Direct sales, characterized by transactions occurring directly between brands and end-users without intermediaries, have seen an overall improvement across various segments despite challenges posed by the pandemic in the preceding year.
The survey, conducted by market research firm KANTAR, highlighted the northern region as the leader in turnover, accounting for 30%, followed by the east (25%), west (22%), south (15%), and north-east (9%).
Maharashtra emerged as the top-performing state with a turnover of 12%, trailed closely by West Bengal and Uttar Pradesh, each contributing 10% to the overall turnover.
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