Women Empowerment in Rural Bihar through Direct Selling: An Analysis with Reference to DXN Marketing India Ltd.

Author(s): Manoj Kumar Singh

Abstract:

This study analyses the role of direct selling in empowering rural women in Bihar, focusing on the model employed by DXN Marketing India Ltd. In a context where women’s workforce participation remains low and mobility is constrained, direct selling emerges as a flexible and low-capital livelihood option. The analysis highlights how DXN’s approach-characterized by low entry barriers, digital enablement, localized training, and ethical compliance-enables women to gain economic agency, social mobility, and new capabilities. Using illustrative vignettes and contextual data, the study demonstrates that direct selling enhances income, digital literacy, confidence, and decision-making power among women, while also promoting responsible consumption of wellness products. Critical to success are transparent on boarding, micro-inventory models, peer-led training, and integration with local ecosystems such as Self-Help Groups (SHGs) and rural markets. The study emphasizes that small, consistent gain, when built on ethical practices and community support, can cumulatively lead to meaningful empowerment. Policy implications and practical playbooks for scaling direct selling in rural Bihar are also discussed.

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Pages: 146-150     |    2 View     |    0 Download