MAM
Amazon Global Selling’s ‘#IndiaSeDuniyaTak’ campaign spotlights Indian entrepreneurs
Mumbai: Can a 112-year-old tea business from West Bengal become a globally recognized brand? Can Multani Mitti (Bentonite Clay), an age-old natural skincare secret from India become the most sought-after product in Canada, the US, Japan and Australia? Can Kashmir’s Pashmina be draped in a country like Canada or Mexico? The answer to all these questions is a resounding “Yes!” Amazon Global Selling is making these dreams a reality for countless Indian businesses. Amazon has released the first of a series of four videos titled #IndiaSeDuniyaTak’ (India to the World), showcasing these journeys of Indian ambition and reaching a global audience.
Launched in India in 2015, Amazon Global Selling helps Indian businesses of all sizes export their products through Amazon’s international marketplaces. The program has significantly lowered barriers for entrepreneurs looking to start or expand their export operations. Key achievements of the program include:
· Tens of thousands of Indian exporters already selling globally
· Millions of Made in India products available to customers in over 200 countries
· $8 billion worth of Indian goods exported so far
· Support for first-generation entrepreneurs and emerging brands.
According to Amazon India director of global trade Bhupen Wakankar, “Our ‘India se Duniya Tak’ campaign highlights the diverse success stories of exporters using Amazon Global Selling. Launched nearly a decade ago, this program empowers Indian entrepreneurs to build thriving export businesses through e-commerce. It’s remarkable to see thousands of these businesses not only establishing globally recognized brands but also introducing Indian products to international customers. Their success underscores the program’s impact. Our focus remains on simplifying e-commerce exports. We’re making significant investments in technology to streamline the export process, making it more accessible for businesses of all sizes. Our goal is ambitious yet clear: facilitating $20 billion in cumulative e-commerce exports from India by 2025.”
The ‘India se Duniya Tak’ campaign features four captivating short films. Each film delves into the world of a different exporter, showcasing their unique products and the traditional craftsmanship behind them. Some sellers began exporting with Amazon and grew into globally recognized brands. Others were already exporting; however, Amazon Global Selling helped them achieve even greater growth. Hailing from Srinagar, Indore, Ahmedabad, and Darjeeling, these four diverse stories represent the rich tapestry of Indian tradition and craftsmanship reaching a global audience. The ‘India se Duniya Tak’ video campaign is a collaborative effort, brought to life by Amazon and FCB Kinnect. Filmed across various locations, the campaign showcases the diverse offerings of Indian businesses.
According to FCB Kinnect COO Chandni Shah, “The ‘India se Duniya Tak’ campaign was deeply rooted in passion, aiming to bring a human touch to the typically impersonal e-commerce interactions. Amazon Global Selling is a launchpad that showcases the remarkable offerings of Indian entrepreneurs alongside their dreams and aspirations. We focused on authentically capturing the personal stories and unique spirit of each business featured, showcasing how Amazon Global Selling has empowered their growth journey.”
The campaign’s first video showcases the journey of Aaqib Bhat, the owner of Pashwrap, a Pashmina brand from Srinagar. Their craftsmanship and business span generations nurturing the art of creating luxury from the threads of Pashmina wool. Although their business is decades old, the excitement experienced by Aaqib of receiving the first global order is an important milestone in his journey.
According to Pashwrap founder Aaqib Bhat, “Our speciality lies in handcrafted luxury goods, each adorned with intricate traditional Kashmiri embroidery. The creation of a single piece can span months, sometimes even a full year. Amazon Global Selling has been transformative for us, extending our market reach and enabling us to provide sustainable employment to skilled artisans from neighbouring villages. We’re thrilled to be featured in Amazon’s ‘India se Duniya Tak’ video campaign. This platform will spotlight the passion and precision behind our heirloom creations, introducing discerning global consumers to the true essence of our artistry.”
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
