Top 10 Indian states on Amazon Global Selling

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.

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.

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.

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.

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.

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.

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.

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.

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.