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.”
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
