Direct selling in Kerala crosses Rs 471 cr

Insight Online News

Thiruvananthapuram, Sep 20 (UNI) Direct selling industry in Kerala continues to shine, with a growth rate of over 9.94 per cent despite adverse business conditions caused by Covid-19, reaching Rs 471 crores in 2020-21, Food and Civil Supplies Minister G R Anil said on Tuesday.

Kerala has led the way for the country as far as the direct selling industry was concerned, he said.

According to an annual survey, released by the Indian Direct Selling Association (IDSA), Kerala trounced Tamil Nadu in sales figures to clinch the second place in the southern region during the year.

The neighbouring state could muster sales of Rs 450 crore and Rs 463 crore in 2019-20 and 2020-21 respectively.

The survey shows a sales increase of nearly Rs 43 crores over the previous FY figure of Rs 428 crores, indicating that the direct selling industry has managed to emerge stronger and maintain the growth momentum in the state.

During the period, the state also contributed over 70 crores to the exchequer by way of taxes.

The sector grew by 10,000 direct sellers in the state, a rise of over six percent from 1.6 lakh in FY 2019-20 to 1.79 lakh, with 83,000 of them being women.

The state had a share of 2.6 per cent of the overall national sales, which stood at over Rs 18,067 crores during the period, the report said.

IDSA Chairman Rajat Banerji said: “Kerala continues to be a key market for the direct selling industry. Despite comprehensive lockdowns, the growth in direct sellers joining the industry demonstrates that direct selling appears as an alternate source of livelihood during the pandemic.”


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