Direct selling is one of the fastest growing sectors in India and contributes phenomenally to employment generation in the country. During the pandemic, he played a critical role in providing alternative employment opportunities to people, empowering them financially during difficult times. Over the years, direct selling has also helped millions of women achieve financial independence and livelihoods, enabling them to overcome social constraints and contributing to achieving gender equality.
Today, women around the world have been dominating the direct selling industry and have been the driving force behind the success of the model. It provides them with ample opportunities to earn and contribute not only to their household income, but also to the economic wealth of the country. The past two years have seen a notable increase in the number of women, particularly homemakers, joining the direct selling workforce. According to a report by the World Federation of Direct Selling Associations (WFDSA), the growth of the direct selling industry in India has an estimated 53 percent of women entrepreneurs as they are actively involved in an industry of more than $1.5 billion . While most industries in India are struggling to increase women’s participation, direct selling already has more than 53 percent female entrepreneurs. The numbers speak volumes about the role direct selling plays in women’s economic empowerment.
Direct selling is helping women in many ways, including
Direct selling allows women to take charge of their careers and use the opportunity and skills to gain financial independence. It gives them the freedom to live on their own terms. By economically empowering women, direct selling helps build a stronger economy because when women win, they drive growth and create a more inclusive economy characterized by low levels of income inequality.
- Build confidence and instill entrepreneurial skills
The expansion of direct selling has been more than successful in engaging women in a framework that hones their marketing, communication, and mentoring skills, leading to building an engaged workforce that helps drive sales, which results in the economic success of the participants and the organization. Many organizations offer skills-building workshops and other initiatives that help women build their confidence and give them the right kind of knowledge. While these workshops provide much needed networking skills to both men and women, they specifically play the role of a confidence booster for women joining the workforce for the first time. is to help create women entrepreneurs of today and tomorrow and many have become leaders in the direct selling business.
Women are multitaskers as they also have multiple roles to play. Direct selling opportunities allow them to improve their skills and earn a living, while working flexible hours and having the convenience of operating from home, thus providing them with much-needed work-life balance. A dedicated effort of just two hours a day over a period of time can lead to exponential gains.
Unlike other businesses, in the direct selling business, only a minimal cost is involved to enter. The companies involved in the direct selling business bear the risk of the investment but share the revenue when it comes to marketing. This makes it a lucrative employment option for women, who, in addition to opportunities, guidance, and mentoring, also reap huge returns in terms of financial rewards for their hard work.
The direct selling sector holds promise for women as it effectively promotes entrepreneurship and self-employment. It has been empowering women by broadening their economic horizons. Development has been a symbol of self-sufficiency, giving many women rays of hope and wings of freedom towards a better future.
The opinions expressed above are those of the author.
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