EDSA | Ethical Directseller Association India

In recognition of the significant contribution made by Direct Sellers towards entrepreneurship, employment generation, and inclusive economic growth, it is proposed to observe “Indian Direct Sellers Day” as a national awareness and recognition initiative.

This observance is intended to promote a lawful, ethical, and transparent Direct Selling ecosystem in India, aligned with the provisions of the Consumer Protection (Direct Selling) Rules, 2021, notified under the Consumer Protection Act, 2019.

Date of Observance: 28th December

Indian Direct Sellers Day shall be observed annually on 28th December across India. This date signifies the regulatory recognition and structured development of the Direct Selling industry, reinforcing the importance of compliance and ethical business conduct.

Objective of the Observance

The primary objectives of Indian Direct Sellers Day are:

To formally recognize the contribution of Direct Sellers to the economy
To promote ethical, transparent, and compliant business practices
To create public awareness regarding legal Direct Selling and prohibited schemes
To strengthen consumer protection and trust in the industry
To encourage responsible participation by all stakeholders

Scope and Implementation

Indian Direct Sellers Day shall be observed by:

Direct Selling entities
Individual Direct Sellers
Industry stakeholders and associations
Consumer awareness platforms

Activities may include:

Awareness programs on Direct Selling Rules, 2021
Educational initiatives on ethical business conduct
Recognition of compliant and responsible Direct Sellers

Role of EDSA

The Ethical Direct Sellers Association (EDSA) shall act as a facilitating and guiding body for the observance of Indian Direct Sellers Day.

EDSA shall:

Promote nationwide awareness on ethical Direct Selling practices
Encourage adherence to legal and regulatory standards
Support initiatives that enhance transparency and accountability
Provide a platform for recognition and responsible engagement

Regulatory Significance

The observance of this day reinforces the importance of operating within the legal framework governing Direct Selling in India.

Only product/service-based Direct Selling models are permitted
Pyramid schemes and money circulation activities are prohibited
Compliance with applicable laws is mandatory for all stakeholders

Official Statement

“Indian Direct Sellers Day shall serve as a platform to recognize, regulate, and reinforce ethical Direct Selling practices, ensuring that the industry operates with integrity, transparency, and full compliance with the law.”