Amazon announces fourth season of Propel for startups; aims to launch 50 Indian startups in global markets

Ecommerce giant Amazon India has announced the launch of the fourth season of Propel, a global business accelerator designed to support emerging Indian brands and startups in reaching international customers through e-commerce exports.

The program aims to help up to 50 startups from India launch in global markets this year.

What is Propel Accelerator?

Propel Accelerator is a global business initiative by Amazon to foster the growth of Indian startups in the consumer products sector.

It offers comprehensive support to participants, enabling them to launch their products in international markets.

The program includes rewards, such as over $1.5 million in AWS Activate credits, six months of free logistics and account management support, and $100,000 in grants for Amazon's top three winners.

How can startups benefit?

The participating startups will receive financial incentives and gain access to revenue-based financing firms like Klub, Velocity, and GetVantage.

These firms provide tailored offers to help startups scale their operations effectively. Moreover, Propel S4 includes a mentorship board consisting of Amazon leaders, VC partners, and industry veterans who will offer one-on-one mentorship, tailored resources, and workshops focused on global demand patterns and e-commerce strategies.

What is the application process?

So far, Amazon Global Selling’s Propel Startup Accelerator has helped over 70 Indian startups launch globally. 

Applications for Propel S4 are open from May 14 until June 14, 2024. The program culminates in a demo day, during which participants can pitch their business ideas to leading venture capital firms for a chance to secure additional funding and expand their operations.

Providing mentorship

As part of Propel S4, Amazon has constituted a mentorship board consisting of Amazon leaders, VC partners and senior industry leaders who will engage with emerging brands and provide them with tailored resources, 1:1 mentorship and workshops on the global demand patterns and insights on building successful export business through ecommerce.

Amazon will also host sessions focused on peer learning by inviting veteran entrepreneurs and Propel Alumni to help participating startups network and learn from their existing ecosystem.

The top 250 applicants of the Propel Global Business Accelerator Season 4 will undergo a two-month bootcamp, receiving insights into marketplace operations, compliance, and logistics.

After this initial phase, 50 finalists will be selected for intensive support, including 1:1 account management and guidance on global sales strategies.

The program's climax will be Demo Day, where the top ten startups will pitch to a prestigious panel. The top three will receive grants from Amazon to bolster their growth.

Leadership comments

Bhupen Wakankar, Director of Global Trade at Amazon India, said, "We are excited for a brand-new season of Propel. The season 4 is bigger and better with an expanded range of benefits and support to help up to 50 startups from India launch in global markets this year."

He added that Amazon is committed to enabling $20 billion in e-commerce exports from India by 2025.