How to Create an Export Product Catalogue That Wins International Buyers

Your export product catalogue is the single most important sales tool you will ever create. It is your first impression with international buyers, your leave-behind at trade shows, your follow-up material after a cold email, and often the deciding factor in whether a buyer requests a sample or moves on to the next supplier.

Most Indian MSME exporters either skip creating a proper catalogue or put together something that does more harm than good — blurry photos on a Word document, no HS codes, no certifications, and pricing that is either missing entirely or embarrassingly outdated. International buyers evaluate dozens of suppliers for every order. The catalogue that looks professional, contains the right information, and makes it easy to compare products is the one that gets the business.

This guide covers everything you need to build a catalogue that works — the formats, the content, the photography, the design, and the distribution strategy. Whether you are preparing for your first trade show or upgrading from a basic PDF, follow this step by step.

Why Your Catalogue Matters More Than You Think

In domestic business, relationships drive sales. You meet the buyer, show samples, negotiate over chai, and shake hands. In export business, the dynamics are completely different. Your buyer in Germany or the UAE has never met you. They will not visit your factory before placing a trial order. They will judge your entire business based on three things: your catalogue, your website, and your sample quality.

A good catalogue does the following:

• Establishes credibility — factory photos, certifications, and export experience show you are a real, capable business
• Makes comparison easy — international buyers evaluate multiple suppliers side by side, and the one with clear specs, HS codes, and pricing guidance wins
• Serves as a reference — buyers share catalogues internally with their procurement teams, quality teams, and sometimes even their customers
• Works when you are not in the room — at trade shows, you may speak with 200 people in three days, but your catalogue speaks for you long after the show ends

If you do not have an IEC (Import Export Code) yet, get that sorted first. But if you have your IEC and are ready to approach buyers, the catalogue is where you start.

Digital vs Print — Which Format Do You Need?

The answer is both, but in different forms for different situations. Here is when to use each format.

PDF Catalogue

This is your workhorse. Every exporter needs a well-designed PDF catalogue. It is used for email follow-ups, WhatsApp sharing, uploading to B2B portals, and as a downloadable on your website.

When to use: Every day. This is your default catalogue format.

Design tools:

• Canva (free/paid) — best for beginners, drag-and-drop interface, export templates available. The free version is sufficient for most MSMEs.
• Adobe InDesign — professional-grade layout software. Use this if you have a designer on staff or hire a freelance designer.
• Microsoft PowerPoint — a surprisingly capable tool for basic catalogues. Export to PDF when done.

File size: Keep the final PDF under 10 MB for email sharing. For a 20-30 page catalogue, this means compressing images before inserting them. Use tools like TinyPNG or the built-in compression in Canva. If your catalogue exceeds 10 MB, many email servers will block it or send it to spam.

Print Catalogue

Print catalogues still matter, especially in certain markets and situations.

When to use: Trade shows (IITF, India International Trade Fair; international shows like Gulfood, Anuga, Canton Fair), buyer meetings at your factory, and when visiting buyers abroad. In the Middle East and Africa, print catalogues carry more weight than in Western markets.

Specifications:

• Paper: 170-250 GSM art paper (glossy or matte)
• Binding: saddle-stitch (stapled) for under 40 pages, perfect binding for larger catalogues
• Print run: start with 200-500 copies
• Cost: Rs 30-80 per copy for a 20-page catalogue at a local printer, depending on paper quality and quantity

Interactive Digital Catalogue

A step up from a static PDF. Tools like Flipsnack, Issuu, or Publitas convert your PDF into a flipbook format that can be embedded on your website or shared via link. Some allow embedded video — useful for showing production processes or product demonstrations.

When to use: Website embedding, LinkedIn posts, digital marketing campaigns. Not a replacement for your PDF catalogue, but a complement to it.

Website/Online Catalogue

Your website product pages function as a living catalogue that you can update anytime. If you are building a serious export business, invest in a proper product section on your website with individual product pages, downloadable spec sheets, and an inquiry form.

When to use: Always. This is your permanent, searchable, always-updated catalogue. But it does not replace the PDF — buyers still want a downloadable document they can save and share offline.

Essential Content for Every Export Catalogue

This is where most Indian exporters go wrong. They focus on making things look pretty but miss the content that international buyers actually need. Here is exactly what to include, in order.

1. Company Profile (1 Page Maximum)

Keep this tight. Buyers do not want to read your company history since 1987. They want to know:

Element	What to Include
Company name and logo	Prominently displayed
Year established	Shows stability
Factory/facility photos	2-3 photos of your production facility
Production capacity	Monthly/annual output in relevant units
Certifications	ISO, FSSAI, BRC, HACCP, GMP — logos only, details come later
Countries exported to	List the countries, show a map if possible
Number of employees	Indicates scale
Key product categories	One-line summary

Do not waste this page on your company philosophy or mission statement. International buyers do not care about your vision — they care about your capability.

2. Product Listings

This is the core of your catalogue and where you need to invest the most effort. Every product listing should include:

Product name — use the international trade name, not just local terminology. If you sell "mukhwas," also write "mouth freshener seeds" or "after-meal digestive mix."

Product photo — high-quality, white background. More on photography below.

HS code — this is critical and almost universally missing from Indian export catalogues. International buyers use HS codes to check import duty rates in their country. Use the HS Code Finder to identify the correct code for each product, and print it next to the product name. You can also link buyers to the relevant HS code pages on XIMPEX for detailed duty information.

Specifications table — present product specs in a clean table format:

Specification	Details
Product Name	Organic Turmeric Powder
HS Code	0910.30
Grade/Variety	Salem/Erode, Curcumin content 3-5%
Packaging	25 kg PP bags, 50 kg jute bags, custom packaging available
Shelf Life	24 months from manufacturing
MOQ	1 MT (FCL), 500 kg (LCL)
Certifications	FSSAI, USDA Organic, EU Organic, ISO 22000
Available Forms	Powder, whole finger, splits

MOQ (Minimum Order Quantity) — always state this clearly. International buyers need to know if your MOQ fits their volume. If your MOQ is different for different shipping modes, state both (e.g., "500 kg for LCL, 1 MT for FCL").

Packaging details — include photos of your packaging. Buyers care deeply about packaging because it affects shelf presentation, compliance, and damage during transit. If you offer private label packaging, say so explicitly.

Available certifications — list which certifications apply to each specific product, not just your company-level certifications.

3. Pricing Approach

Never put exact prices in a static catalogue. Prices change with raw material costs, exchange rates, and order volumes. Instead, use one of these approaches:

• "FOB price on request" — the most common and safest approach
• Price ranges — "FOB Nhava Sheva: $800-1,200 per MT depending on grade and volume" gives buyers a ballpark without locking you in
• Price tiers — show how pricing changes with volume (e.g., 1-5 MT, 5-10 MT, 10+ MT) without stating exact numbers

Always mention the Incoterm basis for your pricing. If you are unfamiliar with Incoterms, read the Incoterms guide to understand the difference between FOB, CIF, and other terms. Buyers expect you to know these.

4. Customization Capabilities

International buyers frequently want customized products. Dedicate a section to:

• OEM (Original Equipment Manufacturing) — manufacturing to buyer's specifications
• ODM (Original Design Manufacturing) — you design, buyer brands
• Private labelling — buyer's brand on your product
• Custom packaging — buyer's packaging design, sizes, languages
• Custom formulations — for food, cosmetic, or chemical products
• Minimum order for customization — usually higher than standard MOQ

5. Quality Certifications Page

Dedicate one full page to your certifications. Include:

• Certificate images (scaled down but legible)
• Issuing body name
• Certificate number
• Validity period
• Scope of certification

Common certifications that international buyers look for:

Certification	Relevant For
ISO 9001	All manufacturing
ISO 22000 / HACCP	Food products
FSSAI	All food exports from India
BRC (BRCGS)	Food exports to UK/EU retail
USDA Organic	Organic products to USA
EU Organic	Organic products to EU
CE Marking	Industrial/electrical products to EU
FDA Registration	Food/drug/cosmetic exports to USA
GMP	Pharma, cosmetics, food
SEDEX/BSCI	Ethical trade (textiles, garments)

6. Export Experience

List the countries you have exported to. A simple world map with highlighted countries works well visually. If you have exported to 10+ countries, list them. If you are a new exporter, skip this section rather than leaving it blank — focus on your manufacturing capability instead.

Never reveal buyer names in your catalogue unless you have explicit written permission. You can say "exported to leading retail chains in the UK" without naming the chain.

7. Contact Information

Make it extremely easy for a buyer to reach you:

• Company name and full address
• Phone number with country code (+91)
• WhatsApp number (this is how most international trade communication happens)
• Email address (use a company domain, not Gmail)
• Website URL
• Key contact person name and designation

Photography Tips for Export Catalogues

Photography is the single biggest differentiator between a catalogue that gets responses and one that gets deleted. You do not need a professional photographer to start, but you do need to follow these rules.

White Background Product Shots

Every product needs at least one clean photo on a white background — the Amazon-style look. This is the industry standard for product catalogues and B2B portals.

DIY setup: Buy a portable photo lightbox (available on Amazon India for Rs 1,500-3,000). Place your product inside, use your smartphone camera, and shoot. The lightbox provides even lighting and a clean white background. Total investment: Rs 2,000-4,000 including a basic phone tripod.

Professional setup: Hire a product photographer for Rs 5,000-15,000 per session (typically 15-30 products). Worth the investment if you have a large product range.

Lifestyle and Contextual Images

Show your product in use. If you sell tableware, photograph it on a set dining table. If you sell spices, show them in cooking context. These images create emotional appeal and help buyers visualise selling your product to their customers.

Factory and Production Photos

International buyers want to see where their products come from. Photograph:

• Your production floor (clean and organized)
• Key machinery and equipment
• Quality control processes
• Raw material storage
• Packaging line
• Finished goods warehouse

These photos build trust. A buyer who can see your factory is more likely to place an order without visiting in person.

Packaging Photos

Photograph your standard packaging from multiple angles. If you offer multiple packaging options, show all of them. Include close-ups of labels showing required information (ingredients, nutritional facts, batch numbers).

Design Best Practices

Layout and Typography

• Use a clean, uncluttered layout with generous white space
• Stick to 2-3 fonts maximum (one for headings, one for body text)
• Use your brand colours consistently throughout
• Number your pages and include a table of contents for catalogues over 10 pages
• Use consistent image sizes and alignment

International Standards

This is critical and frequently overlooked by Indian exporters:

• Use metric units everywhere — kilograms (not pounds unless targeting the US), centimetres (not inches), litres (not gallons). If targeting the US market, include both metric and imperial.
• Include HS codes for every product — buyers use these to check duty rates in their country. This one detail signals professionalism.
• Use internationally recognised colour systems — Pantone codes for textiles, RAL codes for industrial products.
• Date format — use DD-MMM-YYYY (e.g., 15-Jan-2026) to avoid confusion between US (MM/DD) and international (DD/MM) formats.

Language Considerations

English is the default language for export catalogues. However, consider these additions:

• Arabic — essential if targeting Middle East markets. Even a bilingual English-Arabic catalogue signals respect for the market.
• French — useful for West African markets (Senegal, Ivory Coast, Cameroon)
• Spanish — for Latin American markets

Do not use Google Translate for catalogue translation. Hire a professional translator or a bilingual colleague to review. A badly translated catalogue is worse than an English-only one.

Distribution Strategy

Creating a great catalogue is half the work. Getting it into the right hands is the other half.

Email Distribution

Email remains the primary channel for sending catalogues to potential buyers. Key rules:

• Compress the PDF to under 10 MB (under 5 MB is ideal)
• Name the file professionally: "CompanyName-ProductCatalogue-2026.pdf" (not "catalog final v3 copy.pdf")
• In your email, do not attach the full catalogue immediately. First, send a brief introduction email. Attach the catalogue only after the buyer responds with interest, or include a download link.
• Use a cloud link (Google Drive, Dropbox) for large catalogues

Trade Show Handouts

Print 200-500 copies for major trade shows. At the booth, do not hand catalogues to everyone who walks by — qualify the visitor first with a brief conversation, then hand over the catalogue. This saves money and ensures your catalogue reaches genuine buyers.

Bring a QR code standee that links to your digital catalogue for visitors who prefer digital copies.

WhatsApp Sharing

WhatsApp is the most-used communication tool in international trade, particularly with buyers in the Middle East, Africa, and Southeast Asia. For WhatsApp, do not send a 30-page PDF. Instead, create:

• Single-page product cards — one page per product with photo, specs, HS code, and MOQ. These are easy to view on mobile and forward to colleagues.
• A 2-3 page company overview — a condensed version of your full catalogue for first-contact sharing.

B2B Portal Upload

Upload your catalogue to every B2B platform where you have a profile — IndiaMART, TradeIndia, Alibaba, Global Sources, ExportHub. Most platforms have a dedicated catalogue section. Keep it updated.

QR Code Strategy

Print QR codes on your business cards, product packaging, and trade show materials that link directly to your digital catalogue. Use a QR code generator that allows you to track scans and update the destination URL without reprinting the QR code.

Common Mistakes That Kill Export Catalogues

Low-quality photographs. This is the number one killer. A catalogue with poor photos signals a poor-quality supplier. If you cannot photograph your products properly, hire someone who can. It is a one-time cost of Rs 5,000-15,000 that pays for itself with the first order.

Too many pages. A 60-page catalogue for 15 products is unnecessary. Buyers do not read catalogues cover to cover — they scan for relevant products. Keep it concise: 1 page company profile, 1-2 products per page, 1 page certifications, 1 page contact info. A 15-25 page catalogue is ideal for most MSMEs.

No pricing guidance. Buyers understand that exact prices depend on quantity and specifications. But giving zero indication of pricing wastes everyone's time. If a buyer cannot tell whether your product costs $500 per MT or $5,000 per MT, they will move on to a supplier who gives them a range.

Missing certifications. If you have certifications, showcase them prominently. If you do not have certifications that your target market requires, do not include a blank certifications page — instead, work on getting certified. Check what certifications your target market needs using our export market guides.

Not including HS codes. This is a simple addition that most Indian exporters miss. Your buyer needs the HS code to check duty rates, regulatory requirements, and import procedures. Use the HS Code Finder to get accurate codes, and print them next to every product listing.

Outdated information. A catalogue showing "exported to 5 countries" when you now export to 15 is a missed opportunity. A catalogue with discontinued products confuses buyers. Update your catalogue at least once a year, or whenever you add or remove products.

No call to action. Every catalogue should end with a clear next step: "Contact us for samples and pricing" with full contact details. Make it obvious how to reach you.

Using local units and terminology. "50 kg bori" means nothing to a buyer in Germany. Use standard international terminology: "50 kg polypropylene bag" or "50 kg PP woven sack." Similarly, use metric units, international product names, and English throughout.

Catalogue Creation Timeline and Budget

Here is a realistic timeline and budget for creating your export catalogue from scratch.

Task	Timeline	Cost
Product photography (DIY lightbox setup)	1-2 days	Rs 2,000-4,000 (one-time equipment)
Product photography (professional)	1 day	Rs 5,000-15,000 per session
Content writing (product descriptions, specs)	2-3 days	Your time, or Rs 5,000-10,000 for a freelancer
Design and layout (Canva - DIY)	3-5 days	Free or Rs 4,000/year for Canva Pro
Design and layout (professional designer)	5-7 days	Rs 10,000-25,000
Printing (200 copies, 20 pages)	3-5 days	Rs 6,000-16,000
Total (DIY approach)	1-2 weeks	Rs 2,000-4,000
Total (professional approach)	2-3 weeks	Rs 25,000-60,000

For a first-time exporter, the DIY approach using Canva and a smartphone lightbox is perfectly acceptable. As your export business grows, invest in professional photography and design.

Key Takeaways

• Your catalogue is your most important export sales tool — invest time and effort in getting it right
• Every product listing must include a photo, HS code, specifications table, MOQ, and available certifications
• Use the HS Code Finder to get accurate codes for all your products, and the Duty Calculator to help buyers understand import costs
• Never put exact prices in a static catalogue — use ranges or "FOB on request"
• Photography makes or breaks your catalogue — invest in at least a basic lightbox setup
• Keep the PDF under 10 MB for email sharing, and create single-page product cards for WhatsApp
• Update your catalogue at least once a year
• Include HS codes, metric units, and international terminology throughout

What to Do Next

1. List all your exportable products with specifications, HS codes, and certifications
2. Photograph every product using a lightbox setup or hire a photographer
3. Choose your design tool — Canva for DIY, InDesign if you have a designer
4. Build the catalogue following the content structure in this guide
5. Compress and test — send the PDF to yourself on different devices to check readability
6. Prepare the export documentation you will need once orders come in
7. Research your target markets using the Market Finder to identify where your products have the best demand
8. Start reaching out — email buyers, register on B2B portals, and apply for trade shows

A well-built catalogue does not guarantee orders, but a poor one guarantees you will be overlooked. In a market where international buyers evaluate 10-20 suppliers for every product, the supplier with the clearest, most professional catalogue has a decisive advantage.