Owing to the ongoing Covid-19 pandemic and the government-mandated lockdown, the ever-improving telecom infrastructure in Himachal Pradesh has had a positive impact on the growth of the Direct Selling industry in the state.
Mr Vivek Katoch, Director, Corporate Affairs-Asia of Swedish company Oriflame in India, said “Himachal Pradesh has already achieved near hundred per cent electricity coverage. The fact that the state government is now working proactively on connecting remote places in Lahaul Spiti, Kinnaur and Chamba districts with high-speed internet connectivity which has increased the prospects of the state emerging as an attractive market for the Direct Selling industry in India.”
India Direct Selling Association (IDSA) is of the view that an increase in adoption of digital means of conducting business activities duly supported by the other industry-friendly initiatives taken by the state government, the Direct Selling industry in the state has a bright future, Mr Katoch, who also holds as Treasurer of IDSA, said.
He said people associated with Direct Selling industry were worried about the growth of their business, however, due to a robust telecom infrastructure in place in the state, direct sellers were able to swiftly adopt digital means to increase their reach and business prospects.
It is worth mentioning that Himachal Pradesh is one of the 13 states in India to have notified the Direct Selling Guidelines based on the model set notified by the Department of Consumer Affairs of the central government thereby paving way for the development of the industry in the state as well in the country.
As per the Annual Survey 2018-19 for Direct Selling industry in India, Himachal Pradesh generated a total direct selling sale of Rs 23 crore, a figure which is expected to grow robustly since the notification of Direct Selling guidelines in the state in July 2019.
Apart from providing an opportunity to generate sustainable self-income, Direct Selling industry is also promoting the growth of MSME sector in the state. “Himachal Pradesh has traditionally been a major supplier of medicinal herbs and plants. As a significant number of Direct Selling companies are engaged in the manufacture and distribution of Ayurvedic products, the state has become an attractive manufacturing hub for the Direct Selling industry,” Mr Katoch said.
The Union Government is all set to bring MLM rules under the purview of Consumer Protection Act 2019 that will further strengthen the Direct Selling industry in the country as India is one of the fastest-growing markets around the world for the business of Direct Selling. The future of Direct Selling in India is promising and states like Himachal Pradesh are poised to play a significant role in it, he added.
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