How Indian Brands Can Go Global Without a Big Budget: Srinidhi Kalvapudi

There was a time when Indian exports meant B2B orders, (Free On Board) FOB contracts, and waiting months for payment. Now, it might just mean a Surat-based fashion label shipping kurtas directly to California, or a wellness startup in Ahmedabad selling multani mitti in Melbourne.

E-commerce exports aren’t new but the infrastructure around them is finally maturing. Amazon, through its Global Selling programme, is trying to turn India’s fragmented small businesses into brands with global recall. The strategy isn’t just about logistics anymore. It’s about demand sensing, category intelligence, localised positioning, and above all, scaling without burning out.

In a conversation with BrandWagon Online, Srinidhi Kalvapudi, Head of Amazon Global Selling India, explains how the company is helping Indian businesses scale globally through tech, market insights, and tools that make global selling more accessible.

What category-specific insights or consumer behaviour data does Amazon offer Indian sellers to help them target global audiences across different regions more effectively?

At Amazon, we understand that Indian MSMEs looking to go global need more than just a platform—they need reliable data and tools to make informed decisions. Selection, value, and convenience remain key drivers for customers, and our focus is on helping sellers align with these expectations across markets.

We provide exporters with real-time insights into global shopping trends, customer preferences, and pricing benchmarks. This allows businesses, including first-time exporters, to test international demand and scale gradually without heavy upfront investments.

Our use of AI and machine learning enables features like demand forecasting and trend analysis, helping sellers identify which products might perform well in different regions. For instance, a home décor seller can adjust designs, pricing, or inventory based on what’s gaining traction in North America versus the Middle East.

We’re also using generative AI to improve the customer experience. Our new review highlights feature summarises common feedback, allowing buyers to quickly understand key product attributes. This helps build trust, which in turn benefits sellers.

So far, exports enabled by Amazon have crossed $13 billion by the end of 2024. We’re aiming for $80 billion in cumulative e-commerce exports from India by 2030. By making insights and support more accessible, we hope to make cross-border e-commerce more manageable for MSMEs of all sizes.

Beauty and apparel exports are seeing strong YoY growth. Are Indian brands in these segments succeeding on price, packaging, storytelling or a combination of all three?

E-commerce has reshaped the export landscape, acting as an express highway that connects Indian products to global markets—from the US to the UAE, Europe, Australia, and Japan. Categories like beauty and apparel are seeing strong year-on-year growth, over 40% and 35%, respectively. What sets Indian products apart in these segments is their authenticity, uniqueness, and deep-rooted traditions. Indian entrepreneurs are tapping into their cultural heritage to create emotional connections with global consumers, transforming everyday products into powerful expressions of ‘Made in India.’

Take Janasya, a women’s ethnic fashion brand from Surat, Gujarat. Starting as a family-run saree retailer, Janasya embraced e-commerce early and now offers kurtas, dresses, and contemporary ethnic wear that resonate with the Indian diaspora globally.

By leveraging Amazon Global Selling tools like FBA and SEND, the brand streamlined logistics and compliance, achieving 15–20% average annual growth and reaching customers across markets such as the US, Canada, the UK, and Australia.

The storytelling— paired with quality, thoughtful packaging  and competitive pricing— is making Indian products not only appealing but also memorable. Whether it's Ayurveda-inspired skincare or artisanal fashion, global consumers are embracing the unique value Indian exporters bring, showing that India’s e-commerce exports are powered not just by products, but by the stories and heritage behind them.

How is Amazon enabling smaller sellers or MSMEs to build brand equity overseas, especially those without large marketing budgets?

At Amazon, we aim to help entrepreneurs of all sizes build sustainable global businesses.

For new sellers, visibility is crucial. Our New Seller Guide offers step-by-step onboarding, while New Seller Incentives provide financial support to help them get started. We also offer data-backed recommendations, localised support, and training to help sellers expand globally.

As sellers grow, we simplify cross-border selling by syncing offers and pricing across marketplaces and translating content into languages like German, Japanese, and French, helping build a localised brand presence.

To support brand growth, we recommend Perfect Launch, a roadmap of five tools—Brand Registry, A+ Content, FBA, Automated Pricing, and Advertising—designed to drive visibility and early traction within the first 90 days.

Our systems prioritise relevance, customer satisfaction, and operational quality. Strong listings, reliable fulfilment, and a good customer experience improve search rankings, giving even smaller sellers a fair shot in competitive categories.

With the rise of regional hubs like Jaipur and New Delhi, are you seeing local brands evolve their identity to appeal to international tastes while staying rooted in India?

Absolutely, and what we’re seeing is both practical and creative. Regional export hubs like Jaipur, New Delhi, and Surat are producing businesses that combine traditional expertise with a sharp understanding of global demand. Cross-border e-commerce gives these brands real-time insight into what international customers are looking for, helping them refine products, colours, packaging, and even storytelling. 

Take for example, Handicrafts Home, a textile and home décor business. The brand transitioned from traditional exports to cross-border e-commerce by selling on Amazon Global Selling. Initially focused on textiles, the brand saw how international customers purchase home décor on Amazon and adapted their offerings accordingly. Since launching in 2016, their sales have grown multi-fold, proving the power of online marketplaces.

What’s most exciting is that these brands are not diluting their Indian essence — they’re elevating it. Through Amazon’s tools, training, and insights, sellers are learning how to position their products to meet global quality expectations while showcasing the uniqueness of Indian culture. It’s this balance of authenticity and adaptability that’s helping local brands thrive on the world stage. 

At a time when 'Made in India' is becoming a global narrative, how is Amazon positioning Indian products and sellers as not just exporters, but brands in their own right?

With the rise of e-commerce exports and better tech infrastructure, Indian MSMEs and D2C brands are finding new global opportunities. Amazon Global Selling supports this shift by offering easy-to-use tools, a wide service network, and end-to-end support, helping sellers take their ‘Made in India’ products worldwide. Since 2015, the program has enabled exports of over 40 crore Indian products.

Take MiNature from Ahmedabad, for example. What started as a multani mitti business is now a wellness brand with over 150 natural products, reaching 20,000 customers across six countries.

By easing logistics, compliance, and international expansion, Amazon helps Indian brands combine authenticity and quality with global access—making it easier for them to grow and build lasting brand value abroad.