Indian businesses are expanding globally, and government schemes are playing a big role in making this possible. Among these, the Market Access Initiative (MAI) Scheme stands out as one of the most impactful export promotion schemes. Whether you are an exporter, MSME owner, or startup founder, this scheme can support your international growth journey by reducing marketing costs, helping you participate in overseas trade fairs, and giving your brand global visibility.

If you’re planning to enter foreign markets or want to scale your export operations, this comprehensive guide will help you understand everything about the MAI Scheme its benefits, eligibility, process, financial assistance, documentation, and how startups/MSMEs can make the most of it.

1. What is the Market Access Initiative (MAI) Scheme?

The MAI Scheme is an export promotion program launched in 2003 by the Department of Commerce, Ministry of Commerce & Industry. It is implemented through the Directorate General of Foreign Trade (DGFT).

The main purpose of the MAI Scheme is to support Indian exporters in entering new international markets and expanding their presence in existing markets. The scheme follows a “Focus Product – Focus Country” approach, meaning that certain key products are promoted in targeted countries where demand is high or potential is strong.

Key Highlights

• Launched: 2003
• Current Validity: 01 April 2021 to 31 March 2026
• Funding Pattern: Government contributes 50% to 75%, sometimes more
• Coverage: All Indian states (PAN India)

The ultimate goal is to strengthen Brand India across global markets by supporting exhibitions, trade fairs, buyer-seller meets, product registrations, and market research initiatives.

2. Objectives of the MAI Scheme

The MAI Scheme aims to boost India’s exports on a long-term, sustained basis. Here are its major goals:

• To enhance India’s global market share across various sectors
• To support exporters in entering new markets
• To strengthen India’s presence in existing markets
• To promote Indian products and services internationally
• To empower MSMEs and small exporters with financial assistance
• To support data-driven decision-making through market studies
• To build Brand India globally through structured marketing and promotional activities

3. Benefits of MAI Scheme for Exporters & MSMEs

The MAI Scheme offers a wide range of financial and strategic benefits that reduce export costs and improve global market access.

Financial Benefits

• Reimbursement of 2/3rd cost for participating in international trade fairs
• 75% support for market research and export studies
• Rental assistance for overseas showrooms/warehouses:
  • 75% (Year 1)
  • 50% (Year 2)
  • 25% (Year 3)
• 50% reimbursement for statutory compliance and product registration (up to ₹5 lakh per registration)
• Testing charges reimbursement
• Publicity and branding support

Strategic Benefits

• Direct access to foreign markets
• Better networking with international buyers
• Brand building support
• Enhanced visibility through exhibitions and campaigns
• Help in meeting international quality standards

For MSMEs, these benefits can significantly reduce the high costs of international expansion.

4. Who Can Apply? (Eligibility Criteria)

The following groups are eligible under the MAI Scheme:

Government & Institutional Bodies

• Departments of Central Govt. / State Govt.
• Indian Missions abroad
• Trade Promotion Organizations
• Commodity Boards

Industry Bodies

• Export Promotion Councils (EPCs)
• Industrial clusters
• National-level institutes (IITs, IIMs, NIFT, NID, etc.)
• Research organizations and universities

Individual Exporters

Individual exporters are eligible only for statutory compliance activities, such as:

• Product registration
• Testing and certification
• Statutory approvals in foreign markets

Mandatory Requirements

• Valid IEC (Importer Exporter Code)
• Valid RCMC
• Not on DGFT’s Denied Entity List (DEL)

5. How to Apply for MAI Scheme (Step-by-Step)

Here is the simple process to apply for assistance under MAI:

Step 1: Check Eligibility

• Ensure your IEC is active
• Verify RCMC validity
• Confirm DEL status on DGFT portal

Step 2: Prepare Documentation

• IEC & RCMC
• Company registration documents
• Export turnover details
• Detailed project proposal
• Activity plan and expected outcomes

Step 3: Approach Your EPC or Trade Body

Applications are processed through:

• Export Promotion Councils
• Commodity Boards
• Trade Promotion Bodies

Step 4: Submit Proposal

Include:

• Activity description
• Budget
• Timelines
• Expected benefits

Step 5: Claim Submission (Post Activity)

Within 90 days, submit:

• Invoices, tickets, receipts
• CA-certified export turnover
• Activity report
• Passport + immigration stamps (for trade fairs)

6. Financial Assistance – Detailed Subsidy Structure

Below is the simplified financial support offered under MAI:

Market Studies – 75% cost (up to ₹75 lakh)
Showrooms Abroad – 75% (Year 1), 50% (Year 2), 25% (Year 3)
Trade Fairs / Exhibitions – 2/3rd reimbursement (up to ₹50 lakh)
Testing Charges – 50% support (up to ₹1 lakh per test)
Product Registration – 50% reimbursement (max ₹5 lakh)
Publicity Campaigns – 50% support for 2 years

Special Rates for Cottage & Handicraft Units

• Where normal rate = 75%, special rate = 90%
• Where normal rate = 50%, special rate = 75%

7. Documents Required

Basic Documents

• IEC
• RCMC
• PAN & GST
• Udyam Registration (for MSMEs)

Financial Docs

• Export turnover (CA certified)
• Bank foreign remittance proof
• GST returns

Activity-Specific Docs

• Invoices, tickets, registrations
• Product registration certificates
• Test reports

Affidavits & Declarations

• Affidavit on stamp paper
• Declaration of authenticity

8. Special Advantages for MSMEs

The MAI Scheme is now MSME-focused scheme, offering:

• Priority in fund allocation
• Lower turnover thresholds
• Enhanced reimbursement rates
• Capacity-building initiatives
• Support under Districts as Export Hubs

MSMEs with turnover up to ₹100 crore also receive benefits under the 2023 revision.

9. MAI Scheme for Startup Exporters

Startups received major benefits after the 2023 updates.

New Benefits for Startups

• Airfare reimbursement (50% economy fare)
• Eligible even with ₹50 lakh domestic turnover
• Support for first-time exporters
• Funding for trade fairs, market studies, PR campaigns

Startup Eligibility

• DPIIT-recognized startup
• Valid IEC (preferably < 3 years old)
• Minimum ₹50 lakh domestic turnover

10. Activities Covered Under MAI Scheme

The scheme funds various export promotion activities:

Marketing & Branding

• Showrooms abroad
• Publicity campaigns
• In-store branding overseas

Trade Events

• International trade fairs
• Buyer-seller meets
• Virtual/hybrid exhibitions

Research & Capacity Building

• Market studies
• Export potential studies
• Training programs

Statutory Compliance

• Product testing
• Certification
• Registration

How MAI Helps Startups & MSMEs Grow Globally?

The MAI Scheme reduces the financial risk involved in exporting. Here’s how startups and MSMEs can benefit the most:

1. Reduce Cost of Exploring Global Markets

Trade fairs, testing charges, and market studies are expensive. MAI covers 50–75% of these expenses, making global expansion affordable.

2. Build Brand Credibility

Participating in global exhibitions instantly boosts buyer trust especially for new startups.

3. Enter High-Potential Markets Easily

The scheme supports product registrations and compliance in foreign markets, which is often the biggest entry barrier.

4. Increase Export Revenue Faster

Networking with international buyers leads to:

• More orders
• Stronger partnerships
• Better long-term export growth

5. Support for International Certifications

Export certification helps MSMEs meet global quality standards.

How StartupFlora Helps You Get MAI Scheme Benefits?

Understanding government schemes can be confusing, especially for new exporters. That’s where StartupFlora helps.

StartupFlora Supports You By:

• Checking eligibility of your business
• Helping prepare documentation & proposals
• Coordinating with EPCs and DGFT
• Keeping you updated on latest scheme changes
• Assisting with claim filing within deadlines
• Providing training sessions for export readiness

With StartupFlora, exporters can focus on their business while the documentation, filing, and compliance work is handled professionally.

FAQs on MAI Scheme

Q1. When was the MAI Scheme launched?
It was launched in 2003.

Q2. What is the current validity period?
01 April 2021 to 31 March 2026.

Q3. Who administers the MAI Scheme?
The Department of Commerce through DGFT.

Q4. Can individual exporters apply?
Yes, but only for statutory compliance activities.

Q5. How many events can an exporter attend under MAI?
General exporters: 3 events per year
Women/SC/ST exporters: 5 events per year

Q6. What is the claim submission deadline?
Within 90 days of completion of activity.

Q7. What is the FOB value limit for eligibility?
Up to ₹100 crore (as per 2023 revision).

Q8. Are startups eligible?
Yes, DPIIT-recognized startups with ₹50 lakh turnover can apply.

Q9. What is the processing fee?
5% of the sanctioned amount.

Q10. Which sectors are covered?
All sectors Pharma, Textiles, Engineering, AYUSH, GI products, Handicrafts, and more.