling industry is led by companies, including Amway, Avon, Oriflame, Modicare, Herbalife etc. US has emerged as the top direct selling market accounting for 23 per cent of the total sales with $42.67 billion retail sales. It was followed by South Korea and Germany, both contributing equally 10 per cent of the total global sales with around $19 billion sales from direct retail. It noted that in 2021, the global direct selling industry reported sales of $186.10 billion, up 1.5 per cent in constant currency terms.

The report further said during 2021, wellness category reported the highest sales and contributed around 35 per cent of the global sales, followed by the cosmetics & personal care segment with 25 per cent. Top 10 countries, including the US, Germany, South Korea, China, Japan, Malaysia, Brazil, Mexico, France and Taiwan, contributed 78 per cent of the global sales. Excluding China sales, the industry continued growth with a three-year compound annual growth rate of 3.8 per cent for the 2018-2021 period.