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Bhubaneswar,(Kalinga Voice) ; Consumer’s interest being paramount must be protected in the entire operation of direct selling business. Consumer must be given sufficient opportunity to scrutinise the products of direct sellers said Shri Ranendra Pratap Swain, Minister, Food Supplies & Consumer Welfare and Cooperation.

            Addressing the Odisha Direct Selling Conference organised by Indian Direct Selling Association in Bhubaneswar today Sri Swain said that Indian Direct Selling Association should provide all information to the State Government regarding to the direct selling entities and direct sellers operating in the state about their local contacts, official address, extent of their workforce and their products so that it will enable the consumer to distinguish between fraud and genuine sellers. The State Government is working on setting up a mechanism, as provided under the direct selling rules recently framed by Government of India, to monitor and supervise the activities of the direct selling entities and direct sellers and protect the interest of the consumers,  said Sri Swain. All that glitters is not gold. Consumers should scrutinise everything and should not be swayed away with misleading promises. Indian Direct Selling Association must ensure product quality and ethical standards   in the direct selling business, reiterated Sri Swain. State Institute of Consumer Awareness and the consumer counselling centres operating in the State will create consumer awareness regarding direct selling business, said Sri Swain.

            In the guise of direct selling if any entity or sellers take resort to pyramidal scheme, the same cannot be tolerated said Sri Swain. Such entity or seller must be taken to task, said Sri Swain.  State Government has zero tolerance towards such activities where the consumer people become victims of any fraud or illegal business activities, said Sri Swain.

            Addressing the conference Dr. Surya Narayan Patra, Speaker, Odisha Legislative Assembly said protection of consumer interest and direct selling business must go hand in hand and product quality must be ensured. Prof. Bijon Mishra, Advisor, Consumer Welfare, Govt. of Odisha, said direct selling business must grow, but at the same time, they must win the trust and confidence of the consumers.

            Sri Rajat Banerjee, Chairman, Indian Direct Selling Association said Odisha continues to be a key market for direct selling industry. With a double digit growth of over 13% in percent. Odisha is the 5th largest market for the Industry during F.Y. 2020-21, said Shri Banerjee. Sri Chetan Bhardwaj, General Manager, IDSA said that the State Government while selling up the mechanism may have consultation with IDSA, to regulate the direct selling business in Odisha.

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