How a Pune direct selling company earned revenue of Rs 419 crore despite lockdown

Netsurf Network went full thrust on a mobile app and changed the business model from person to person to screen to screen.

Sujit Jain, Chairman & Managing Director, Netsurf Communications

The data showed something strange happened to buyers last year. Unlike before, they wanted more agricultural material and healthcare products and very few cosmetics. “I think a lot of people went back to farming as a way of earning their livelihood. They also became more concerned about using nutritional products to boost their health,” says Sujit Jain, Chairman and Managing Director, Netsurf Network.

The Pune-based company is among the few in the country to have beaten the economic showdown that accompanied the pandemic. In 2019-20, they earned revenue of Rs 270 crore and topped that in 2020-21 by making Rs 419 crore. “In 2021-22, we are targeting Rs 650 crore — that is the kind of growth direct selling companies are experiencing due to the pandemic,” adds Jain.

Netsurf Network is also working on strategies to go public.

The pandemic had challenged Netsurf’s business model as well. As people shut their doors and stayed at home, the company could no longer rely on person-to-person direct selling. They responded by pushing their mobile app among distributors and retailers. People could now use the mobile app for transactions and business promotions while the distribution network delivered the goods.

This change, from person to person to screen to screen had the greatest impact on the business. “At present, we have 6.5 lakh apps downloaded, out of which 3.5 lakh were downloaded in the last year,” says Jain.

Netsurf’s core of direct sellers also increased during the pandemic — a 75 per cent growth in their numbers from the previous year as a lot of people went back to their villages and small towns. “That is an unbelievable growth we have seen in our entire history,” says Jain, adding that the company is present in almost every state in India.

“We were to expand into the US and Thailand, but the pandemic delayed the plans. The US is the cradle of the direct selling industry and would be the best place to reach the world, while Thailand would push our Look East Policy,” says Jain.

Dipanita Nath

Dipanita Nath is a Senior Assistant Editor at The Indian Express, based in Pune. She is a versatile journalist with a deep interest in the intersection of culture, sustainability, and urban life. Professional Background Experience: Before joining The Indian Express, she worked with other major news organizations including Hindustan Times, The Times of India, and Mint. Core Specializations: She is widely recognized for her coverage of the climate crisis, theatre and performing arts, heritage conservation, and the startup ecosystem (often through her "Pune Inc" series). Storytelling Focus: Her work often unearths "hidden stories" of Pune—focusing on historical institutes, local traditions, and the personal journeys of social innovators. Recent Notable Articles (December 2025) Her recent reporting highlights Pune’s cultural pulse and the environmental challenges facing the city during the winter season: 1. Climate & Environment "Pune shivers on coldest morning of the season; minimum temperature plunges to 6.9°C" (Dec 20, 2025): Reporting on the record-breaking cold wave in Pune and the IMD's forecast for the week. "How a heritage tree-mapping event at Ganeshkhind Garden highlights rising interest in Pune’s green legacy" (Dec 20, 2025): Covering a citizen-led initiative where Gen Z and millennials gathered to document and protect ancient trees at a Biodiversity Heritage Site. "Right to breathe: Landmark NGT order directs PMC to frame norms for pollution from construction sites" (Dec 8, 2025): Reporting on a significant legal victory for residents fighting dust and air pollution in urban neighborhoods like Baner. 2. "Hidden Stories" & Heritage "Inside Pune library that’s nourished minds of entrepreneurs for 17 years" (Dec 21, 2025): A feature on the Venture Center Library, detailing how a collection of 3,500 specialized books helps tech startups navigate the product life cycle. "Before he died, Ram Sutar gave Pune a lasting gift" (Dec 18, 2025): A tribute to the legendary sculptor Ram Sutar (creator of the Statue of Unity), focusing on his local works like the Chhatrapati Shivaji statue at Pune airport. "The Pune institute where MA Jinnah was once chief guest" (Dec 6, 2025): An archival exploration of the College of Agriculture, established in 1907, and its historical role in India's freedom struggle. 3. Arts, Theatre & "Pune Inc" "Satyajit Ray, Ritwik Ghatak were not rivals but close friends, says veteran filmmaker" (Dec 17, 2025): A deep-dive interview ahead of the Pune International Film Festival (PIFF) exploring the camaraderie between legends of Indian cinema. "Meet the Pune entrepreneur helping women build and scale businesses" (Dec 16, 2025): Part of her "Pune Inc" series, profiling Nikita Vora’s efforts to empower female-led startups. "How women drone pilots in rural Maharashtra are cultivating a green habit" (Dec 12, 2025): Exploring how technology is being used by women in agriculture to reduce chemical use and labor. Signature Style Dipanita Nath is known for intellectual curiosity and a narrative-driven approach. Whether she is writing about a 110-year-old eatery or the intricacies of the climate crisis, she focuses on the human element and the historical context. Her columns are often a blend of reportage and cultural commentary, making them a staple for readers interested in the "soul" of Pune. X (Twitter): @dipanitanath ... Read More

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