Government Introduces Market Access Support (MAS) Intervention under Export Promotion Mission to Facilitate Structured Global Market Access for Exporters: FIEO President

New Delhi, December 31, 2025: The Federation of Indian Export Organisations (FIEO) has welcomed the launch of the Market Access Support (MAS) Intervention under the Export Promotion Mission (EPM) by the Government of India, describing it as a timely and strategic step to strengthen India’s global export footprint, especially for MSMEs, first-time exporters and firms from priority sectors.
 
Commenting on the initiative, S C Ralhan, President, FIEO, said that the Market Access Support Intervention marks a paradigm shift in India’s export promotion strategy. By focusing on predictable, well-planned and outcome-driven market access activities, the Government has addressed a long-standing need of exporters, particularly MSMEs, who often face constraints in accessing overseas markets.
 
The MAS Intervention, approved by the Union Cabinet on November 12, 2025, is being implemented under the NIRYAT DISHA sub-scheme of the Export Promotion Mission. The Mission is jointly implemented by the Department of Commerce, Ministry of MSME and Ministry of Finance, in close coordination with Indian Missions abroad, Export Promotion Councils, Commodity Boards and industry associations.
 
Under MAS, the Government will provide structured financial and institutional support for Buyer-Seller Meets (BSMs), international trade fairs and exhibitions, Mega Reverse Buyer-Seller Meets (RBSMs) organised in India, and trade delegations to priority and emerging markets. The intervention aims to improve buyer connect and enhance India’s presence in global markets through outcome-oriented market access initiatives.
 
Ralhan added, “The provision of a three-to-five-year advance calendar of international events will significantly improve planning certainty for exporters and trade bodies. Mandating a minimum 35 per cent participation of MSMEs and prioritising new geographies, will go a long way in broad-basing India’s export growth and promoting diversification.”
 
The MAS framework also rationalises event-level financial support ceilings and cost-sharing ratios, with preferential support for priority sectors and markets. Small exporters with export turnover of up to ₹75 lakh in the preceding year will receive partial airfare support, encouraging participation of new and small exporters in global events.
 
Highlighting the digital enablement of the scheme, Mr Ralhan stated, that the end-to-end digitisation of processes through the trade.gov.in portal will ensure transparency, ease of access and faster approvals. Mandatory online feedback, lead tracking and outcome measurement tools will help align market access interventions with real business results.
 
FIEO also welcomed the proposed introduction of Proof-of-Concept and Product Demonstration support, particularly for technology-intensive and sunrise sectors, and the phased rollout of advanced digital tools for market intelligence and exporter follow-up. “MAS has the potential to become a cornerstone of India’s export ecosystem by creating stronger buyer engagement, data-driven policy feedback and deeper integration of Indian exporters into global value chains,” Mr Ralhan said.
 
FIEO reaffirmed its commitment to working closely with the Government and all stakeholders to ensure effective implementation of the MAS Intervention and to maximise its benefits for the exporting community.