FICCI FLO, under the leadership of Puja Garg, National President, hosted a highly impactful webinar, “FLO X Amazon Saheli: Enabling Women in Digital Commerce,” in collaboration with Amazon India. The strategic session focused on transitioning FLO members from local marketplace identities into national e-commerce brands.
Led by Ms. Kashish Diwan, Strategic Partnerships Executive at Amazon India, the session marked the official beginning of FLO x Amazon Saheli partnership. During the session, members received a detailed technical overview of the Amazon Saheli platform, its exclusive program benefits, and the step-by-step seller deliverables.
Under this active alliance, Amazon is supporting FLO by assisting identified female entrepreneurs and onboarding them as registered marketplace sellers via standard onboarding pathways on a best-effort basis. The workshop demystified digital retail infrastructure—spanning high-converting image cataloging, interactive Learning Management System (LMS) modules, algorithmic visibility levers, and advanced fulfillment networks—giving members a clear, actionable roadmap to scale their businesses.
The webinar is a part of the FLO AI & Digital Literacy Initiative, led by Dekyi Yangtso Chawla, Initiative Lead, and Ridhi Jain, Initiative Co-Lead, who are working towards equipping women with digital skills and knowledge across India.
Key Takeaways
- Active Onboarding Support: Having partnered with FLO, Amazon is actively supporting selected chapter-level sellers by guiding them through its formal marketplace onboarding framework, ensuring strategic institutional assistance during the critical store setup phase.
- Personalized Training & LMS Modules: To bridge the technical skills gap, members gained access to specialized, personalized training tracks and comprehensive LMS learning modules covering cataloging standards, order management, and dashboard analytics.
- Commercial Advantage & Image Cataloging: Enrolled founders benefit from heavily subsidized referral fees capped at 12% or lower for their first year alongside complimentary, professional product photography and optimized asset cataloging to meet global digital storefront standards.
- Strategic Visibility Levers: The session broke down how sellers can manipulate internal visibility levers, including premium positioning inside the curated “Amazon Saheli Store” on Amazon.in and algorithmic marketing tools to naturally drive organic consumer traffic.
- Advanced Fulfillment & Logistics Channels: Members were trained on Amazon’s primary fulfillment mechanics to optimize their shipping speeds and customer trust ratings, specifically focusing on:
- Fulfillment by Amazon (FBA): Where Amazon stores, packs, and ships the products while handling 24/7 customer service.
- Seller Flex: Allowing qualified entrepreneurs to turn their own local warehouses into Amazon-certified nodes, retaining inventory control while earning the coveted “Prime” delivery badge.
- National Cohort Infrastructure: Formally announced the June rollout of specialized chapter-level learning cohorts (requiring a baseline of 15–20 committed members per chapter) to ensure structured, peer-led local execution.
Impact
Around 150+ highly engaged women founders participated in this insightful and engaging webinar. The atmosphere throughout the masterclass was highly collaborative, with members actively engaging in real-time Q&A regarding GST compliance, FBA inventory thresholds, and digital training accessibility. The immense interest displayed underscored the urgent demand among female founders for structured, institutional handholding in the e-commerce landscape.