Amazon India has introduced its new campaign, ‘India Se Duniya Tak’ (From India to the World), designed to showcase the success of Indian brands on the global stage. Bhupen Wakankar, director- global trade, Amazon India, talks to BrandWagon Online about the campaign and the Amazon Global Selling programme.
“Amazon Global Selling, launched in 2015, helps Indian businesses list their products on Amazon’s international marketplaces, including those in the UK, Japan, and Africa. Our goal is to achieve $20 billion in exports by our tenth anniversary. Over the past two years, we have seen significant engagement from Indian sellers, expanding their reach globally,” Wakankar said.
The campaign aims to highlight entrepreneurial stories from across India and encourage new entrepreneurs to explore e-commerce exports. “We want to inspire new-age entrepreneurs to build businesses in e-commerce exports. We believe that everyone should consider an export programme like Amazon Global Selling,” Wakankar explained.
Amazon Global Selling provides services to facilitate international success for Indian businesses. “Amazon.com delivers to over 200 countries and territories, and our ‘List One, Sell Globally’ technology ensures worldwide availability once a product is listed. We offer insights into customer preferences, product design, market gaps, and pricing to support brands. Additionally, advancements in technology and network design help transport products from India to international warehouses, and we manage the transfer of funds to sellers’ bank accounts at regular intervals,” Wakankar noted.
Despite these benefits, the programme faces challenges. Many small and medium-sized enterprises (SMEs) in India encounter difficulties with international trade complexities, including regulatory hurdles and shipping logistics. The global e-commerce landscape also involves competition from established international brands and other emerging markets.
Amazon’s campaign claims to address these challenges by showcasing a range of product categories and emphasising the ease of entering international markets. “Our message is that everyone, from small business owners to established brands, can participate in this journey,” Wakankar said.
The marketing strategy for the campaign includes digital promotions on platforms such as Facebook, Instagram, YouTube, and LinkedIn, along with offline activities through press interactions and events. Amazon is also collaborating with state and central governments to promote exports in various districts.
The impact of Amazon Global Selling is evident in the growth of Indian brands. “Over 125,000 sellers from more than 200 cities in India have participated in our program,” Wakankar noted. Examples include Cottington Lane, which shifted from white-label manufacturing to direct-to-consumer sales, and MiNature, which has established an international presence.
The campaign highlights various products, including kitchen textiles, apparel, and health items, to global consumers, demonstrating the diverse capabilities of Indian businesses.
Since its launch, Amazon Global Selling has aimed to lower entry barriers for Indian MSMEs seeking to expand their exports through e-commerce. Operating across Amazon’s 18 international websites, the program has enabled over 125,000 exporters to showcase millions of ‘Made in India’ products globally. With Amazon doubling its export pledge in 2022, the programme is set to drive $20 billion in cumulative exports from India by 2025, amidst an evolving global e-commerce landscape and increasing competition.