Let’s take the example of Gurans Mann, a successful entrepreneur at 28. He had started two fitness & weight loss communities a few years back and is today an inspiration for thousands who aspire to shed extra kilos and become healthier and fitter in their lives. Another spirited millennial, a native of Haryana, Sunil Kumar, channelled his passion for sports & wrestling into creating communities for those who want to start their fitness journey. For Kumar, the result is a thriving Healthy Living community along with a focus on weight loss for women. Gurans and Sunil are some of those inspiring millennials from the stream of Amway direct sellers epitomizing the gig workforce of India
Millennials take charge of their social presence
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Social media is an ever-evolving space that acts as a perfect playground for
millennials wanting to showcase their talent and building a loyal fanbase. This is why Gen Y is engaging online more than ever before and tapping into its potential of becoming influencers. Cases in example are Gurans Mann & Sunil Kumar, for whom social media has proven to be that launchpad.
As per Amway Global Entrepreneurship Report 2020, as many as 44% of Indian millennials are interested in utilizing social media platforms to start their own enterprise. Interestingly, 86% of young people are keen to post content on social media for money. As a matter of fact, 54% would also be inclined towards pursuing an influencer as a career if the opportunity is presented.
Just like these individuals, many young & spirited millennials are going out to achieve what they feel strongly about. This workforce of self-entrepreneurs is also what forms India’s large
Gig Economy. Here’s a startling statistic to put things into perspective – a report by
BCG estimates that as many as 57% of the youngsters have a positive outlook towards the gig economy and prefer working independently versus salaried employees.
Such unprecedented growth in this sector also reflects how the youth is looking to explore new avenues and opportunities. But the more important question here is:
What role are millennials playing in the gig economy?
Purpose-driven millennials are goal-oriented and have a strong affinity towards values. Their curiosity, tech-savviness, ability to multi-task clubbed with quick learning attributes make them excellent networkers, an ideal choice for direct selling. This enables them to kick-start their entrepreneurial journey and thus play a crucial role in the thriving Gig economy
But why Direct Selling?
Passionprenuers: Millennials dedicate themselves to live a full life to achieve personal happiness by following their passion, be it fitness, health, beauty, adventure, cooking etc. A gig like
Direct Selling allows them to follow this suit while getting a decent supplementary income for themselves. The passion economy has emerged as a way for entrepreneurs to monetize their skills and social personas. Gargi a millennial Amway direct seller stepped up her passion for fashion, fitness, travel, and scuba-diving. Her Instagram audience of 21,000 followers has been an integral part of Gargi’s personal moments in countries like Dubai and Malaysia, or on the beaches of the Andamans.
Skills dictate growth: In the traditional market, education is a prerequisite to a good job; and a good job equates to a consistent good salary. But for Direct Selling, how well you are on the job dictates growth. If the person has a proper skill set, then she/he can earn a good living by selling products/services to others. And in case the skill set is missing, one can learn or acquire them in a matter of weeks
Flexibility to work anytime, anywhere: Direct Selling doesn’t confine to regular 9-to-5 working hours giving the young ample freedom and flexibility to maintain a social life. If the seller is motivated, she/he can work any time with a strong sense of ownership
Stimulant for a millennial to venture into Entrepreneurship
If you identify with the characteristics mentioned above, you have it in you to be a Direct Seller. And like several others, you can meet your entrepreneurial aspirations! All you need to do for a head start is to associate with the right brand that is a leader in this space. A brand that has a legacy in the Indian market and has played a pivotal role in empowering lakhs of millennials. This is precisely why many young individuals have turned to Amway for answers.
With a wide variety of world-class products to offer, Amway’s high brand recall amongst its discerning consumers is known widely. But what’s even more inspiring is that it has successfully developed a solid foothold for driving passion into opportunity over the years. Something that resonates with young-preneurs today! It is amongst a few companies with a strong legacy in the Indian market, known for its exceptional people-centric values. With a lineup of quality products on its platform, the brand helps people with an entrepreneurial mindset to discover their true potential and achieve their goals. As a result, it’s not just enabling a steady income, especially the younger lot, but is also empowering millennials in ways never seen before. This is evident from the fact that in the second quarter of 2020 alone almost 64% of the new registrations were from millennials!
Health-conscious Millennials discovered a way to fulfil their quest for entrepreneurship
In the last decade or so, the trend amongst the millennials has been to focus on their health & wellness. A study by
Nielsen shows that 44% of millennials are opting for a healthy lifestyle to avoid high medical costs in the future. As they become more self-aware, the demand for nutrition/wellness/self-care products is at an all-time high with most even willing to pay a premium for it.
Numr Research figures suggest approximately 443 million Indian millennials today are spending an average of Rs 4,000 per month on health and wellness services and products!
This clearly signals how
self-care has gained prominence and become the top-most priority for millennials, especially at a time the world has been hit hard by a pandemic. Given such unprecedented demand, the wellness market in India is inevitably witnessing a meteoric rise. Even preventive healthcare measures have taken centre stage today with a surge in demand for quality products.
The awareness around high-quality nutritional products being a necessity is not just limited to Gen Y, it has percolated across age groups. As per the
BCG COVID-19 Consumer Sentiment Survey 2020, over 28% of people are opting for nutritional supplements vis-à-vis the pre-COVID-19 era. This trend is a testament to the growing inclination for
nutrition to support health, immunity, and overall well-being. This is where Amway products, such as Nutrilite, have made their place in the market. So has their diverse range of herbal and natural products!
With the rising demand for such products, under-35 Amway Direct Sellers are equipped with Amway’s high-quality products to meet the needs of Indian consumers. Amway stats suggest that it has over 53% of its customers from the under-35 category, showing a strong resonance for products with traditional herbal ingredients. The pandemic has further put a thrust on herbal solutions for healthy living. Over 34% of the Indian youth today are consuming herbal supplements. This has led the under-35 buyers of Amway’s herbal range to grow significantly from 35% to 45% in 2020.
The road ahead!
Intending to unleash entrepreneurship underpinned by three significant megatrends – rise in the gig economy, increasing health-conscious consumers and the rise of online communities of people with similar passion and interests,
Amway seems ready to fuel the passion of millennials.
With India amongst the youngest nation in the world and millennials, an integral part of the Gig network is at the centre stage of the entrepreneurial ecosystem. Amway has strategically and strongly positioned itself in terms of its product offerings and guided entrepreneurship fulfilling the aspirations of the discerning millennials who desire to monetize their passion into profits, thus making a tangible difference to the overall economy of the country- commented Anshu Budhraja, CEO, Amway India
Disclaimer: This article has been produced on behalf of Amway by Times Internet’s Spotlight Team.