These 54 D2C startups have been shortlisted for Season 4 of Amazon Propel Startup Accelerator

The quest for the next big D2C success story continues as Amazon Global Selling announces the finalist cohort for Season 4 of Propel Startup Accelerator. Chosen from 900 applicants, these 54 budding brands are set to participate in an intensive accelerator program designed to equip them with the tools and insights necessary to thrive in the global e-commerce landscape. More than 50% of the shortlisted companies are led by women, while 38% belong to tier 2 cities, underscoring Amazon’s commitment to fostering an inclusive ecosystem for entrepreneurial growth.

The 54 finalists for Season 4 are from 13 top export clusters in India, such as Delhi, Mumbai, Bangalore, Pune, Indore, Hyderabad and Surat, besides others. Amazon Global Selling has been working at a district level for empowering unique regional MSMEs to sell products to customers in 200+ countries. Last year, Amazon India signed a memorandum of understanding with the Directorate General of Foreign Trade to support the latter’s ‘Districts as Export Hubs’ initiative (as outlined in India’s new Foreign Trade Policy), a mission to transform every district into an export powerhouse.

"We are delighted to welcome this new cohort as the Global Selling Propel Startup Accelerator enters its fourth successful season," said Bhupen Wakankar, Director Global Trade at Amazon India. "The program's progress so far in enabling Indian startups to go global has been immensely encouraging. This talented group of finalists has displayed incredible business ideas, and we are excited to mentor them, provide resources, and open up our global marketplace to help scale their brands internationally. Their entrepreneurial journey is just beginning, and we are committed to fueling their ambitions on the global stage, as part of our overarching goal to enable $20 billion in cumulative exports from India."

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The 54 businesses (as compared to 47 in Season 3) were selected by a multi-disciplinary panel. Applications had opened in May this year, and Season 4 is set to culminate in a Demo Day where selected participants will pitch their business propositions to leading VC firms and get a shot at funding to expand their operations. Amazon will also help participants connect with revenue-based financing firms—Klub, Velocity and GetVantage—for curated offers that will help expand their business at scale. These firms will provide participants with the right guidance and mentorship to create global brands. The Propel Startup Accelerator program is part of Amazon’s commitment to enable $20 billion in e-commerce exports from India by 2025.

Read more about the shortlisted companies here:

Auric is taking Ayurveda global with its easy-to-use wellness products, allowing people with busy lifestyles to make their daily wellness routines healthier.

RASHKI is a vegan leather bag brand designed for effortless living. Whether you’re commuting to work or travelling, their chic and multi-functional bags cater to various needs and preferences.

Homesake designs and crafts lighting and decor allowing customers to create a home that's unique to their space and lifestyle. Their utilitarian products are made ethically and sold at unmatched prices. 

Fix my Curls is a haircare brand with products designed to help wavy, curly, and coily haired people embrace their natural locks and achieve the healthiest hair they’ve ever had. 

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Zulaxy was founded with a simple mission: bring high-quality, stylish, and affordable home improvement products to households across India, transforming living spaces into beautiful, functional havens. From adhesive wall hooks, shoe cleaning wipes to cleaning aids, they’ve got it all.

Artinci makes desserts with zero sugar, that are evidence-backed to be better for you. They cause no unhealthy sugar spikes and are safe for people with diabetes or pre-diabetes.

Karighar’s network of 500 talented artisans across India, blend age-old traditions of Indian craftsmanship with contemporary design, creating exquisite pieces that embody culture, elegance, and creativity. Each Karighar creation tells a unique story, infused with the style of the artisan who crafted it.

Gibox was born from a simple but profound need—finding the perfect gift for the festive season. They offer a vast range of high-quality and unique gifting and home decor products that cater to every occasion and need.

Kaatil is a brand of hot condiments made using only Indian chillies. Their hot sauces, numbered one to nine from mildest to hottest, along with quirky Bollywood-themed branding, are bringing desi heat to the world.

MyMuse was launched with a clear mission: transform how individuals approach intimacy and sexual wellness. The brand celebrates intimacy and offers sleek, body-safe, and aesthetically designed bedroom essentials that elevate wellness, pleasure, and your connection with your partner. 

Origins Nutra empowers individuals to take charge of their health journeys with confidence and ease by offering high-quality, science-backed supplements for long-term well-being. They combine nature’s ingredients with cutting-edge research to create products designed to make wellness a part of everyday life. 

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Oh Cha’s 100% natural, preservative-free and rainforest-certified teas come from Kanoi tea plantations in upper Assam. Their range of teas is made for indulgence and wellness, and adds a unique dash of colour and aroma to every occasion.

Shapecrunch was started to help people walk comfortably and live pain-free. Their arch-support footwear with cushioned soles designed to fit comfortably and support the foot's natural curves, has been recommended by over 200 doctors worldwide.

Quality, elegance, and futuristic styling are the key to Offbeat’s designs. Crafted with cutting-edge technology and precision, their sheer performing gadgets and gaming accessories, including a rechargeable gaming mouse, will keep you on top of your game.

Jezara is a skincare and haircare solutions brand that tackles everything from acne to ageing and thinning hair to dandruff.

Fuaark offers the right gym clothing to get the ideal fitness results. The research-based fitness and gym wear brand is designed with tapered fit tech (takes the shape of your body) to fit you like you are and move with you as you want.

Gift Kya De was born out of a passion for crafting eco-friendly, culturally rich wooden products, from home decor and office supplies to home kitchen accessories and corporate gifts. Gift Kya De has been recognised as a leader in the corporate gifting sector, receiving accolades for their innovative approach, and pushing the boundaries of creativity while ensuring each product is stylish and sustainable.

Jyoti Ben’s was started with the idea of providing natural and healthy gourmet food items without the use of any preservatives or colours. They are able to deliver superior quality by sourcing only the best raw materials. 

Oye Happy is India’s go-to brand for unique, out-of-the-box gifts. They bring you innovative products like gifts, virtual surprises, interactive greeting cards, and even photo rakhis.

truTRTL was started with a vision of creating home and kitchen appliances that prioritise customer convenience, safety, and value. Their products, from high-performance electric kettles to multi-functional air fryers, simplify daily life at competitive prices. 

London Alley creates sustainable luxury leather accessories at affordable prices, blending exquisite craftsmanship with European style. From sleek wallets to elegant belts, every London Alley accessory reflects exceptional craftsmanship and attention to detail. 

Lattooland specialises in taste-safe sensory toys aimed at fostering learning and development in young children, including those with special sensory needs. Made from 100% food-grade materials, their products—ranging from clay dough to nature-inspired sensory kits—combine education with fun.

Herb Essential’s eco-friendly products focus on wellness and sustainability, blending ancient wisdom with modern lifestyles. Their holistic wellness products include ayurvedic formulations, herbal supplements, and sustainable items, all crafted from ethically sourced ingredients. 

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LerFot, through its beauty product accessories, sets the stage for individuals to embrace their unique beauty with confidence. The brand empowers and inspires, helping you redefine beauty.

Neemli Naturals’ line of skincare is sustainably-sourced, environmentally friendly, safe and effective. Their emphasis is on food-grade, organic and cruelty-free ingredients powered by nature and backed by science. 

Prezerve revolutionises beauty and personal care with innovative, concentrated waterless formulations that replace three plastic bottles each. Led by a team with over 15 years of experience, the brand focuses on high-quality, vegan, toxin-free products, free from plastic and microplastics.

Papaya creates plastic-free, compostable pads that prioritise comfort and dryness even during heavy flow days. Rooted in science, the brand encourages women to question conventional health narratives while promoting products that are healthy for both individuals and the environment. 

GenOne makes high-quality vitamins affordable and accessible for everyone. With a commitment to transparency and rigorous testing, their diverse product line that includes Vitamin E, D3, B, and Omega 3, supports specific health needs while they expand globally into skincare and overall health.

Founded by four friends from a humble garage, EMotorad has quickly become a leader in India's e-cycle space, capturing 75% of the market by 2024. With a diverse product range and $20M in Series B funding, the company is expanding internationally and building South Asia's largest e-cycle gigafactory, aiming for an annual production capacity of over 500,000 units.

Curious Cub creates Montessori toys that are designed by educators and help in stimulating young minds in their overall development. Products are made in their own manufacturing facility that allows the venture to ensure quality standards.

Gluta Glow focuses on creating high-efficacy skincare and haircare products. With their GlutaGlow range, commitment to quality and FDA-approved manufacturing, the company aims to provide effective beauty solutions for both domestic and global markets.

FarmDidi is a tech-led food startup aimed at helping rural women produce high-quality food products and earn a livelihood. Today, it comprises 550 didis from rural India and has positively impacted 43 villages.

Habibs Cosmetics strives to make beauty accessible to all by offering a diverse range of products at affordable prices. 

Toffee Coffee Roasters is one of India's fastest-growing D2C speciality coffee brands that sources coffee from around the world. After pivoting to a digital model during the pandemic, they built a community of over 150,000 coffee lovers and offer a range of products, including ground, hot, cold, and instant coffees. 

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NOOE is a design-focused workspace and premium stationery brand that retails at iconic retailers like Harrods and Neiman Marcus. They ship their products to over 30 countries across the world.

Shanta Farms is promoting health through natural, pesticide-free solutions. By taking just one scoop of Morvita, their flagship product made from nutrient-rich moringa leaves, twice a day with milk, families can significantly improve their nutritional intake, making it an effective solution for combating malnutrition.

Furshine is a supplier of premium-quality sofa covers, expertly designed to enhance the elegance of your living spaces while providing durable protection for your furniture. Their combination of a passionate team and advanced technology allows them to deliver stylish solutions that meet your specific needs.

OM Bhakti offers high-quality, certified cotton wicks and specially formulated oancha deepa oil, ensuring a traditional and hygienic approach to diya lighting. OM Bhakti makes these products easily accessible through supermarkets and online platforms, and empowers rural women's groups. 

Isak Fragrances is dedicated to the creation of niche Indian artisanal fragrances of rare notes and blends. Based in Lucknow, they manufacture and source many of their own essences using traditional infusion and distillation techniques – a process now foregone as too meticulous in times of machine made. Each essence is still measured and formulated by hand, as it was a century ago.

SKOHO was founded to provide authentic natural and organic skincare, based on research into safe ingredients for those with sensitive skin, including autoimmune concerns. With COSMOS Certification, vegan and cruelty-free formulations, SKOHO's award-winning products are now available in India and the U.S., with plans to expand to the UK.

Dusala is a luxury brand specialising in pure Pashmina shawls, stoles, and scarves, crafted by local artisans in northern India. Committed to excellence and ethical practices, Dusala combines traditional craftsmanship with modern creativity, while promoting a sustainable livelihood for weavers.

Haxor’s clothing provides easy dressing solutions with adaptive designs for seniors and people with disabilities. Clothes for seniors should be easy to wear so they don’t have to struggle with narrow neck openings or difficult to button pant waist bands.

The White Pole redefines accessible luxury in footwear by bridging the gap between high-end brands and affordable options. The brand offers a diverse range of quality shoes that blend comfort and elegance, allowing customers to embrace a lifestyle that values both luxury and practicality. 

Herb Tantra harnesses the power of Ayurveda and traditional Indian remedies to provide holistic health solutions. Inspired by a personal quest to help their mother reduce reliance on sleep aids, the founders created products like Sleep Buddy. Herb Tantra helps individuals discover the healing potential of nature's bounty, with easy-to-carry and use everyday products. 

Hidden Chefs brings the diverse flavours of regional Indian cuisine to every kitchen with their DIY recipe kits that take 20 minutes to prepare and require minimal cooking efforts. They have made gourmet Indian meals accessible to all, blending convenience with culinary tradition.

NeutraLeaf’s healthy and easy-to-consume health, nutrition, and wellness supplements ensure that nutrition becomes a part of your daily lives.

NOTE aims to eliminate plastic from the writing instrument industry by offering biodegradable, eco-friendly alternatives. The company has created the world’s first biodegradable pen with patented technology.

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Tea Better is dedicated to offering a unique collection of herbal teas, mood teas, flower teas, and fruit teas. Each blend is crafted to provide a soothing, wellness-focused experience that enhances daily routines by providing functional beverages designed for specific moods and health benefits. 

MUL Secrets combines Ayurveda and modern skincare science to promote holistic skin health, recognising that true beauty stems from both internal nourishment and external care. The brand offers a range of topical products and nutritional supplements, emphasising authenticity and natural ingredients rooted in Indian tradition.

Nari’yal is dedicated to reviving nature's purest elements, with a focus on coconut-based products. The brand emphasises transparency, sustainability, and holistic wellness through eco-conscious, unisex skincare products that transform self-care into mindful rituals. Their collection includes a variety of coconut-infused essentials, aligning with their commitment to quality and environmental responsibility.

Kreo’s gaming and audio/video accessories are crafted with precision and innovation, and designed to inspire and elevate. Their products are honed through hours of hands-on experience.

Reshims Natural Authentic Eating aims to promote a wholesome lifestyle through honest, healthy food products. Committed to purity and transparency, the brand focuses on clean ingredients without added sugars or preservatives, ensuring safe offerings that empower customers to make informed dietary choices while celebrating the joy of healthy eating.

OrganizeMee, a household goods brand, specialises in quirky yet sustainable kitchen tools, lighting, and furniture. The brand emphasises kitchen hygiene with innovative designs, notably its stainless-steel chopping boards and rolling pins, which prevent mould and bacterial growth.

Tarbull offers audio storytelling for kids with their engaging, screen-free entertainment platform that contains over 3,500 curated stories and songs designed by child experts. Focused on fostering creativity and learning, Tarbull aims to reduce screen dependency while enhancing bedtime routines and family bonding.

The diversity and innovation displayed by these 54 startups exemplify the vibrant entrepreneurial spirit thriving across India. From sustainable products and health solutions to cutting-edge technology and cultural preservation, each venture brings a unique value proposition to the global marketplace.