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Direct Selling in
India

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Executive Summary

Mar 2019
PROSPECTS
Beauty and personal care and consumer health remain the biggest categories

Beauty and personal care and consumer health remained the most popular products sold via direct selling in 2018. One of the advantages of the direct selling channel is that sellers can have face-to-face conversations with customers.

No instant gratification through direct selling

In the past, purchasing through a direct seller meant purchasing something exclusive and the excitement of waiting for the products to arrive. With the advent of internet retailing, delivery times gradually reduced, and consumers looked for instant gratification more than in the past.

Direct selling in the digital age

Direct selling is facing new challenges in the digital age. Competition is expected from other channels, particularly internet retailing, which has been seeing stronger growth in value sales, and will continue to do so over the forecast period.

COMPETITIVE LANDSCAPE
Amway continues to lead direct selling in India

Amway was the leading player in direct selling in 2018. It continues to heavily focus on India, especially for health and wellness products.

Herbalife benefits from the rise of healthy living

Herbalife International India’s product offerings in weight management and wellbeing and vitamins and dietary supplements are well-positioned to benefit from increasing consumer concern about weight and health. Moreover, millennials are increasingly adopting an active lifestyle, which provides more opportunity to introduce them to health and wellness products.

E-commerce remains a differentiator

Some direct sellers have had a hard time transitioning to the digital realm, but others are using it to make themselves attractive to a new generation of hyperconnected consumers. Direct selling is largely is about leveraging communities, and communities are increasingly meeting online.

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Direct Selling in India

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in India with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Direct Selling industry in India, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in India market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in India?
  • How important is direct selling in India?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Direct Selling in India - Category analysis

HEADLINES

PROSPECTS

Beauty and personal care and consumer health remain the biggest categories
No instant gratification through direct selling
Direct selling in the digital age

COMPETITIVE LANDSCAPE

Amway continues to lead direct selling in India
Herbalife benefits from the rise of healthy living
E-commerce remains a differentiator

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2013-2018
Table 2 Direct Selling by Category: % Value Growth 2013-2018
Table 3 Direct Selling GBO Company Shares: % Value 2014-2018
Table 4 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 5 Direct Selling Forecasts by Category: Value 2018-2023
Table 6 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Retailing in India - Industry Overview

EXECUTIVE SUMMARY

Urban households prefer modern retailers due to convenience and product range
A multi-channel strategy remains key
Changing shopping habits fuel the growth of modern retailers
Mobile is the driving force behind online expansion
Positive outlook for the forecast period

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2018
Physical retail landscape
Cash and carry
Seasonality
Diwali
End of season sale
Payments and delivery
Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 9 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 10 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 11 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 12 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 13 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 15 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 17 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 18 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 19 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 20 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 21 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 23 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 24 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 25 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 26 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 27 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 29 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 30 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 31 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 32 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 33 Retailing GBO Company Shares: % Value 2014-2018
Table 34 Retailing GBN Brand Shares: % Value 2015-2018
Table 35 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 36 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 37 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 38 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 39 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 40 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 41 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 42 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 43 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 44 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 45 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 46 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 47 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 48 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 49 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 50 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 51 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 52 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 54 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 55 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 56 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 57 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 58 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 59 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 60 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 61 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 62 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 63 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 64 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 65 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 66 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 67 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 68 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 69 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 70 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 71 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 72 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 73 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 74 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 75 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 76 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 77 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 78 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 79 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 80 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 81 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 82 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 83 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 84 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 85 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources