Mirana Toys, Avimee Herbal, Perfora named winners of Amazon’s Propel Startup Accelerator Season 3

Amazon India announced Mirana Toys, Avimee Herbal and Perfora as winners of the Amazon Global Selling Propel Startup Accelerator Season 3. The winners cumulatively got $100K in grant from Amazon. Mirana Toys, combines digital and physical play through app-controlled augmented reality games and offers a range of innovative smart toys. Avimee Herbal,  a hair care solution brand rooted in Ayurveda, offering effective, century-old remedies for everyday hair concerns. Perfora focuses on elevating everyday oral care with clean ingredients and good design. It is India's first made-safe certified oral health brand and a member of the "1% for the planet" community.  

The third season got an overwhelming response with 1,200+ applications by startups and emerging brands from 140 cities across India. 47 startups were selected as finalists. The winners and all the finalists also received $1 million (cumulative) in AWS Activate credits. The program included an 8-week accelerator as part of which Amazon leaders from India, VC partners and others engaged with the finalists through focused workshops, 1:1 mentorship on the global demand patterns and insights on building successful export businesses through e-commerce.

 For the first time, the program featured a unique bootcamp to help the season 3 finalists launch their products on at least one Amazon marketplace globally. As part of this, they received dedicated 1:1 support from Amazon account management teams, along with guidance on their product category and advertising support.

Finally, the 10 top finalists shortlisted by a multidisciplinary panel got an opportunity to pitch to a distinguished jury including Prayag Mohanty from Fireside Ventures, Shraeyansh Thakur from Peak XV, Preetham N from Amazon Smbhav Venture Fund, Pooja Shirali from DSG Consumer Partners and Abhiram Bhalerao from V3 Ventures. The jury evaluated the pitches on a variety of parameters including business idea and story, product market fit, business metrics in launched markets and global expansion plans. The jury announced Mirana Toys, Avimee Herbal and Perfora as winners of the Propel Accelerator Season 3.

Bhupen Wakankar, Director Global Trade at Amazon India said - “I would like to congratulate all the winners and the finalists from Propel Accelerator Season 3. It’s a testament to the rapid adoption of ecommerce exports amongst Indian small businesses and D2C brands. I would also like to thank all our partners for their support in creating a springboard for Indian entrepreneurs to create global brands from India. We will continue to work with businesses of all sizes, helping them take their products to customers across the world and enable $20B in cumulative ecommerce exports from India by 2025.”

The winner of Propel Accelerator Season 3, Devansh Sharma, Co-Founder of Mirana Toys, said - “Amazon marketplace has been the most important partner in fulfilling our vision in India. The Propel programme guided us to explore the global market and it has been the most wonderful opportunity to take our products global. Amazon propel has helped us in every aspect of selling globally. Using the support and guidance we did our pilot of selling on Amazon USA in past 6 months and it has grown successfully, we are now confident to scale our business to multiple new global markets in the coming years.”

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