Direct Selling refers to the selling of goods and services to the consumers away from a fixed retail outlet, generally in their homes, workplace, etc. through explanation and demonstration of the product by direct sellers. As Maharashtra has the strongest FMCG market in India. The key cities of the state like Mumbai, Pune, Nashik and Nagpur contribute substantially towards the economic growth of the state. It is one of the most industrially developed states in the country and home to many corporate offices of major companies. The trend of consumerism has risen the in the recent years and demand for FMCG products has grown rapidly. With plenty of opportunities for growth many direct selling companies have taken up initiatives in the state. Direct Selling Market in Maharashtra has recorded revenue in the range of INR 7.6- 7.8 billion (CAGR of ~9%) with a workforce of 6.3 – 6.5 lac direct sellers in FY 2014.
NETSURF redefines Indian Direct Selling with its 16 years of experience in the industry. NETSURF’s direct selling model is based on a simple formula of ‘Use and Recommend’. NETSURF is the only company that is selling organic farming products to the farmers through direct selling way of distribution. Today, its network is widely present across 22 states of India. NETSURF Network’s turnover is INR 150 Cr in last FY.
Netsurf & Pune, Maharashtra
NETSURF started with its direct selling business in Pune in year 2001. It started with an organic farming products range then, hence, the network of its direct selling business grew rapidly across the tier II and tier III cities of Maharashtra followed by Karnataka, Madhya Pradesh and Gujarat. Today, Netsurf is present across all the talukas of Maharashtra. Netsurf has 84 stock points (product distribution centers) across Maharashtra. So, unlike other companies, NETSURF is not just present in the urban cities but is also widely present in the Tier II and Tier III regions of Maharashtra as it also offers a range of organic farming products. Later, with intention to enter into the urban regions, Netsurf gradually introduced the other product ranges into health & wellness, personal care and home care. Currently Maharashtra has a turnover of INR 44.8 Cr in FY 2016-17 which is a share of 36% of NETSURF’s Total Turnover of Netsurf network across India. Whereas Netsurf’s Turnover in Pune is INR 11.61 Cr with more than 5,000 active direct sellers working in the network.
Being the place of origin, Pune city has always been Netsurf’s strategic center to invest in and execute all its future endeavors.
Natural, Herbal Consumer Products
Any direct selling business is ruled by the nature and quality of the products the company offers. NETSURF always believes in creating and promoting herbal and natural products in the market. More and more Indian consumers that are inclined towards Natural and Herbal lifestyle can find NETSURF’s products very appropriate for them. NETSURF manufactures and markets the consumer brands in 4 major categories (total 49 products) such as Naturamore– health care (counts to 34% of NETSURF’s Turnover in Maharashtra), Herbs & More– personal care (counts to 20% of NETSURF’s Turnover in Maharashtra), Biofit– agriculture (counts to 46% of NETSURF’s Turnover in Maharashtra) and recently launched Clean & More– home care. The top performing products in Maharashtra are StimRich (Plat Growth Promoter), SHET (Plat Growth Promoter), Naturamore for Women (Nutritional Food Supplement), Naturamore (Nutritional Food Supplement) and Bio-95 (Adjuvant).
Direct Selling for the Youth
Youth create the future of any industry & direct selling is no exception to that. In order to build a strong future network, NETSURF eyes the more and more youngsters in India to join its direct selling business in coming years. NETSURF understands that gathering people for a guest seminar is getting difficult day by day in a busy life schedule; hence, it has come up with live webinars through Facebook, YouTube, etc.
NETSURF’s direct selling business is no more door to door in the traditional way, but now it is screen to screen. Every business function is handled through its exclusive mobile app. More than 75,000 of NETSURF’s direct sellers are managing their day to day business from NETSURF Network Mobile App.
Another observation is that many a times consumers find direct selling products helpful but unable to buy them again because they have lost the contact details of the direct seller who sold it to them for the first time. Sometimes, consumers come across some marketing efforts of the company and they wish to try the products but don’t know how to reach to a direct seller, who can provide them those products. Considering this concealed yet vital aspect of the direct selling business NETSURF has launched its Geolocation platform, ‘Geo Retailer’ that turns the consumer’s physical location into valuable data and using this data the whole consumer experience is made convenient and smooth. This platform practically bridges the GAP between the consumer and direct seller by sharing the direct seller’s online location with the nearby consumer so that the direct seller from vicinity can give home delivery to consumer. NETSURF is the only direct selling company which gives this kind of Geo location based services to its direct sellers and consumers.
Hence, NETSURF is the pioneer in developing various new methods of conducting a direct selling business and that differentiates it from the other players in the industry.
NETSURF’s direct selling Network consists of people from all walks of life- educated, professionals, less or uneducated individuals, farmers, beauticians, doctors, etc. The top 5 performing regions are Pune, Solapur, Thane, Mumbai and Sangli. NETSURF has identified a great potential for direct selling amongst the Maharashtrian direct sellers and has provided them with the best of the trainings and incentives to help them make most out of it.
Direct selling proves to be the best career for Indian women as they can balance their work and life easily with the flexibility it offers. Maharashtra has a female direct sellers’ workforce counting to 58% of its total direct seller workforce. NETSURF Network has more than 7,000 active Asmita (female) direct sellers in Maharashtra and the turnover generated by them contributes to 39% of the total turnover generated by NETSURF Network in Maharashtra in FY 2016-17.
The Direct Selling Guidelines 2016
The welcoming news of the Govt. of India issuing guidelines for direct selling in India marks the first step to curb on the malpractices by a few companies that con individuals into investing in something that doesn’t exist. NETSURF is motivated and optimistic about the growth of the industry and retention of the consumer interest in it. NETSURF is also trying to bring transparency and ease in conducting its business for the direct seller with the help of its 3600 online eco-system, NETSURF Mobile App and Geo Retailer App. The registrations for the newly launched Geo Retailer App are also picking up swiftly.
NETSURF has geared up for the new GST roll-out. The company has acquired registrations across the 22 states we operate in. And also all its channel partners have equally prepared for the upcoming changes in the tax structure. NETSURF has conducted extensive off-line and online training sessions for its business counterparts i.e. supply chain operators, warehousing partners, direct sellers and vendors. This will ensure a smooth functioning of the business in the change-over stage. Also, using in-house technological expertise NETSURF has developed an advanced ERP module for its direct sellers and vendors for GST calculations on the products and services.
The way forward
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2014 The Global Indian New Network (TGINN)