Getting more direct.

Byline: N. Madhavan

Summary: Direct selling companies are embracing new channels of marketing and sales for enhanced credibility and higher growth.

Direct selling means the marketing of consumer products/services directly to the consumers generally in their homes or homes of others, at their workplace and other places away from permanent retail locations, usually through explanation or demonstration of the products by a direct seller. Indian Direct Selling Association

This definition may well need a tweak if the recent measures of William S. Pinckney, Managing Director and CEO, Amway India and some of his colleagues in the Indian direct selling industry are any indication. Estimated at Rs 3,300 crore (2008-09) and employing about 1.6 million distributors, the Indian direct selling industry is abandoning the traditionally unique elements of direct selling not having a fixed retail location and publicity through word of mouth in favour of retail infrastructure and a steady increase in advertisements both in print and electronic media.

Amway, the largest direct seller in India with Rs 1,128 crore revenues (2008), is leading the change. It has …