Fashion
India launches MAS to boost MSME, first-time exporter market access
Approved by the union cabinet on November 12, 2025, the MAS Intervention is being implemented under the Niryat Disha sub-scheme of EPM and aims to strengthen international market access for Indian exporters, particularly MSMEs, first-time exporters and firms from priority sectors.
India has launched the Market Access Support Intervention under the Export Promotion Mission, offering partial airfare support to small exporters with turnover up to ₹75 lakh (~$83,470).
Approved on November 12, 2025, the scheme supports MSMEs and first-time exporters through trade fairs, buyer-seller meets and delegations, with digital processes and mandatory feedback.
The EPM is 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, Commodity Boards and industry associations. The MAS Intervention focuses on improving buyer connect and enhancing India’s global market presence through structured, outcome-oriented market access initiatives, the Ministry of Commerce and Industry said in a press release.
Under the scheme, financial and institutional support will be extended for Buyer-Seller Meets, participation in international trade fairs and exhibitions, Mega Reverse Buyer-Seller Meets 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 to enable better planning and continuity of market development efforts.
A minimum participation of 35 per cent MSMEs has been mandated for supported events, with special prioritisation for new geographies and smaller markets to promote export diversification. Delegation size has been benchmarked at a minimum of 50 participants, with flexibility based on market conditions and strategic relevance.
Event-level financial support ceilings and cost-sharing ratios have been rationalised, with preferential support for priority sectors and markets. End-to-end processes covering event listing, proposal submission, approvals, participant onboarding, fund release and monitoring will be enabled online to ensure transparency and ease of access.
Mandatory online feedback mechanisms will capture exporter inputs on buyer quality, business leads generated and market relevance. Based on feedback and implementation learnings, the MAS guidelines will be progressively refined. A new component for proofs-of-concept and product demonstrations to overseas buyers, particularly in technology-intensive and sunrise sectors, is expected to be notified shortly.
Additional digital tools for lead tracking, exporter follow-up and market intelligence integration will be rolled out in phases. Through the MAS 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.
Fibre2Fashion News Desk (SG)