Over the past ten years, Startup India has catalysed innovation, enabled job creation, and positioned India as a global hub for startups building solutions for the world. The vision behind this initiative has been truly transformative, and the dividends are evident across India's entrepreneurial landscape.
"Over the past decade, Startup India has transformed the entrepreneurial landscape of our nation. Startups have emerged as key drivers of innovation, job creation, and economic growth, addressing critical challenges across sectors from healthcare to agriculture, from education to sustainability. The partnership between the government and industry players like Amazon has been instrumental in creating a landscape where innovative ideas can flourish and scale. As we celebrate ten years of Start-Up India, we acknowledge the vital role played by partners like Amazon in enabling our startups to not just succeed in India, but to build solutions for the world. Together, we are committed to making India a global hub for innovation and entrepreneurship," says Shri. Sanjiv, Joint Secretary, Department for Promotion of Industry and Internal Trade (DPIIT).
Amazon's partnership with India's startups
Amazon continues to stand firmly as a partner in this journey of enabling startups that make in India for the world. Through our existing partnership with the Department for Promotion of Industry and Internal Trade (DPIIT) and beyond, Amazon remains committed to supporting entrepreneurs at every stage of their growth—from providing cloud infrastructure through AWS programmes to enabling access to customers through Amazon Launchpad and comprehensive seller support initiatives.
Amazon Launchpad has emerged as a cornerstone of our support for emerging brands and startups. This unique programme showcases cutting-edge products from startups by providing additional insights and support to launch their brands on Amazon. We help brands get their products to market quickly, from account setup to their first sale, offering:
• Assisted onboarding and optimised listings
• Brand consultation based on business insights
• Enhanced discoverability opportunities
• In-house marketing and visibility support
• Access to powerful market intelligence
• Early access to beta products and programmes
Amazon Karigar, launched in 2017, supports artisanal sellers bringing handmade products to Amazon.in. The programme has made a difference in the lives of over 18 lakh artisans across 24 states and union territories. We have partnered with over 30+ government emporiums and bodies to showcase over 450 unique crafts, helping master weavers, cooperatives, and artisans making handloom and handicraft products reach customers nationwide.
Amazon Saheli enables women entrepreneurs to become successful sellers on Amazon.in. The programme includes women entrepreneurs like homemakers, artisans, and domestic helpers, providing them access with access to customers for their products across diverse categories. We have partnered with 70+ government bodies, NGOs, and not-for-profit organisations such as National Urban Livelihood Mission (NULM), Global Alliance for Mass Entrepreneurship, and Kudumbashree to reach 18 Lakh women entrepreneurs in India.
Partnership with DPIIT: Powering India’s startup growth engine
Our partnership with DPIIT and Startup India creates a clear, structured pathway for startups to come online, get discovered, and scale across India. We focus on removing barriers at every stage through simplified onboarding, dedicated support for DPIIT-recognised startups, programs that improve ease and cost of selling, and access to our nationwide infrastructure and end-to-end logistics.
Saheli Accelerate is a key part of this effort, supporting women-led startups through structured onboarding, mentorship, and enhanced visibility on Amazon. 10 out of 18 participating businesses achieved sustainable month-on-month growth on Amazon.in, with four scaling to become millionaire sellers. Following a successful first season, marked by strong participation and growth from women entrepreneurs, we are preparing to launch the second season, expanding our reach to more founders, particularly from Tier 2 and Tier 3 cities.We have earmarked up to ₹1,000 crore for investing in DPIIT-registered startups through our venture initiatives, reinforcing long-term entrepreneurship and manufacturing growth in India. As part of our broader collaboration with DPIIT, we also support increased awareness and adoption of BHASKAR (Bharat Startup Knowledge Access Registry), the national startup registry that helps founders connect more easily with investors, mentors, and service providers through the Startup India portal.
Success stories: From small beginnings to national brands
We see transformation every day as brands that began with a single product and limited capital grow into well-established businesses.
PHOOL started as a small home fragrance business with a unique mission—repurposing flower waste from places of worship into premium incense products. The brand has grown into a recognized name in India's premium home fragrance category, offering eco-friendly Holi hampers, natural mosquito repellents, and a range of sustainable incense products that resonate with conscious consumers across the country.
The Yard House, founded by Indira Prashant, offers stylish, wipeable cotton table covers that blend practicality with beauty. Inspired by her passion for home decor, Indira's designs elevate dining spaces. The brand emphasizes sustainability and local craftsmanship, creating products that transform everyday meals into cherished memories.
Iyurved was born from founder Vandita's journey as a mother, addressing the gap for nutritious, Ayurveda-inspired food options for children. Her range includes products for brain health, immunity, sleep, and more—blending scientifically proven ingredients with flavors kids love, making wellness accessible and enjoyable for families across India.
These brands represent the diversity and innovation of India's startup landscape. Through our marketplace infrastructure, we help such businesses scale by providing access to fulfillment networks, advertising tools, and data-driven insights. Strategic support includes optimizing product categorization for better discoverability, implementing logistics solutions to improve delivery speed, and offering seasonal promotional opportunities. Today, mission-driven startups like these serve customers across 100% of serviceable pin-codes in India, demonstrating how the right digital infrastructure, visibility, and tools can help small businesses become strong, sustainable national brands.
Technology solutions driving global competitiveness
Technology is the great equaliser for startups. We provide founders with data-driven tools that enable them to make better decisions on pricing, inventory, demand trends, and customer engagement. From real-time analytics to advertising and catalogue support, startups can operate with the same sophistication as much larger brands.
Through Amazon Launchpad and Global Selling, we also enable Indian startups to take their products to international markets without building their own cross-border infrastructure. A founder can test demand, refine offerings, and scale globally, while we take care of logistics, payments, and customer reach. The result is a generation of Indian startups that are not just thinking nationally but building for the world from day one.
Reaffirming our commitment
As we celebrate this milestone, Amazon reaffirms its commitment to fostering innovation, supporting D2C brands, and helping Indian entrepreneurs realise their dreams of building world-class businesses. From cloud infrastructure to marketplace tools, from seller support to global expansion—we are dedicated to empowering Indian startups to scale globally and make in India for the world.
To mark this special occasion, we invite customers to explore our SMB Storefront, where we're celebrating National Start-Up Day. Discover innovative products from emerging brands, D2C startups, and small businesses that are building the future of Indian entrepreneurship. From handcrafted products by artisans to cutting-edge innovations from tech startups, the SMB Storefront showcases the diversity and creativity of India's entrepreneurial spirit.
When you shop from these startups and small businesses, you're not just buying a product—you're supporting dreams, enabling job creation, and contributing to India's economic growth story.
