The Indian government has officially launched a major initiative to propel domestic products into new international markets, providing crucial support to small businesses and first-time exporters. The Market Access Support (MAS) intervention was rolled out on Wednesday, nearly two months after the Union Cabinet approved the overarching Export Promotion Mission (EPM) on November 12.
What the Market Access Support Scheme Offers
According to a statement from the Commerce Ministry, the MAS scheme is designed to strengthen connections with foreign buyers, enhance the visibility of Indian goods abroad, and assist exporters in navigating entry into priority and emerging markets. This initiative will be implemented under the Niryat Disha sub-scheme, which falls under the broader EPM framework.
The government will extend financial and institutional backing for a range of activities, including:
- Buyer-seller meets and international trade fair participation.
- Mega reverse buyer-seller meets hosted within India.
- Organized trade delegations to targeted export destinations.
A significant feature is the creation of a three-to-five-year calendar for major market access events. This allows exporters and organizing bodies to plan their involvement well ahead of time, ensuring sustained efforts in market development.
Focus on MSMEs and Data-Driven Outcomes
The scheme mandates that at least 35% of participants in supported events must be from the MSME sector. There is a pronounced emphasis on exploring new geographies and smaller markets to diversify India's export portfolio beyond its traditional strongholds.
To lower entry barriers, the MAS offers partial airfare support for small exporters whose annual turnover did not exceed ₹75 lakh in the previous financial year. This addresses a key challenge for new exporters who struggle with the initial costs of international outreach.
The ministry is introducing a mandatory online feedback system from participating exporters. This data will assess buyer quality, business leads generated, and the overall market relevance of each event. This feedback will be used to refine the MAS guidelines over time, marking a shift towards a data-led evaluation of export promotion expenditures.
All processes—from event listings and proposal submissions to approvals and fund disbursal—will be managed through the government's unified trade portal, trade.gov.in. This digital approach aims to enhance transparency, reduce processing delays, and provide easier access for exporters across the country.
Industry Applauds Timely Intervention
Industry leaders have welcomed the launch of the MAS scheme, highlighting its potential impact.
Pankaj Chadha, Chairman of the Engineering Export Promotion Council (EEPC), stated that the rollout is timely and will provide much-needed financial aid for exporters to showcase their products globally. He noted that it could be pivotal for engineering exporters facing challenges in traditional markets.
Vinod Kumar, President of the SME Forum, emphasized that for many MSMEs, market access, not production, is the primary hurdle. "The Market Access Support scheme directly addresses this gap by lowering the cost and risk of entering new markets," he said.
Ashwin Chandran, Chairman of the Confederation of Indian Textile Industry (CITI), added that the intervention would help textile and apparel exporters expand into more countries, supporting job creation domestically.
The Bigger Picture: The Export Promotion Mission
The MAS is a key component of the larger Export Promotion Mission (EPM), which has a total outlay of ₹25,060 crore for the period from FY26 to FY31. The EPM is one of two cabinet-approved initiatives worth a combined ₹45,060 crore aimed at bolstering India's export ecosystem and easing liquidity pressures.
Anchored by the Department of Commerce and implemented in coordination with the Ministries of MSME and Finance, the EPM consolidates various export support schemes. It operates through two sub-schemes: Niryat Protsahan (focusing on affordable trade finance) and Niryat Disha (targeting non-financial enablers like compliance, branding, logistics, and market access). Of the total EPM outlay, ₹10,400 crore is earmarked for Niryat Protsahan and ₹14,660 crore for Niryat Disha, under which the MAS falls.
The mission will prioritize sectors affected by recent global tariff hikes, including textiles, leather, gems and jewellery, engineering goods, and marine products. The Directorate General of Foreign Trade (DGFT) will serve as the nodal implementing agency, managing the entire process digitally.
The launch of the MAS scheme signals a strategic and structured shift in India's export promotion strategy, moving from sporadic support to sustained, outcome-driven efforts to establish a stronger global footprint for 'Brand India'.
