The sheer size of the global market, the breadth of opportunity, and the headroom to scale have made exports an attractive business opportunity for Indian manufacturers and business-owners for decades. However, supply chain complexities, initial investments, cross-border payments and uncertainty of demand have often meant that the exports business is not for everyone. In the last few years, however, the wider availability of the internet and evolution of technology have brought in a transformation to the exports business. Today, e-commerce exports have lowered the entry barrier for Indian Micro, Small & Medium Enterprises (MSMEs) to enter, experiment and win in global markets. Imagine, an Ayurvedic supplement manufacturer selling directly to customers in the UK or schools in the US purchasing ‘Made in India’ STEM toys and make it part of their curriculum.
“We will continue to bring more and more small and medium businesses under the fold of our exports program and help them create global brands from India.”
Taking ‘sellers’ closer to the ‘customer’
With Amazon’s ecommerce exports program – Global Selling, the Company has been helping businesses transcend boundaries, opening a much larger pool of customers. The program provides an easy to adopt and scale mechanism for MSMEs to grow their business outside India, without having any footprint locally in the foreign region and reducing dependence on intermediaries — bringing the ‘seller’ closer to the ‘customer’. More than 70,000 Indian exporters on the program have already crossed $3B in cumulative exports till date and Amazon remains focused on fulfilling its pledge of enabling $10B in ecommerce exports by 2025.
According to Abhijit Kamra, Director Global Trade, Amazon India, “It is energizing to see how Amazon Global Selling has helped so many Indian businesses from across India create global brands. It has been possible on the back of their focus on creating world-class products and a strong demand for Made in India products across the world. And, this demand cuts across traditional categories like textiles, herbal products, teas to newer sectors like toys, home and kitchen products and a lot more. We will continue to bring more and more small and medium businesses under the fold of our exports program and help them create global brands from India that will have a positive impact downstream on job creation and the economy overall.”
With easier market access and seamless logistics, e-commerce will be crucial for MSMEs to Make in India for India and for the world. With e-commerce exports, Indian businesses have an avenue to create an international identity for world-class products manufactured locally.
Here are some fascinating stories of how Amazon is helping take the local, global
Taking over the global toys market through Amazon!
When Imagimake launched their range of educational toys on Amazon in 2014, they didn’t expect to be in 20 countries across the world in such a short time. Their range of DIY toys and geographical map puzzles consistently feature as Amazon’s choice and on editorial recommendations. “We registered with Amazon Global Selling to reach parents and customers across the world and Amazon has truly helped us in making Imagimake a globally loved brand from India. During the global Prime Day Sale this year in June, we notched three times more sales vis-a-vis Prime Day Sale in 2020, and sold five times more than the usual sales rates, backed by new toy launches. Having begun as a direct to customer brand on Amazon, today, we are proud to be present in over 3000 retail outlets in India. We are also a finalist in the running for the National Startup Awards in the category of education, which is of great honour to us!”, said Disha Katharani, Co-founder, Imagimake. With Amazon’s support, Imagimake has grown to service customers across UK, Japan and Australia which accounts for over 60% of their exports today.
“During the global Prime Day Sale this year in June, we notched three times more sales vis-a-vis Prime Day Sale in 2020, and sold five times more than the usual sales rates, backed by new toy launches”
Mothers’ mission fulfilled by Amazon, across the globe!
Slurrp Farm was set up by two mothers on a mission to change the way children eat - with healthy diverse grains and zero junk food. What started as an experiment in their home kitchens turned into a food brand that kids and parents from across the globe love and swear by. “We set up shop in India in 2016 and launched our operations in the UK a few months ago. This year, we made our Prime Day debut in the UK and observed a 10x growth over our daily sales which really shows how well we were able to spread awareness about the goodness of millets to many families in the UK. All four of our millet pancakes made it to the top 5 in the pancakes and waffles category, which was a very proud moment for our team!” said Meghana Narayan, Co-Founder of Slurrp Farm. Serving its first 500,000 customers, Slurrp Farm sells across several leading online platforms and their products are available in stores in India and the UAE.
“This year, we made our Prime Day debut in the UK and observed a 10x growth over our daily sales which really shows how well we were able to spread awareness about the goodness of millets to many families in the UK”
Building loyal customers across the world - Trident Global
Trident Global from Punjab is currently one of the largest towel and bed-linen manufacturers in India started on Amazon Global Selling in May 2019. Trident leveraged Amazon’s global logistics network and analytics support to expand business in different markets and getting the perfect product fit for global markets. “Amazon has played a transformational role in our growth journey. From helping us build a trusted name amongst customers across the world and helping us proudly sell our ‘Made in India’ products to customers worldwide, today, we have grown by an incredible 600% with Amazon’s support. During the Prime Day sale in 2021, we witnessed 6.5x increase in sales volumes and emerged amongst the top sellers in the towels category!”, said Rajinder Gupta, Chairman, Trident Group. With support from Amazon, Trident Global is now present in 13 global marketplaces, with 500 products live across 6 categories including towels, bathrobes, bathmats, bed sheets, paper and face masks.
“During the Prime Day sale in 2021, we witnessed 6.5x increase in sales volumes and emerged amongst the top sellers in the towels category!”
Amazon is helping us achieve our vision of becoming a truly global brand from India
GuruNanda, a brand of Indian-made essential therapy oils, houses 100% pure and natural products with no additives such as pesticides and chemicals present. The brand works with farmers from across the world succeed on a large scale, empowering them to support their families and strengthen their communities. Puneet Nanda, Founder, GuruNanda says, “The brand has my last name which reminds me every day that my family's reputation is on the line with every drop of oil we sell. Purity and quality are important to get 100% therapeutic effect from these oils. Quality is of the utmost importance to us and we personally ensure that products are sent directly from the farm to customers without any modifications. With changing consumer preferences over time and off late, with COVID-19 driving consumers to explore the age-old alternative approach from India, we are witnessing a steeply rising demand for our Indian-made products in global markets. During the recent Prime Day, we saw a 3X rise in sales over business as usual in global markets. Amazon is helping us achieve our vision of becoming a truly global brand from India. Today, with Amazon’s continued support we are able to showcase our products globally taking India’s traditional naturopathy approach to customers across the world.”
“Today, with Amazon’s continued support we are able to showcase our products globally taking India’s traditional naturopathy approach to customers across the world”