Competitive Landscape
Herbalife Maintains Its Leadership as Digital-First Players Reshape Competition
Direct selling in India is led by Herbalife International India Pvt Ltd, which held a 29% share in 2025. Despite this, the market remains relatively fragmented, with the top three players, Herbalife, Eureka Forbes, and Amway, together accounting for just over 40% of total value sales, while numerous smaller companies each hold shares below 5%.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in India report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in India?
- Which are the leading retailers in Direct Selling in India?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in India - Category analysis
Key Data Insights
Direct Selling Sustains Growth Amid Rising Competition and Stable Economic Conditions
Direct Selling Sustains Growth Amid Rising Competition and Stable Economic Conditions
Health and Beauty Leads Direct Selling Value While Fashion Drives Fastest Digital-Led Growth
Hybrid Selling Models Are Set to Drive New Demand as Digital Tools Reshape Engagement
Fashion Direct Selling Will Accelerate through Digital-First Strategies and Youth Outreach
Herbalife Maintains Its Leadership as Digital-First Players Reshape Competition
Retail in India - Industry Overview
India Retail Grows Steadily as Macro Conditions Support Resilient Consumption
Key Data Insights
India Retail Grows Steadily as Macro Conditions Support Resilient Consumption
Small Local Grocers Dominates Value, While Retail E-Commerce Drives Growth Momentum
Reliance Retail Ltd Expands Its Digital Ecosystem with Fast Delivery and an Integrated Retail Model
Small Local Grocers Will Retain Scale, While Retail E-Commerce Is Set to Lead Channel Growth
Convenience, Value, and Digital Engagement Are Expected to Redefine Retail Strategies
Flipkart and Amazon.In Retain the Lead through Investments in Technology and Omnichannel Integration
Innovation and Quick Commerce Reshape Retail through Hybrid Formats
Informal Retail
Opening Hours for Physical Retail
Seasonality
Diwali season
End of season sale
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy 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 report originates from Passport, our Direct Selling research and analysis database.
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