**Executive Summary**
The Government of India launched the Market Access Support (MAS) Intervention under the Export Promotion Mission (EPM) on December 31, 2025. This initiative, approved on November 12, 2025, aims to strengthen international market access for Indian exporters, particularly MSMEs. The MAS guidelines will be progressively refined and institutionalised based on feedback and implementation learnings.
**Key Points / Main Content**
* **Purpose and Scope:**
* The MAS Intervention, part of the NIRYAT DISHA sub-scheme of EPM, focuses on improving buyer connect and enhancing India's presence in global markets.
* It targets MSMEs, first-time exporters, and firms from priority sectors.
* **Implementation and Collaboration:**
* Jointly implemented by the Department of Commerce, Ministry of MSME and Ministry of Finance, along with Indian Missions abroad, EPCs, Commodity Boards, and other industry associations.
* **Financial and Institutional Support:**
* Provides structured financial and institutional support for activities like Buyer-Seller Meets (BSMs), international trade fairs, Mega Reverse Buyer-Seller Meets (RBSMs), and trade delegations.
* **Planning and Prioritization:**
* A three-to-five-year calendar of major market access events will be prepared and approved in advance.
* Mandates a minimum of 35% MSME participation, with priority given to new geographies and smaller markets.
* Delegation size is benchmarked at a minimum of 50 participants.
* **Financial Support and Processes:**
* Rationalized event-level financial support ceilings and cost-sharing ratios, with preferential support for priority sectors and markets.
* Partial airfare support is provided to small exporters with turnover up to ₹75 lakh.
* End-to-end processes for event listing, proposal submission, approvals, participant onboarding, fund release, and monitoring are enabled through https://trade.gov.in.
* **Feedback and Improvement:**
* Mandatory online feedback mechanisms for exporters participating in supported events.
* **Future Enhancements:**
* A new component for Proofs-of-Concept and Product Demonstrations to overseas buyers will be notified shortly.
* Additional digital tools for lead tracking, exporter follow-up, and market intelligence integration will be rolled out.
**Impact Analysis**
**Indian Exporters (particularly MSMEs):**
* **Impact:**
* Enhanced access to international markets through structured support and financial assistance.
* Greater opportunities for participation in market access events.
* Potential for increased buyer engagement and export growth.
* **Action Required:**
* Utilize the https://trade.gov.in platform for event listing, proposal submission, and onboarding.
* Provide mandatory online feedback after participating in supported events.
**Department of Commerce, Ministry of MSME, Ministry of Finance:**
* **Impact:**
* Responsible for the joint implementation of the MAS Intervention.
* Oversee the provision of structured financial and institutional support.
* Monitor and refine the MAS guidelines based on feedback.
* **Action Required:**
* Ensure effective coordination with Indian Missions abroad, EPCs, Commodity Boards, and other industry associations.
* Implement and oversee the new component for Proofs-of-Concept and Product Demonstrations.
**Export Promotion Councils (EPCs), Commodity Boards, Industry Associations:**
* **Impact:**
* Play a collaborative role in the implementation of the MAS Intervention.
* Contribute to improving buyer connect and enhancing India's presence in global markets.
* **Action Required:**
* Collaborate with the Department of Commerce, Ministry of MSME, and Ministry of Finance to support Indian exporters.
* Participate in the planning and execution of market access events.
Key Entities Referenced
Export Promotion Mission (EPM): A flagship initiative aimed at strengthening international market access for Indian exporters.
Market Access Support (MAS) Intervention: A sub-scheme under the Export Promotion Mission, designed to improve buyer connect and enhance India's presence in global markets.
Department of Commerce: One of the primary implementing bodies of the Export Promotion Mission.
NIRYAT DISHA: The sub-scheme under which MAS Intervention is implemented.
Ministry of Commerce & Industry
Government Launches Market Access Support
Intervention under Export Promotion Mission to
Strengthen Global Market Access for Indian
Exporters
प्रव तथ: 31 DEC 2025 1:17PM by PIB Delhi
The Government of India today launched the Market Access Support (MAS) Intervention under the
Export Promotion Mission (EPM), a flagship initiative approved by the Union Cabinet on 12 November
2025. The MAS Intervention is being implemented under the NIRYAT DISHA sub-scheme of EPM and is
aimed at strengthening international market access for Indian exporters, particularly MSMEs, first-time
exporters and firms from priority sectors.
The Export Promotion Mission is jointly implemented by the Department of Commerce, Ministry of
MSME and Ministry of Finance in coordination with Indian Missions abroad, Export Promotion Councils
(EPCs), Commodity Boards and other industry associations. The MAS Intervention focuses on improving
buyer connect and enhancing India’s presence in global markets through structured and outcome-oriented
market access interventions.
Under the Market Access Support Intervention, structured financial and institutional support will be
provided for activities including Buyer-Seller Meets (BSMs), participation in international trade fairs and
exhibitions, Mega Reverse Buyer-Seller Meets (RBSMs) organised in India, and trade delegations to
priority and emerging export markets.
A forward-looking three-to-five-year calendar of major market access events will be prepared and
approved in advance, enabling exporters and organising agencies to plan participation well ahead of time
and ensuring continuity of market development efforts. A minimum participation of 35 per cent MSMEs
has been mandated for supported events, with special prioritisation being accorded to new geographies
and smaller markets to encourage export diversification. Delegation size has been benchmarked at a
minimum of 50 participants, with flexibility provided based on market conditions and strategic relevance.
Event-level financial support ceilings and cost-sharing ratios have been rationalised, with preferential
support being extended to priority sectors and markets. Small exporters with export turnover of up to ₹75
lakh in the preceding year will be provided partial airfare support to encourage participation by new and
small exporters. End-to-end processes for event listing, proposal submission, approvals, participant
onboarding, fund release and monitoring will be enabled through https://trade.gov.in, ensuring
transparency and ease of access for all stakeholders.
Mandatory online feedback mechanisms will be instituted for exporters participating in each supported
event, covering parameters such as buyer quality, business leads generated and market relevance. Based
on feedback and implementation learnings, the MAS guidelines will be progressively refined andinstitutionalised. A new component for Proofs-of-Concept and Product Demonstrations to potential
overseas buyers, particularly in technology-intensive, emerging and sunrise sectors, will be notified
shortly to complement existing market access interventions.
Additional digital tools for lead tracking, exporter follow-up and market intelligence integration will be
rolled out in phases to strengthen outcome measurement. Through the launch of the Market Access
Support Intervention, the Government aims to provide Indian exporters with predictable market-entry
pathways, stronger buyer engagement and data-driven policy support, enabling deeper integration into
global value chains and sustained export growth.
***
Abhishek Dayal/ Garima Singh/ Ishita Biswas
(रलीज़ आईडी: 2210046) आगंतुक पटल : 2290
इस वज्ञ को इन भाषाओ ंम पढ़: Urdu , ही