India is a diverse market and hence marketers adopt multi-faceted strategies to woo consumers. While there is a consumer who can be acknowledged through conventional media like television and radio, there is an emerging class of consumers who seek awareness through digital platforms and internet media.
Thus marketing as an industry is evolving in a big way and offers great opportunities to marketers across the globe. Domestic as well as international players are devising newer and better strategies to please Indian consumer markets that are anticipated to witness immense growth in coming years.
Direct selling is becoming very popular as a marketing strategy these days. Direct selling has gone beyond cosmetics to include technology products, herbal medicine to garments etc in its offerings. The segment accounted for 35.8 per cent of non-store retail sales, 4.41 per cent of organised retail sales and contributed 0.07 per cent of gross domestic product (GDP) in 2011, according to a study conducted by Indicus Analytics, India’s leading economics research firm. Direct selling, as a technique and industry segment, is poised to gain importance in India in coming years.
Direct selling majors are also betting high on their marketing strategy to grab a greater share in the market. While mainstream players like Sahara are foraying in direct selling segment, Amway’s turnover has crossed the revenues of some of the leading FMCG companies.
ICRIER has recently issued a report which says that with economic development and growing consumerism, the consumer market in India has undergone a significant change and direct selling as a category is emerging fast. The direct selling industry is growing at around 20 per cent and companies are expanding their footprints in Tier 1 and 2 cities. In 2009-10, India ranked 11th among the top direct selling countries in terms of direct sellers, and has approximately three million direct sellers. The Indian direct selling market is expected to touch Rs 71, 500 crore (US$ 13.26 billion) by the end of 2013.