The direct selling industry in Odisha has recorded a
growth rate of 13.3% despite adverse business conditions caused by the
Covid19 pandemic, reaching an all-time high of Rs 1,034 crore during
the fiscal 2020-21, according to an annual survey report released by the
Indian Direct Selling Association (IDSA) here on Saturday.
This is an increase of over Rs 121 crore in sales over the previous FY
figure of Rs 912.60 crore, indicating that this business model remains a
popular source of a sustainable or additional revenue source in the State.
Direct selling contributed nearly Rs 150 crore to the State exchequer as
GST during the year and it ranked fifth in term of sales among the top 10
States. With a total of around 3.34 lakh direct sellers, of which nearly
1.5 lakh are women, the State contributed around 5.72%, i.e., Rs 1,034
crore to the gross national sales that stood at Rs 18,067 crore during the
period compared to 5.44% in 2019-20, the report says.
Odisha also had the third place in sales in the eastern region comprising
West Bengal, Bihar, Odisha and Jharkhand, maintained its second
position on the national direct selling map with a total business turnover
of Rs 4,708 crore, 26.04% of the national gross sales, and over 26.57
lakh direct sellers, the report further elaborates.
IDSA chairman Rajat Banerji said, "Odisha continues to be a key market
for the direct selling industry. With a double-digit growth of over 13%,
Odisha is the 5th largest market for the industry."
"Direct Selling has provided sustainable self-employment and micro-
entrepreneurship opportunities for over 79 lakh Indians,” added he.