E-commerce giant Amazon is betting more and more on Indian brands to boost its product portfolio globally.
The Jeff Bezos-led company, which has already partnered with packaged foodmaker Amul, apparel firms FabIndia and Biba, Liberty Shoes, bathroom fittings firm Hindware, and ayurvedic product producer Organic India, is now looking at Baba Ramdev’s Patanjali Ayurveda, sources told HT.
Amazon is looking to sell products from these brands in nine countries, including the US, the UK and Japan, which together account for 300 million shoppers on the company’s site.
“We are in talks with the top 100 Indian brands. We can’t comment on the specific partnership (with Patanjali),” said Gopal Pillai, head of seller services at Amazon India. “Many of the brands have also become sellers on the Amazon platform.”
Patanjali did not respond to HT’s requests for comments.
The deal, if finalised, will be a big boost for Patanjali, which is already giving tough competition to fast-moving consumer goods majors like Dabur.
For Amazon, it will help it in its fight against Flipkart, India’s largest e-tailer.
Amazon has been engaged in a turf war with Flipkart for the top position in the Indian e-commerce market.
On Wednesday, Amazon joined hands with Amul, one of India’s oldest and largest cooperatives.
Amul will list its ghee and sweets on Amazon’s global store. A litre of Amul Ghee will be available for around ₹900. Pillai said that Amazon takes care of logistics, distribution, delivery, imaging, cataloguing, take care of duties and taxes. “The price on the Amazon global store is inclusive of all these cost… the brands can concentrate on the domestic market, on manufacturing and procurement.”
Taking Indian sellers international helps Amazon build a deeper relationship with brands in India, one of its biggest market outside the United States.
Amazon already has 18,000 sellers and 25 million products from India on its platform.