Americans shopping on Amazon.com may find that the best deals for popular gifts like leather shoes and luxury bedding are coming from an unexpected source: Indian merchants. Amazon, always on the lookout for ways to lower prices, has been aggressively recruiting Indian vendors to sell their goods directly on the e-commerce giant’s American site.
At least 27,000 Indian sellers have signed up since Amazon began the outreach two years ago. They range from giants like the Tata Group, a conglomerate that hawks its Titan watch line on the site, to smaller firms likeThe Boho Street, a peddler of vegan tapestries, incense and handcrafted copper mugs.
The result is lower prices for consumers because selling foreign goods through the e-commerce giant cuts out some of the usual costs of a traditional importer. But it is also beneficial to Amazon, which gets to add to its enormous product lineup and charge sellers hefty fees. For Indian merchants like Abhishek Middha, founder of The Boho Street, Amazon provides almost turnkey access to the American market. Photographed in Rajasthan for The New York Times.
Workers at a factory in Jaipur, India, making bedsheets for The Boho Street, an Indian company that sells its products on Amazon
Workers removing fabric after it was dyed and hung to dry at the factory in Jaipur that produces bedsheets for The Boho Street
A border being painted on sheets for The Boho Street company. “Amazon taught us how to create a brand,” said Abhishek Middha, the company’s founder
A textile worker cleans a screen used to print fabric at the factory in Jaipur that produces bedsheets for The Boho Street
A textile worker collects fabric printed at the factory in Jaipur that produces bedsheets for The Boho Street
A textile worker at the factory in Jaipur that produces bedsheets for The Boho Street