EXPORT GUIDE
Most first exports fail not because the product is poor, but because the wrong country, buyer or price was chosen. Research first, ship later.
By ARS Market Research Services, Chennai. For Indian MSMEs, manufacturers and traders.
Why research before you export?
An export order ties up money for weeks in production, shipping and payment. If the buyer rejects the product, the duty is higher than expected or a competitor sells cheaper, the loss is large and slow to recover. A short market study before the first shipment is far cheaper than a failed container.
The 7 steps
1. Get your product code
Find the HS (Harmonised System) code for your product. Everything else, duty, rules and trade data, hangs on it.
2. Shortlist 3 countries
Look at where India already exports your product and where imports are growing. Use public trade data, for example from India’s trade statistics portal.
3. Check import rules
Duty, standards, labelling, licences and certificates required in each country. A good product can still be stopped at the port.
4. Study the buyer
Who imports, who distributes, who sells to the end customer? Importers, distributors, retail chains and online platforms need different approaches.
5. Compare competitors and price
What do competing countries and brands charge? Work out your landed price: cost, freight, insurance, duty and the buyer’s margin.
6. Test with buyers
Send samples and a short questionnaire to 10 to 20 genuine buyers. Their replies tell you more than any report.
7. Decide and start small
Choose one country, start with a small order, and use payment terms you can afford to lose.
A simple price check (illustration only)
| Item | Illustration |
|---|---|
| Ex-factory cost per unit | ₹100 |
| Packing, freight and insurance per unit | ₹25 |
| Import duty and local taxes | ₹20 |
| Importer and retailer margin | ₹55 |
| Shelf price the customer sees | ₹200 |
If similar goods already sell at ₹150 in that country, this plan fails before it starts. That is the value of checking before shipping. These figures only show the method; they are not a forecast.
Where to get official help
The Directorate General of Foreign Trade (dgft.gov.in) explains the Importer-Exporter Code and export policy. Always read current rules there before you ship, because duties and conditions change.
Want a country shortlist for your product?
ARS Market Research Services runs desk research and buyer surveys that show which markets suit your product, what to charge and who to approach. Based in Chennai, working across India and with partners abroad.
Our business books and reports
Our four practical guides explain licences, loans, schemes and low-investment ideas in plain language: see all books. For ready-made market reports, visit the ARS Marketplace.