Govt launches market access support scheme under export promotion mission

The intervention, approved by the Union Cabinet on November 12, 2025, is being implemented under the NIRYAT DISHA sub-scheme of the Export Promotion Mission. It aims to improve buyer connect, expand India’s presence in international markets and create structured, outcome-oriented mechanisms for export promotion.

The Export Promotion Mission is being jointly implemented by the Department of Commerce, the Ministry of MSME, and the Ministry of Finance, in coordination with Indian Missions abroad, Export Promotion Councils (EPCs), Commodity Boards and industry associations.

Under the Market Access Support Intervention, financial and institutional support will be provided for a range of export promotion activities, including:

• Buyer-Seller Meets (BSMs)

• Participation in international trade fairs and exhibitions

• Mega Reverse Buyer-Seller Meets (RBSMs) organised in India

• Trade delegations to priority and emerging export markets

These activities are designed to strengthen buyer engagement and enhance market entry opportunities for Indian exporters.

A forward-looking three-to-five-year calendar of major market access events will be prepared and approved in advance, allowing exporters and organising agencies to plan participation well ahead of time and ensuring continuity in market development efforts.

At least 35 per cent participation by MSMEs has been made mandatory for supported events. Special priority will be given to new geographies and smaller markets to promote export diversification. Delegation size has been benchmarked at a minimum of 50 participants, with flexibility allowed depending on market conditions and strategic relevance.

Event-level financial ceilings and cost-sharing norms have been rationalised, with preferential support for priority sectors and markets. To encourage participation by new and small exporters, partial airfare support will be provided to exporters with turnover of up to ₹75 lakh in the preceding year.

All processes related to event listing, proposal submission, approvals, participant onboarding, fund release and monitoring will be conducted through the trade.gov.in portal, ensuring transparency, efficiency and ease of access.

Mandatory online feedback mechanisms will be introduced for exporters participating in supported events. Feedback will cover parameters such as quality of buyers, business leads generated and relevance of markets. Based on implementation experience and stakeholder feedback, the MAS guidelines will be periodically refined and institutionalised.

The government will also roll out additional digital tools for lead tracking, exporter follow-up and market intelligence integration to strengthen outcome measurement and policy responsiveness.

A new component focused on Proofs-of-Concept and Product Demonstrations for potential overseas buyers, particularly in technology-intensive, emerging and sunrise sectors, will be notified shortly to complement existing market access measures.