Amazon announces fourth season of Propel for startups; aims to launch 50 Indian startups in global markets in 2024

Amazon India on Wednesday announced the launch of the fourth season of Propel – a global business accelerator for startups in the consumer products space. Designed to provide dedicated support to emerging Indian brands and startups reach customers around the world using ecommerce exports, this program will support up to 50 startups launch in international markets and create global brands from India.

Participating startups stand to win total rewards worth over $1.5 million including AWS Activate credits, six months of free logistics and account management support, as well as a combined $100K in grant from Amazon for the top 3 winners. Amazon will also help participating startups connect with Indian revenue-based-financing firms namely Klub, Velocity and GetVantage who will provide curated offers to the participating startups to expand their business at scale.

The applications for the program opens today and will close on June 14, 2024. It will culminate in a demo-day where participants will get a chance to pitch their business propositions to leading VC firms and get a shot at funding to expand their operations. As part of Propel S4, Amazon has constituted a mentorship board consisting of Amazon leaders, VC partners and senior industry leaders who will engage with emerging brands and provide them tailored resources, 1:1 mentorship and workshops on the global demand patterns and insights on building successful exports business through ecommerce. Amazon will also host sessions focused on peer learning by inviting veteran entrepreneurs and Propel Alumni to help participating startups network and learn from their existing ecosystem.

Bhupen Wakankar, Director Global Trade at Amazon India said in a statement, “We have already helped over 70 Indian startups scale globally through this program including Minimalist, Sirona, Ecoright, Perfora and Butterfly Edufields. We had started the Propel Accelerator to provide emerging companies an opportunity to bring their business propositions to life and create globally popular brands from India and we are excited for a brand-new season of Propel. The season 4 is bigger and better with expanded range of benefits and support to help up to 50 startups from India launch in global markets this year. This program is a key part of our commitment to enable $20 billion in e-commerce exports from India by 2025.”

Tushar Khurana, Co-founder, Perfora – one of the winners of Propel Accelerator Season 3, said “At Perfora we were always excited about selling globally. In the past we have been inspired by brands who built from India for the world and considering the universal nature of a category like oral care, selling to global markets was always on the cards. A nudge in this direction came when we enrolled for the third season of the Propel Startup Accelerator in 2023. By participating in this program, we ended up expediting our market launch, connecting with right peers to learn from their experiences and engaging with VC firms and other industry leaders to gain relevant insights.”


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