Seven years in India, the Launchpad programme by Amazon has an ‘optimistic’ growth trajectory ahead, says the company with around 700 startups/small businesses part of the programme out of over 14 lakh businesses selling on Amazon India marketplace. The Man Company, Chai Point, Yoga Bar, and Kapiva Ayurveda are some of the brands associated with the Launchpad programme.
The idea has been to support startups and emerging brands to grow via e-commerce with needs different from established brands. However, applicants funded or supported by Launchpad’s collaborators including crowdfunding platforms, investors and startup accelerators are considered primarily. For others, it is on a case-by-case basis.
“We strive to provide constructive support and empowerment to all promising entrepreneurs without bias toward their funding status or existing collaborations,” Gaurav Bhatnagar, Head of Seller Acquisition and Development at Amazon India told Sandeep Soni in an interaction on the occasion of National Startup Day 2024. Edited excerpts below on the programme’s growth, engagement with Startup India and integration with ONDC.
What has been the YoY growth rate in startups and small businesses joining the programme since December 2016?
Over the years, we’ve witnessed substantial year-on-year revenue growth of about 90 per cent in startups and small businesses participating in the Launchpad program. Specifically, in the recently concluded Diwali event, we experienced a remarkable 35 per cent increase in sellers compared to the previous year. Today, we have about 700 startups and businesses associated with Amazon as a part of our Launchpad program – reflecting the increasing interest and trust of entrepreneurs in our programme.
What growth rate is expected this year and the potential count of joinees?
In 2023, we witnessed a growth of 57 per cent in startups and small businesses participating in the Amazon Launchpad programme. The growth trajectory of our Launchpad programme is optimistic, and we anticipate a steady rise in startups and small companies joining throughout 2024. Looking ahead to 2024, our goal is to amplify these numbers further, fostering a vibrant ecosystem for emerging brands on our platform.
How do you evaluate startups not funded or supported by your collaborators?
We evaluate startups and small businesses case-by-case and employ a multi-faceted approach, considering factors such as innovation, market potential, and customer appeal. We strive to provide constructive support and empowerment to all promising entrepreneurs without bias toward their funding status or existing collaborations. We aim to help them achieve their business objectives by offering valuable guidance and resources.
Apart from the Launchpad page, how are these startups placed on the marketplace?
We go beyond our dedicated Launchpad page to strategically place startups and brands on our marketplace to enhance their visibility. One of our initiatives is our sales event planner, which enables startups and brands to participate in seasonal sales events and drive more traffic to their products. We also offer seller rewards to encourage active participation and improve brand loyalty. Our team also assists sellers in enhancing product details, including optimizing product descriptions, images, and reviews. We were the first to launch a seller mobile app, and today, over 60 per cent of our sellers use this app to manage their business.
Tell us about your engagement with the Startup India programme
Our engagement with the Startup India programme is instrumental in fostering the growth of startups through Launchpad – exemplifying a synergistic collaboration between private enterprise and government initiatives. Through Launchpad, brands gain access to a myriad of resources, learning opportunities, and collaborative ventures that align with the objectives of Startup India.
Entrepreneurs enrolled in the Launchpad program can tap into the knowledge bank of Startup India, gaining insights into investor engagement, business setup, company registration, and other crucial aspects of entrepreneurial endeavours. The collaboration ensures that Launchpad members benefit from Amazon’s extensive support and seamlessly integrate with the larger national vision for startup empowerment.
What are the upcoming initiatives under the programme?
We have exciting initiatives in the pipeline for Launchpad this year and beyond. While I can’t reveal specific details now, our focus remains on introducing features and support mechanisms that catalyze the success of startups and small businesses.
While Amazon has committed to integration with ONDC, what kind of growth do you see for Launchpad businesses looking to sell on ONDC?
The integration with ONDC opens up new avenues for Launchpad businesses. We foresee substantial growth opportunities as these businesses tap into the diverse and expansive ONDC network, expanding their reach and customer base. Amazon’s vision and commitment to India are closely aligned with ONDC’s objectives of digitally enabling small businesses and providing convenience and choice to customers nationwide.
What could be future opportunities for you in this partnership with ONDC?
The partnership with ONDC presents numerous possibilities. Exploring areas such as collaborative marketing efforts, streamlined logistics, and further integration of technologies can unlock synergies that benefit both Launchpad businesses and the broader e-commerce ecosystem. We are excited about these opportunities to mobilize Amazon’s industry-leading infrastructure and technology, including small business digitization tools, to help the ONDC accelerate its objectives.
