In 2016, the SuperStartUp India Awards were debuted in association with Superbrands, an authority on brand surveys. More than 15,000 brands have been honoured worldwide by Superbrands and over 1.50 million copies of its books have been printed and distributed in 91 countries across all six continents. For SuperStartUps India, a democratic process of electing winners was put in place, with an eminent council consisting of industry leaders like the late Anmol Dar, Prahlad Kakkar and Shivjeet Kullar overseeing the process. Thousands of consumers across India voted for the most-loved brands. Some of the 2017 winners included Shopclues, Zivame and Proptiger.