Amazon, which is in the process of aggressively growing its ecomerce business in India, is reportedly going to unveil Amazon Launchpad in the next couple of months. The development comes from LiveMint, based on three people aware of the matter.

Amazon Launchpad — if you’re surprisingly unaware — is a global programme for start-ups from the online retail giant. As part of the programme, it showcases consumer products from start-ups to customers through its online marketplace globally.

However, the program is said to function slightly different in India. Along with showcasing products from start-ups, the company will also showcase products from traditional offline brands. This move will help the company to push its private labels offering.

For this programme, the company has already initiated talks with a number of consumer start-ups and brands. It has even finalized a few of the products for the Launchpad programme. The start-ups and brands which have come on board for the platform include lingerie start-up Buttercups and energy snack bar brand Yoga Bars, among others.

An executive of Amazon, who is familiar with this matter, said,

As far as Launchpad is concerned, the approach for India will be slightly different compared to other countries. Their approach here will be two-pronged. Firstly, they want to showcase all new B2C (business to consumer) products from various start-ups and FMCG brands, ones that already have an online presence. Secondly, they want to showcase B2C products from brands that only have an offline presence.

Amazon Launchpad gives customers access to a dedicated storefront which features a variety of innovative new products from emerging brands. On the other hand, for startups, the company handle inventory management, order fulfillment, customer service, and more. This allows startups to focus their efforts on the innovation of cool products.

Under this Amazon Launchpad programme, the company is also planning to launch subscription services for some of the FMCG brands. With monthly subscriptions, it aims to make brands under the program as a part of the consumers’ monthly basket.

While the programme is yet to launch in India, it is already active in the US. There, it exists as an online storefront which showcases new consumer products from start-ups. In order to identify potential start-ups that can be brought under the programme, it is working with VC firm Andreessen Horowitz, crowd-funding platform Indiegogo and start-up accelerator Y Combinator.

Earlier, in July, it was reported that Amazon will bring its Launchpad service for startups to help them in marketing products as part of government’s plan to bring its expertise to Indian startups. Further, it was reported that The Department of Industrial Policy and Promotion (DIPP) will act as a coordinator and will help to organise nationwide training programmes.

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