Indian Direct Selling Association (IDSA), the premier body governing 16 of the largest Direct Selling companies in India, today sought Government legislation recognising Direct Selling Industry.

Speaking to reporters here, David Stanley, Chairman, Indian Direct Selling Association and CEO, AMC Cookware, said Indian Direct Selling industry, whose annual industry revenues are expected to double by 2012, is set to grow by 100 percent in the coming five years.

IDSA is confident that the vision for Rs 10000 crore as annual turnover is very much in sight by 2015, provided Direct Selling gets government recognition as an industry.

'Given a conducive environment for growth even in a struggling economy like Russia, Direct Selling was able to do USD 1.8 billion.

The figure stands at around USD 4 billion in Brazil', he said.

India with its unique strength of trained and enterprising manpower offers enormous space for the growth of Direct Selling, he said, adding in 2006-07 there were more than 1.5 million Direct Sellers in India.

The gross industry turnover was Rs 2522 crore, with an annual year-on-year growth of 10 percent. An additional turnover of Rs 1500 crore was contributed from the sale of insurance products and there was no reason 'why we cannot do 30 or 40 percent per annum,' he said.

'To achieve this we need recognition from the government, that will not only instill confidence among the distributors but also attract more Direct Selling MNCs to India', he said.