Auric, ISAK, Fix My Curls named winners of Amazon’s Propel Global Business Accelerator Season 4; Season 5 announced

• Winners get a cumulative $100K equity free grant from Amazon
• In four seasons, Propel Global Business Accelerator has helped 120+ Indian direct to consumers (D2C) brands launch in global markets.
• Applications for Propel Global Business Accelerator Season 5 (Propel S5) are open till 15^th July

Chandigarh, 18^th June, 2025: Amazon India today announced Auric, ISAK Fragrances and Fix My Curls as the winners of the Amazon’s Propel Global Business Accelerator Season 4. This program has been designed to provide dedicated support to emerging Indian brands in the direct to consumer (D2C) space to reach customers around the world using ecommerce exports. Auric founded by Deepak Agarwal, ISAK Fragrances founded by Vidushi Vijayvergiya, and Fix My Curls by Anshita Mehrotra, collectively awarded a $100K equity free grant from Amazon to support their international growth ambitions. Building on the program’s success, Amazon India also announced the launch of Propel S5. The applications for the program are currently open and will close on 15^th July, 2025. Propel S5 will support up to 100 high-potential D2C brands.

As part of Propel Global Business Accelerator S5, Amazon has put together a dedicated mentorship board comprising Amazon leaders, VC partners and seasoned industry experts. This board will work closely with emerging D2C brands, offering personalized resources, one-on-one mentorship, and workshops covering global demand trends and strategies for building a successful e-commerce exports business. In addition, Amazon will host peer learning sessions featuring experienced entrepreneurs and Propel alumni, giving participating D2C brands a chance to connect, exchange insights, and grow within a thriving support network. The program will conclude with a demo day, where participants will have the opportunity to present their business ideas to top venture capital firms and potentially secure funding to scale their operations.

Srinidhi Kalvapudi – Head, Amazon Global Selling India said, “I would like to congratulate all the winners and finalists of Propel Global Business Accelerator Season 4. It’s inspiring to see such innovation and ambition to build global brands from across India, a testament to the rapid adoption of e-commerce exports. We are grateful for our partners’ support in creating this opportunity for Indian entrepreneurs. We will continue to empower businesses of all sizes to reach customers worldwide. Propel began with a vision to help emerging companies create globally recognized brands; over four years, we’ve supported over 120+ Indian D2C brands including Minimalist, Sirona, Shumee, PLIX, Butterfly edu, Confect amongst others. With Propel S5, we plan to support up to 100 Indian D2C brands launching globally this year, a key part of our commitment to drive $80 billion in e-commerce exports from India by 2030.”

Propel Global Business Accelerator Season 4 was launched in May 2024 in association with VC (venture capital) firms Amazon Smbhav Venture Fund, Peak XV Partners, Fireside Ventures, DSG Consumer Partners, IPV, V3 Ventures and Elevation Capital. The fourth season got an overwhelming response with 900+ applications by D2C and emerging brands from 15+ cities across India. 54 D2C brands were selected as finalists including brands like Auric, Isak Fragrances, Fix My Curls, Lattooland amongst others.

One of the winners of Propel Global Business Accelerator Season 4, Vidushi Vijayvergiya – Founder ISAK Fragrances, said – “Amazon’s marketplace has been crucial to our vision in India, and the Propel program was the perfect guide for our global expansion. It truly has been the most wonderful opportunity to take our products worldwide. Propel helped us navigate every aspect of global selling, connecting us with industry leaders, VCs, and peers. These invaluable insights into global business and diverse customer preferences have given us the confidence to scale into multiple new international markets in the coming years.”

More about the Propel Global Business Accelerator Season 5

D2C brands in the consumer products space with a vision to expand their business to global markets can apply to be a part of the accelerator. The entries will be evaluated by an Amazon led cross-disciplinary panel on the basis of the business idea, scalability and strength of the business plan/model, business metrics, founding team credentials, amongst others. Top 100 applicants will be inducted into a two-month mentorship where they will receive marketplace insights as well as compliance and logistics support to launch in global markets. Up to 100 applicants will be shortlisted as the finalist cohort and inducted into the program. This cohort will receive 1:1 account management support from Amazon including guidance on identifying key products and categories to sell globally, inventory planning and demand forecasting, ads optimization strategies, preparing for global sale events, and more.  They will also get to interact with senior leaders from Amazon and the industry on areas like ‘Go to Market’ approach, finding the right ‘Product Market Fit’ etc. The program will culminate with a Demo Day, the top D2C brands from the finalist cohort will pitch their business propositions to a panel comprising of leaders from Amazon, VC partners and others. The panel will select the top three winners of the program who will receive combined $100K in equity free grants from Amazon.

For more information, please visit http://www.amazon.in/propel