Direct marketing needs ‘direction’ - The New Indian Express

Direct marketing needs ‘direction’

Published: 26th September 2012 08:13 AM

Last Updated: 26th September 2012 08:13 AM

Direct marketers must ensure they sell quality products, and must not orphan the product once it is sold, if they are to take advantage of the huge growth potential in the sector. This was the message to direct marketers and e-commerce entrepreneurs at a seminar organised by the Federation of Indian Chambers of Commerce and Industry (FICCI) in the city on Tuesday.

The trade body is also committed to evolve a regulatory framework for direct marketing and e-commerce businesses. The highlight of the meeting however was a call to the government to put in place a mechanism to bring all related aspects under a single governing body that would regulate and guide entrepreneurs wishing to enter the sector.

The focus of the seminar, sponsored by direct marketing giants Amway and Oriflame, was on ways to tap into the vast scope in the growing market for direct marketing.

Also discussed were social aspects of this mode of sale, like the independence it can give to women.

Attempts were also made to demystify e-commerce, and explain how it could transcend distance to bring in revenue.

Speakers at the seminar had words of caution for the entrepreneurs. “There is the producer, and there is the consumer. Everyone else is in between these two. All businesses must aim to deliver benefits to consumers and producers,” said P Murari, advisor to the FICCI president.

He added that Indian businesses usually only paid lip service to consumers, often leaving them feeling short-changed.

“There is huge potential for this sector in India. As in other countries, there are some who see ways to illegally take advantage of the direct selling model,” said Amway MD Bill Pinckney.

“That’s why we need legislation, so we can differentiate between the good marketers and the bad ones,” he added.

Labour and Employment Secretary Mohan Pyare, Director of the Commissionerate of Employment and Training Mahesan Kasirajan and veteran consumer rights activist R Desikan were among those who spoke at the seminar.

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