India's Direct Selling Sector Tops ₹22,000 Crore as New 2026 Ranking Places Amway First

A market above ₹22,000 crore

India's direct selling industry recorded revenue of ₹22,142 crore in the 2023–24 financial year, expanding at an average compound annual growth rate of 7.15% over the past five years, according to figures cited in the latest mlmtrees.com ranking.

The market is currently valued at more than ₹22,000 crore, with estimates pointing to ₹25,000 crore by 2025. Direct selling operates legally in India and is governed by the Consumer Protection (Direct Selling) Rules.

The channel counts around 8.8 million active direct sellers across the country. Close to 44% of them are women, a share that has become one of the most frequently referenced structural features of the Indian market.

The 2026 ranking: incumbents and domestic challengers

The fresh 2026 list published by mlmtrees.com places Amway at the top of the Indian direct selling market, citing product quality, brand trust and a strong market presence as the reasons for its position.

Alongside the established multinational names, the ranking identifies Vestige, Modicare and Mi Lifestyle among the fastest-growing India-founded direct selling companies, an indication of how domestic operators have carved out space in a channel long associated with international entrants.

Wellness categories dominate the product mix

Product mix remains heavily concentrated: the wellness and nutritional supplement category accounts for more than 60% of industry revenue. Within that segment, the ranking names Forever Living, Herbalife and Amway as the leading wellness-focused direct selling companies operating in India.

Amway, founded in 1959 by Rich DeVos and Jay Van Andel and headquartered in Ada, Michigan, offers Nutrilite nutritional supplements, Artistry beauty products, home technology devices and household goods.

Mi Lifestyle, established in 2013, takes a different route to the same broad category, with a portfolio spanning Ayurvedic, agricultural, personal care, household and wellness products that carry AYUSH approval.