The Directorate General of Foreign Trade (DGFT), Department of Commerce, Ministry of Commerce and Industry, has launched the Global Outreach for Branding, Labelling and Export Packaging intervention under the Export Promotion Mission (EPM) – Niryat Disha, with immediate prospective effect.
The initiative has been announced through a Trade Notice No. 12/2026-27 dated 14 July 2026 and seeks to strengthen “Brand India” globally by enhancing the image, recognition and market positioning of Indian goods and services through a structured Unified Brand India framework, sector-specific branding, international marketing and collaborative initiatives involving Central and State Governments, District Authorities, Export Promotion Councils, industry bodies and Indian Missions abroad.
The initiative is designed to address the fragmented brand identity of Indian exports and create a coherent global narrative for Indian goods and services. Its broader objective is to help India move up the global value chain by transitioning from being predominantly perceived as a commodity exporter to becoming a source of globally recognised and value-added brands.
Under the proposed framework, periodic identification of goods and services, export sectors, product categories and overseas markets will be undertaken for designing and implementing branding, labelling, packaging and promotional campaigns aligned with the Unified Brand India vision. The policy framework also places emphasis on strengthening the participation of MSMEs, first-time exporters, start-ups, export clusters and district export hubs in international markets.
Two-Tier Branding Framework
The initiative adopts a two-tier institutional framework. At the first level, a Unified Brand India Framework will be developed to provide a consistent national narrative and visual identity for Indian exports. At the second level, sector-specific branding initiatives will be undertaken within the broader Unified Brand India architecture.
The Unified Brand India Framework may include a common global brand narrative, national visual identity architecture, storytelling themes centred on India’s heritage, innovation, sustainability and craftsmanship, cross-sector global campaigns, digital brand assets, common exporter toolkits and country-specific marketing initiatives.
The framework also envisages pilot launches in a mix of established, emerging and underserved international markets before broader scale-up. It further proposes strategic linkages between tourism and sectors such as handicrafts, Geographical Indications, gems and jewellery, wellness and other culturally rooted Indian offerings.
Voluntary Trust Mark to Anchor Unified Brand India
A key feature of the initiative is the development of a Trust Mark under the Unified Brand India umbrella. The Trust Mark is envisaged as a multi-tier, audit-led certification mechanism that will serve as a credibility marker for participating Indian exporters.
The Trust Mark is intended to signal attributes such as quality, origin, traceability and consistency to global consumers and buyers. It will operate through multiple certification tiers to accommodate exporters at different stages of international readiness and provide a progression pathway towards higher levels of quality, compliance and brand standards.
Participation in the Trust Mark framework will be voluntary. The certification system will be fee-based and subject to periodic audit and re-certification. However, the Trade Notice provides that Trust Mark fees will be waived for an initial period of two years, with provision for extension, to encourage early participation, particularly by MSMEs and emerging exporters.
Ten Priority Sectors Identified for Initial Rollout
The initial phase of sector-specific branding will focus on ten priority sectors:
Food Processing; Textiles and Apparel; Leather and Footwear; Handicrafts and Geographical Indication products; Wellness and AYUSH; Hospitality and Medical Tourism; Pharmaceuticals; Engineering and Automotive; Gems and Jewellery; and Cosmetics.
Sector-specific campaigns may be implemented by Export Promotion Councils, Commodity Boards, industry associations, State Export Promotion Agencies, export clusters and district export hubs. These initiatives will be required to remain consistent with the overall Unified Brand India narrative and visual identity while highlighting sector-specific strengths and competitive advantages.
Wide Range of Global Promotion and Branding Activities Eligible for Support
The initiative adopts a 360-degree approach to export brand building. Eligible activities include development of branding strategies, sector-specific brand identities, global multimedia campaigns, digital and social media marketing, influencer-led content, country-specific promotional campaigns, international airport and retail activations, trade fair pavilions, storytelling and heritage campaigns, buyer engagement events and digital brand portals.
Support may also be extended for creation of sector-specific microsites, AI-driven product discovery tools, exporter branding toolkits, digital content libraries and advanced digital and artificial intelligence-based promotional tools for international marketing and analytics.
A significant focus has also been placed on export packaging and labelling. Assistance may cover development of internationally competitive packaging designs, destination-specific labelling and packaging solutions, localisation and translation into foreign languages, sustainable or recyclable packaging and templates aligned with overseas regulatory and market requirements.
Financial Support up to ₹200 Crore for Unified Brand India Campaigns
For Unified Brand India Global Campaigns, assistance of up to 100% of eligible costs or ₹200 crore may be provided for multi-year central campaigns executed by Government agencies.
For sector-specific branding projects, assistance of up to 50% of the eligible project expenditure, subject to a maximum of ₹10 crore per project for priority sectors, may be provided.
Funding may be released in two or more instalments based on achievement of prescribed milestones. Subsequent instalments will be linked to utilisation certificates, physical and financial progress, performance and other monitoring requirements.
The framework also provides for recovery of advances, along with applicable interest, where approved objectives, conditions or deliverables are not met. Failure to submit prescribed reports, utilisation certificates or audited accounts may also lead to ineligibility for further assistance or other appropriate action.
Eligible Organisations
Eligible entities under the initiative include Central and State Government departments and organisations, offices and agencies of the Department of Commerce, the Ministry of External Affairs and Indian Missions abroad, recognised Export Promotion Councils and Commodity Boards, and other industry associations.
Export clusters, district export hubs and sectoral associations may also submit proposals by nominating a lead implementing entity responsible for execution and compliance. Only entities incorporated in India under applicable Indian law will be eligible for assistance.
Whole-of-Government Approach
The intervention envisages a coordinated whole-of-government approach. The Department of Commerce and DGFT will coordinate the initiative, while DPIIT may align the effort with Make in India and Production Linked Incentive frameworks.
Indian Missions abroad may provide market intelligence, facilitate due diligence, identify priority markets, support roadshows and buyer engagement and assist with implementation and monitoring in overseas markets.
The Ministry of MSME may support onboarding of MSME exporters into the Trust Mark system and strengthen their branding, packaging and design capabilities. The Ministry of Tourism may contribute experience from the Incredible India campaign and facilitate linkages between tourism and Indian products such as handicrafts, GIs, wellness and cuisine.
National institutions such as the National Institute of Design, Indian Institute of Packaging, National Institute of Fashion Technology and India Brand Equity Foundation may also contribute to visual identity research, design and packaging capacity-building and brand development.
Brand India Committee to Guide Unified Framework
A Brand India Committee will be constituted to develop the Unified Brand India Framework, recommend activities under the initiative and monitor implementation.
The Committee will be chaired by the Director General of Foreign Trade, with the CEO of India Brand Equity Foundation as Vice-Chairperson. It will include representatives from DPIIT, the Ministry of External Affairs, Ministry of MSME, India Trade Promotion Organisation, Ministry of Tourism, branding experts, stakeholder Ministries and Departments, key Export Promotion Councils and industry associations. The Additional DGFT in charge of the EPM Division will serve as Convenor.
Outcome-Based Evaluation and Monitoring
Project proposals will be evaluated on parameters including innovation, scalability, alignment with target markets, adherence to the Unified Brand India framework, institutional capacity, financial viability, campaign reach and measurable export outcomes.
Applicants will be expected to specify measurable indicators such as expected increase in export value, number of exporters and MSMEs benefiting, entry into new markets, development of sustainable brand assets and improvement in international visibility.
Projects with a budget exceeding ₹1 crore will additionally be required to include a brand equity measurement plan assessing pre- and post-campaign brand awareness, recall and perception among target consumer segments.
Stakeholder Feedback Invited Within 30 Days
While the initiative has been implemented prospectively with immediate effect, the guidelines have also been placed for stakeholder feedback in accordance with Paragraph 1.07A of the Foreign Trade Policy, 2023.
Stakeholders may submit comments and suggestions on the guidelines within 30 days from the date of issuance of the Trade Notice through the designated email address epm-dgft@gov.in.
The launch of Niryat Disha – Global Outreach for Branding, Labelling and Export Packaging marks a major policy initiative towards creating globally competitive Indian brands, improving value realisation from exports, strengthening the international visibility of Indian goods and services and building a consistent and trusted Unified Brand India identity across global markets.
The Trade Notice can be accessed at: https://a2ztaxcorp.net/wp-content/uploads/2026/07/Trade-Notice-Global-Outreach-for-Branding-Labelling-and-Export-Packaging-14.07.2026.pdf
