Direct selling business in India is growing: Oriflame's Edyta Kurek

Edyta Kurek, senior vice president of Oriflame India and Indonesia, is the first woman to lead the Swedish beauty brand’s operations in India. In a conversation with Veenu Sandhu, conducted both in-person and virtually in New Delhi, Kurek discusses Oriflame’s commitment to the direct-selling model, its plans to expand its women-led sales force, and how India remains a priority market. Edited excerpts:

As the first woman to lead Oriflame in India, is there a specific area you want to focus on?

India has made notable progress in terms of women's participation in the workforce, but it's still only 37