New Delhi, Dec 31 (.): The Government of India on Wednesday launched the Market Access Support (MAS) Intervention under the Export Promotion Mission (EPM), a flagship initiative approved by the union Cabinet on November 12, 2025, with an aim to strengthen international market access for Indian exporters, especially MSMEs and first-time exporters.
The MAS Intervention is being implemented under the NIRYAT DISHA sub-scheme of EPM and focuses on improving buyer connect and enhancing India’s footprint in global markets through structured, outcome-oriented market access initiatives, as per the statement released by the Ministry of Commerce & Industry.
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 industry associations.
Under the MAS framework, financial and institutional support will be provided for activities such as 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.
To ensure predictability and continuity, a three-to-five-year calendar of major market access events will be prepared and approved in advance. At least 35 per cent participation of MSMEs has been mandated for supported events, with special emphasis on new geographies and smaller markets to promote export diversification. Delegation size has been benchmarked at a minimum of 50 participants, with flexibility based on strategic and market considerations.
Financial support ceilings and cost-sharing ratios at the event level have been rationalised, with preferential support for priority sectors and markets. Small exporters with export turnover of up to Rs 75 lakh in the previous year will receive partial airfare support to encourage participation by new and small exporters.
All processes, including event listing, proposal submission, approvals, participant onboarding, fund disbursal, and monitoring, will be digitised through the trade.gov.in portal to ensure transparency and ease of access.
Mandatory online feedback mechanisms will be introduced for exporters participating in supported events, covering buyer quality, business leads generated, and market relevance. Based on feedback and implementation outcomes, the MAS guidelines will be refined and institutionalised over time.
The government will also shortly notify a new component for Proofs-of-Concept and Product Demonstrations aimed at overseas buyers, particularly in technology-intensive, emerging, and sunrise sectors. Additional digital tools for lead tracking, exporter follow-up, and market intelligence integration will be rolled out in phases.
With 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.
. VK VAN KK