Amazon India today announced Mirana Toys, Avimee Herbal and Perfora as the winners of the third edition of Amazon Global Selling Propel Accelerator program. The winners of Season 3 received a combined $100,000 in grants from Amazon. This program aims to provide Indian startups with resources and mentorship to expand their reach to become international brands.

Mirana Toys, combines digital and physical play through app-controlled augmented reality games and offers a range of innovative smart toys. Avimee Herbal, founded by 85-year-old Radha Krishna Choudhary, is a hair care solution brand rooted in Ayurveda. Perfora focuses on elevating everyday oral care with clean ingredients and good design. It is India's first made-safe certified oral health brand and a member of the "1% for the planet" community.

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The top 10 finalists of this season had the opportunity to pitch to a distinguished jury of experts from various well-known venture funds such as Accel, Amazon Smbhav Venture Fund, DSG Consumer Partners, Fireside Ventures, V3 Ventures, , Peak XV as well as revenue based financing firms including Klub and Velocity.

1200+ startups and emerging brands from 140 cities

With applicants coming from over 1200 startups from 140 Indian cities, the jury evaluated pitches based on multiple parameters, including the business idea, product-market fit, business metrics in existing markets, and global expansion plans. The 47 finalists, that includes brands such as Giva, Makobara, Open Secret, among others, received over $1Million in AWS logistics support, account management assistance and more to help scale their businesses globally.

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The program included an eight-week accelerator, during which Amazon leaders from India and around the globe, along with VC partners, engaged with the finalists through focused workshops and one-on-one mentorship sessions. These sessions provided insights into global demand patterns and strategies for building successful export businesses through e-commerce. The finalists additionally received dedicated one-on-one support from Amazon account management teams, along with category guidance and advertising assistance to launch and scale their businesses globally. 

Fostering startup growth

Since its inception, the Propel Accelerator has focused on fostering the growth of Indian startups, with over 150 startups launching in global markets through the program. This program is a key part of Amazon’s vision of supporting Indian startups reach customers all over the world and enable $20 billion in cumulative ecommerce exports from India by 2025.

Mission $20B cumulative exports by 2025

Bhupen Wakankar, Director Global Trade at Amazon India, said, “We had started the Amazon Global Selling Startup Accelerator with a vision to take India’s entrepreneurial spirit and innovation global. We are truly excited about the passion we have seen and would like to congratulate all the winners and the finalists from season 3 of the program. I would also like to thank all our partners for their support in creating a springboard for Indian entrepreneurs to create global brands from India. We will continue to work with businesses of all sizes, helping them take their products to customers across the world and enable $20B in cumulative ecommerce exports from India by 2025.”

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Amazon propel has helped us in every aspect of selling globally. Using the support and guidance through the program we did our pilot of selling on Amazon USA.
Devansh Sharma, winner of Propel Accelerator Season 3
Co-Founder, Mirana Toys

"In the last 6 months and it has grown successfully and we are now confident to scale our business to multiple new global markets in the coming years,” he added.

Launched in January 2021, Amazon Global Selling Propel Accelerator is designed to help early-stage startups in the consumer products space expand globally and become international brands. Through the program, Amazon has enabled over 150+ Indian startups to launch in global markets.