It is the component of BKNY designed to support market access, international promotion and expansion of Indian agricultural and processed food exports.
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Bharat Krishi Niryat Yojana – Market Development
APEDA Assistance for International Market Access, Trade Promotion & Export Expansion
The Market Development component of Bharat Krishi Niryat Yojana is designed to help exporters access new international markets and strengthen their presence in existing markets.
It covers activities such as market intelligence, trade fairs, buyer-seller meets, trade delegations, packaging and transport protocols, feasibility studies, trial shipments, overseas brand/IPR registration, international retail listing and GI product promotion.
Who can avail benefit under Market Development component?
Eligibility depends on the particular activity and sub-component. The guidelines provide assistance to different categories of stakeholders. The assistance percentage and maximum ceiling may differ according to the beneficiary category, location, type of project and activity.
Special Category: Can receive enhanced assistance subject to the applicable conditions. These specified categories include FPOs, PACS, SC/ST, women beneficiaries and startups, as well as eligible beneficiaries from North - Eastern States, Ladakh, Andaman and Nicobar, Lakshadweep, Jammu and Kashmir.
General Category: Projects situated in other States or other class of beneficiaries, not specifically mentioned above
New Market & Product Development
Before entering a new market, exporters may need to understand:
- Market demand
- Consumer preferences
- Regulatory requirements
- Competition
- Supply-demand conditions
- Commercial viability
- Operational requirements
The scheme therefore supports feasibility studies for identifying potential products and markets.
Financial Assistance
Assistance can be:
General Category: Up to 50% of total cost subject to ₹10 lakh per study per beneficiary.
Special Category: up to 75% subject to ₹10 lakh per study per beneficiary
Important Conditions
The applicant should submit a quotation/proforma invoice from a reputed consultant specifying the scope, cost and other relevant details.
The proposed study should not duplicate a similar study conducted previously, and clear justification should be provided.
Trial Shipments Through Multimodal Transport
Trial shipments help exporters test:
- New markets
- New products
- New packaging
- Transportation routes
- Transit time
- Logistics costs
- Packaging performance
The scheme supports trial shipments involving multimodal transportation including road, rail, air, waterways and sea.
Financial Assistance
Assistance can be up to 50% of total cost subject to ₹10 lakh.
Key Conditions
- Proposal should be submitted to APEDA in advance for In-Principle Approval.
- The shipment should relate to exploring new markets or testing new products/packaging in accordance with APEDA priorities.
- A suitable technical advisor should be involved.
- The application should include the proposed SOP.
- A validation report is required after the trial.
Overseas Brand & IPR Registration
The scheme supports registration of:
- Brands
- Trademarks
- Intellectual Property Rights
- GI-related registrations where applicable
in foreign markets.
Financial Assistance
Assistance can be up to 50% of total cost subject to ₹50 lakh per beneficiary per plan period
Application Requirements
The proposal should include:
- Product and brand/IPR details
- Country where registration is proposed
- Justification for registration
- Cost estimate/fees from the concerned overseas agency
- Clear identification of whether the registration relates to trademark, IPR or GI
Prior In-Principle Approval is required under the stated conditions.
International Retail Chain Listing & Shelf Space
This provision specifically supports:
- FPOs
- Women-led enterprises
- SC/ST exporters
- Startups
for obtaining listing, shelf space or eligible slotting arrangements in international retail chains.
Financial Assistance
Assistance can be up to 50% subject to ₹8 lakh per beneficiary per year.
Conditions
The retail chain should operate in at least one country outside India.
The application should include appropriate evidence such as:
- Agreement/MoU
- Email confirmation of intent to list
- Proposed fee structure
- Justification for selecting the retail chain
The guidelines define eligible slotting/listing fees as payments for initial product onboarding and/or shelf placement made to the retail chain or its authorised entity.
Brand Promotion for GI Products
The scheme supports brand-building and promotional activities intended to increase the visibility and international recognition of GI products.
Eligible promotional activities can include:
- International trade fairs
- Exhibitions
- International in-store promotions
- Buyer-Seller Meets
- Digital campaigns outside India
- Brand assets
- Other targeted international promotional initiatives
Financial Assistance
Assistance can be up to 50% of total cost subject to ₹100 lakh per beneficiary.
Important Conditions
The product must be an APEDA-registered GI product produced in the designated GI area.
The proposal should include:
- Target export markets
- Market-selection rationale
- Competitor benchmarking
- Proposed promotional activities
- Export projections
- Activity-wise budget
Domestic promotion and routine business expenses are excluded from this provision.
Market Development: From Product to Global Market
The Market Development component can support different stages of international market expansion:
- Identify Market
- Study Demand & Regulations
- Assess Commercial Viability
- Test Product / Packaging
- Trial Shipment
- Build Brand / IPR
- Access International Retail / Buyers
- Promote & Expand Exports
This makes the component particularly relevant for exporters looking beyond simply producing an exportable product and seeking structured international market development.
Important Points Before Applying
Applicants should determine:
- Whether the proposed activity is covered
- Whether APEDA registration is required
- Whether prior In-Principle Approval is required
- Applicable assistance percentage
- Maximum assistance ceiling
- Eligible expenditure
- Required quotations/proposals
- Target market and product justification
- Supporting documents
For example, the guidelines specifically require advance submission for certain activities such as trial shipments and overseas brand/IPR registration.
FAQs – APEDA Market Development Assistance
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What is Market Development under Bharat Krishi Niryat Yojana?
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Does APEDA support international trade fairs?
Yes. The component covers fairs, events, Buyer-Seller Meets, Reverse Buyer-Seller Meets, trade delegations and related promotional activities.
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Does APEDA provide assistance for market feasibility studies?
Yes. Eligible feasibility studies for new market/product development can receive assistance subject to the prescribed percentage, ceiling and conditions.
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Can APEDA support trial shipments?
Yes. Assistance is available for eligible trial shipments involving multimodal transportation, subject to the applicable conditions and prior approval requirements.
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Can exporters receive assistance for overseas brand registration?
Yes. Eligible overseas brand/IPR registration can receive assistance subject to the prescribed ceiling and conditions.
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Does the scheme support GI product promotion?
Yes. Brand promotion for eligible APEDA-registered GI products can be supported under the Market Development component.
Need Help with APEDA Market Development Assistance?
Entering an international market involves more than finding a buyer. Market research, regulatory assessment, trial shipments, packaging, branding, retail access and market-specific promotion can all influence export success.
Unique Group can help exporters understand the applicable APEDA Market Development provisions and assess the requirements for their proposed activity.