Government issues guidelines for global Brand India initiative to strengthen exports
- IBEF
- July 15, 2026
The Government has issued detailed operational and procedural guidelines to implement a global outreach initiative for branding, labelling and export packaging under the Rs. 25,060 crore (US$ 2.62 billion) Export Promotion Mission. According to the Directorate General of Foreign Trade (DGFT), the initiative aims to expand and sustain global markets for Indian goods and services by developing a Unified Brand India Framework and creating globally competitive brands that enhance the value of Indian exports. The framework will be implemented through the periodic identification of priority goods, services, export sectors, product categories and international markets to design branding, packaging and promotional campaigns aligned with global standards. Stakeholder comments on the draft guidelines have been invited within 30 days. The initiative seeks to strengthen India's export competitiveness by building a cohesive national brand identity while supporting higher value addition and greater recognition of Indian products in international markets.
A key feature of the framework is the introduction of an Anchor Brand, which will represent values such as trust, quality, traceability, innovation, craftsmanship, cultural heritage, environmental sustainability and certification standards. The initiative will provide financial assistance to eligible organisations for branding campaigns, export packaging, sector-specific brand development, multilingual promotional material, digital branding, overseas product demonstrations and international brand promotion events. Eligible agencies include Central and State Government departments, offices of the Department of Commerce, the Ministry of External Affairs and Indian Missions abroad. By bringing together multiple branding initiatives under a single Brand India identity, the Government aims to create a stronger global presence for Indian products and services, improve export competitiveness and support the country's long-term objective of moving up the global value chain through high-quality, innovation-led exports.
Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.
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