BENGALURU: Jaipur-based merchant Abhishek Middha's business of selling bed sheets online has transformed into a popular brand on Amazon.com , after he rebranded the products as tapestries and beach rugs to suit American customers. Amazon helps them by sharing insights derived through search trends and customer reviews. "There is nothing in this world that can make better pancakes than ghee," says one customer in a review on Amazon. "This new and innovative usage of Indian products abroad has surely expanded the export opportunity for Indian sellers," said Gopal Pillai, director of seller services at Amazon India. "They now get to position the same products differently by targeting the new customer base, hence broadening their market reach.

Source: Economic Times January 23, 2018 02:36 UTC