A sales channel promotes women’s empowerment

Direct selling business has helped many women from the disadvantaged sections of society become economically independent

In the 1980s, when direct selling began to make an impact in India, it was predominantly salesmen who went knocking on doors, carrying products and selling them to consumers.Slowly and steadily, the number of saleswomen in the direct selling channel was increasing.

Now, brands’ reliance on saleswomen to take a product to the doorsteps of consumers is considerable.

Direct selling business is contributing immensely to women’s empowerment, skill development, and growth.

Besides providing them with employment opportunities, it eventually leads to a long-term, secure source of work and income, thereby making them independent and self-sustained.

Additionally, it also promotes micro-entrepreneurship among women and has been the stepping stone for many women to become entrepreneurs. In the Indian economy, women entrepreneurs represent an emerging force.In India, the women in a household are, most of the time, decision makers when it comes to choosing household products/appliances. Given the fact that women play a major role as buyers, it makes sense to have saleswomen selling products of this nature at doorsteps.

It has been noticed that women are now more open to taking up jobs as saleswomen in the direct selling channel. Here are factors that make direct selling business suitable for women.

Managing time

We are living in times when there is increased focus on how to help women re-start their careers following maternity or other life-changing events.

Flexible working hours is often offered as one of the solutions.

In direct selling, women have considerable control over how they plan their work day.

The flexibility of time is a big advantage.

Minimal qualification

The direct selling business can help in the empowerment of women, especially those who have not had access to enough education.The direct selling business often calls for the barest of minimum qualification and the required skills include persuasiveness, patience, politeness and persistence.

As these skills are independent of formal qualifications, many women qualify for a job in direct selling and this channel can be a powerful tool in making women economically independent.

(Binaifer Khanna is senior vice-resident — Human Resources & Organisational Development at Eureka Forbes Limited)