Amazon India announces 10 selected startups for its Accelerator Programme

Amazon’s accelerator programme – Amazon Global Selling Propel (AGSP) Accelerator, announced the names of the 10 shortlisted startups on 11 March 2021. The selected startups will get an opportunity to pitch their business propositions to venture capital firms – Sequoia Capital India and Fireside Ventures. They will also get a chance to win an equity-free grant of US$ 50,000 from Amazon.

The accelerator received over 500 applications from 120 cities, just weeks before the programme was launched in January 2021. The program is mainly for India-based startups and aims to support them to reach a global customer base. The Amazon Global Selling Programme will offer the startups mentorship and the required support.

The accelerator has also partnered up with Startup India to launch the programme. It will provide emerging brands with a brilliant opportunity to bring their business propositions to life. With Amazon Global Selling, the eCommerce giant aims to make exports simple and accessible to all kinds of businesses and fulfil their commitment of enabling US$ 10 billion in eCommerce exports from India by 2025. Amazon Global Selling was launched in 2015.

“Amazon Global Selling, our flagship programme to grow exports from India, is witnessing tremendous momentum with increasing interest from exporters across the country. It is a great opportunity for Indian startups to showcase their Made in India innovation and entrepreneurial spirit at an international scale and create a truly global consumer brand,” — Abhijit Kamra, Director of global trade at Amazon India.

The 10 selected startups are as follows:

1. Sirona: New Delhi-based Sirona is a feminine hygiene brand that sells products like stand-and-pee devices for women – PeeBuddy, period patches for menstrual cramps and pads, menstrual cups and tampons. The startup plans to enter the US, the UK, Germany, Singapore, Dubai and Australia.

Founded in: 2015

Founder: Deep and Mohit Bajaj

2. Soulflower: Mumbai-based Soulflower offers natural and plant-based beauty products. It aims to expand into multiple geographies. The brand is already available in the US, UAE, UK, Singapore and Saudi Arabia and now plans to go live in Japan, Australia and Canada. 

Founded in: 2001

Founder: Amit Sarda and Natasha Tuli

3. True Elements: True Elements offers wholefood breakfast, plant-based and snack products falling under the ‘clean-label foods’ category. It plans to enter the US, Japan and West Asian markets. 

Founded in: 2014

Founder: Puru Gupta and Sreejith Moolayil

4. Why Wait: Gurgaon-based Why Wait is a hygiene and personal care brand that offers skincare, hair care and body care products. The brand uses herbal and all-natural ingredients only. It plans to enter Europe, Latin America, West Asia, North America, Asia Pacific and Africa. 

Founded in: 2013

Founder: Amandeep Singh,

5. Azani Active: Bengaluru-based Azani is a high-performance nutrition and personal care brand by athletes, nutritionists and fitness experts. It plans to sell its products across North American, European, Middle Eastern and Australian markets.  

Founded in: 2018

Founder: Siddharth Suchde

6. D’Moksha Homes: Mumbai-based D’Moksha is an eco-friendly home linen brand. It sells handcrafted and environment-friendly home linen. All the materials used are sustainable fabrics like hemp. D’Moksha Homes is planning to enter the Japanese, West Asian and European markets. 

Founded in: 2019

Founder: Nimisha and Manav Dhanda,

7. Femora: Jaipur-based Femora is a kitchenware brand that makes utensils and storage products. It plans to enter the UAE and other global markets.  

Founded in: 2019

Founder: Manushree Khandelwal

8. Wellbeing Nutrition: Mumbai-based Wellbeing Nutrition is an organic certified brand that offers plant-based vitamins and whole food nutrition supplements brand for gut health, hair loss, sleep, headaches and skin care segments.

Founded in: 2019
Founder: Avnish Chhabria

9. Rage Coffee: Delhi-based Rage Coffee manufactures, markets and distributes coffee products that include a proprietary batch of crystallised instant coffee infused with plant-based vitamins. It plans to enter the US and European markets.   

Founded in: 2018

Founder: Bharat Sethi

10. Slurrp Farm: Gurgaon-based Slurrp Farm is a healthy foods brand with focus on young children. It sells nutritious food mixes such as pancake mixes, cake mixes, cereals, porridges and alternative sugars like jaggery and coconut sugar. It plans to enter UAE, Singapore, the UK and the USA.  

Founded in: 2016

Founder: Shauravi Malik, Umang Bhattacharya and Meghana Narayan

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