Scheme of IEC Guideline
The IEC Scheme is run by the Ministry of MSME, Government of India, and was notified by the Ministry on 1 August 2019. The purpose of the scheme is to raise awareness among potential and existing MSMEs about the various schemes, supports, technology up-gradation, skill training, quality improvement and other facilities being offered by the Ministry. Your business can benefit because by being aware of and engaging with these supports you will be better positioned to access assistance, modernise operations and expand.
Key Features
- Multi-pronged publicity & awareness campaign across media: Under IEC Scheme the Ministry uses print media (newspapers, magazines, brochures), electronic media (TV spots, radio jingles), outdoor publicity (hoardings, bus wraps), digital media (mobile messages, internet campaigns) to spread awareness.
- Targeting special groups: SC/ST, women entrepreneurs, vulnerable regions & weaker sections: The scheme explicitly mentions that awareness must be created demographically as well as geographically among SC/ST, women and other weaker sections so that they too can access the Ministry’s schemes.
- Directing MSMEs towards technology up-gradation, quality improvement, skill development & schemes of the Ministry: One of the scheme’s objectives is to motivate MSMEs to take advantage of facilities for technological up-gradation, modernisation, quality improvement and infrastructure created under the Ministry’s schemes.
- Administrative structure: Media Cell of Ministry of MSME manages implementation, with a Screening Committee for approval of campaigns: The guidelines specify that the Media Cell will hire professionals/consultants for execution, and a Screening Committee (chaired by Joint Secretary (SME) of the Ministry) will approve media plans.
- Flexible activities: audio-visual spots, radio jingles, street theatre, print-literature, mobile/SMS campaigns: The list of eligible campaign activities is wide – from AV spots on TV and social media, radio spots, street theatre/kala jathas, to mobile/SMS campaigns, digital boards, and specially produced communication kits.
Financial Assistance
Eligibility Criteria
Who can apply:
- Media agencies, PR firms, consultants, implementing bodies engaged by the Media Cell of MoMSME for carrying out IEC activities under the scheme.
- The Ministry may invite proposals for campaigns and select agencies via screening committee.
Who cannot apply:
- Individual MSME units seeking direct business subsidies via this scheme—they are not the target applicants for campaign funding.
- Proposals that do not align with objectives of inclusive MSME awareness (lack of outreach to weaker sections or no plan for multiple media) may be disqualified.
- Agencies with poor track record or non-compliance with GFR/DAVP norms may be excluded.
Documents Required
- Registration certificate of association/organization
- Detailed proposal for IEC activity
- Budget and financial estimates
- PAN, GST details of applicant entity
- Previous activity reports (if any)
- Undertaking regarding non-blacklisting
- Bank account details for fund disbursement
- Authorization letter from competent authority
Application Process for the Scheme
Option 1: Apply with Bullit (Recommended)
Click here to start with guided support. Our team verifies eligibility, compiles documents, and handles application & follow-ups on your behalf. You can monitor progress while focusing on operations.
Recommended for: Media/PR agencies or implementing partners pitching for the IEC scheme.
Option 2: Government Process via MoMSME Media Cell
- MoMSME issues notification or invite for proposals under the IEC scheme with scope, budget and timeframe.
- Agencies prepare campaign proposals covering media plan (TV, print, digital, outdoor), target audiences (women, SC/ST, remote regions), budget, timelines.
- Submit proposals to the Media Cell/Joint Secretary (SME) through the Screening Committee.
- On approval, work orders are issued and implementation begins—campaigns executed across media, impact measured.
- Finances released per GFR norms and DAVP rates; post-campaign report and utilisation certificate submitted.
Option 3: Via State/District MSME Offices or Partner Agencies
State Directorates or MSME-DI offices may work with agencies for localised campaigns under this central IEC scheme; you may coordinate via those nodal offices.