Registrations and paperwork are the easy part of exporting. Finding a buyer who will actually pay is the hard part, and it is where most new exporters give up. There is no single trick, but there is a method: decide exactly who you want to sell to, reach a large number of them through several channels, and follow up patiently.
This guide lists the channels that work for small Indian exporters and shows how to approach buyers once you find them.
First, decide who your buyer is
The word buyer covers very different businesses. An importer or distributor brings in full containers and resells to shops. A wholesaler buys in bulk for a city or region. An ethnic grocery chain serves the Indian community abroad. A boutique or online seller buys small lots of handicrafts or footwear.
Pick one product and one or two countries to begin with. A raisin exporter targeting grocery importers in the UAE can write a focused message. An exporter offering everything to everyone usually gets no reply.
Online channels
These cost little and can be started from home.
- B2B portals such as Alibaba, IndiaMART, TradeIndia and Go4WorldBusiness, where buyers post requirements and suppliers respond
- LinkedIn: search for purchase managers and owners of import companies in your target country and send short, specific messages
- Search engines: look for terms like spice importer Germany or Indian grocery wholesaler UK and collect company contacts
- Trade data services, which show the companies that are importing your product right now and from which countries
- Trade Map by the International Trade Centre, which is free and shows which countries import the most of your product
Government and trade body support
India has a large support system for exporters, and most of it is free or low cost. Export Promotion Councils such as APEDA, the Spices Board, EPCH and the Council for Leather Exports share buyer enquiries with members and organise buyer-seller meets. FIEO serves exporters across all products.
The commercial wing of the Indian embassy in your target country can share lists of importers and sometimes introduce you. Local chambers of commerce also run export help desks and training sessions for first-time exporters.
Trade fairs
Trade fairs remain the most effective way to meet serious buyers, because people come specifically to find suppliers and can see and taste your product. Fairs held in India, where foreign buyers are invited, let you test the market without the cost of travelling abroad. International fairs cost more but put you in front of many importers in a few days.
Export councils often subsidise stall costs for small exporters, so ask your council before you book. If a stall is beyond your budget, attend as a visitor first to study competitors, packaging and prices.
Use your personal network
Many exporters get their first order through someone they know. A relative or friend living abroad can walk into local Indian stores, show your samples and pass on the owner's contact. One small trial order through a trusted connection teaches you more than months of cold emails.
How to approach a buyer
Buyers receive many supplier emails each day. Keep yours short and concrete.
- Introduce your company in one or two lines and mention your IEC and relevant certifications
- Name the exact product, grade and packing you offer
- Give an indicative price with the Incoterm, for example FOB Nhava Sheva
- Attach a simple catalogue with clear photos and specifications
- Offer samples, and say who pays the courier cost
- Follow up after a few days; most deals need several follow-ups
How to spot a fake buyer
Fraud targets new exporters because they are eager for a first order. Be careful when you see any of these signs.
- The buyer asks you to pay a registration fee, tender fee or agent commission before ordering
- A very large first order arrives with no questions about quality, samples or price
- The email comes from a free address while claiming to be a large company
- There is pressure to ship urgently on credit
- Bank details or the company name change in the middle of the deal
Protect your first orders
Check the company through its website, registration number and trade references. For a first order, ask for an advance payment or a Letter of Credit, and consider export credit insurance from ECGC. Start with a small trial shipment and grow the order size as trust builds on both sides.
Expect the process to take time. Three to six months of steady outreach before the first confirmed order is normal, and the exporters who succeed are usually the ones who keep following up.
This article is general information for readers starting out. Rules, fees and procedures change, so confirm the current requirements with the relevant authority, your bank or a qualified adviser before acting.