Amazon India today announced Mirana Toys, Avimee Herbal and Perfora as winners of the Amazon Global Selling Propel Startup Accelerator (Propel Accelerator) Season 3. The winners cumulatively got $100K in grant from Amazon.
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, aka Nanaji, is a hair care solution brand rooted in Ayurveda, offering effective, century-old remedies for everyday hair concerns. 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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Bhupen Wakankar, Director Global Trade at Amazon India said – “I would like to congratulate all the winners and the finalists from Propel Accelerator Season 3. It’s heartening to see such entrepreneurial spirit, innovation and the ambition of building global brands from startups in different parts of the country. It’s a testament to the rapid adoption of ecommerce exports amongst Indian small businesses and D2C brands. 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.”
Propel Accelerator Season 3 was launched in March 2023 in association with VC (venture capital) firms Accel, Amazon Smbhav Venture Fund, DSG Consumer Partners, Fireside Ventures, Peak XV, V3 Ventures as well as revenue-based-financing firms including Klub and Velocity.
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The third season got an overwhelming response with 1,200+ applications by startups and emerging brands from 140 cities across India. 47 startups were selected as finalists including brands like Giva, Mokobara, Open Secret and others. The winners and all the finalists also received $1 million (cumulative) in AWS Activate credits.
The winner of Propel Accelerator Season 3, Devansh Sharma, Co-Founder of Mirana Toys, said – “Mirana Toys was established with the aim to be a global toy brand with its foundation being engineering and technology to deliver innovative toys to kids around the world. Amazon marketplace has been the most important partner in fulfilling our vision in India. The Propel programme guided us to explore the global market and it has been the most wonderful opportunity to take our products global. Amazon propel has helped us in every aspect of selling globally. Over the past few months, we’ve had numerous opportunities to engage with industry leaders, venture capitalists, and peers, gaining invaluable insights into the intricacies of establishing a global business, catering to diverse global customer preferences. Using the above support and guidance we did our pilot of selling on Amazon USA in past 6 months and it has grown successfully, we are now confident to scale our business to multiple new global markets in the coming years.”
About Amazon Global Selling Propel Accelerator
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
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Through the program, Amazon has enabled over 150+ Indian startups to launch in global markets. As a part of the program, a cohort of select startups receive 1:1 mentorship from industry leaders, a platform to interact with investors and receive handholding support in going global. Solethreads, EcoRight and Go Desi were the winners of the second season, whereas Slurrp Farm, Sirona and Wellbeing Nutrition were the winners of the inaugural season in 2021.
