In 2009, the plans to launch Amazon in India were set into motion. Amit Agarwal, Senior Vice President of India & Emerging Markets, reached out to Kishore Thota, now the Director of Shopping Experience, India and Emerging Markets, with the idea of creating an Amazon specifically designed for India. This notion of digitizing India and making a difference in the lives of its people inspired a wave of Amazonians, like Thota, to return from Seattle to their home country and embark on this exciting journey.

The Early Days: Creating a Team for India, by India

Recognizing the importance of local knowledge and cultural understanding, Amazon sought to build a team of individuals who grew up in India and possessed a deep understanding of the country’s unique nuances. This diverse group of Amazonians shared a common goal: to make a meaningful impact on the lives and livelihoods of Indians through the power of e-commerce.

‘Made in India‘ Solutions: Building Amazon.in Differently

When Amazon went live on June 5, 2013, it became evident that the Indian marketplace required a different approach. Unlike other regions, Indian sellers were initially hesitant to embrace online selling, as the concept was unfamiliar and untested. This called for innovative strategies rooted in Indian ingenuity and adaptability.

One such initiative was the introduction of Amazon Chai Carts. These vibrant carts traversed the narrow streets of India, engaging potential sellers over a cup of hot chai. This personal approach allowed Amazon teams to have meaningful conversations about the benefits of starting an online business. Over 15,000 kilometers were covered, and more than 10,000 small businesses were reached through this initiative.

India ka Amazon: Digitizing Businesses and Enabling Customer-centric Innovations

From the very beginning, Amazon’s approach was to digitize businesses of all sizes, offering the largest selection of products and leveraging technology to enhance customer experiences. To build trust and familiarity with online shopping, Amazon introduced industry-standard easy returns and refunds, along with a lightweight India-specific app that could be accessed even on low-cost phones and unreliable networks.

Recognizing the linguistic diversity of India, Amazon launched shopping experiences in multiple languages, making them more accessible and inclusive. Special programs were also introduced to support artisans and women entrepreneurs, and efforts were made to enable customers in remote regions, such as Assam’s Majuli island, to access unique products like the ajrakh from Kutch.

Nationwide Infrastructure and Delivery Network

To meet the growing demand, Amazon focused on expanding its infrastructure and delivery capabilities across the country. Starting with a single fulfillment center in 2013, Amazon established a nationwide network by partnering with organizations like India Post and the Indian Railways. Collaborations with lakhs of Kirana stores (small neighborhood shops) further enhanced the delivery network, ensuring that every serviceable pin code in India could be reached.

Partnering for Success: Collaborations with India Post and Indian Railways

In 2013, a landmark moment was reached when Amazon became the first e-commerce company in India to partner with India Post for the movement of packages. This collaboration provided Amazon with extensive reach and allowed them to unlock the possibilities of e-commerce. To commemorate this partnership, India Post even released a ‘My Stamp’ featuring Amazon India on the third anniversary of Amazon.

Another pivotal step was the introduction of Prime Air in 2023, a dedicated air cargo service that strengthened Amazon’s logistics network, enabling faster and more efficient delivery to customers.

Prime and Beyond: Enriching the Indian Consumer Experience

In 2016, Amazon brought its popular Prime membership program to India, providing customers with free and fast deliveries, as well as access to Prime Video for entertainment. This move revolutionized the streaming landscape in India, offering blockbuster content in multiple languages to viewers across the country.

Amazon Pay, the company’s digital payment solution, simplified transactions for both customers and small businesses. Alexa, the voice assistant, became a part of numerous Indian households, enhancing the learning experiences of students in rural and semi-urban areas.

Pledges for India’s Growth: Digitizing Small Businesses and Job Creation

Aligning their business goals with India’s vision of becoming a $1 trillion digital economy, Amazon pledged to digitize 1 crore (10 million) small businesses, enable $20 billion in exports, and create 20 lacks (2 million) jobs by 2025. Progressing steadily towards these targets, Amazon has already digitized over 40 lacks (4 million) small businesses, facilitated over $5 billion in cumulative exports, and generated more than 11 lacks (1.1 million) direct and indirect jobs.

Countless Stories, Endless Possibilities: Impacting Lives Across India

The journey of Amazon in India has been filled with inspiring stories. For instance, 94-year-old Harbhajan Kaur from Chandigarh started selling homemade barfi on Amazon, fulfilling her dream of financial independence. In another heartwarming example, a school teacher in a remote village in Leh was able to order classroom supplies, bridging the accessibility gap through e-commerce.

Conclusion: A Promising Future in India’s Digital Landscape

With a young and vibrant population, rising income levels, and increasing penetration of the internet and social media, the future for Amazon in India is promising. As they continue to innovate for customers, empower small businesses, and contribute to India’s digital economy, Amazon remains committed to being a catalyst for change and progress in the country they proudly call home.

Manish Tiwary, Country Manager, India Consumer Business, summarizes the journey by stating that this is just the beginning. Amazon’s dedication to India’s growth and the vision of a $1 trillion digital economy ensures that they will continue to shape the future of e-commerce in the country, making a lasting impact on the lives of millions.