Market Access Initiative (MAI) Scheme

The Market Access Initiative (MAI) Scheme is an export promotion plan by the Indian government to help you, as an MSME, access new global markets and grow your exports. The scheme gives financial support for a wide range of export activities and is especially designed to make your business more competitive internationally.

In this scheme:

What is the Market Access Initiative (MAI) Scheme?
Objectives of the MAI Scheme
Key Features of the MAI Scheme
Financial Assistance Offered Under the Scheme
Eligibility Criteria for the MAI Scheme
Documents Required for the MAI Scheme
How to Apply for the MAI Scheme
Benefits of the MAI Scheme
Real-World Examples of the MAI Scheme
Related Government Support Plans with the MAI Scheme
Final Words

If you're an MSME owner looking to explore markets abroad or expand your export horizons, the MAI Scheme is built for you. Launched by the Ministry of Commerce & Industry, it focuses on providing direct assistance for participation in international events, market research, branding, compliance, and more. Whether you're just starting out or want to strengthen your existing export strategies, the scheme can help you tackle market barriers and boost your business’s visibility worldwide. You’ll find this programme especially useful for reducing the financial hurdles often faced in venturing overseas.

What is the Market Access Initiative (MAI) Scheme?

The Market Access Initiative (MAI) Scheme was launched in 2003 and is currently valid from 01 April 2021 to 31 March 2026. It’s managed by the Department of Commerce under the Ministry of Commerce & Industry, Government of India. This scheme offers financial support to MSMEs and related export organisations to enter and sustain themselves in targeted international markets, especially identified products & services such as AYUSH, Yoga, Geographical Indications products and tribal products.

Objectives of the MAI Scheme

To promote exports of Indian goods and services
To provide financial support to agencies for various projects
To help MSME enter export market, develop trade & market intelligence
To export oriented entrepreneurship, market research & capacity building
Enhance existing export market shares through focused and strategic activities.
Provide financial aid for activities like international fairs, branding, market surveys, and compliance
Encourage innovation and adoption of technology for exporting.
Facilitate long-term partnerships and global networking.

Key Features of the MAI Scheme

Funding support for export promotion activities, including both product- and market-focused interventions.
Financial assistance is primarily a grant, not a loan, shared with you as a beneficiary.
Assistance includes activities like international exhibitions, trade fairs (physical/virtual), branding, statutory compliance, market research, skill development, and more.
Maximum grant limits and activity-specific caps exist for different categories, as described in the Scheme operational guidelines.
Government assistance is based on cost sharing basis
The scheme established an Empowered Committee (EC) for sanctioning and monitoring of project

Financial Assistance Offered Under the Scheme

You can receive financial assistance for the following activities under the MAI.

Eligible Component/ Activity	Items of Expenditure Covered	Govt. Assistance Ceiling (per project/event/year)	Govt. Share (% of Total)
Export oriented capacity building & skill development	Quality Labs, Design Centres, Sanitary and phyto-sanitary (SPS) testing facility, Training material, seminars, workshops, hiring experts	Rs 1 crore + additional Rs.10 lakh for 3 years (extension on case basis)	65% by GOI and rest by Agency 90% by GOI in case of Priority Sector Lending and rest by agency 100% by GOI, if initiated by Dept of Commerce
Marketing, branding, publicity, & cataloguing	Upgrade marketing, public campaigns, digital/social media, brochures, catalogues	Rs 5 crore	65% by GOI and rest by Agency 90% by GOI in case of Priority Sector Lending and rest by agency Repeat assistance available beyond 1st year subject to approval by EC
Promotion of traditional products & services (AYUSH, GI, toys, tribal products etc)	Displays in airports dept. stores; artisan participation, promo	Rs1 crore per market/product/services per annum For artisan participation Rs.75,000/- (Rs.1,25,000/- for Africa and American continents)	90% by GOI in case of Priority Sector Lending and rest by agency 100% by GOI for artisan participation in approved activities
e-Business tools, trade portals	Website, apps, digital solutions, trade facilitation	Rs 2 crore	65% by GOI and rest by Agency 90% by GOI in case of Priority Sector Lending and rest by agency
Market research, export studies	Studies, surveys, consultancy fees	Rs 1 crore	65% by GOI and rest by Agency 90% by GOI in case of Priority Sector Lending and rest by agency 100% by GOI, if initiated by Dept of Commerce
Fairs, Exhibitions & Buyer Seller Meets Abroad (Physical/ Virtual/ Hybrid);	Venue cost, Publicity cost, Catalogue cost, Translator cost	Rs 10 crore	65% by GOI and rest by Agency 90% by GOI in case of Priority Sector Lending and rest by agency
Reimbursement of airfare for participation in approved international events	For exporting company with value of exports below Rs 50 crore in preceding financial year	For Director/Partners only Rs.75,000/- (Rs.1,25,000/- for Africa and American continents)	100% by GOI
Reverse Buyer Seller Meets (Physical/Virtual/Hybrid & also in India) Shopping, Festivals & Visit to Centres of production/excellence	Venue cost, Publicity cost, Catalogue cost, Translator cost, Transport cost, Hotel cost	Rs 10 crore/event For foreign visitors only Rs.75,000/- (Rs.1,25,000/- for Africa and American continents)	65% by GOI and rest by Agency 90% by GOI in case of Priority Sector Lending and rest by agency 100% by GOI for foreign visitors
Reimbursement of expenditure incurred by exporters on statutory compliances	Registration, clinical trials, patents, barcoding, certification	Rs.2 crore per exporter per annum	50% by GOI and rest by Agency

Eligibility Criteria for the MAI Scheme

Eligibility

You are eligible if:

You have a valid Importer Exporter Code (IEC).
You hold a valid Registration cum Membership Certificate (RCMC) with an Export Promotion Council (EPC) or a relevant trade body.
You have completed at least 12 months’ membership with the respective EPC or Council.
Your project is focused on a specific product-market for 2-3 years with a new approach.
You are a regular member/partner/director of your company, not a one-off agent.
Your claims (if applying for reimbursements) are filed within 45 days of event completion.

Non-Eligibility

You are not eligible if:

You've already received funding for the same activity under another government export scheme like Marketing Development Assistance (MDA).
Your project duplicates the efforts of any existing activity, organisation, or scheme.
You have not completed 12 months’ membership or are not a regular member with the EPC.
You are an agent, temporary staff, or not in a senior managerial position in the company.
You are blacklisted or on the Denied Entity List (DEL).

Documents Required for the MAI Scheme

IEC Certificate
RCMC Certificate
Detailed project or activity proposal
Company PAN Card and registration documents
Event participation evidence (invoices, tickets, etc. as applicable)
Financial documents supporting cost claims
Authority letter (if submitted through EPC)
Any additional documents as specified by the relevant Council

How to Apply for the MAI Scheme

Step 1: Ensure you are eligible and collect all necessary documents.

Step 2: Prepare a detailed proposal for the activity (such as attending a trade fair or doing a market study).

Step 3: Submit your application through your Export Promotion Council (EPC) or relevant trade body.

Step 4: The EPC or Council reviews and forwards your application to the Directorate General of Foreign Trade (DGFT).

Step 5: Upon approval, carry out the activity, and keep all proof of participation or expenditure.

Step 6: Submit claims (with all invoices and supporting proofs) to the Council within 45 days of event/activity completion.

Step 7: Await disbursement after the proposal and claims are approved by the Empowered Committee.

Benefits of the MAI Scheme

Easier Global Market Entry
Your entry into targeted international markets becomes easier with financial and technical backing.
Reduced Cost Burden
You share only part of the costs for events, studies or campaigns. The scheme absorbs up to 65% of the eligible expenses, thus reducing your financial risk.
Enhanced Capabilities
You receive hands-on support for capacity building, innovation, and compliance, making your business future-ready for global trade.
Encourages Skill Development and Innovation
The scheme supports capacity building and helps you acquire essential export skills, enabling your business to innovate and adapt to international market requirements effectively.
Supports Inclusive Growth
MAI focuses on promoting exports not only from established sectors but also supports handicrafts, cottage industries, and exporters from underdeveloped regions and special categories like women entrepreneurs and startups, fostering inclusive economic development.

Real-World Examples of the MAI Scheme

Participation in international textile exhibitions by Indian MSME textile clusters
Handicraft exporters attending global trade fairs with government grant
Pharmaceutical firms supported to meet specific regulatory compliance for overseas sales

MSME Scheme Name	Linkage with MAI Scheme
Marketing Development Assistance (MDA)	Similar export promotion, but for different types of activities; cannot claim both for the same event.
MSME Champions Scheme	Promotes innovation and competitiveness which is complemented by MAI’s export support tools.
SFURTI Scheme	Supports artisan/cluster development—export promotional activities of these clusters can be funded by MAI.
ZED Certification Scheme	Helps MSMEs with quality upgradation; MAI assists with export compliance and product marketability.

Final Words

If you want to take your MSME global and need support to break into new markets, the MAI Scheme stands as your best friend. With its wide-ranging support from funding to technical export know-how, it helps you compete and prosper in global trade. Always check with your respective Export Promotion Council (EPC) for the latest updates and start planning your next export leap with confidence!