Marketing Assistance and Technology Upgradation (MATU) Scheme

Standing out in the market is not easy, especially when you're running a small business with limited resources. Today, marketing plays a big role in your MSME’s success. However, many MSMEs like yours often struggle with tools, resources, and opportunities when it comes to marketing and branding. That’s why the Government of India launched the Marketing Assistance and Technology Upgradation (MATU) Scheme to empower MSMEs with modern marketing skills and packaging technologies. Think of this scheme as your stepping stone to reach larger markets and boost your chances of success.

What is the Marketing Assistance and Technology Upgradation Scheme?

Launched in 2009, under the National Manufacturing Competitiveness Programme (NMCP), the Marketing Assistance and Technology Upgradation Scheme (MATU) is run by the Ministry of MSME. It’s designed to help you, as an MSME owner, adopt modern marketing techniques and upgrade your product packaging technologies. This scheme makes it easier for your business to compete in today’s fast-changing and quality-driven markets both in India and abroad.

Objectives of the Marketing Assistance and Technology Upgradation for MSME

• Help MSE manufacturers to gain access to domestic / overseas markets.
• Help MSE to adopt bar coding their products
• Help MSE with market linkages in line with Public Procurement Policy for MSME Order 2012
• Help MSE with workshop on packaging technology, import-export procedure etc
• Help MSE in adopting modern marketing tools and practices.
• Help MSE upgrade to international packaging standards.

Key Features of the Marketing Assistance and Technology Upgradation Scheme

• The scheme has 4 components Trade Fairs, Workshops on marketing, Vendor development programme and reimbursement of bar code fee
• The scheme encourages adoption of latest packaging technology, international packaging standards
• The scheme provides institutional support to MSE for marketing their products at national and international level
• The scheme provides financial assistance for marketing support and branding
• The scheme tries to solve the problem of asymmetric information in the market
• The scheme provides financial assistance and reimbursement workshops, trade fairs, seminars attended.
• The scheme allows MSEs to participate in these programmes in convergence with PSUs/State Governments etc.
• The support is made available through MSME Development Institutes, industry associations, NGOs, and technical institutions.
• The scheme offers participation in the programmes on a first come first served basis.

Financial Assistance Offered Under the Scheme

Here’s a quick breakdown of how financial help is provided for each activity:

1. Domestic Fairs/Exhibitions

1. International Fairs/Trade

    3. International/National Workshop on Marketing/Public Procurement Packaging

   4. Vendor Development Programme

• For State Level - The duration of vendor development programmes will be one day and The funds for organizing these programmes will be Rs. 30,000/- per programme.
• For National Level - The duration of vendor development programmes will be 2 to 3 days
• Funds for organizing these programmes and recovery will be based on following:

5. Reimbursement on obtaining Bar code

• Providing 75% of one time registration fee and Annual recurring fee (for first 3 years) paid by MSEs to GS1 India.
• GS1 India, formerly EAN India, an autonomous body under Ministry of Commerce & Industry, Government of India, is authorized for granting registration for use of Bar Codes.

Eligibility Criteria for the Marketing Assistance and Technology Upgradation Scheme

Eligibility

You are eligible if you 

• Are a registered Micro or Small Enterprise (MSE) through EM part II / Udyog Aadhaar Memorandum (UAM) 
• Are a recommended MSE by the MSME-DI (Development Institute) for domestic or international fair/trade.
• Are willing to contribute rest of the cost that has not been covered through reimbursement
• Are operating in the manufacturing sector belonging to identified groups (e.g., auto components, food packaging, leather goods, pharma, textiles etc.).
• Are not receiving similar financial assistance for the same activity in the same financial year
• Are registered 2 months prior and shortlisted in the master list released by MSME-DI
• Are maintaining the product quality as per ISO 9000/14000 certification

Non-eligibility

You are not eligible if:

• You are operating outside the manufacturing sector (like pure service sector units).
• Your MSME unit is already availing benefits from the same sub-activity elsewhere.
• You are not registered under Udyam Registration or equivalent.
• You fail to send application for participation 2 months prior to the events
• You do not meet prescribed standards for quality of product
• You are willing to bare the cost not covered under reimbursement assistance

Documents Required for Marketing Assistance and Technology Upgradation

• Udyam Registration Certificate  or EM part-Il or Udyog Aadhaar Memorandum Acknowledgement
• Proof of entrepreneur as women SC/ST / PH (to be retained at MSME-DI)
• Mandate Form verified by concerned Bank (to be retained at MSME-DI)
• Invoice / Bills for space rent
• Copy of expenditure on travel/publicity/freight charges
• Copy of air ticket and Boarding Pass
• Copy of cash receipt paid to GS1 India
• Copy of License received from GS1 India for use of Bar Code.
• Cost estimates and quotations
• Bank account details
• Audited financials and GST returns (if asked)
• Copy of PAN, Aadhaar of applicant / partners / directors

How to Apply for the Scheme

Step 1: Visit your nearest MSME Development Institute or visit office MSME website

Step 2: Download the relevant application form (based on activity)

Step 3: Prepare a proper proposal (with estimated cost, number of participants, goals etc.)

Step 4: Once the proposal is approved by the Screening-cum-Steering Committee (SSC), you’ll get the first installment released

Step 5: Conduct the activity and submit reports along with proof of completion and audited expenses

Step 6: Get the remaining reimbursement after review

Benefits of the Marketing Assistance and Technology Upgradation for MSME

• Boosts Brand Visibility
  It helps you use modern marketing tactics, attend exhibitions, and reach more customers.
• Improves Packaging Quality
  You get expert help and financial assistance to upgrade packaging to international export standards.
• Encourages Skill Building
  Through training programmes, you and your team can learn about branding, online marketing, social media and more.
• Supports Global Market Entry
  Scheme studies help in understanding global competition so that you can modify your strategies and survive import threats.
• Reduces Marketing Costs
  You get up to 80% support from the government, reducing your financial burden.

Real-World Examples of MSMEs Benefiting from the Scheme

• MSME garment clusters in Tirupur improving branding through web-based selling.
• Leather product units in Agra upgrading packaging and improving exports.
• Packaged food MSMEs in Assam benefiting from trade fair exposure.

Related Government Support Plans with the Marketing Assistance and Technology Upgradation

Final Words

The Marketing Assistance and Technology Upgradation (MATU) Scheme is a powerful initiative for MSME business owners like you. If you want to grow your market share, stand out against competition, and build a strong brand, this scheme is your perfect companion. Whether you are a startup or an existing MSME with plans to scale, don’t miss out on this opportunity. Reach out to your nearest MSME-Development Institute and give your business the boost it deserves.