The government introduced the Market Access Support (MAS) initiative to enhance international market opportunities for Indian exporters. This initiative falls under the Export Promotion Mission (EPM) and is part of the ‘NIRYAT DISHA’ sub-scheme. It aims to bolster market access for Indian exporters, especially Micro, Small, and Medium Enterprises (MSMEs), first-time exporters, and firms in priority sectors.
Structured financial and institutional aid will be provided through the MAS intervention for various activities like Buyer-Seller Meets (BSMs), participation in international trade fairs, Mega Reverse Buyer-Seller Meets (RBSMs), and trade delegations to key export markets. The Commerce Ministry disclosed that a comprehensive calendar of major market access events spanning three to five years will be established in advance. This will enable exporters and organizing bodies to plan their participation well in advance, ensuring a consistent focus on market development.
The MAS initiative mandates a minimum participation of 35% MSMEs in supported events, with a particular emphasis on exploring new markets and smaller geographies to promote export diversification. Each delegation is expected to comprise a minimum of 50 participants, with some flexibility based on market conditions and strategic importance. The guidelines have rationalized financial support limits at the event level and cost-sharing ratios, with priority given to specific sectors and markets.
To encourage the involvement of small exporters with turnover up to Rs 75 lakh in the previous year, partial airfare support will be provided. The entire process, from event listing to fund release and monitoring, will be facilitated through https://trade.gov.in, ensuring transparency and accessibility for all stakeholders. A mandatory online feedback system will be implemented for exporters participating in each supported event, focusing on aspects like buyer quality, business leads, and market relevance. The MAS guidelines will be continuously refined and institutionalized based on feedback and implementation insights.
The MAS intervention is designed to enhance buyer connections and elevate India’s global presence through structured and result-oriented market access strategies.
