When we talk about entrepreneurship in India, it is generally the men performing the task and there are many reasons for that. There are many hurdles in women entrepreneurship like the traditional thinking or it can be said the old mindset of the society that women cannot handle business and not giving them the authority to do the business. The role of women in society is critical for the development of our nation. Women are a great human resource not only in India but in all countries. Women’s contribution in the economic growth of the nation cannot be denied. They play a vital role in the development of their families and their communities. Direct selling business helps on empowering women from poor households to make this contribution. Direct selling business helps women in becoming successful entrepreneur. Direct selling business is now days considered as one of the most promising business where the successful leaders help others in growing. This business gives equal opportunity to women to become a successful entrepreneur. The paper begins with the meaning of the term direct selling business and women entrepreneurship. The study is conducted in relation to the direct selling business with special reference to Amway India Enterprises. The basic objective of the study is to find the role played by direct selling business in developing women entrepreneurship in India and to study the unique challenges faced by the women. The paper ends with conclusion and recommendations.     

Keywords: Women Entrepreneurship, Direct Selling Business, Leadership, Amway India Enterprises.