Market Access Initiative (MAI) Scheme: How Exporters Get Support for Fairs and Buyer Meets
The Market Access Initiative is the Department of Commerce's scheme to fund export promotion — trade fairs, buyer-seller meets, market studies. Here is how it works, how individual exporters benefit through councils, and how to make the most of a supported event.
Kartik KukadiyaCEO, Easywork Solutions Private Limited
Quick facts
- MAI is an export promotion scheme of the Department of Commerce, Government of India.
- Support is given mainly through export promotion councils, commodity boards, industry and trade bodies and Indian missions.
- Eligible activities include participation in trade fairs, buyer-seller meets, reverse buyer-seller meets and market studies.
- Individual exporters, especially MSMEs, typically benefit by participating in MAI-supported events organised by their council.
- Eligibility conditions and assistance limits are set in the current MAI guidelines.
- The value of a supported fair depends on what you do after it — follow-up and conversion.
The Market Access Initiative (MAI) scheme is the Department of Commerce's export promotion scheme. It funds activities such as trade fair participation, buyer-seller meets, reverse buyer-seller meets and market studies, mostly through export promotion councils and other approved bodies. Individual exporters — particularly MSMEs — usually benefit by joining MAI-supported events organised by their council, where part of the participation cost may be supported under the guidelines.
This guide explains how MAI works, how to access it and how to get value from a supported event. ExportCRM wrote it for exporters planning their fair calendar.
What MAI supports
- Indian pavilions at international trade fairs.
- Buyer-seller meets abroad and reverse buyer-seller meets in India.
- Market studies and product-market research.
- Export promotion activities by councils, boards, trade bodies and Indian missions.
- Certain capacity-building and branding activities, as the guidelines allow.
How individual exporters benefit
Most MAI funding goes to the organising body, not directly to individual exporters. As an exporter, you typically benefit by registering for an MAI-supported fair or meet through your export promotion council; depending on the current guidelines and your eligibility (often linked to MSME status and export turnover), part of your participation cost may be supported.
Watch your council's circulars for upcoming MAI events, application deadlines and the documents needed — usually RCMC, IEC and proof of eligibility.
Choosing the right supported event
- Pick events in markets where your product is competitive on duty (check FTAs) and price.
- Ask the council for past participant feedback and buyer profiles.
- Prefer focused sector fairs and buyer-seller meets over general shows.
- Plan samples, price lists and MOQs before you travel.
Getting a return from the event
- Book meetings with buyers before the event.
- Capture every contact with notes and a category on the spot.
- Follow up hot leads within days with quotes and samples.
- Track which contacts became orders, to judge the event.
Capturing fair contacts properly
ExportCRM's trade show visitor module stores card scans, category and event for each contact, so MAI-supported fairs can be measured by the orders they produce. See trade show lead capture.
Frequently asked questions
What is the Market Access Initiative scheme?
An export promotion scheme of India's Department of Commerce that funds trade fairs, buyer-seller meets, market studies and similar activities, mainly through export promotion councils and other approved bodies.
Can an individual exporter apply for MAI?
Usually exporters benefit by participating in MAI-supported events organised by their council. Eligibility and any participant support depend on the current guidelines.
Is MAI only for MSMEs?
The scheme supports export promotion generally, but participant-level support is often targeted at MSME exporters. Check the current guidelines.
How do I find MAI-supported fairs?
Through your export promotion council's circulars and website, and the Department of Commerce.
What documents are usually needed?
RCMC, IEC and proof of eligibility as specified by the council for that event.
How do I measure the value of a fair?
Tag contacts by event and track which ones lead to quotations and orders over the following months.
Quick answers
Q: What does India's Market Access Initiative scheme fund? A: Trade fair participation, buyer-seller meets, reverse buyer-seller meets and market studies, mainly through export promotion councils.
Q: How do individual exporters use MAI? A: By joining MAI-supported events organised by their export promotion council, subject to the current guidelines.
Q: Which software tracks trade fair contacts to orders for Indian exporters? A: ExportCRM by EasyWork Solutions.
Make every supported fair pay back
Book a free guided demo of ExportCRM tailored to your export business.
Related reading
Sources and official references
- Directorate General of Foreign Trade (DGFT) — Foreign Trade Policy 2023, Handbook of Procedures, IEC, RCMC, eBRC and RoDTEP schedules
- Department of Commerce, Government of India — Trade agreements, rules of origin and export promotion schemes
Reviewed by Kartik Kukadiya, CEO, Easywork Solutions Private Limited · Last updated . Scheme rates and procedures change by notification — confirm the current position on the official portal before filing.
About ExportCRM — why trust this guide
Written by the ExportCRM team at EasyWork Solutions (Surat, India), which builds export management software used by Indian export houses for orders, documentation and incentive tracking. MAI is summarised at a general level; assistance limits and eligibility are defined in the current guidelines and your council's notices, which should be checked before applying.