Market Access Support (MAS) Intervention

Context

The Government of India launched the Market Access Support (MAS) Intervention under the newly established Export Promotion Mission (EPM). This initiative aims to systematically expand India's global export footprint by providing structured financial and institutional assistance to exporters, with a primary focus on navigating post-pandemic trade shifts and emerging global tariffs.

About the Scheme

• What it is? A comprehensive, outcome-oriented programme designed to improve "Buyer Connect" and international visibility for Indian goods and services.
• Integrated Framework: Operates as a key component of the NIRYAT DISHA (Non-Financial Enablers) sub-scheme.
  • Part of the broader Export Promotion Mission (EPM), which has a total outlay of ₹25,060 crore for FY 2025–26 to FY 2030–31.
• Joint Implementation: Coordinated by the Department of Commerce, Ministry of MSME, and Ministry of Finance, working alongside Indian Missions abroad and Export Promotion Councils (EPCs).

Key Features & Mandates

• Targeted Beneficiaries: Specifically prioritizes Micro, Small, and Medium Enterprises (MSMEs), first-time exporters, and firms in priority sectors like agriculture, textiles, and high-tech.
• MSME Quota: Mandates a minimum 35% participation by MSMEs in all supported trade events.
• Predictability: Introduction of a 3–5 year rolling calendar for major international trade events, allowing exporters to plan long-term market entry strategies.
• Financial Rationalization:
  • Cost-Sharing: Generally structured at 60:40 (Govt:Private), rising to 80% government support for priority sectors with high MSME presence.
  • Airfare Support: Partial airfare reimbursement for small exporters with an annual turnover of up to ₹75 lakh.
• Digital Governance: Fully managed through the trade.gov.in portal—covering everything from event listing and proposal submission to fund release and lead tracking.

Recent Strategic Additions

• Proof-of-Concept (PoC) Support: A new component specifically for technology-intensive and sunrise sectors, providing funds for product demonstrations to potential overseas buyers.
• Outcome Tracking: Mandatory online feedback system to evaluate the quality of buyers and the number of business leads generated, ensuring data-driven policy refinement.
• Market Diversification: Active focus on non-traditional markets in Latin America, Africa, and Central Asia to reduce dependency on traditional Western trade partners.

Significance

1. Lowering Entry Barriers: Financial support for certifications and airfare makes international markets accessible to small players who previously found promotional costs prohibitive.
2. Global Competitiveness: By supporting "Traceability" and compliance with international standards (like REACH or eco-taxes), the scheme helps Indian products meet the "Product Passport" requirements of developed economies.
3. Strategic Resilience: Acts as a buffer against global trade frictions and high tariffs by helping exporters pivot quickly to new geographies.

Conclusion

The MAS Intervention marks a shift from fragmented, ad-hoc export subsidies to a strategic, data-led engagement model. By integrating financial aid with digital transparency and long-term planning, the government aims to transform Indian MSMEs into global players capable of deeper integration into Global Value Chains (GVCs).