Internet drives direct selling biz in India

Bangalore: The revenue of 3,500 crore direct selling industries in India has moved up after going online. The internet has made life easier for its 15 lakh distributors. The direct selling industry is expected to touch 15,000 crore by 2012 and is growing at 25 percent per annum.

"Our online business has grown five times since its re-launch in September last year," said the Managing Director and CEO of Amway India, William S Pinckney. Amway India established the first phase of its online presence in 2006 and in September 2008 it has launched its completely revamped e-commerce site.The first phase of the company's e-commerce initiative permitted its distributors or business owners to maintain a record for the business transactions happening in a particular month or months. And, in the second phase the distributors are allowed to order products online. Finally, in the third phase a website makeover made it more consumer-friendly to surf through the product catalogues and place orders online.

Other companies like Avon have also launched its online channel so that it becomes easier for a person to leaf through the company's latest brochures and products. "An interesting feature we have introduced is virtual makeup on an online model, which makes it easier for consumers to pick a color of their choice of lipstick, eyeliner or mascara," told Sebastian Bako, Managing Director of Avon Beauty Products India to Deccan Chronicle.

Apart from the online selling, these companies are also planning to go ahead with the online training and allow its sales force to place their orders online.