<h1>Direct Selling Faces E-commerce Challenges; Calls for Online Retail Price Regulations Amidst Limited State Action on Consumer Protection.</h1> The Indian Direct Selling Association (IDSA) Chairman highlighted the challenges posed by the e-commerce sector to the direct selling industry, noting that products are being sold online at discounted prices. The IDSA is in discussions with the government to address this issue, advocating for online sales to occur at maximum retail prices. Only 10 states have enacted regulations or formed committees to protect consumers, despite the Consumer Protection (Direct Selling) Rules, 2021. The northeast region is a significant market, contributing 8.7% of the national turnover. The industry is growing at over 12% nationally and supports nearly 86 lakh individuals through self-employment.