The Government of India is stepping up efforts to promote Indian goods and services in countries with which India has recently concluded Free Trade Agreements (FTAs), urging exporters to make greater use of improved market access and expand their presence in overseas markets.
The Commerce Ministry is working closely with Export Promotion Councils (EPCs) and industry associations to organise large-scale international trade fairs, exhibitions, trade delegations and buyer-seller meets in FTA partner countries. The initiative aims to help Indian businesses establish stronger commercial connections, identify new buyers and convert the benefits of trade agreements into higher export volumes.
The renewed push is also expected to support India’s ambitious target of achieving $2 trillion in combined merchandise and services exports by 2030-31.
Commerce and Industry Minister Piyush Goyal, during a recent meeting with representatives of EPCs and industry associations, emphasised the need for Indian exporters, particularly micro, small and medium enterprises (MSMEs), to adopt a more aggressive approach towards overseas marketing.
According to an exporter who attended the meeting, the Minister encouraged businesses to make greater use of the government’s Export Promotion Mission (EPM) schemes to showcase India’s manufacturing capabilities and strengthen their presence in international markets.
Goyal also indicated that the government would extend greater support to MSMEs and micro enterprises under the EPM to facilitate their participation in overseas exhibitions, trade fairs and other international promotional activities. Such initiatives are expected to help smaller businesses establish commercial contacts, understand market requirements and identify potential customers in new geographies.
Export Promotion Mission to strengthen overseas market access
The Export Promotion Mission, approved by the Union Cabinet in November 2025, is a major government initiative aimed at strengthening India’s export competitiveness, expanding market access and addressing challenges faced by exporters, particularly smaller businesses.
The mission is being implemented through two broad components — NIRYAT PROTSAHAN and NIRYAT DISHA.
While NIRYAT PROTSAHAN focuses on financial and credit-related support for exporters, NIRYAT DISHA is designed to improve market access, facilitate international trade engagement and strengthen India’s export presence across global markets.
Under the Market Access Support intervention of NIRYAT DISHA, the government provides structured assistance for activities such as international buyer-seller meets, reverse buyer-seller meets, participation in overseas trade fairs and exhibitions, and trade delegations to priority and emerging markets.
The initiative is particularly focused on increasing the participation of MSMEs, first-time exporters and businesses operating in priority sectors.
The government has also envisaged a three-to-five-year calendar of major market access events to enable exporters and industry associations to plan their overseas promotional activities in advance. A minimum MSME participation requirement of 35 per cent has been prescribed for supported events, with special emphasis on exploring new markets and smaller export destinations.
FTAs offer opportunities for Indian businesses
India’s recent trade agreements are expected to provide domestic manufacturers and service providers with improved access to several international markets through reduced tariffs, greater market access and enhanced trade cooperation.
However, industry stakeholders have emphasised that securing preferential market access through FTAs alone may not automatically translate into higher exports. Indian businesses must actively promote their products, understand the requirements of overseas buyers, meet international quality standards and establish long-term commercial relationships.
The proposed overseas exhibitions and buyer-seller meetings are expected to provide Indian exporters with opportunities to interact directly with importers, distributors, retailers and other potential business partners.
For MSMEs, participation in international trade events can be particularly valuable, as smaller companies often face financial and logistical constraints in establishing an independent presence in overseas markets.
Focus on MSMEs and export diversification
The government’s increased emphasis on MSME participation is aimed at ensuring that the benefits of India’s expanding network of trade agreements reach smaller manufacturers and exporters across the country.
Industry associations and EPCs are expected to play an important role in identifying suitable international exhibitions, organising business delegations and facilitating direct engagement between Indian companies and overseas buyers.
The initiative could also help Indian exporters diversify their geographical presence, reduce dependence on a limited number of markets and explore emerging opportunities across different regions.
With improved market access through FTAs and targeted assistance under the Export Promotion Mission, the government is seeking to build a stronger international presence for Indian products and services.
The success of the initiative will ultimately depend on how effectively exporters utilise these opportunities to secure new orders, expand their overseas customer base and improve India’s overall export performance.