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 per cent of women who leave home every morning to go to work.

Along with my company and my team, I want to help change this.

I think it is great when women make decisions based not on their dependency but on their independence, and that includes financial independence.

Oriflame completes.