How to Find International Buyers for Your Export Business

Finding buyers is where most Indian exporters get stuck. You have the product, the IEC, the factory — but no orders. The hard truth is that buyers do not come to you. You have to go out and find them, build trust over months, and convert inquiries into purchase orders through persistent follow-up.

There is no single magic channel. Successful exporters use a combination of trade shows, B2B portals, government networks, digital marketing, and direct outreach. Each channel works differently depending on your product, price point, and target market. This guide covers every practical method available to Indian MSME exporters, including government schemes that subsidise your buyer-finding efforts.

If you do not have an IEC yet, start with the IEC registration guide — you need it before you can take any export order.

Trade Shows and Exhibitions

Trade shows remain the single most effective way to find serious international buyers. Nothing replaces a face-to-face meeting where the buyer can see your product, touch it, and discuss specifications in person. A single good trade show can generate enough leads to keep you busy for a year.

Major Trade Shows by Sector

Trade Show	Location	Sector	Frequency	Why It Matters
AAHAR International	New Delhi	Food & hospitality	Annual (March)	India's largest food trade show, strong international buyer attendance
IITF (India International Trade Fair)	New Delhi	Multi-sector	Annual (November)	Organised by ITPO, 150+ countries participate
Canton Fair	Guangzhou, China	Multi-sector	Twice a year (April, October)	World's largest trade fair, massive buyer footfall
Ambiente	Frankfurt, Germany	Home décor, handicrafts, gifts	Annual (February)	Premier show for Indian handicraft and home furnishing exporters
SIAL	Paris, France	Food & beverage	Biennial (October)	Europe's largest food innovation exhibition
Gulfood	Dubai, UAE	Food & beverage	Annual (February)	Gateway to Middle East, Africa, and South Asian buyers
Texworld	Paris, France	Textiles & apparel	Twice a year	Key show for Indian textile exporters
IHGF Delhi Fair	Greater Noida	Handicrafts & gifts	Twice a year (Spring, Autumn)	Organised by EPCH, attracts 7,000+ overseas buyers
Heimtextil	Frankfurt, Germany	Home textiles	Annual (January)	Essential for bed linen, towel, and curtain exporters
India International Jewellery Show	Mumbai	Gems & jewellery	Three times a year	Organised by GJEPC, focused buyer-seller meetings

How to Prepare for a Trade Show

Showing up with a table and some samples is not enough. Here is what separates exporters who get orders from those who waste their booth fee:

Before the show (4-8 weeks ahead):

• Research the buyer list. Most major trade shows publish a list of registered buyers or at least the visitor profile. Study who is coming and identify your target buyers.
• Prepare a professional product catalogue. This must include product photographs on white backgrounds, specifications, packaging options, minimum order quantities, and your pricing structure (typically FOB or CIF — see the Incoterms guide for details).
• Print business cards with your name, IEC number, product range, website, and WhatsApp number. International buyers use WhatsApp extensively.
• Prepare product samples. Bring your best quality — buyers judge your entire capability from these samples.
• Pre-schedule meetings. Email target buyers 3-4 weeks before the show saying you will be at Booth X and would like to meet.

At the show:

• Keep your booth clean, well-lit, and focused. Do not display 200 products — display your best 10-15 with clear signage.
• Have a visitor register. Collect business cards, note down what each visitor was interested in, and take photos with them (useful for follow-up).
• Do not hard-sell. International buyers want to understand your capability, capacity, quality systems, and reliability. Answer questions honestly.
• Offer to send samples after the show. Many buyers will not place orders on the spot but will evaluate samples back home.

After the show (critical — most exporters fail here):

• Follow up within 48 hours. Send a personalised email referencing your conversation, attach your catalogue, and offer to send samples.
• Follow up again after one week, two weeks, and one month. Buyers receive hundreds of follow-ups — persistence is what gets you remembered.
• Add all leads to a spreadsheet or CRM. Track every interaction.

Government Subsidies for Trade Show Participation

The Indian government actively subsidises MSME participation in international trade shows. These schemes cover a significant portion of your costs:

Market Access Initiative (MAI) Scheme:

• Covers up to 75% of booth rental costs for MSMEs (60% for large firms)
• Covers up to 75% of airfare (economy class) for one representative
• Maximum subsidy per MSME: Rs 3-5 lakh per show depending on the country
• Applied through DGFT, claims processed after the event with supporting documents

Export Promotion Council (EPC) sponsorship:

• EPCs like APEDA, FIEO, EPCH, and AEPC organise group participation in major international trade fairs
• They negotiate bulk booth rates, handle logistics, and provide shared infrastructure (meeting rooms, interpreters)
• Cost to individual MSME is significantly lower than booking independently
• Contact your relevant EPC 6-8 months before the target trade show

State Government Schemes:

• Many state governments (Gujarat, Maharashtra, Tamil Nadu, Karnataka) have their own export promotion schemes that cover trade show participation
• Check with your State Export Promotion Council or District Industries Centre

B2B Portals and Online Marketplaces

Online B2B portals generate a high volume of inquiries, but the quality varies enormously. The key is knowing which platforms work for which products, and how to create listings that attract serious buyers rather than time-wasters.

Platform Comparison

Platform	Best For	Monthly Cost	Buyer Quality	Notes
IndiaMART	Domestic + some international	Rs 3,000-30,000/month (paid tiers)	Mixed — many price shoppers	Good starting point, but filter inquiries aggressively
TradeIndia	Indian manufacturers seeking exporters	Rs 5,000-25,000/month	Moderate	Smaller than IndiaMART but less noise
Alibaba.com	All product categories globally	$2,000-6,000/year (Gold Supplier)	High volume, variable quality	Dominant platform, essential for manufactured goods
Global Sources	Electronics, hardware, fashion	$3,000-10,000/year	Good — more verified buyers	Strong in Asian markets
Kompass	Industrial and B2B products	Varies by country listing	Good — professional procurement	Better for industrial goods than consumer products
ThomasNet	US industrial buyers	Free listing, paid for premium	High — procurement professionals	Essential if targeting US industrial market
Amazon Global Selling	Consumer products	Referral fees per sale	End consumers, not bulk buyers	Good for branded products, not bulk commodities

How to Create an Effective B2B Listing

Most B2B listings are terrible. They have blurry photos, no specifications, and vague descriptions like "best quality product." Here is how to stand out:

Product title: Include the product name, material, key specification, and HS code. Example: "Basmati Rice 1121 Sella — Premium Grade — HS 1006.30" rather than "Best Quality Rice."

Product images: Use at least 5-6 high-resolution photographs on white backgrounds. Include close-ups, packaging shots, and size reference images.

Product description: Cover material, dimensions, weight, colour options, packaging, MOQ, delivery timeline, payment terms, and certifications. Use the HS Code Finder to include the correct HS code — serious buyers search by HS code.

Company profile: Include factory photos, certifications (ISO, FSSAI, BIS), export history, capacity per month, and countries shipped to. Buyers want evidence you can deliver.

Response time: Respond to every inquiry within 2-4 hours. Platforms like Alibaba track your response rate and display it to buyers.

What Does Not Work on B2B Portals

• Free listings generate almost zero serious inquiries. Budget for paid membership.
• Listing too many products dilutes credibility. Focus on your core 10-20 products.
• Automated responses feel impersonal. Write a customised reply to each genuine inquiry.
• Do not share pricing without understanding the buyer's requirements first.

Indian Embassies and Trade Commissions

India has Commercial Wings in its embassies and consulates across 160+ countries. These trade officials help Indian exporters find buyers — but very few MSMEs use this free resource.

How to Use Commercial Wings

1. Identify the relevant embassy. Visit the Ministry of External Affairs website (mea.gov.in) to find the Indian embassy or consulate in your target country.
2. Contact the Commercial Wing directly. Email the commercial attaché or first secretary (commercial). Introduce your company, products, and the kind of buyer you are looking for.
3. Request a buyer list. Commercial Wings maintain lists of importers, distributors, and agents in their country. They can share relevant contacts.
4. Ask about buyer-seller meets. Embassies regularly organise buyer-seller meets, trade delegations, and networking events. These are usually free or heavily subsidised for Indian exporters.
5. Leverage visiting Indian trade delegations. When Indian ministerial or business delegations visit a country, the embassy organises meetings with local businesses. Get on the invitation list through your EPC or FIEO.

ITPO (India Trade Promotion Organisation)

ITPO organises India's participation in international trade fairs and runs India-specific exhibitions worldwide. They operate the Pragati Maidan complex in New Delhi and manage the IITF. Register at itpo.gov.in to access Indian pavilion participation, trade directories, and reverse buyer-seller meets where foreign buyers are brought to India.

Digital Marketing for Export Businesses

Digital marketing for exports is fundamentally different from domestic digital marketing. Your buyer is a procurement manager or business owner in another country, searching in English (usually), and evaluating multiple suppliers simultaneously.

Google Ads

Run Google Ads targeting export-related keywords in your buyer's country. Examples:

• "basmati rice supplier India"
• "granite tiles manufacturer India"
• "Indian textile exporter"
• "buy [your product] from India wholesale"

Set your geographic targeting to your top 3-5 buyer countries. Start with a budget of Rs 15,000-25,000/month and measure results over 90 days. The cost per click for B2B export keywords is typically Rs 50-200 in Western markets.

LinkedIn Outreach

LinkedIn is the best social platform for finding international B2B buyers. Here is a practical workflow:

1. Optimise your LinkedIn profile. Your headline should say what you export, not your job title. "Exporter of Premium Indian Spices | APEDA Certified" works better than "Director at XYZ Enterprises."
2. Search for procurement managers. Use LinkedIn search with filters: Job Title = "Procurement Manager" or "Buyer" or "Import Manager," Location = your target country, Industry = your sector.
3. Send connection requests with a note. Keep it short: "I see you source [product category]. We are a certified Indian manufacturer with 10 years of export experience. Would love to share our catalogue."
4. Post regularly. Share photos of your factory, production process, shipments, certifications, and trade show participation. This builds credibility over time.
5. Use LinkedIn Sales Navigator (Rs 5,000/month) for advanced search filters and InMail credits if you are serious about this channel.

Export Website

Having a professional website is non-negotiable. International buyers will search your company name online — if they find nothing, they move on. Your website must include a product catalogue with specifications and HS codes, factory photographs, certifications (ISO, FSSAI, BIS, organic), export experience, and a contact form with WhatsApp button. Keep the design clean, use English, and budget Rs 30,000-80,000 for a professional export-focused website.

Email Campaigns

Once you have a database of potential buyers (from trade shows, B2B portals, and LinkedIn), run periodic email campaigns:

• Send a quarterly newsletter with new products, certifications achieved, and trade show participation updates
• Personalise emails — mention the buyer's country and product interest
• Include a clear call to action: "Reply for samples" or "Download our latest catalogue"
• Use tools like Mailchimp or Zoho Campaigns to track open rates and follow up with engaged contacts

Export Promotion Councils (EPCs)

EPCs are among the most underutilised resources for Indian exporters. These government-supported bodies exist specifically to help exporters find buyers and access new markets. Registration with the relevant EPC is mandatory for your RCMC anyway — so use the services you are paying for.

Key EPCs and Their Buyer-Finding Services

EPC	Sector	Key Services
FIEO	General merchandise, multi-sector	Buyer-seller meets, trade delegations, Made in India shows, business leads database
APEDA	Agriculture, processed food, organic	Buyer-seller meets, international road shows, participation in food exhibitions, market intelligence — see the APEDA registration guide
CAPEXIL	Chemicals, allied products	Trade delegations, buyer-seller meets in target markets
EPCH	Handicrafts	IHGF Delhi Fair, overseas exhibitions, design development workshops
AEPC	Apparel	Buyer-seller meets, participation in textile trade fairs
EEPC India	Engineering goods	Technology exhibitions, overseas trade delegations
Pharmexcil	Pharmaceuticals	Pharma trade shows, regulatory guidance for export markets
Gem & Jewellery EPC	Gems, jewellery	IIJS shows, overseas exhibitions
Spices Board	Spices	Trade delegations, quality certification, buyer meetings

What EPCs Actually Do for You

• Organise buyer-seller meets in India and abroad. These are targeted events where pre-screened international buyers meet Indian suppliers. Registration is often free or subsidised for EPC members.
• Lead trade delegations to target countries. A group of 15-20 exporters visits a country for 5-7 days, meeting with local importers and distributors. Costs are partially covered under the MAI scheme.
• Share trade enquiries from their international network with registered members.
• Provide market intelligence reports — sector-specific analysis of demand, regulations, and competition.
• Issue Certificates of Origin — see the Certificate of Origin guide for details.

Direct Outreach Using Trade Data

This is the most targeted and effective method, but it requires research effort. The idea is simple: find out who is currently importing your product in your target country, and approach them directly.

How to Identify Potential Buyers

1. Use import-export databases. Services like ImportGenius, Panjiva, Zauba, and InfodriveIndia provide shipment-level data showing which companies imported what products, from which origin, in what quantity. This is public Customs data that these platforms aggregate and make searchable.
2. Research on the XIMPEX platform. Browse country-specific export guides and HS code pages to understand the trade landscape for your products.
3. Check supermarket and retail chains. If you export consumer products (food, textiles, home goods), visit the websites of major retail chains in your target country. Look at their "Supplier" or "Vendor" page — most large retailers have a formal supplier application process.
4. Search industry directories. Every major market has industry-specific directories listing importers, distributors, and agents. Examples include Kompass (global), ThomasNet (USA), Europages (Europe), and TradeKey (Middle East).
5. Use the Duty Calculator to understand what import duties your buyer will pay — this helps you have informed pricing conversations.

How to Approach Buyers Directly

Once you have identified potential buyers, send a concise introduction email:

• Subject line: "Indian supplier of [specific product] — introduction"
• Body: 3-4 sentences about your company, product range, capacity, and key certifications. Attach your product catalogue as a PDF (under 3 MB).
• Call to action: "I would be happy to send samples for your evaluation. May I know your requirements?"
• Follow up: If no response in 7 days, send a polite follow-up. Try three times over 3-4 weeks before moving on.

Do not send mass generic emails. Personalise each message — mention the buyer's company name and why you think your products would fit their range.

Government Schemes That Help You Find Buyers

Market Access Initiative (MAI) Scheme

The MAI scheme is the primary government scheme for export market development. It is administered by the Department of Commerce and provides financial assistance for:

Activity	Assistance
Participation in international trade fairs	Up to 75% of booth rental and 75% of airfare for MSMEs
Market studies and surveys	Up to Rs 20 lakh per study
Setting up warehousing abroad	Up to Rs 1 crore per centre for 3 years
Export promotion seminars and buyer-seller meets	Up to Rs 20 lakh per event
Brand promotion in overseas markets	Up to Rs 2 crore for collective branding
Compliance with foreign standards/certifications	Up to 75% of cost for MSMEs

How to apply: Applications are submitted through DGFT online portal or through your EPC. Claims are reimbursement-based — you spend first, submit documents, and get reimbursed. The process takes 3-6 months for reimbursement, so plan your cash flow accordingly.

Trade Infrastructure for Export Scheme (TIES)

TIES provides financial assistance for creating export infrastructure — testing labs, packaging centres, cold storage, and warehousing. While not directly for finding buyers, having the right infrastructure makes you a more credible supplier.

Common Mistakes That Kill Your Buyer-Finding Efforts

Relying on a single channel. Exporters who only use Alibaba, or only attend one trade show per year, limit their pipeline. Use at least 3-4 channels simultaneously.

Not following up. This is the number one reason exporters lose potential orders. A buyer who showed interest at a trade show will forget you within two weeks if you do not follow up. Set calendar reminders for follow-ups at 2 days, 7 days, 14 days, and 30 days.

Poor product catalogues. A PDF with mobile phone photos and Comic Sans text will not get you orders. Invest in professional photography and a clean, well-designed catalogue.

Pricing mistakes. Not understanding the difference between FOB and CIF pricing, or not accounting for packaging, inland transport, and port charges, leads to either overpricing (losing the buyer) or underpricing (losing money). Read the Incoterms guide to understand pricing structures, and use the Duty Calculator to factor in destination-country duties.

No certifications. International buyers increasingly require quality and safety certifications. ISO 9001, FSSAI (for food), organic certification, BIS, and product-specific certifications are not optional — they are prerequisites for serious buyers.

Ignoring small orders. Your first order from a new buyer will almost always be small — a trial order to test your quality, reliability, and communication. Treat it like a Rs 1 crore order. Deliver on time, with perfect quality, and the larger orders will follow.

Not having export documentation ready. When a buyer says "send me your export documents," you need your export documentation in order. Delays in documentation signal unreliability.

Building a Buyer Pipeline — A Practical Action Plan

Here is a 90-day plan to start generating international buyer leads:

Week 1-2:

• Register on Alibaba.com and one other B2B platform. Create complete, professional listings for your top 10 products.
• Register with your relevant EPC if you have not already.
• Set up a LinkedIn profile optimised for export.

Week 3-4:

• Identify the next 2-3 relevant trade shows (domestic and international). Apply for EPC group participation or MAI scheme support.
• Start LinkedIn outreach — send 10 connection requests per day to procurement managers in your target countries.
• Set up a simple export website if you do not have one.

Month 2:

• Contact 2-3 Indian embassies in your target countries. Request buyer lists and information about upcoming buyer-seller meets.
• Research import databases to identify 50 potential buyers. Send personalised introduction emails.
• Respond to every B2B portal inquiry within 4 hours.

Month 3:

• Follow up on all trade show contacts, email responses, and B2B portal inquiries.
• Evaluate which channels are generating the best leads and double down on those.
• Apply for MAI scheme reimbursement for any eligible expenses.

Use the Market Finder to identify which countries have the strongest demand for your products and focus your efforts there.

Key Takeaways

• There is no single "best" way to find buyers — successful exporters use multiple channels simultaneously
• Trade shows remain the most effective channel for serious buyers, and the government subsidises up to 75% of MSME costs through the MAI scheme
• B2B portals generate volume but require paid memberships and professional listings to work
• Indian embassies offer free buyer lists and buyer-seller meets — contact the Commercial Wing in your target country
• Direct outreach using trade data is the most targeted method — identify who is already importing your product and approach them
• Follow-up is everything — 80% of export orders come from the 3rd to 5th follow-up
• Invest in professional photography, a clean catalogue, and relevant certifications before reaching out to buyers
• Register with your Export Promotion Council and actively participate in buyer-seller meets and trade delegations