Published Paper Details:

Purpose: The Indian direct selling industry has been beating the economic slowdown, notching up remarkable growth over the years and has been expanding its horizons in India as a rapidly emerging alternate distribution channel. Indian direct selling industry has provided employment to 40.31 lakh distributors in 2015-16. In FY 2015-16, the direct selling industry had sales of Rs 8,308.5 crore as against Rs 7,958.3 crore of FY 2014-15 by registering a growth rate of 4.4 per cent and are expected to grow to Rs. 2,58,261 million by 2024-25. Multilevel marketing (subset of direct selling) is the most merest and powerful way of setting up own business and to create sales revenue and profits. It offers true wealth, financial independence, and personal time freedom. This research paper proposes to examine the influence of motivational factors on the willingness to adopt Multilevel marketing as a source of income. Design/Methodology/Approach: The present research work follows descriptive research design. The sample of the research work consisted 381 registered distributors of different Multilevel marketing companies like Amway, Modicare, Oriflame, Tupperware, Avon etc. from Delhi/NCR. which have been chosen by applying purposive judgmental sampling design Findings: The findings designate that Multilevel marketing products attributes, personal and social factors have a significant positive influence on the willingness to adopt Multilevel marketing as a source of income. Multilevel marketing company attributes do not have a significant positive influence on the willingness to adopt Multilevel marketing as a source of income. Practical Implications: Multilevel marketing industry could undertake the opportunity to attract more and more distributors through strengthening its credibility and reliability. Government should also take necessary as well as sufficient actions to create a positive as well as legal identity of Multilevel marketing industry. Originality/Value: Due to rise in cost of living, it has been observed that not only women but also men are also adopting it as a supplementary income prospect as consumption basket of the families has puffed up over the years. This is an opportunity for the growth of Multilevel marketing industry in India which can be grabbed through strengthening its base in terms of products, legality, ethicality as well as personal and social development of Multilevel marketing distributors.