About Us
Foundations of DSA Saudi Arabia
The Direct Selling Association in Saudi Arabia (DSA SA) is an organization dedicated to representing direct selling and network marketing companies involved in person-to-person sales. It conducts marketing research and consultancy and advocates for the interests of direct-selling companies and the direct-selling industry as a whole in Saudi Arabia.
The association's establishment in 2018 was not just a decision, but a strategic move by founding member companies to boost the morale of direct selling in the Saudi Arabian market. Recognizing the rapid growth of direct selling in the Middle East market, the association evolved into a non-profit organization, positioning itself for the future.
The association's inception was fueled by the industry's nascent stage and its promising future. In response to the palpable excitement among practitioners and the public for direct selling, the board made a firm commitment. This commitment was to bridge the gaps between direct selling and network marketing companies and consumers, a testament to the association's dedication to its mission. With 80% of Saudi Arabia's population being young people aspiring for a better future, network marketing was seen as a lifestyle and financial rewards fit.
A pivotal moment for DSA in Saudi Arabia was its proactive engagement with the Saudi Arabian government to establish the association. This period saw the establishment of a training organization to educate practitioners about direct selling. Subsequently, a series of seminars, workshops, and in-house training programs were conducted, further solidifying the industry’s relationship with various government agencies.
In 2021, the National Center for Non-Profit Sector approved the formation of the association. Accordingly, the DSA constitution was drafted following the templates published by the Chamber of Commerce and Industry in Saudi Arabia.
On November 15, 2020, the constitution was officially signed by the seven founding member companies – DXN, Edmark, Enagic, Frontrow, Jeunesse, Vestige, and Unicity, respectively.
Faisal Al Hindi, a prominent figure in the direct selling business in the Middle East market, spearheaded and led the process and was nominated as the Executive Director of the Association. As a tribute, Faisal received a lifetime honorary membership status.
Since then and up to the present time, the board has been committed to fulfilling its role in the industry. It continuously strives to promote the ethical standards of the direct selling business and educate practitioners to achieve success in the industry.
Our Mission
The mission of the Direct Selling Association in Saudi Arabia is to promote a better understanding and support the direct selling industry in the Saudi Arabian market. The association is dedicated to protecting and promoting the interests of direct selling and network marketing companies, as well as independent direct sellers and network marketers, and ensuring the highest standards of business ethics and consumer service are maintained.
DSA SA is committed to guiding and protecting the dynamic community of direct sellers and network marketers in Saudi Arabia, as well as consumers, by:
- Increasing awareness about the industry
- Identifying and representing reputable local and international direct-selling companies
- Expediting the country's ability to benefit from the opportunities provided by the industry in trade, tourism, and other areas beyond direct selling.
- Developing, maintaining, and promoting the highest standards for responsible and ethical conduct
- Advocating for the industry's positions and interests with governments, media, and key influencers, serving as a trusted source of information on direct selling
- Facilitating communication among direct selling executives on important industry issues
Our Objectives
- To support and protect the methods used by our members for selling and distributing products and providing services.
- To collaborate with government bodies on issues related to the production, marketing, and provision of services by our members.
- To uphold high standards of direct selling by adopting and promoting Codes of Conduct for Direct Selling.
- To conduct research and gather data on the social and economic impact of direct selling and to work on enhancing the industry's long-term reputation.
- To promote education through various programs and funding initiatives.