More D2C brands from India are set to become export-ready as 47 startups have been shortlisted for Season 3 of Amazon Global Selling Propel Accelerator. The program—launched in collaboration with Amazon Smbhav Venture Fund, Sequoia Capital India, Fireside Ventures, DSG, Accel and V3 Ventures—is three times bigger this year, attracting applications from more than 1,200 startups from over 140 cities across India.

Propel Startup Accelerator Season 3

Eight week accelerator program

The 47 startups (as compared to 15 in Season 2) were selected by a multi-disciplined panel to take part in an eight-week accelerator program. Amazon has constituted a mentorship board consisting of Amazon leaders from India and across the world, VC partners and senior industry leaders who will engage with emerging brands and provide them tailored resources, 1:1 mentorship and workshops on global demand patterns. The startups will receive insights on building a successful exports business through e-commerce. Amazon will also host sessions focused on peer learning by inviting veteran entrepreneurs and Propel alumni to help participating startups network and learn from the existing ecosystem.

Propel Cohort Logos S3
Bhupen Wakankar, Director of Global Trade at Amazon shares why D2C entrepreneurs should prioritise exports from day one and his expectations from the upcoming Foreign Trade Policy.

The Amazon Global Selling Propel Accelerator is a transformative program to propel Indian products and Indian talent onto the global stage by empowering home-grown startups to think exports-first. Season 3 has been designed to make a bigger impact on the D2C ecosystem in India and provide comprehensive support to early-stage startups.
Bhupen Wakankar
Director of Global Trade, Amazon

"Our aim is to democratise exports for players of all sizes and enabling D2C ventures through the accelerator program is a significant step towards fulfilling Amazon's commitment of facilitating $20 billion in Indian exports by 2025," said Wakankar.

The Amazon Global Selling Propel Accelerator program helps consumer startups and emerging businesses build global brands from India.

In a couple of months, these shortlisted startups will showcase their business proposition in a Demo Day to a distinguished jury consisting of Amazon leaders, venture capitalists and industry experts. Three winners will be selected.

Read more about the shortlisted startups below.

Propel Startups

1. Arata

Arata is a Delhi-based hair care startup focusing on all-natural products. It all started with a mother’s home recipe that became a hair styling gel. The startup now caters to a customer base of over 10 lakh across India.

Propel Startups

2. Ariro Toys

When co-founders Nisha and Vasanth became parents, they found limited options for wooden teethers and most teethers were being imported. With the help of a carpenter, they crafted the world's first Neem wood teethers in 2016 and subsequently demand started pouring in from other parents too. Today, Ariro offers handmade, non-toxic teethers, filling a market gap for new parents.

3. Arista Vault

Arista Vault specialises in smart luggage that combines functionality with fashion. Their range - smart wallets, laptop bags, luggage, and accessories - is equipped with features such as anti-loss and anti-theft sensors, power charging, location tracking, and pickpocket alarms. The startup has 6 patents and presence in 5 countries, besides support from the Ministry of Electronics and Information Technology, Government of India.

Propel Startups

4. Assembly

Assembly is a luggage and accessories brand focused on hassle-free travel experiences. Their product line—luggage, backpacks, laptop bags, and travel accessories—blends aesthetics and functionality. Assembly aims to cater to discerning travellers seeking premium quality.

5. Avimee Herbal

Founded by 85-year-old Radha Krishna Choudhary, aka Nanaji, Avimee Herbal is a hair care solution brand rooted in Ayurveda. Nanaji (who owns 2,500 books on Ayurveda) and his wife started the business during the pandemic after receiving laurels for their homemade oil prepared to address their daughter's hair fall concerns. Avimee offers effective, century-old remedies for everyday hair concerns.

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6. Bani Women

Bani Women brings quality ethnic wear clothing from Delhi, showcasing a seamless fusion of intricate embroideries and elegant tailoring, bridging the gap between tradition and the contemporary. Collaborating with local women's cooperatives, Bani Women not only creates beautiful garments but also contributes to empowering employment opportunities.

7. Beatitude

Celebrating the craftsmanship and creativity of Indian weavers, Beatitude offers a collection of handwoven sarees and kurtas. Each creation showcases the unique heritage of India's different states. Among global markets, it already caters to the U.S. and Mexico, and aspires to connect more global consumers with India’s diverse craftsmanship.

8. Blue Nectar

Blue Nectar is an Ayurvedic skincare brand that emerged from insights gained through interactions with over 100,000 customers at Ayurvedic spas and wellness centres. Their products strike a balance between effectiveness and safety. Blue Nectar's mission is to make Ayurvedic skincare contemporary, sensuous, and glamorous.

9. Born Good

Born Good offers a range of high-performance, plant-based home cleaners as a sustainable alternative to unsafe and polluting options. Their products are super safe for kids and pets while contributing to environmental conservation. With innovative solutions like concentrated formulas and instant wrinkle removers, Born Good combines efficacy and loyalty, offering USDA-certified, plastic-neutral choices for conscious consumers.

10. Butterfly Edufields

Butterfly Edufields pioneers educational transformation by revolutionizing the way students learn science and math effectively. Their engaging and interactive STEM toys empower young minds through hands-on learning and problem-solving. Collaborating with renowned educational institutions and experts, Butterfly Edufields ensures scientifically accurate products that align with curriculum standards, creating a new era of education in India and beyond.


CONFECT, a chef-run and owned company, is built on the foundation of innovation in food technology. They manufacture edible cake decorating supplies, including fondant, edible colours, sprinkles, and more. As pioneers in the industry, CONFECT exports its products to the US and UK, offering 600+ plant-based, vegan, gluten-free, and dairy-free options. They fortify sugar with iron, folic acid, and vitamin B12, infusing nutrition into their creations.

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12. Coolbeds

Coolbeds specializes in home furnishing products that contribute to improved skin and hair care. Their satin pillow covers and bedsheets provide a simple yet effective way to enhance daily beauty routines. Meticulously designed with a focus on functionality and style, Coolbeds offers exceptional benefits for skin and hair care while featuring elegant and aesthetically pleasing designs.

13. DiabeSmart

DiabeSmart is India's first clinically-tested food brand for diabetics, offering delicious options with Ayurvedic ingredients that contribute to up to 70% lower blood sugar levels. With a commitment to taste and health, DiabeSmart aims to positively impact the well-being of individuals with diabetes, aligning with Bajo Foods' mission of improving the health of 100 million Indians.

14. Eha

Eha is a sustainable lifestyle brand dedicated to reducing carbon footprint and conserving resources. Its home and community products are sourced from agri-waste resources such as bamboo, rice husk and coffee husk. Eha aims to fight climate change and transparently shares information on product lifecycle and sustainability footprints.

Propel Startups

15. GIVA

GIVA offers exquisite silver and lab-grown diamond jewellery. Their vision to create accessible jewellery led to the establishment of over 50 exclusive brand stores across India. GIVA now aims to bring its 14K and 18K gold collection to consumers worldwide.

16. GODS

GODS, an acronym for "Gear of Daring Spirit," is an outdoor gear brand that offers premium aesthetic and versatile features, besides a rugged build quality. With over 23 patents, GODS aims to scale its innovative products globally through the Amazon Propel program.

17. HairOriginals

HairOriginals is India's first D2C brand for 100% human hair extensions and wigs. Disrupting a $14 billion global industry, the company provides ethically sourced products manufactured in India. Already a category leader in India, HairOriginals aims to make its high-quality hair extensions accessible to global consumers.

18. Haus & Kinder

Haus & Kinder is a design-led lifestyle brand based in Mumbai, offering home and baby essentials with modern designs. With a focus on millennial moms, their inclusive range spans from XS to 8XL, empowering women to feel confident and comfortable in their size and style. It is already a category leader in bed sheets and has been serving customers in India and the U.S.

19. Heelium

Heelium is a sustainable apparel brand specialising in bamboo-based products for athletes and homemakers. Their eco-friendly products prioritise comfort, functionality, and durability, providing an alternative to fast fashion. Heelium already has customers in multiple countries, including the UAE, Australia, the U.S., and Singapore.

20. Himalayan Organics

Himalayan Organics aims to eradicate nutritional deficiencies through organic and plant-based supplements. Their range of 120+ healthcare supplements is developed with Himalayan herbs and caters to managing various lifestyle diseases and disorders. With a customer base of over 1.5 million, Himalayan Organics aspires to increase its geographical reach and spread awareness.

21. JSB

JSB is a medical equipment producer and one of India's first D2C brands. With over 20 years of experience in online sales and a customer-centric approach, JSB aims to replicate their success story on Amazon's global marketplaces, leveraging their expertise in the medical equipment industry.

22. Juicy Chemistry

Juicy Chemistry, India's first certified organic personal care brand, formulates science-backed products from organic botanicals. With a focus on accessibility and promoting a conscious lifestyle, Juicy Chemistry is already the largest manufacturer of certified organic skin and personal care products in India.

23. Laurik

Laurik aims to help millennials achieve health and wellness goals with its nutritional supplements based on Lauric acid. The startup offers Lauric enhanced coconut shots for health and beauty. In its launch year, the startup got 36,000 customers.

24. LetsDressUp

LetsDressUp (LDU) is building fashion 2.0 from India for the globe. It empowers women across Bharat to feel confident in their size and their style with an inclusive range of comfortable clothing from XS to 8XL via a zero dead-inventory model. LDU now plans to empower women across US, UK, and more via Amazon.

25. Mirana

Mirana Toys comes with its range of innovative smart toys, combining digital and physical play through app-controlled augmented reality games. With a team of over 30 engineers, Mirana's big focus is R&D, besides in-house design and assembly.

26. Mokobara

Mokobara is a premium travel and lifestyle brand focusing on thoughtfully designed luggage, bags, backpacks, and travel accessories. Their products solve real travel problems while appealing to the aesthetic sensibilities of modern travelers. With a focus on great aesthetics and functionality, Mokobara builds high-quality products for travel enthusiasts.

27. Mountainor

Mountainor is a 100% sustainable wellness brand providing holistic wellness solutions. With a commitment to efficacy and sustainability, they have achieved high positive feedback and grown rapidly. Operating in India and the UAE, Mountainor aims to take its innovative approach to wellness global.

28. Nap Chief

Nap Chief leverages their family's 30-year legacy in textile exports to create high-quality and fashionable clothing for children. With a focus on delighting families globally, Nap Chief plans to establish its presence in the US, UAE, and Europe through Amazon.

29. Natural Vibes

Natural Vibes preserves the Vedic wisdom of Ayurveda by making it cool, relevant, and relatable for future generations. With a clean, conscious, and vegan approach, they cater to customers in multiple countries, including India, Canada, the US, the UK, and the UAE. Through the Propel Accelerator, Natural Vibes aims to increase market share and expand into new geographies like Japan, Australia, and Europe.

30. Nestasia

Nestasia takes pride in providing unique, design-driven home decor products that embody quality, utility, and beauty. With an extensive catalogue of over 7,500 items, they offer something for every home and style. By staying updated with the latest trends and styles, Nestasia ensures their seasonal product ranges refresh the aesthetic appeal of homes.

31. Nirmalaya

Nirmalaya curates organic fragrances while recycling floral waste dumped into Indian rivers. Their organic incense products have low carbon emissions and are Ecocert and PETA Vegan certified. Nirmalaya also offers aroma oils and soulful attars, providing wellness through fragrances and natural alternatives to chemical-based perfumes.

Propel Startups

32. Nutrizoe

Nutrizoe addresses women's nutrition needs from puberty to menopause, combining ancient Indian recipes with innovative formats. Nutrizoe has served more than 1 lakh mothers and its products are availability in 70+ hospitals.

Propel Startups

33. Open Secret

Open Secret empowers Indian families with convenient access to wholesome and nourishing snacks. Un-junking popular food and beverages like chocolates, chips, cookies & cola, Open Secret offers 300+ ‘healthy and tasty’ products from 100+ local brands that promote health and wellness.

34. Paislei

Paislei offers premium ethnic fusion wear at affordable price points, empowering women to feel confident and stylish. With a focus on inclusivity, Paislei caters to all sizes, age groups, and occasions.

35. Paradyes

Paradyes inspires self-expression and empowers individuals to embrace their unique style through semi-permanent hair colours. Their vegan and cruelty-free products come in vibrant shades and are infused with ayurvedic extracts for healthy and shiny hair.

36. Pawsindia

Pawsindia is a e-commerce destination for animal lovers, offering a wide range of pet products. The company offers 10,000+ pet essentials and has exclusive representation to about 12 international pet brands in India.

37. Pee Safe

Pee Safe, a category leader in toilet seat sanitisers, is expanding its product range to address women's hygiene needs. It has presence on offline retail counters and major e-commerce platforms. Pee Safe has served over six million customers and donated two million menstrual care products.

38. Perfora

Perfora focuses on elevating everyday oral care with clean ingredients and good design. As India's first made-safe certified oral health brand and a member of the "1% for the planet" community, Perfora aims to make a strong presence in the US and the UAE.


PHOOL.CO up-cycles floral waste into certified incense sticks and cones. Armed with Ecocert's Fairtrade certification, PHOOL.CO crafts fragrance and wellness products that are good for consumers, the planet, and the people who make them.

40. Plix

Plix aims to make nutrition fun. It's plant-based consumables nourish the body and mind. Plix's products focus on skincare, weight management, daily wellness and women’s wellness.

41. RAS

RAS Luxury Oils is India's first FARM-TO-FACE™ luxury skincare brand, prioritising authenticity, purity, and product innovation. Inspired by botanicals and India's skincare heritage, RAS delivers opulent products infused with active botanicals.

42. Skin Elements

Skin Elements provides specialised products for intimate well-being. Already successful in several key markets globally, Skin Elements aims to connect with more consumers worldwide through the Propel Accelerator prorgam.

43. The Good Loom

The Good Loom celebrates the purity of natural handwoven fabrics and the distinct weaves of India. With a thoughtful approach to fashion, environment, and Indian arts and crafts, the The Good Loom offers products that feel good and make you feel good from within.

44. The Loom

The Loom creates sustainable fashion using 100% natural fabrics, bringing different crafts of India together. Catering to women who prioritise comfort, re-usability, and versatility, The Loom offers handcrafted designs at affordable price points.


ZLADE offers shaving essentials and intimate grooming products for men. Already a category leader in India, ZLADE is also on a mission to educate Indian consumers about manscaping and intimate hygiene, aiming to take the brand global through Amazon.

Propel Startups

46. Zoff

Zoff wants to revolutionise the spice industry with premium quality and waste reduction techniques. Using air-classifying mills and air-tight packaging, Zoff provides various Indian and exotic spices, breaking regional barriers.

47. Zouk

Started by IIM Ahmedabad batchmates Disha and Pradeep, Zouk is a PeTA-approved vegan brand that operates in the bags, wallets and footwear categories. With over 500,000 happy customers in India, Zouk is now building a large global brand. Its products have appeared in Bollywood movies like Sherni and Majaa Maa.

Stay tuned to find out the three winners of Propel Accelerator Season 3.