Amazon Saheli Accelerate Season 2

Amazon Saheli Accelerate Season 2 is a structured scale-up program run by Amazon India in partnership with DPIIT and Startup India. It selects 50 women-led businesses — nearly three times the first season's cohort — with a sharper focus on founders from Tier-2 and Tier-3 cities who are building or ready to build D2C brands online.

The program centers on a three-day intensive in-person bootcamp, where participants receive hands-on mentorship from Amazon leaders, industry practitioners, and IIT-Delhi incubation faculty. Tracks cover digital marketing, financial management, brand building, and sustainability practices. Each participant is assigned a Saheli Associate who guides them through the full onboarding process on Amazon.in — including complimentary cataloguing, imaging, and listing support — removing the most common operational friction points for new sellers.

Access to Amazon Seller University modules and peer learning circles runs throughout the program. It wraps up with a Demo Day where selected founders pitch directly to venture capitalists, creating a structured pathway to external funding for the most investor-ready businesses.

There is no cash grant. The program's value lies in infrastructure access, mentorship quality, and the Amazon distribution channel — meaningful for founders who want to validate and grow a product business without needing to build a sales team from scratch.