More women are donning the entrepreneur’s hat today and building products that better the lives of people. Yet women's contribution to innovation does tend to get overlooked despite decades of progress in gender equality. Hence, it’s important to share stories of female role models and showcase the ingenuity, determination, and creativity they bring to their work every day. These stories will inspire more girls to explore careers in science, technology, engineering and mathematics (STEM). Amazon has been a pioneer in supporting women-led businesses through key SMB programs such as Amazon Saheli and Amazon Karigar. These programs help women entrepreneurs navigate the pitfalls of entrepreneurship and empower them to sell pan-India with minimal investments. Hence, the 2024 theme for International Women’s Day—‘Invest in Women: Accelerate Progress’— resonates deeply with us. Meet 3 incredible entrepreneurs that are building purpose-driven D2C brands on Amazon.

In line with the Inspiring Inclusion theme of the 49th IWD, the #SheIsAmazon campaign showcases 49 women who play a pivotal role in the company’s success.

Amazon Karigar and Amazon Saheli for women entreprenuers

The engineer turned nutritionist who’s raising awareness on hormonal health

Richa Goel, an engineer turned nutritionist and founder of BCOS Foods, embarked on a transformative journey after being diagnosed with PCOS (Polycystic Ovary Syndrome), a condition affecting one in five Indian women.

Frustrated with the lack of awareness and support surrounding hormonal health, Richa leveraged her personal experience and expertise to create BCOS Foods, a line of healthy grocery staples tailored to women's unique needs.

An Engineer Turns Nutritionist

Facing the daunting task of launching her business, Goel found support through the Amazon Saheli program. This initiative, designed to empower women entrepreneurs, provided her with the resources and assistance to grow her business on Amazon.

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Since onboarding in January this year, BCOS Foods has gained increased visibility and credibility, tapping into Amazon's vast customer base and trusted reputation. “The dedicated account manager provided by Saheli has been with us every step of the way, making the entire process of onboarding, training and selling my products on Amazon seamless and stress-free,” says Richa. “The Amazon Saheli program has been my saheli in the truest sense!” she adds.

Shop from BCOS Food here

Amazon Karigar and Amazon Saheli for women entreprenuers

Weaving slow fashion into everyday life

Poorvi Aggarwal, a NIFT Delhi graduate, founded Hues Studio to create a community of artisans, weaving slow fashion into everyday life. Focused on blending style with functionality, Hues Studio offers handcrafted, personalised products that cater to women's unique identities and needs.

The Amazon Karigar program provides a platform for artisans and weavers to showcase their craftsmanship to a wider audience. This allowed Hues Studio to reach customers who value authenticity and sustainability, bridging the gap between style and utility.

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“We were initially just on Instagram. But after joining the Amazon Karigar program in February, we have seen new avenues opening up to reach more customers across the country. Customers, who were hesitant to order through Instagram now have no qualms about ordering the same product through Amazon,” says Poorvi.

The program provides guidance and assistance every step of the way, from onboarding to navigating the complexities of online selling, she says. It has not only enhanced the visibility of Hues Studio but also reinforced trust among customers, as Amazon is synonymous with authenticity and quality.

Today, Hues Studio is working with over 10 karigars.

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Amazon Karigar and Amazon Saheli for women entreprenuers

DIY kits that help kids learn about Indian culture

Art Bunker, a brainchild of Pooja Ratnakar, is on a mission to kindle a profound appreciation for India's cultural heritage among children through their unique Potli DIY kits. These kits take children on an adventure, immersing them in the wonders of India's diverse traditions, arts and crafts.

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A standout feature of the brand is its commitment to fair trade, as exemplified by its membership in the Fair-Trade Forum – India. “Potli not only bridges the gap between learning about India's cultural heritage while having fun but also contributes to sustaining artisan communities,” says Ratnakar.

Amazon's Karigar program proved instrumental for Art Bunker in overcoming obstacles such as marketing and scaling up of handmade products, especially during the COVID-19 pandemic. “The Potli DIY kits have reached over 150,000 young learners and helped more than 150 artisans. Amazon's Karigar platform has played a crucial role in facilitating this outreach and growth,” Pooja adds. Art Bunker plans to expand the range of DIY kits, explore new themes, and continue reaching young learners globally.

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