ABSTRACT Direct selling industry in India is one of the fastest growing non-store retail formats. Various store and non-store retail formats have evolved to cater to this growing market and direct selling is one such non-store retail format. The growing Indian market has attracted a large number of Indian and foreign direct selling companies. By 2014-15 direct selling business in India would reach a size of Rs 10,843 crore on back of increased consumer spending. Multi-level marketing (MLM) also known as pyramid selling, network marketing, and referral marketing is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of the other sales people that they recruit. This paper attempts to focus on key aspects of MLM and also what further researcher can add on to the existing literature.