Amazon’s global shoppers just can’t get enough of made-in-India products

Flying off the shelves.
Flying off the shelves.
Image: Reuters/Rick Wilking
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From ethnic clothing to copper cocktail glasses, Made-in-India products are all the rage among global online shoppers.

In 2017, Amazon registered a 500% increase in international orders for Indian products over 2015 when its Global Selling Program was first launched in India, the company said in a report. The scheme lets the country’s vendors enlist on Amazon and sell to customers worldwide.

Indian exporters saw a 224% growth in their global business in 2017 alone, the report said. The growth is a result of Amazon’s partnerships over the last year with firms such as ayurvedic products maker Dabur and various state-owned handloom product units like Tantuja and Jharcraft.

Other products gaining popularity include sporting equipment, baby clothes, tea, shoes, bags, gemstones, jewellery, and t-shirts.

Shoppers aren’t just buying Indian products but also finding unique ways to use them, Amazon has found.

For instance, Indian bed sheets are being used as beach towels, throws, and wall hangings; ghee (clarified butter) often goes into enhancing coffee flavours; copper tumblers double up as beer and cocktail glasses, and the Chandrika brand of ayurvedic soap is used to shave.

Amazon today lists over 90 million products from over 32,000 sellers from different parts of India, the company said.