Exports Digest > Industry insights

Top 10 Indian states on Amazon Global Selling

We bring you a deep dive into the top 10 Indian states in terms of e-commerce exports on the program.
Top 10 Indian states leading the charge on Amazon Global Selling
Today, Amazon Global Selling has over 125,000 exporters from 28 states and 7 union territories — from Telangana and Karnataka in the south to Jammu and Kashmir in the north, from Bihar and West Bengal in the east to Goa and Gujarat in the west. Each exporter on the program is contributing to and driving the e-commerce exports revolution. In this section, we bring you a deep dive into the top 10 Indian states in terms of e-commerce exports on the program, the top exporting cities from each state, as well as bestselling products on Amazon global marketplaces in 2022.

New Delhi

Showcasing a blend of history and modernity

Only a few places evoke history and heritage like India’s capital, New Delhi. Since the early 16th–mid-18th century, the city has been home to artisans excelling in kite-making, wooden toy-making, pottery, and other crafts; it has taken forward its artisanal legacy through the export of textiles, handicrafts, gems, and jewellery. In 2021–2022, New Delhi clocked total merchandise exports worth $8.26 billion1.

The New Delhi Export Promotion Cell and the India International Trade Fair organized by the India Trade Promotion Organisation have helped improve the trade prospects of businesses in and around the National Capital Territory. With stable promotion of traditional industries like handlooms, handicrafts, and leather goods by the Government of Delhi, the region continues to grow as one of the major economic hubs of India, preserving its history while embracing modernity.
New Delhi is one of the leading export hubs on the program, boasting the highest number of exporters on Amazon Global Selling — over 20,000.
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Seller success: Handicrafts Home
Handicrafts Home is a New Delhi-based textile business that changed its traditional exports approach to adopt cross-border e-commerce. The brand sells photo frames, Viking mugs, kaftans, and more. “We were already exporting textiles; it’s when we discovered handicrafts made by local artisans in Noida and Moradabad that we decided to pivot to manufacturing and sell online to international customers,” says founder Mohammed Muqeem. Since its launch with Amazon Global Selling in 2016, Handicraft Home has seen 8X growth on the Amazon US and Canada marketplaces. “When I moved to the US in 2010, I heard of Amazon being a giant e-commerce platform for millions of customers to shop from. This inspired me to try e-commerce exports and launch my family brand on Amazon Global Selling,” recollects Muqeem.

Key Amazon marketplaces for exporters from New Delhi

The US

Canada

The UK

The UAE

Germany

Gujarat

Leading contributor to India’s exports

The entrepreneurial spirit is central to Gujarat’s identity. The state is a manufacturing hub and one of the most business-friendly places in India. In FY22, Gujarat was the biggest contributor to India’s exports, having recorded exports worth $126.8 billion2. Gujarat’s heritage and folk culture play an important role in its cultural economy. Handicrafts such as Pithora and rogan paintings, namda craft, pottery, metal crafts, woodcrafts, embroidery, block printing, bamboo crafts, khadi, Kutch embroidery, and patolas of Patan contribute significantly towards its exports.

The Gujarat Industrial Policy 2020 aims to make the state the ‘The Business Card of India’ by boosting employment opportunities, new-generation manufacturing, and technology adoption, among others. Export promotion councils extend capital and interest subsidies, quality certification, patent support, market development assistance, and more to enhance the competitiveness of MSMEs in the state.
Gujarat has more than 12,000 exporters on Amazon Global Selling.
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Seller success: Ecoright
Gujarat-based sustainable fashion startup Ecoright, which sells eco-friendly tote bags, and travel pouches, has made a mark on Amazon’s international marketplaces in a short span of two years. Ecoright, which was launched in 2017 by husband-wife duo Udit Sood and Nikita Barmecha, makes high-quality bags from recycled and innovative fabrics. They won the Amazon Global Selling Propel Accelerator Season 2 (2022), which opened up global opportunities for them. Today, Ecoright sells 34 product lines on Amazon marketplaces in the US, Canada, Mexico, Denmark, and the UK. “The Propel Accelerator recognition helped us reach more customers in India and abroad. The mentorship we received gave us an innovative perspective on global business,” says Sood.

Key Amazon marketplaces for exporters from Gujarat

The US

Canada

The UK

Germany

The UAE

Haryana

Export champion in textiles and rice

Since the Indus Valley Civilization, manufacturing and trade activities have flourished in Haryana. Phulkari embroidery is a hallmark of Haryana’s exports, as are agriculture, handicrafts, handloom, and upholstery products. Haryana ranked 5th in the Niti Aayog’s Export Preparedness Index 2021 and merchandise exports from the state stood at $15.55 billion in FY22 as compared to $11.60 billion in FY213.

The Haryana government’s Market Development and Export Promotion Cell facilitates business linkages and market acquisition for MSMEs and its Cluster Development Cell helps MSMEs with their credit requirements by connecting them with financial institutions. All 22 districts in the state have District Export Promotion Councils that are engaged in improving exports through product promotion and logistical assistance to MSMEs.
Haryana has almost 7,000 exporters on the program with Gurgaon, Faridabad, and YamunaNagar leading exports.
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Seller success: Indus Cosmeceuticals Pvt. Ltd.
Five years, more than 25 countries, and hundreds of positive reviews — Indus Valley Gel Color, part of Indus Cosmeceuticals Pvt. Ltd. (ICPL), has grown to become one of the bestselling natural hair color D2C brands on Amazon. Founder Shyam Arya, a biotechnologist, worked for 30 years in the cosmetics industry to develop natural, safe, and organic beauty products. Since its launch on Amazon Global Selling in 2017, the brand has seen multifold growth. ICPL’s Mina Ibrow (made from henna) is a bestselling brow tint on Amazon across the UAE, Europe, and Australia marketplaces. “We have been doing offline exports since 2012. We had a breakthrough when we adopted e-commerce exports in 2017 as we were able to sell directly to customers. We go through customer reviews to understand the needs of our buyers and improve our products accordingly,” says Arya.

Key Amazon marketplaces for exporters from Haryana

The US

The UK

France

Germany

Canada

Madhya Pradesh

Increasing its footprint in e-commerce exports

Madhya Pradesh, the home of Mowgli and the Tiger State of India, is increasing its footprint in Indian exports. In the past five years, the state has doubled its exports figures; it recorded $7.19 billion worth of exports in 2022-23 (April - January)5.

According to historians, the legendary Mauryan Empire (321–185 BCE), which modern-day Madhya Pradesh was part of, placed great emphasis on maritime trade. The city of Ujjain was at the center of the trade route connecting North India and the Deccan to West Asia. Spices, textiles, jewellery, and wheat were signature export goods of the state.

The state government has launched a number of export-promoting schemes, including the Chief Minister’s Youth Entrepreneur Scheme, aimed at enabling MSMEs through financial incentives. The Directorate of Handloom and Handicraft ensures the promotion of the state’s heritage and history through exports.
Madhya Pradesh has more than 5,000 exporters on Amazon Global Selling with Indore, Bhopal, and Gwalior being the top exporting cities on the program.
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Seller success: SGI Bedding
SGI Bedding has established a loyal customer base not just in India but across the world. Sachin Sule, founder and a first-generation entrepreneur, says, “I had a dream of building a bedding company that offered quality products at affordable prices around the world. This dream came true with the help of Amazon. Its global presence gave us access to a huge customer base along with an excellent storage, logistics, and delivery infrastructure”. Today, SGI Bedding has its own manufacturing unit employing over 275 people from artisan families. “SGI Bedding is located in a region that’s home to great fabrics, which enables us to create unique bedding products. We have a long way to go but the company’s success story so far is a testament to the power of hard work, dedication, innovation and great partnerships,” he adds.

Key Amazon marketplaces for exporters from Madhya Pradesh

The US

Canada

Australia

The UAE

The UK

Maharashtra

Weaving vibrancy into textile and jewellery exports

The Gateway of India, the country’s commercial and trade epicenter, reported total exports worth $32 billion in 2022-23 (until August 2022)7. Maharashtra has been a leading business hub since the 6th century BC, according to historians. Owing to its geographical location and multiple ports, the state became fundamental to trade along major routes across the Arabian Sea. It is especially known for its range of cotton textiles.

To boost exports from the state, the state government has implemented the One District One Product (ODOP) initiative has identified 131 products to select, brand, and promote from 36 districts. All the districts are covered under the Districts as Export Hub initiative. The MAITRI Single Window scheme facilitates business and partnerships through an online portal, a physical bureau, and an investor helpline. The Central Government Cluster (MSE-CDP) scheme has helped boost growth of MSMEs in Maharashtra by enhancing their productivity, competitiveness, and capacity building.
Maharashtra is among the leading states on the program with close to 15,000 e-commerce exporters, most of whom come from Thane, Mumbai, and Pune.
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Seller success: Eximious India
Naina Jain and Sushant Pawar — co-founders of Mumbai-based home décor brand Eximious India — are driven by one goal: to bring India’s indigenous artisanal wooden crafts to the world. “The wooden handicraft industry is a testament to human craftsmanship. Our goal is to offer multiple varieties of artisanal products from across India and create a lasting impact,” they say. Eximious, which started selling through Amazon Global Selling in 2018, has seen 10X growth in five years on Amazon US with over 75,000 orders, 4,000 five-star ratings, and positive reviews on 500 products.

Key Amazon marketplaces for exporters from Maharashtra

The US

Canada

The UK

The UAE

Germany

Punjab

Phulkari defining e-commerce exports

The land of saints, warriors, and one of India’s most delicious cuisines, Punjab likes to do everything king size. Exports are no exception. Punjab’s contribution to India’s merchandise exports alone stood at $7.09 billion in 2021–228 with agricultural products, automotive, textiles, and jewellery being leading export goods. In December 2019, the Punjab government, the Federation of Indian Export Organisations (FIEO), and Amazon signed an MOU to promote B2C e-commerce exports from the state.

The Government of Punjab has come up with Punjab State Export Plan 2021-26, which implements the District as Export Hub and One District One Product initiatives. The plan envisions transforming Punjab into an export power house by promoting local products, increasing efficiency in supply chains, and improving export infrastructure, products, and diversification. The Punjab Small Industries and Export Corporation has been crucial in ensuring all-round exports development by setting up infrastructure and industrial focal points in the state.
Punjab has about 4,000 exporters on Amazon Global Selling, with Ludhiana, Rupnagar, and Patiala being among its top exporting cities.
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Seller success: BC Best Chess
Gaurav Arora believes his best business move has been taking his company, BC Best Chess, to Amazon’s international marketplaces. “Since our launch with Amazon Global Selling in 2017, we have seen 50x growth across the US, UK, Canada, and Germany. Our wooden chessboards have become a favorite among international customers, and we receive heartfelt reviews that make our day,” shares Arora. BC Best Chess sells chessboards with magnetic and non-magnetic pieces crafted meticulously by artisans in Amritsar, Punjab. Their attention to detail — from the right kind of wood to appropriate sizes — ensures the brand produces high-quality products for its international customers. “A friend shared his success story on Amazon and that inspired me to launch my business there and build it into a global brand. I’ve done that today and it wouldn’t have been possible without Amazon Global Selling,” he adds.

Key Amazon marketplaces for exporters from Punjab

The US

Canada

The UK

France

Germany

Rajasthan

A rich history of pottery and handicrafts

Rajasthan, with its splendid forts, rich culture, and awe-inspiring locales, is the northwestern commercial hub of the country. Featuring a diverse range of trade networks, markets, industries, and a robust chain of roads and railways, Rajasthan recorded $8.51 billion worth of exports in 2022-23 (April-January)9. The state is famous for its colorful fabrics in the Maru-Gurjar tradition along with jewellery, handicrafts, textiles, and blue pottery.

To promote exports, the state government has introduced the Districts as Export Hubs initiative, set up a State Export Promotion Council, and District Export Promotion Committees in all the districts. It has also instituted the Rajasthan Udyog Mitra Portal to promote livelihoods, economic growth, and entrepreneurship in the state by exempting MSMEs from approvals and inspections for the first 3 years; it also hosts awareness and training programs and export expos.
Rajasthan has over 17,000 exporters on Amazon Global Selling with Jaipur, Udaipur, and Jodhpur being the top exporting cities.
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Seller success: Aadvik Foods
A desire to support local camel-breeding communities in Rajasthan and Gujarat led entrepreneur Shrey Kumar to launch Aadvik Foods. “Every idea starts with a problem. We had seen the struggles of camel herder communities. While there was demand for their products, they lacked access to customers. With Aadvik, we solved for both customers and the community,” says Kumar. With a major focus on quality, Aadvik Foods works closely with over 300 herder families and breeders to ensure the products are safe and hygienic. “We bridge the gap and buy milk at an optimal price from camel herders. To take this across India and the world, we launched our brand on Amazon marketplaces in 2016. It provided us with the perfect global platforms to sell camel milk and create awareness about its benefits,” he adds.

Key Amazon marketplaces for exporters from Rajasthan

The US

Canada

The UK

Germany

France

Tamil Nadu

An exports story woven in cotton and silk

Tamil Nadu is among India’s most urbanized states, with a compelling mix of tradition and modernity. It is also the largest producer of cotton yarn in India. In 2021–22, exports from Tamil Nadu stood at $35 billion10, with traditional products such as cotton, spices, and ivory playing a big role.

According to historians, the remains of the Thamirabarani or the Porunai civilization (also 3,200 years old) bear witness to Tamil Nadu’s maritime trade links with Greece, Egypt, and ancient Rome. The ancient port city of Korkai in Tirunelveli district has a history of exports dating back to the same time11.

To boost exports from the state, the government offers financial assistance to MSMEs participating in international trade fairs; this includes full subsidies on space rent and shipping of exhibits. The state’s Single Window Portal covers more than 200 services encompassing over 40 government departments and agencies with the aim of improving ease of doing business.
Tamil Nadu has more than 5,000 exporters on the program with Chennai, Kancheepuram, and Coimbatore being the top export cities.
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Seller success: Native Fab
Maxican Export is a 30-year-old Tamil Nadu-based home textile exporter that has shifted from B2B exports to selling on Amazon Global Selling under a new brand name — Native Fab. It sells artistically designed home textile and accessories including napkins, kitchen towels, and valance tier curtains. “One of the reasons we made this shift was the growing demand for our products from international customers. Our goal was simple — to deliver high-quality products at affordable prices. Thanks to Amazon Global Selling and FBA, we are now able to reach customers in every corner of the world,” share founders Dhanaraj Nachimuthu and Subadevi Dhanaraj. In just three years, Native Fab has seen a 50% year-on-year growth in Amazon’s US and Europe marketplaces. “Amazon has transformed our business, enabling us to compete in global marketplaces and extend our brand beyond borders,” they add.

Key Amazon marketplaces for exporters from Tamil Nadu

The US

Canada

Mexico

Germany

The UK

Uttar Pradesh

Textile treasures from India’s heartland

Uttar Pradesh, home to the Taj Mahal and the holy city of Varanasi, is the heartland of India. Culture and trade are baked into the fabric of the state. It is also an important manufacturing and exports hub, with merchandise exports from Uttar Pradesh standing at $9.53 billion in 2022-2312. Popular export goods include marblecraft, stoneware, brassware, woodcraft, and leather goods, among others.

The state government is actively working to facilitate exports. Initiatives such as a single-window system for faster processing of exports-related documentation; capital and interest subsidies to exporters; financial assistance for attaining patents and GI tags; restructuring of the Tvarit Niryat Protsahan Yojna (export promotion scheme) to make it WTO compliant, and implementation of the ODOP scheme have impacted exports positively.
Uttar Pradesh has over 12,000 exporters on the program with cities like Gautam Buddha Nagar, Ghaziabad, and Meerut leading the way.
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Seller success: The Metal Magician
Shivam Pandey used his extensive knowledge of metal and hardware, curated over 10 years, to launch The Metal Magician in 2017. Soon after, he launched the brand on Amazon Global Selling. “Having a seller account on Amazon was still new then, but we knew it held unmatched possibilities to explore the world of online exports. After clocking record sales in the first year, our motivation to create unique metal handicrafts and supply them to our international customers increased manifold,” says Pandey. The brand envisions reaching millions of customers with a goal of 100% growth year-on-year in 2023. “Since our launch with Amazon Global Selling, we have seen 2X growth on Amazon US, and our turnover chart has shot beyond our expectations. This has given us the confidence to experiment and launch new products, especially on special occasions like Christmas and Easter,” he adds.

Key Amazon marketplaces for exporters from Uttar Pradesh

The US

Canada

The UK

The US

The UK

West Bengal

Eastern India’s crown jewel in exports

Creativity, culture, and community combine to make West Bengal the commercial and cultural hub of Eastern India. According to historians, the state’s locational advantage for maritime trade (right on the Bay of Bengal) was recognized by the Portuguese, British, Dutch, and French as far back as the 15th and 16th centuries. Its primary exports were rice, textiles, wheat, sugar, gram, opium, and saltpeter.

Over time, West Bengal has emerged as a major exporter of textiles, jute, leather products, steel, and agricultural products. The state recorded exports worth $13.3 billion in 2021-2022. The FIEO is working closely with state government to grow the state’s exports to $50 billion by 203013.

The West Bengal State Export Promotion Society organizes awareness programs, trade fairs, and Biswa Bangla Haats. This combined with government schemes such as the Bhabishyat Credit Scheme for MSMEs, and the Textile Incentive Scheme, which extends fiscal incentives to textile sector industries across the entire value chain, is helping boost exports from the state.
West Bengal has close to 3,000 exporters on the program with Kolkata, North 24 Parganas, and South 24 Parganas being the top exporting hubs.
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Seller success: Luxmi Estates
Tea lovers in the US are waking up to the fruity, floral aroma of golden Darjeeling brew all the way from Luxmi Estates in West Bengal. Owned by the Luxmi Group, established in 1912, Luxmi Estates is also giving back to the tea community by eliminating middlemen to make tea a farm-to-cup product sold directly to customers across the world and directing 5% of its revenue to support the community’s education. Darjeeling tea is the only tea in the world to get the coveted GI trademark. Prime Minister Narendra Modi gifted the Silver Tips Imperial tea from the Makaibari estates (owned by Luxmi Group) to the late Queen during his visit to the UK in 2015.

Luxmi Estates launched its products on Amazon US marketplaces in 2021 and has seen significant growth in a short time. It offers organic blends infused with dried fruits and flowers, sourced from forests on its own estates, and high-curcumin organic turmeric from Assam. “We wanted to enable freshness and traceability of tea for our customers and create a better life for our workers,” says third-generation entrepreneur and the MD Rudra Chatterjee. Luxmi Estates, which has 25 estates and employs a workforce of 30,000, is currently focused on the US market but plans to expand to the UK soon.

Key Amazon marketplaces for exporters from West Bengal

The US

Canada

Australia

Germany

The UK

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Sources:
1. About Delhi. IBEF. India Brand Equity Foundation. Government of India.
2. About Gujarat. India Brand Equity Foundation. Government of India.
3. About Haryana. India Brand Equity Foundation. Government of India.
4. About Madhya Pradesh. India Brand Equity Foundation. Government of India.
5. Madhya Pradesh. Invest India.
6. History, District Ujjain. Government of Madhya Pradesh. India.
7. About Maharashtra. India Brand Equity Foundation. Government of India.
8. About Punjab. India Brand Equity Foundation. Government of India.
9. Investment opportunities in Rajasthan: FDI in Rajasthan. Invest India.
10. Guidance Tamil Nadu. Export Clusters in Tamil Nadu. Government of Tamil Nadu.
11. Guidance Tamil Nadu. Tamil Nadu Exports. Government of Tamil Nadu.
12. About Uttar Pradesh. India Brand Equity Foundation. Government of India.
13. Invest in West Bengal - Business opportunities, Industries, FDI. Invest India.
14. FIEO sets USD 50B exports target for Bengal by 2030. Press Trust of India News.
15. Export Import Data Bank, Ministry of Commerce and Industry, Government of India.
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*Map not to scale. The map has been used for design and representational purpose only, it does not depict the geographical boundaries of the country. These do not conform to the external boundaries of India recognized by the Survey of India.