I feel one of the most effective ways for small businesses to promote their products and services is through participation in trade fairs. SMEs who have participated in trade fairs will agree with me that they offer direct access to the potential customers, suppliers and partners and create networking opportunities, fostering growth and providing both domestic and international exposure.

If that doesn't convince you, here are some statistics. The Indian exhibition industry generates an annual revenue of around Rs 12,000–15,000 crores, and it is expected to grow by 10–12% annually. India hosts numerous trade fairs across a wide range of sectors, from textiles and handicrafts to technology and manufacturing. These events provide a perfect ground and offer an excellent opportunity for MSMEs to showcase their offerings, collaborate & develop business relationships, and tap into both domestic and international markets.

Recognizing the potential of trade shows for small businesses, the Indian government has launched several initiatives to support participation in trade fairs. The Marketing Assistance Scheme (MAS), for instance, offers financial support to small and medium enterprises (SMEs) for participating in international and national trade exhibitions. This scheme helps cover a portion of the costs associated with travel, booth setup, and other promotional activities, making it easier for small businesses to access global platforms without bearing the full financial burden.