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<ul><li><keyword id="18635" type="General" weightage="100" keywordseo="amazon" source="Orion">Amazon</keyword>’s accelerator programme called Global Propel Accelerator Program is looking at three winners looking to tap global markets.</li><li>Encouraged by demand for <keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword>n consumer products globally, Amazon pledges to enable exports of $20 bn by 2025 from India.</li><li>Online retailer has partnered with Sequoia Capital India, Fireside Ventures, Accel and DSG Consumer Partners to help Indian brands in their journey.</li></ul>If there’s one thing that Hollywood’s A-listers attending the Academy Awards each tear look forward to it is the luxurious Oscars hamper worth over $100,000. Along with goodies like gold-infused olive oil and crystal topped bath combs, this year’s hamper had a sustainable Rover Bottle in it, manufactured by Vadham, a direct to consumer brand born in India. It may have been a first for an Indian brand, but if Amazon India has its way many more brands will have global bragging rights in years to come. For decades, India has been a back office to the world but not many would bet their dollar on local brands selling to the world. The world’s largest online retailer believes otherwise which is why it has pledged to enable ‘Made in India’ exports of $20 billion by 2025. Amazon India, for the last several years, has been enabling Indian sellers to tap global markets, but a sharp shift seems to have occurred in consumer behaviour after the pandemic. The global retailer has enjoyed a front-row view of this interesting shift and launched its accelerator programme in 2020 to enable consumer brands to go global. Global Propel Accelerator Program is looking at three winners on Demo Day this week who will get equity-linked financial support and an opportunity to pitch to venture capitalists. Just as a flatter world made it easier for companies like Infosys and TCS to service a global market, now technology platforms are helping Indian brands sell globally by eliminating much of the friction that exporters face while selling their goods overseas. Leading the charge is Amazon India’s accelerator programme, which has partnered with Sequoia Capital India, Fireside Ventures, Accel and DSG Consumer Partners this year, for the second season of its programme. Incidentally, Vadham started selling on Amazon early on and today it caters largely to the world markets. <div type="image" title="Bhupen Wakankar, Director- Global Trade, Amazon India" msid="93999194" hostid="261" caption="&amp;lt;p&amp;gt;Bhupen Wakankar, Director- Global Trade, Amazon India&amp;lt;/p&amp;gt;"></div> Says <keyword id="14899867" type="General" weightage="50" keywordseo="bhupen-wakankar" source="Orion">Bhupen Wakankar</keyword>, director- global trade, Amazon India, “Our goal with the Propel Accelerator is to enable a support system for startups and emerging D2C brands to go global from day one. This programme targets startups and enables them to go global and we enable this through technology. With access to global markets, startups are realizing that they can address a customer base they had not even thought of. These startups are limited only by their imagination. The timing of the programme is fantastic with India’s startup ecosystem growing every year and, at Amazon, we have front row seats to see what e-commerce can do for these brands.” The Global Propel Accelerator Programme of Amazon is not just helping brands go global but also providing consumer brands an opportunity to pitch to venture capital firms for funding growth plans. <div type="image" title="Hariharan Premkumar, India Head for DSG Consumer Partners" msid="93998946" hostid="261" caption="&amp;lt;p&amp;gt;Hariharan Premkumar, India Head for DSG Consumer Partners&amp;lt;/p&amp;gt;"></div> According to <keyword id="14899866" type="General" weightage="50" keywordseo="hariharan-premkumar" source="Orion">Hariharan Premkumar</keyword>, <keyword id="114975" type="General" weightage="50" keywordseo="india-head" source="Orion">India Head</keyword> for DSG Consumer Partners, “It is the best time to be a consumer brand founder. If we feel there are brands that are solving problems, then we can help them access global markets. Amazon has played an important role in this journey and acquisition of early adopters for many of our brands.” Consumer behaviour across geographies is converging and it is possible for brands to target a homogenous set of customers. Testing waters on Amazon’s platform helps brands validate their proposition, after which they double down on accelerating their growth. DSG has been associated with this programme since last year. It is platforms like Amazon and their clout that is allowing entrepreneurs like Abhishek Shah dream of creating a premium athleisure brand for men and sell to customers across the world. Abhishek Shah, co-founder and CEO of Almo, says that they were born to sell globally but the Amazon mentorship programme was very valuable to its team. The bootcamp lasted eight weeks and will culminate in the Demo Day this week. The initiative is designed to solve several problems that young companies face through dedicated support across regulations in different countries, cross-border payments and logistics. As a part of this programme, Amazon and its partners run a bootcamp over eight weeks where different partners and mentors coach the founders. The online retailer is committing $100,000 for three winners as equity support. Of 1,000 applicants, 15 startups have been short-listed for the Demo Day on September 7. <keyword id="14899865" type="General" weightage="50" keywordseo="udit-sood" source="Orion">Udit Sood</keyword>, co-founder, EcoRight, a company that attempts to address the problem of plastics pollution through its range of sustainable products, bags and accessories, says: “The Global Accelerator Programme of Amazon fits with what we were doing. While selling globally, we can do a lot more. The accelerator is focused on teaching brands how to sell globally and this is an advantage. A lot of sessions with Amazon leaders and VCs helped understand how one can streamline business in general and product development bandwidth.” There are several brands in India that have very successfully tapped the global markets. Brands like Vadham, Sleepy Owl, EcoRight and Almo are already selling in other countries through Amazon. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/paytm-stock-dips-3-after-enforcement-directorate-raids-its-offices/articleshow/93996093.cms">Paytm stock dips 3% after Enforcement Directorate raids its offices</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/cyrus-mistry-and-co-passenger-killed-in-car-crash-not-wearing-seat-belts-over-speeding-error-of-judgment-caused-accident-police/articleshow/93995344.cms">Cyrus Mistry and co-passenger killed in car crash not wearing seat belts; over-speeding, error of judgment caused accident: police</a>

From Amazon to Oscars goodie bags, Indian consumer brands are going places

<ul><li>India's export of goods and services is estimated to reach approximately USD 760-770 billion for the ongoing financial year.</li><li>Small and medium businesses from India are already exporting large numbers, but tech giants like <keyword id="18635" type="General" weightage="20" keywordseo="amazon" source="Orion">Amazon</keyword> have unlocked the potential to reach untapped markets.</li><li>Business Insider India spoke to Bhupen Wakankar, Director of Global Trade at Amazon India.</li></ul>Not too long ago, Indian consumers looked forward to buying foreign articles – games or trinkets and more from the US and other countries. Now, Indian companies are selling to the world. Thanks to large global platforms like Amazon, even small Indian businesses are exporting their direct-to-consumer products to newer geographies and exploring untapped markets. Amazon has been running an export program called Amazon Global Selling since 2015. It started with 100 sellers on the platform, and today, it has over one lakh sellers shipping products to more than 200 countries. The number of Indian sellers on Global Selling has grown nearly 30% year-on-year (YoY) since January 2020. All thanks to technology that has democratised the opportunity by offering a cost-effective way to reach a large customer base with the aid of critical data. <cmsannotation type="cmsannotation" annotationid="Here's what India is selling to the world on Amazon" comment="subhead" text="Here's what India is selling to the world on Amazon">Here's what India is selling to the world on Amazon</cmsannotation> Bhupen Wakankar, director of global trade at Amazon India, told Business Insider India that the top categories of products India sells to the world are toys, kitchen and office categories. These top 6-7 categories are registering $100 million in yearly exports. "In the last 18 months, there has been diversification in the categories in which Indian entrepreneurs are playing. Initially, we were prominent in the home and apparel section but now, (we) have moved into consumer goods. Teas, coffee, Ayurvedic products, STEM toys, and handicrafts have been the trend," he said. STEM stands for Science, technology, engineering, and mathematics. <div type="image" title="Info" msid="98630219" hostid="261" sizebytes="134770" caption="&amp;lt;p&amp;gt;Top exporting cities and popular categories across India.&amp;lt;br&amp;gt;&amp;lt;/p&amp;gt;"></div> He added, "Home and apparel are the leaders, and we are seeing growth. In fact, there was a lot of conversation around recession in the US, and the retail numbers came out, and there was a 3% increase in growth." Amazon is also seeing an increase in the number of cities from where the new exporters are joining. Their platform now has exporters from over 200 cities, and the trend continues. <cmsannotation type="cmsannotation" annotationid="The spike months" comment="subhead" text="The spike months">The spike months</cmsannotation> The months when sales spike are the usual suspects, like <a href="https://press.aboutamazon.in/news-releases/news-release-details/indian-exporters-amazon-global-selling-see-over-100-business">Black Friday and Cyber Monday</a> (BCFM) sale events. In 2022, during these two sales events, Indian exporters on Amazon Global Selling saw over 100% business growth compared to business as usual – selling lakhs of Made in India products to customers across the world. During BFCM 2022, categories such as toys, kitchen, and home experienced significant growth, with a surge of over 60%, 40%, and 25%, respectively. Additionally, the jewellery and grocery categories grew by approximately 20%. Several renowned Indian brands, including Vahdam, Skillmatics, California Design Den, VirVentures, and Kart It, were highly sought-after. The 2022 global Prime Day event witnessed a remarkable surge of approximately 50% in business growth for Indian exporters on Amazon Global Selling. The highest growth was seen in categories like kitchen products, STEM toys, apparel and footwear, office products, beauty, and healthcare. "Customers across Amazon global marketplaces like North America, Europe, Middle East, and Africa shopped the highest from Indian exporters with Australia, Japan, and Singapore also reporting high growth for sellers," Wakankar said. <cmsannotation type="cmsannotation" annotationid="The moolah from emerging markets" comment="subhead" text="The moolah from emerging markets">The moolah from emerging markets</cmsannotation> Indian companies on Amazon Global Selling surpassed $5 billion in cumulative exports between 2015-2022. Over 1,000 exporters crossed ₹1 crore in sales in 2021. This number is expected to grow further in the coming years. Wakankar said, "Exports in India have been relegated to top markets like the US, UK, and EU for the longest time. However, we are also noticing a lot of demand coming in from emerging markets like the Middle East, Japan, Singapore, and Australia." The Government has taken steps to encourage cross-border trade, such as free-trade agreements between countries such as the UAE, the UK, Australia, and others – another reason for the rise in exports. While it is good to have a wide canvas, businesses keen on entering and expanding into new global markets must adapt to meet the unique market requirements. For instance, while printed bedsheets with lower thread counts are preferred in India, consumers in the US and UK prefer higher thread counts and block colours. Similarly, board game preferences too differ across geographies, with Snakes &amp; Ladders and Ludo being popular in India, while Scrabble and Scotland Yard are preferred in the US and UK, respectively. Businesses must remain agile and innovative to cater to customers' evolving preferences, which are influenced by cultural, social, and environmental factors. A platform like Amazon aids this with its product reviews and ratings – which help businesses stay connected with customers and their changing needs. <cmsannotation type="cmsannotation" annotationid="Does E-commerce make exporting easy?" comment="subhead" text="Does E-commerce make exporting easy?">Does E-commerce make exporting easy?</cmsannotation> Exporting is a new and exciting opportunity for sellers and has been traditionally considered challenging and cumbersome, especially for small businesses –due to the many complexities involved. But e-commerce has simplified the process, claims Wakankar. "Earlier, the only way for entrepreneurs to try out new markets was to go there, mostly to top trade fairs physically, meet suppliers, send samples, get orders, manufacture, figure out shipping, storage, and then send their products,” he said. E-commerce has made it possible for them to connect with customers via a few clicks directly. “They can leverage available resources like industry reports and market insights from e-commerce players, start small, and give themselves a chance to get it right the first time," Wakankar says. This is a blessing for small businesses, which can benefit from the fact that e-commerce enables businesses to incur low start-up and operational costs, supports them with market intelligence through data insights and customer reviews, and offers them support with distribution, payments, and logistics. “This massively increases the ability of businesses to reach large audiences quickly and build a global brand that owns and runs its IP (Intellectual Property) - while still being based in India," Wakankar adds. In a nutshell, established brands will require technology-based resources, insights into consumer behaviour, and financial assistance to expand their reach to more customers and unexplored markets. Meanwhile, emerging brands will need significant assistance refining their brand or product offerings, gaining insights into their target audience, and accessing funding and mentorship to enter the global market. According to Union Minister for State for Commerce and Industry, <a href="https://www.ibef.org/news/exports-in-fy23-to-reach-about-us-770-billion-commerce-and-industry-ministry">Anupriya Patel</a>, India's export of goods and services is estimated to reach approximately $760-770 billion for the ongoing financial year, compared to the previous fiscal year's export value of $672 billion. While growth comes from large quarters, small businesses which offer unique value propositions to a wider set of customers are also key to taking the brand ‘Made In India’ abroad in a big way.

Indian D2C brands are already making their presence felt across the world, thanks to Amazon

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From Amazon to Oscars goodie bags, Indian consumer brands are going places

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Indian D2C brands are already making their presence felt across the world, thanks to Amazon

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