In a bid to bolster the global footprint of Indian exporters, the Government of India has launched the Market Access Support (MAS) Intervention under the Export Promotion Mission (EPM). This initiative, greenlit by the Union Cabinet on November 12, 2025, aims to provide crucial support, especially to MSMEs, new entrants in exporting, and businesses in priority sectors. The MAS Intervention is a key component of the NIRYAT DISHA sub-scheme of EPM.
The Department of Commerce, the Ministry of MSME, and the Ministry of Finance are collaborating with Indian Missions abroad, Export Promotion Councils (EPCs), Commodity Boards, and industry associations to execute the Export Promotion Mission. The MAS Intervention is strategically designed to foster connections between buyers and sellers while amplifying India’s presence in international markets through targeted interventions.
Financial and institutional backing will be channeled into Buyer-Seller Meets (BSMs), international trade fairs, Mega Reverse Buyer-Seller Meets (RBSMs) within India, and trade delegations focusing on priority and emerging export markets.
To ensure strategic planning, a three-to-five-year calendar of major market access events will be established, allowing exporters and organizing bodies to prepare effectively. A minimum of 35% MSME participation is mandated for supported events, with priority given to new geographies and smaller markets to diversify export destinations. Delegation sizes are benchmarked at a minimum of 50 participants, adjusted for market conditions.
Financial support ceilings and cost-sharing ratios have been streamlined, prioritizing key sectors and markets. Small exporters, with a turnover of up to ₹75 lakh in the preceding year, will receive airfare assistance. The platform, https://trade.gov.in, will handle event listings, submissions, approvals, onboarding, and fund releases, ensuring transparency.
To refine the MAS guidelines, feedback mechanisms will be implemented for exporters participating in supported events. This feedback will cover buyer quality, leads generated, and market relevance. A new component supporting Proofs-of-Concept and Product Demonstrations for potential overseas buyers, particularly in technology-intensive sectors, will be introduced soon.
Digital tools for lead tracking and market intelligence will be introduced to enhance outcome measurement. Through the MAS Intervention, the Government seeks to offer Indian exporters reliable market-entry strategies, stronger buyer engagement, and data-driven policy support.
