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Bedsheet as beach towels? India-made products find novel uses in global markets, says Amazon

E-commerce giant Amazon’s ‘Exports Digest 2022’ reveals how Indian middle- and small-scale industries are thriving worldwide, thanks to technology.

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New Delhi: From Surat to Guwahati and Salem to Amritsar, exporters from India are on an undeterred march on e-commerce platforms, Amazon has found in its ‘Exports Digest 2022’.

While locally-made Indian products find mainstream buyers all over the word – with 100,000 sellers on amazon – technology has become integral to unlocking India’ export potential.

Apart from many striking revelations the report makes, one trend stood out — Indian exports are being used for different purposes globally, compared to their usage back home.

For instance, Indian bedsheets are a big hit in the West but not just for beds. Because of their colourful designs, they have been adopted as beach towels, throws, and tapestries.

Apart from helping businesses, the data suggests that our culture and history could help us build a niche for Indian products in the world market.

Abhishek Middha, a Jaipur-based college student, launched a tapestry business in 2012 from the basement of his house. Abhishek has now ventured into other categories like home décor and leather goods. Despite the challenges over the last couple of years, exports have grown over three times year-on-year while serving customers across the USA, Canada, and Europe.

Meanwhile, as benefits of Ayurveda become more popular the world over, products like copper utensils — that have been used in Indian settings for a long time — have carved a niche for themselves globally. They are being used as tumblers to serve beer and cocktails.

The rich flavor of “shudh ghee” (clarified butter) is now recognised by coffee connoisseurs around the world. They are also being used as a supplement to enhance coffee blends.

Additionally, the Chandrika soap is being touted as a lather inducer for shaving, by virtue of its all-natural nourishing qualities.

These and other products like apparel, toys, jewellery, and home goods are also minting money for exporters, the report says.

The data revealed more than 100,000 Indian exporters selling through the “Amazon Global Selling” program, were on track to surpass $5 billion in cumulative exports.

It also showed that 1000+ Indian exporters on Amazon Global Selling crossed Rs 1 crore in sales in 2021.

Senior Vice President, India and Emerging Markets, Amit Agarwal said: “With digital adoption on the rise, and modern manufacturing processes in place, India is well placed to emerge as an export hub. At our end, we are super excited by the momentum Amazon Global Selling is witnessing; the exporters on the program are on track to surpass the $5 billion milestone in cumulative exports.”

He added: “Importantly, the program took 3 years to enable the first billion dollars in exports, while the last 2 billion have come in just 17 months.”

Also read: Amazon’s plans for India bigger than cricket, focus is on expanding beyond big cities


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