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Amazon India Announces Winners Of 'Amazon Global Selling Propel Start-up Accelerator'

Mirana Toys, Avimee Herbal, and Perfora are the winners of the third season of Amazon’s Global Selling Propel Start-up Accelerator (Propel Accelerator) Season 3.

Amazon India Announces Winners Of 'Amazon Global Selling Propel Start-up Accelerator'
Winners of Amazon’s Propel Start-up Accelerator Season 3
POSTED ON February 16, 2024 3:37 PM

Amazon India has announced the winners of Amazon Global Selling Propel Start-up Accelerator (Propel Accelerator) Season 3. Mirana Toys, Avimee Herbal, and Perfora are the winners of the third season of Amazon’s ambitious accelerator programme. The winners cumulatively got $100,000 in grants 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 per cent for the planet" community.  

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.  

The third season saw 1200 applications from start-ups and emerging brands from 140 cities across India. A total of 47 start-ups 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 programme included an 8-week accelerator as part of which Amazon leaders from India, VC partners, and others engaged with the finalists through focused workshops, 1:1 mentorship on the global demand patterns, and insights on building successful export businesses through e-commerce.  

Amazon also hosted virtual mentorship sessions focused on peer learning by inviting veteran entrepreneurs to interact with the cohort. For the first time, the programme featured a unique boot camp to help the season 3 finalists launch their products on at least one Amazon marketplace globally. 

As part of this, the startups received dedicated 1:1 support from Amazon account management teams, along with guidance on their product category and advertising support.   

Finally, the 10 top finalists shortlisted by a multidisciplinary panel got an opportunity to pitch to a distinguished jury including Prayag Mohanty from Fireside Ventures, Shraeyansh Thakur from Peak XV, Preetham N from Amazon Smbhav Venture Fund, Pooja Shirali from DSG Consumer Partners and Abhiram Bhalerao from V3 Ventures.    

Bhupen Wakankar, director of 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 start-ups in different parts of the country.” 

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.  

Through the programme, Amazon has enabled over 150+ Indian start-ups to launch in global markets. As a part of the programme, a cohort of select start-ups receives 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. 

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