In 2023, Kavita, the owner of Saanvi Pickles- a micro-enterprise in Kolhapur- stood at a crossroads. Her pickle blends were loved by local families and small retailers. Yet every week, new competitors popped up and she wondered: “How will buyers remember my brand, not just the product?” After attending a government MSME workshop, Kavita revamped her packaging, filed for a trademark and took the bold step of exploring export options. What began as a simple label redesign quickly transformed Saanvi Pickles into a brand with identity, loyalty, and by mid-2025, it won its first international order for for traditional Indian pickles from Dubai.

Kavita’s journey resonates with thousands of Indian MSMEs: building a brand is not about big budgets, it is about clarity, purpose and readiness to scale- both at home market and global markets abroad.

Brand Building for Local Market Growth

A strong brand doesn’t just sell products; it sells trust, recognition and aspiration. For Indian MSMEs, brand building is the art of creating a business identity that stands out in the crowd and connects with customers deeply.

What Makes a Brand Powerful Locally?

• Authentic Identity: Names, logos, colors and packaging that reflect local culture and values help MSMEs build instant recognition. For example, a Mumbai snacks business uses local dialect in its labels and garners loyal repeat buyers.
• Customer Trust: A registered brand / trademark means genuine quality for customers. MSMEs like Dupatta World and Desi Threads verify their authenticity, which reassures buyers.
• Brand Positioning: Understanding local competition, defining what makes you different, and communicating that consistently- this is vital. Whether it’s a unique process, an eco-friendly commitment or a signature look, positioning sets your brand apart.

Actionable Steps for Local Success

1. Register your brand and logo: Use MSME/ Startup government schemes with a ₹4,500 rebate to secure your identity and prevent imitation.
2. Ensure consistency: Every touchpoint- from shop signage to WhatsApp catalog- should carry your brand look and promise.
3. Gather feedback: Use social media, Google reviews and surveys to learn what local customers value about your brand. Adapt accordingly.
4. Partner with local influencers: Forge ties with micro-influencers or community leaders for organic local growth.

Transitioning Brands to Export-Readiness

Exporting is not just about sending goods; it’s about meeting new standards, speaking a universal brand language and ensuring your business is “globally fit.”

How Local Brands Go Global

• Brand Adaptation: Research target countries. Sometimes, colors or words have different meanings abroad- adapt packaging and messaging to suit.
• Packaging & Compliance: Use international packaging standards (e.g., batch numbers, barcodes, eco-labels). MSMEs that meet FSSAI, ISO, or AGMARK in India find it easier to comply with foreign certifications.
• Market Research: Before exporting, identify buyers’ preferences, competitors, and cultural nuances. MSMEs can access free/low-cost reports from government bodies (DGFT, ITPO) and digital platforms.
• Intellectual Property Protection: Register your brands and packaging creatives as trademark or design not only in India but in potential export markets- using the Madrid Protocol for trademarks for designs simplifies and protects your brand footprint.

Real MSME Example

A Jaipur-based handicrafts MSME, ‘Raj Malas’, grew its export business 3X in two years by adapting its product names and packaging for US, EU and Japan. Mumbai-based MSME brand ‘Goli Vada Pav’ has expanded to over 350 stores across 19 states in India just in a few years, and envisions making vada pav a global brand on par with burgers and pizzas worldwide. Trademark registration in these markets enabled it to take legal action against unauthorized sellers attempting to copy its designs- a direct result of export-focused brand building.

Key Strategies MSMEs Can Apply Today

1. Create and Register Your Brand Assets: Protect your brand name, logo, and packaging with trademark registration and, for unique product / package shape designs consider design registration. Use subsidized government schemes.
   
2. Design Market-Specific Packaging: Tailor label information, colors, and spells for different states and export markets. Comply with international standards to gain trust.
   
3. Invest in Local and Global Marketing: Build a website or e-catalog; list your products on B2B portals (IndiaMart, Alibaba). Attend trade fairs- virtual and physical- to gain visibility.
   
4. Leverage MSME Schemes: Use government support schemes: MyScheme, India SME Forum, and Export Promotion Councils. These help MSMEs get certifications, IP registrations, and funding.
   
5. Understand Export Compliance: Learn about export documentation, foreign trade policy (dgft.gov.in), and required certifications. Consider tie-ups with professional export agents for smooth onboarding.
   
6. Seek Buyer Feedback and Refine Continuously: Post-export, get buyer reviews, adapt products/branding as needed, and build repeat business.

What’s First: Take Action- Your Brand Deserves a Global Stage

Brand building is not about being big- it’s about being consistent, memorable and protected. For Indian MSMEs, creating a robust local brand is the foundation. Adapting that brand for export markets is the next leap. With digital tools like TROM (Trademark Online Management), government schemes and proactive strategy, becoming a recognized and respected brand is within the reach of every entrepreneur.

Now is the time for MSMEs to step confidently- start with your local story, build your brand assets, and take the first simple steps toward export-readiness. The world is ready for your brand. Are you?

References:

• Ministry of Commerce & Industry, Government of India, IP Filing Surge (July 21, 2025): https://www.pib.gov.in/PressReleasePage.aspx?PRID=2146928

• India SME Forum, MSME Innovation Scheme: https://www.indiasmeforum.org/ciprpf_guidelines.php

• MyScheme, IP Rights for MSMEs: https://www.myscheme.gov.in/schemes/ipr

• Economic Times, Saree copyright violation: Two Surat’s Saree makers raided (2025): https://economictimes.indiatimes.com/industry/cons-products/garments-/-textiles/two-surats-saree-makers-raided-for-saree-copyright-violation/printarticle/44843237.cms
• EY India, Digital Can Boost MSMEs & Manufacturing (March 2025): https://www.ey.com/en_in/insights/technology/how-can-manufacturing-and-msme-s-grow-faster-with-digital-transformation
• NITI Aayog, Enhancing MSMEs Competitiveness in India (May 2025): https://www.niti.gov.in/sites/default/files/2025-05/Enhancing_Competitiveness_of_MSMEs_in_India.pdf