Nishant Raman, Director – Everyday Essentials, Amazon India, shares insights on how the ecommerce giant is redefining India’s grocery experience with a fine balance of legacy brands, global flavours, and health-focused new-age products
What are the old and new-age ingredients available on Amazon India, and how do the brands in these categories stand out?
There’s a clear segmentation in our grocery business between traditional and new-age ingredient brands. Established players like MDH, Everest, Fortune, and Aashirvaad continue to dominate with their conventional herbs, oils, and flours — known for affordability and mass availability.
On the other hand, we’re seeing exciting traction from new-age brands offering premium, health-focused alternatives. Brands like Two Brothers Organic Farms and Diabexy cater to niche consumers with offerings like Khapli and diabetic-friendly flours. Oils from Tata Simply Better and Anveshan focus on cold-pressed and wood-pressed variants, while Wingreens and Veeba are expanding the gourmet sauce segment. Functional herbs from Urban Platter and Keya have a wellness angle.
What differentiates these newer entrants is their emphasis on product innovation, clean labels, organic certification, transparent sourcing, and modern packaging. Their appeal lies in quality, health benefits, and a strong digital presence — perfectly aligned with India’s growing urban, health-conscious consumer base.
Does Amazon India offer traditional, region-specific, or global flavours? How do you ensure freshness and innovation in delivery?
Absolutely. Our platform offers a wide spectrum — from authentic Indian regional products to global culinary essentials. Regional favourites include MTR (South Indian), Haldiram’s (North Indian), Chitale (Maharashtrian), and Eastern (Kerala spices), all staying true to their local roots.
In global flavours, we’ve seen rising demand for brands like Kikkoman (Asian), American Garden (Western), and fusion offerings from Wingreens and Urban Platter.
To ensure freshness, we rely on a temperature-controlled supply chain, with multiple zones calibrated for various product types. We use AI-driven demand forecasting for efficient inventory, ultra-local fulfilment centres for faster dispatch, and thermal-insulated packaging with gel packs to maintain product integrity during transit. These innovations are central to delivering a consistent and high-quality grocery experience.
How has this grocery segment grown for Amazon India? What’s the current demand, and how are you expanding the category?
We’ve seen robust growth — around 40-50% YoY, particularly in premium grocery and health-focused categories. Urban customers are driving this shift, increasingly favouring organic, immunity-boosting, and global gourmet ingredients.
Categories like alternative flours, cold-pressed oils, superfoods, and international sauces are booming. Direct-to-consumer (D2C) brands like Floryo, Blue Tea, Ace Blend, Rosier, Jivo, Zoff, and Slurrp Farm are seeing rapid adoption.
To support this momentum, we’re expanding our infrastructure across tier-1 and tier-2 cities, building more temperature-controlled storage, and scaling dark stores for quicker deliveries. We’re also onboarding a growing number of innovative and regional brands, helping them scale nationally via Amazon.
Our focus is now sharply aligned with premiumisation, clean labels, sustainable packaging, and private label development for mid-market capture. We are particularly excited about partnerships with brands innovating for specific dietary needs — like keto, gluten-free, vegan, or weight management. The future of grocery is personalised, convenient, and health-first — and Amazon is committed to leading that evolution.
