In January 2021, Amazon India in partnership with Startup India launched the Amazon Global Selling Propel (AGSP) Accelerator aimed at providing dedicated support to emerging Indian brands to reach customers around the world through Amazon’s Global Selling Program. The accelerator program provides startups an opportunity to get mentorship from Amazon leaders, VCs and leaders from Startup India.  

Launched in 2015 with about 100 exporters, Amazon Global Selling helps reduce barriers for Indian MSMEs to export to global markets. More than 70,000 Indian exporters sell millions of ‘Made in India’ products to customers worldwide.  

As part of the Startup Accelerator, Amazon has constituted a mentorship board consisting of Amazon leaders from India and across the world, VCs and senior leaders from Startup India and Invest India who will engage with emerging brands and provide them tailored resources including 1:1 mentorship on global demand patterns and insights on building successful exports business through ecommerce. The brands chosen for this program will also be given the opportunity to showcase their business proposition to partner VC firms – Sequoia Capital India and Fireside Ventures and a chance to win a total equity free grant of $50,000 from Amazon. 
 
Abhijit Kamra, Director, Global Trade at Amazon India said, “I would like to welcome all the 10 shortlisted startups as part of the Amazon Global Selling Propel Accelerator. We got a phenomenal response to the program with over 500 entries within 2.5 weeks of launch. It is a great opportunity for Indian startups to showcase their ‘Made in India’ innovation and entrepreneurial spirit at an international scale and create a truly global consumer brand and we are humbled to be a part of their journey.” 

“Amazon Global Selling, our flagship program to grow Exports from India is witnessing tremendous momentum with increasing interest from exporters across the country. Our partnership with Startup India to launch this accelerator program will provide emerging brands an opportunity to bring their business propositions to life. With Amazon Global Selling we will continue to make Exports simple and accessible to businesses of all sizes and fulfil our commitment of enabling $10 billion in e-commerce exports from India by 2025,” he added. 
 
Here are the details of the 10 finalists chosen and the markets they seek to expand their operations into: 

Azani Active – Bengaluru 

Launched in 2018 by Siddharth Suchde, Azani is a high-performance nutrition and personal care brand created by athletes, nutritionists and fitness experts. It aims to democratize access to high quality nutrition and body care products at affordable price points to the fitness conscious Indian consumer. The brand is keen on expanding their offerings across geographies with a focus on entering North American and European markets with a keen interest to enter Middle East and Australia.  

D’Moksha Homes - Mumbai  

Launched in 2019 by Nimisha and Manav Dhanda, D’Moksha is an eco-friendly home linen brand that offers handcrafted, and environment friendly home linen made with sustainable fabrics like hemp. The founders decided to participate in AGSP to benefit from the mentorship being offered to startups as well as the opportunity to network with industry leaders. Currently listed on Amazon.com with fulfilment for the US, Mexico and Canada markets, D’Moksha Homes soon plans to enter the Japanese, West Asian and European markets. 

Femora - Jaipur  

Launched in 2019 by Manushree Khandelwal from Jaipur, this homegrown kitchenware brand makes utensils and storage products. Femora provides easy and innovative solutions for evolving consumer needs through a range of kitchenware products that are convenient as well as aesthetic. Currently on Amazon.in, the brand aims to get international exposure, expanding sales to enter the UAE and other global markets over time.  

Rage Coffee - Delhi  

Launched in 2018 by Bharat Sethi, the brand manufactures, markets and distributes innovative coffee products. Its products include a proprietary batch of crystallised instant coffee infused with six plant-based vitamins that give the caffeine a distinctive kick. Rage Coffee also comes in a variety of flavours and is convenient to carry in tube shots. The brand aims to become a global coffee brand known for its innovation and is planning to enter the US and European markets.   

Sirona - New Delhi  

Founded in 2015 by Deep and Mohit Bajaj, Sirona is a feminine hygiene brand that launched products such as India’s first stand-and-pee device (PeeBuddy) for women, followed by India’s first natural period pain patches for menstrual cramps (Sirona), India’s first natural-coloured pads, menstrual cups and tampons. The success of PeeBuddy led the founders to find solutions for other unaddressed problems faced by women. The brand is looking to expand aggressively in India & the US followed by the UK, Germany, Singapore, Dubai and Australia.  

Slurrp Farm- Gurugram  

Founded in 2016 by Shauravi Malik, Umang Bhattacharya and Meghana Narayan, Slurrp Farm is a healthy foods brand on a mission to reach young children and have a positive impact on their health outcomes. The brand offers nutritious food mixes like cereals, porridges, pancake mixes, cake mixes, alternative sugars like jaggery and coconut sugar. It seeks to enter the global markets including UAE, Singapore, the UK and the USA.  

Soulflower - Mumbai  

Founded in 2001 by Amit Sarda and Natasha Tuli, this homegrown personal care brand offers natural and plant-based beauty products. Soulflower aims to scale-up and reach customers in multiple geographies and compete with mainland manufacturers by providing overseas customers the best product with the best value. Currently live in the US, UAE, UK, Singapore and the Kingdom of Saudi Arabia, the brand aims to go live in Japan, Australia and Canada.  

True Elements - Mumbai and Pune  

Founded by Puru Gupta and Sreejith Moolayil in 2014, the brand offers plant-based, wholefood breakfast and snack products that fall under the ‘clean-label foods’ category. True Elements aims to raise awareness and make people conscious about their health by drawing attention to the food they consume. Currently available on Amazon.in, the brand plans to enter US, Japan and West Asian markets. 

Why Wait - Gurugram  

Launched in 2013 by Amandeep Singh the hygiene and personal care brand offers skin care, hair care and body care products made from herbal and all-natural ingredients. The company is on a mission to create wellness products that are life changing, responsible and international. Why Wait products are based on well researched herbal formulations, which are effective for the body as well as the environment. The brand plans to enter North America, Asia Pacific, Europe, Latin America, West Asia and Africa. 

Wellbeing Nutrition - Mumbai 

Launched in 2019 by Avnish Chhabria, Wellbeing Nutrition is an organic certified, plant-based vitamins and wholefood nutrition supplements brand. Its products are available across six major lifestyle concerns - daily wellness, sleep, headaches, gut health, hair loss and skin care. It aims to be an Indian organic certified nutrition brand that people can trust. The brand plans to enter the US, the UK, UAE and EU markets with a range of innovative products that are 100 percent plant based.