1.

No. 5(1)/2016-MDA
Government of India
Ministry of MSME
Office of Development Commissioner
Market Service Division
*******
Nirman Bhawan, New Delhi
Dated: zo" Nov., 2019
Office Memorandum

Subject: Approved scheme guidelines on "Procurement and Marketing Support (Revised)" a

component of scheme Development of MSMEs (Entrepreneurship and Skill
Development Programme), verticaI4-circulation-reg.

I am directed to circulate approved scheme guidelines on "Procurement and Marketing Support

(Revised)" a component of main scheme on "Development of MSMEs"(Entrepreneurship and Skill
Development Programme), which has been approved by Hon'ble Union Minister for MSME, to all
SFC committee members for their kind reference. The approved scheme guidelines will enforced
w.e.f. 20.11.2019 for the 14th Finance Commission. Copy of scheme guidelines are enclosed
herewith for ready reference.

\':;t\\ .\~
(A.K. Verma)
Deputy Director
Ph. No. 011-23062215
Encl: As stated.

To,
1. All Chief Secretaries of the State Governments
2. Secretary, M/o Skill Development and Entrepreneurship, Shivaji Stadium, Annexe Building, New Delhi.
3. Secretary, M/o Social Justice & Empowerment, Shastri Bhavan, New Delhi -0.1
4. Secretary, M/o Women & Child Welfare, , Shastri Bhavan, New Delhi -01
5. Secretary/o Tribal Affairs, Shastri Bhavan, New Delhi -01
6. Secretary, Department of North Eastern Region, Vigyan Bhavan Annexe, New Delhi
7. Secretary, Department of Commerce, M/o Commerce & Industry, Udyog Bhavan, New Delhi
8. Secretary, M/o Labour & Employment, Shram Shakti Bhavan, Rafi Marg, New Delhi
9. Secretary, M/o Rural Development, Rajpath Area, Central Secretriat, New Delhi
10. Secretary, Department of Science & Technology, Technology Bhavan, New Mahrauli Road, New Delhi -110016
11. Secretary, Department of Agriculture Research and Education, M/o Agriculture & Formers welfare, Krishi
Bhavan, New Delhi
12. Secretary, DPIIT, Ministry of Commerce & Industry Udyog Bhavan, New Delhi
13. Secretary, Higher Education, Shastri Bhavan, New Delhi
14. Secretary, M/o Panchayati Raj, 11th Floor, J.P. Building, Kasturba Gandhi Marg, Cannaught place, New Delhi
15. SS&FA, M/o MSME, Udyog Bhavan, New Delhi
16. JS(SME), M/o MSME, Udyog Bhavan, New Delhi
17. JS(PF-II) Department of Expenditure, M/o Finance, North Block, New Delhi
18. Sr. Advisor (Industry),Niti Aayog, Parliament Street, New Delhi

Copy to:

19. PS to Secretary (MSME), Udyog Bhavan, New Delhi.

20. PS to AS&DC(MSME),O/o DC(MSME), Nirman Bhavan, New Delhi
~~~\\.\1
21. PS to JDC(MK), % DC(MSME), Nirman Bhavan, New Delhi \' ')..o~
(A.K. Verma)
Dy. Director
i

Guidelines for
Procurement and Marketing Support Scheme
(Revised on 20.11.2019)

0/0 the Development Commissioner (MSME)

Ministry of Micro, Small & Medium Enterprises
Nirman Bhawan
New Delhi 110018

1
a, INTRODUCTION:

Marketing, a strategic tool for business development, is critical for the growth and survival of
. MSMEs. Due to the lack of information, scarcity of resources and unorganized ways of selling /
marketing, MSME sector often faces problems in exploring new markets and retaining the existing
ones. Keeping in view these facts, the Procurement and Marketing support Scheme has been
introduced to enhance the marketability of products and services in the MSME sector.

2. OBJECTIVE: The scheme aims at the following:

• Promoting new market access initiatives like organising / participation in National/International
Trade Fairs / Exhibitions / MSME Expo.etc.
• To create awareness and educate the MSMEs about importance / methods/ process of packaging
in marketing, latest packaging technology, import-export policy and procedure, GeM portal,
MSME Conclave, latest developments in international/national trade and other subjects / topics
relevant for market access developments.
• To create more awareness about trade fairs, digital advertising, e-marketing, GST, GeM portal,
public procurement policy and other related topics etc.

3. ELIGIBILITY CONDITION:
Manufacturing / Service sector MSEs registered at Udyog Aadhaar Memorandum (UAM) Portal.

4. IMPLEMENTING AGENCY:
1. DC MSME through its field organisations namely MSME Development institutes and
Technology centres
2. Other field organisations of M/o MSME namely NSIC, KVIC, Coir board
3. State governments through its departments/organisations/corporations/autonomous
bodies and agencies
4. Other Central Govt ministries through its departments/
organisations/corporations/autonomous bodies and agencies

5. SCHEME COMPONENTS:

5(A) Participation of individual MSEs in domestic trade fairs/ exhibitions across the country:

Eligible items Scale of assistance

Space Rent charges 80% subsidy on built up space rent paid for General category units and
100% for SC/ST/women/NER/PH/Aspirational District units on minimum
stall size of the event for Micro and Small enterprises.

Contingency expenditure 100% contingency expenditure for all categories of units subject to
(include travel, publicity maximum Rs.- 25,000/- or actual, whichever is less. One representative
&freight). from each participating unit may travel limiting to AC II tier train fair/
Economy Class Air Fare per event. Local participants will be paid Rs
12/Km as freight charges (transportation of goods charges) up to 50 Kms.
Maximum Budgetary Metro & A Class City: Rs 1.50 lakhs ( incl. All taxes) max or actual
support ( including whichever is less for a participating enterprise per event.
contingency expenditure) . B Class City: Rs 1.00 lakhs( incl. All taxes) max or actual whichever is less
for a participating enterprise per event.

2
 Other City: Rs 0.80 lakhs( incl. All taxes) max or actual whichever is less
1
for a participating enterprise per event. . "
NER/J&K/Hilly States: Rs 1.00lakhs( incl. All taxes) max ,or actual
whichever is less for a participating enterprise per event.

Note:
i. A MSE would be allowed reimbursement for maximum of 2 (two) events in a year.
ii. Applicant unit shall have to submit its claim online (or system in place) in the prescribed
format within 30 days from date of conclusion of the event.
iii. IA shall send the proposal with minimum 10 units for an event, with no cap on maximum
number of participating units per event.
iv. Empowered Committee of the scheme may assign an implementing agency which will
represent the Ministry for propagating the scheme & policies in the event along with
monitoring of participants and publicity by common facia of the ministry, hanging of bunting
etc. The budgetary support for participation of implementing agency will be max. 10% of total
allocation to the event or actual whichever is less. The implementing agency will take
approval of competent authority for detailed publicity proposal.
v. The Event should be of National/International level or in partnership with Central/State Govt.
or its Organizations, Autonomous Body, Departments, Corporations.

5(8) Organising Domestic Trade Fairs/Exhibition and participation in trade fairs/exhibitions by the
Ministry/Office of DC (MSME)/Government organisations:

Eligible items Scale of assistance/budget

• The implementing agency will hire bare space / built up space

(i.e. fabricated stalls / booths) from the event organiser / any
Space Rent charges other agency and mobilise the participating units .
• The upper cap of hiring of built up space to organise /
participate in the events shall be as follows:
a. Regional (State/District) : Rs.1S.00 lakhs
b. NationaIRs.2S.00 lakhs
c. International: as decided by the empowered committee,
subject to approval of Deptt of Expenditure on case to case
basis, where the overall ceiling exceeds the limit set by DOE.
• The Minimum number of participating units per program
will at least 30.
• The participating units will be provided space rent
subsidy @ 80% for General category units and @ 100%
for SC/ST /women/NER/PH/ Aspirational District units
subject to one booth / stall per unit and for minimum
booth/stall size for Micro and Small Enterprises. The
total subsidy will be within the upper limit as mentioned
above.
• The exclusive trade fairs for Self Help Groups (SHGs) /
artisans / NER/ Aspirational District MSEs will be held
with 100% space rent subsidy. However, the upper limit
of subsidy will equally be applicable to them and
participating units must be at least 30.
• Trade fair duration: 3 or more days

3
 • Contingency expenditure 100% to and fro actual fare of train / air travel (limited to AC-II
" . (include travel, tier Class and economy class in case of air travel) from nearest
publicity
.&freight).( For NER /aspirational railway station / airport to the place of exhibition by shortest
District enterprises only) route for one person per enterprise subject to maximum Rs
25000/- or actual whichever is less, It also includes freight and
publicity charges on actual basis.
Advertisement and Publicity for Rs 15.00 lakh max. or actual whichever is less for wide publicity
organising! participation in of event and other related activities such as cultural program
regional/National/International etc. either through event organiser or any approved agency,
events.
• There will be no expenditure ceiling for those events wherever Ministry decides to organize
or participate on its own. The expenditure to be incurred will be decided by the empowered
committee, subject to overall ceiling prescribed by Oeptt of Expenditure. The scale of
assistanceto participating MSEs in MSME pavilion will be admissible as detailed in space rent
subsidy and contingency expenditure for NER enterprises as above.
• Non Government event organizers need to ensure B2B business of 20% of subsidized
participant MSEs before release of payment to the organizer by IA.
Approval of Empowered Committee will be required for exceeding ceiling limit subject to limit of
max. 10-15%.

5(C )Capacity building of MSMEs in modern packaging technique:

Eligible items Scale of assistance

Unit based 80% of total cost paid to empanelled agency / consultancy organisation
interventions for for General category units and 100% for
specific packaging SC/ST/Women/NER/PH/Aspirational District units limited to Rs. 1,00,000 -
requirements. (Incl. All taxes) for ordinary packaging consultancy and Rs 1,50,000/- max.
for green packaging consultancy or actual whichever is less.
Empanelment of expert organisations like liP, NID etc. shall be done by
inviting EOI following GFR2017to have a panel of institutions for providing
consultancy services to MSMEs, particularly in the clusters supported by
the Ministry under its various schemes and to individual MSMEs.

5(0) Development of Marketing Haats.

Item Scale of assistance

Development of New MSME Maximum assistance of Rs.100.00 lakhs shall be provided towards
Haats the project cost to the implementing agency, subject to 50%
contribution towards the project cost from the IA. Upper limit of GIA
will not exceed Rs 50.0 lakhs.
Renovation /up gradation of Maximum assistance of Rs 40 lakhs subject to 50% contribution
the existing Marketing haats towards the project costs from the Implementing agency. Upper limit
of GIA will not exceed Rs 20,0 lakhs.
Plan proposal shall be accompanied with the following details from the IA:
a. source of funding by the IA towards the recurring cost for the next 3 years
b. estimated revenue generation from the Haat
C- Total number of MSMEs to be benefitted from the haat
d. Estimates shall be certified by the CPWD/PWD or any other government works deptt.
 · "

5(E) Vendor Development Program (VDP): To facilitate market linkages for effective implementation
.. .~ of
Public Procurement Policy for MSEs Order of 2012. -

Type ofVDPs Program Scale of Assistance

duration
State level Vendor One day Sanction of max. Rs 1.0 lakh or actual whichever is less
Development Programme per programme
National Level Vendor 2-3 days. Sanction per program for organizing these programmes
Development Programme be Rs 10.0 lakhs max. Or actual whichever is less for "A"
class City and Rs 7.00 lakh max, or actual whichever is
less for "Other cities" including J&K/ NER/HP.

5(F) International/National Workshops/Seminars: To educate MSMEs on various facets of business

development i.e product & process development innovations, technological development, issues
related to IPR, Exim policy., Public Procurement Policy, design & packaging and market research and
access.
Item Scale of assistance
International /National a. Rs. 5.0 Lakh max. Or actual whichever is less per workshop/seminar
workshops/seminars anywhere in the country.
b. An additional cost of Rs. 2.5 Lakh (maximum) Or actual whichever is
less towards cost of air travel, boarding & lodging etc. will be admissible
for international experts foreign /speakers / resource person/expertsfor
international level event.
c. Assistance is admissible to The Govt./ non - Govt. reputed organisations
having at least 3 years of experience in organising subject specific
workshops / seminars.
d. The honorarium & travelling allowance to the persons other than Govt.
official will be admissible as per Govt. of India extant rule.

The limit may be enhanced with approval of Empowered Committee subject to limit of max. 10-15%.

5(G) Awareness Programs: To create overall awareness about trade fairs, digital advertising, e-
marketing platform, GST, GeM portal and other such related topics etc.

Intake capacity Program duration Scale of Assistance

At least 30 MSME participants One day a.
Financial support of Rs 70,000/- per
program wherever necessary subject to
expenses as per Govt. of India extant
rule.
b. The program will be conducted by the
Implementing Agency.
c. The honorarium & travelling allowance
to guest faculty other than Govt. official
will be admissible as per Govt. of India
extant rule.
The limit may be enhanced with approval of Empowered Committee subject to limit of max. 10-15%.
 6 Selection of MSEs: The unit will apply to the Office of DC (MSME)/ M/o MSME directly or through
l
. Implementing agency online (or system in place), well in advance (preferably one month) prior to the
cam_mencement of trade fairs/ exhibitions. After due scrutiny, the programme division will submit the
proposal to the Empowered Committee for the final approval.

While processing the proposals, the preference shall be given to first time participants and
units from remote location viz., from Aspirational Districts and also from SC/ST, Women, PH and NER.

7. Empowered Committee: The Empowered Committee shall be the final authority for approval of
proposals. The Empowered Committee will be headed by AS&DC (MSME) with JS(SME} or his / her
representative, JDC(Market Service}/Incharge of division, Director (Planning and Marketing) NSIC or
his/her representative and Nominee of IFW as members. Secretariat services shall be provided by
Market Service Division of Office of DC (MSME). Anv of the Export promotion Association/ Industry
association may be invited as special invitee (optional) to attend the meeting.

8. Provision for MSME-Development Institutes: MSME-Dls with prior approval of % DC (MSME),

may participate in exhibitions/trade fairs for propagating the scheme & policies of the Ministry. An
expenditure of Rs.30,OOO/- or actual, whichever is less, shall be permitted towards stall charges and
TA/DA etc. of the officer as per admissible rules.

9. The scheme will be monitored by an integrated MIS by the implementing agency and also scheme
management unit setup at the office of DC (MSME).

10. It is to be ensured that every event is led by business and data for each event along with
participants has to be captured for follow up action and also to do performance audit.

11. TA/ DA to the officers of the Ministry and its field offices shall be paid as per the extant rule.

*******END *****

6
 Annexure -I
, ' .
APPLICATION FORM
-.
(For participation of Manufacturing / Service MSEs in Trade Fairs/Exhibitions)
{Please refer para 5(A) & 5(8) of the scheme guidelines}
51. Items
No.
Event type: National D International D
Partnership with: Central Govt. D Autonomous D Department D Corpn. D
State Govt D Autonomous D Department D Corpn. D

PART-I:
l. Name ot Concerned Implementing agency
2. Name ot MSE Unit
3. Name ot Proprietor / Partner / Authorised Signatory with
Contact Number
4. Address of the Unit (Telephone No'; Mobile no. of contact person
of the unit, e-mail etc.)
5. Udvog Aadhaar Number

( Attach the copy)

6. Type of Unit (Whether Micro/Small)
7. Category ot the unit (General/Women/
SC/ST/NER/ PH)
8 Location ot Unit
(Rural areal city/ Metropolitan city)
9 Whether Manufacturing / Service
10 Quality standard
(ISO Certified / Non ISO certified / ZED Certified)
11 Innovative!, Patented product
( Patented / Non patented)
PART -II: Event Details
12. Name ot talr , duration, venue ( To be filled from Master data)
13. Area ot stall/ Booth booked In Sqm
14 Rate per Sqm
15. Whether space rent paidtves/No)

( if paid, attach copy of voucher)}

16 Details at Exihibits

17. Whether assistance taken from M/o MSME for participation in last _
years, if yes details of assistance taken
18. Details ot Demand Dratt (tor General category Only) IAmount in
~TO be issued by any nationalised bank}
If applicable} Rs ..........
Number ................
Date ....................

7
*Declaration:
1. I hereby declare that the above information is true and correct in all respects. ,
2. I have not applied either in my own name or in the name of any of my family members for • v

stall in the same event through any other Ministry or organisation. If found, my stall/candidature
shall be liable for cancellation and I will be bound to be evicted with immediate effect.

(Signature of authorised signatory of applicant MSE Unit)

Name & designation:

Approval Flow Chart: Apply to Implementing Agency -+ Approval of Screening Committee at the end
of Implementing Agency. DC Office for final approval of Empowered Committee .• issue of approval
to Implementing Agency/ Applicant.

8
 Annexure -II
r
"
Development of Marketing Haats
{Please refer para 5 (0) of the scheme guidlines }

S.No. Item

Marketing Haats Type: New 0 Renovation/Modification D

1 Name of the Implementing Agency
2 Venue of the Marketing Haat with complete
address

3 Name of the custodian of the Marketing Haat

with complete address

4 Name of the Contact person along with complete

details

5 Facilities in the Marketing Haat 1 ................................................

2 ................................................
3...............................................

4 ..............................................

6 Details:
(a) up gradation/renovation/ Name of items value
Modification sought with their values as
1 ..................... ..........
per Govt. approved valuer/PWD and
2 ....................... . ............
Total Cost. (attach the estimate prepared
3...................... . ...........
by Govt. approved valuer/PWD)
OR
(b) New Facilities along with their values as 1 ....................... . ...........
per Govt. approved valuer/PWD and 2 ....................... .............
Total Cost. (attach the estimate prepared
3 ...................... ............
4 ....................... . ..........
by Govt. approved valuer/PWD)
7 Total cost of the Haat

8 Share of GOI ( Restricted to Rs. 20lakh in case of

Renovation and Rs. 50 lakhs in case of new
Haat.)

Share of Implementing Agency

9 Any other information

(Signature of Authorised Signatory)

Name & Designation

Approval flow chart: Application through implementing agency__.Approval of Committee at

the level of implementing agency ....• DC Office for final approval by Empowered Committee
issue of approval/sanction to implementing agency/ Marketing Haat.
...J ., '"
 , -,

Annexure - m
Form for approval of Partner Organisation for Trade Fairs / Exhibition/ Vendor Development
Programme/ International/National Workshop / seminars and Awareness programmes
(Please refer the para 5(B), (E), (F)&(G) of scheme guidelines)

S.No. Item Details

1 Name of programme Vendor Development

Programme D
International / National
Workshop / Seminars 0
Awareness Programme 0
Trade Fair / Exhibition CJ
Regional CJ International CJ
National CJ
(tick whichever is applicable)
PART-I:

1 Name of the Implementing Agency (as per the

scheme guidelines)
2 Name of the Partner organisation with complete
address
3 Type of VDP (NVDP/SVDP) (if applicable)

4 Brief about partner organization and its role for

MSME Promotion (about 200 words)

PART - II: Event Details

5 Duration, Date & Venue of the Event

6 Class of the city (as per scheme guidelines) (if

applicable)
7 Brief of proposed event and its objective (about
200 words)

8 Amount of Financial assistance sought item wise

9 No. of stalls (if applicable)
10 No. of participating Micro/Small and Medium
Enterprises
11 Expected outcome of
the event

Signature of the head of Partner Organisation

Name
tV . \.0... Designation:
~~~c ~~------------------------------------------------------------------~
~ '1t0 Approval Flow Chart: Application through implementing agency --. DC Office for final
approval by Empowered Committee -. Approval/sanction to implementing agency.
 Annexure - IV
.~ • APPLICATION FORM
(To be filled by MSMEs for participation in Vendor Development Programme/National/
rnternational Workshop/Seminar and Awareness program)
(Please refer the para 5(E), (F)&(G) of scheme guidelines)

SI.No. Items
~endor Development
1. Type of event
Programme D
International / National
Workshop / Seminars D
Awareness Programme D
Trade Fair / Exhibition CJ
Regional 0 International 0
National 0
(tick whichever is applicable)
PART-I:
2. Name of Implementing agency
3. Name ot MSME Unit
4. Name ot Proprietor / Partner / Authorised Signaton
with Contact Number

S. Address of the Unit (Telephone No.1 Mobile no. of contact

person of the unit, e-mail etc.)
6. Udyog Aadhaar Number

( Attach the copy)

7. Type of Unit (Whether Micro/Small/Medium)
8. Category of the Unit (Women/
SC/ST/NER/ PH)
9 Whether Manutacturing / Service unit
10 Location ot unit
(Rural area/city/ Metropolitan city)
PART - II: Event Details
11 Duration and Venue( To be filled from master data)
12 (i)Area to be booked In sq.mtrs (Applicable only
(ii) Whether space rent paidtves/No)
( if paid, attach copy of voucher) for VDP)
Whether assistance taken trom Nyo MSME
13 for participation in last 3 years, if yes details of
assistance taken
Details of Demand Draft Amount in Rs ..........
(To be issued by any nationalised bank)
14 (If applicable) Number ................
Date .................... Name 0

*Declaration: I hereby declare that the above information is true and correct in all respects.

(Signature of authorised signatory)

Name &designation:

Approval flow chart: Application by applicant Unit to Implement Agency ___.Approval by screening
Committee at the end of implementing agency ~ Final approval to unit for participation.

11
 Ann xure-V

CLAIM FORM
(To be filled by beneficiary unit for reimbursement
;

under Domestic trade Fairs !Exhibition and

.
Capacity building of MSMEs in Modern packaging Technique) ( Please refer para5(A) & (C) of
scheme guideline)
a
Reimbursement for (i) Domestic trade fair c:::::J (ii) Packagingconsultancy c:::::J -
(tick whichever is applicable)
PART- I : Entrepreneurs Details:
1 Name of Implementing agency
2. Name of the Applicant Unit
3. Complete address, phone.Fax, e-mail including name of the proprietor/partner
4. Udyog Aadhaar Memorandum Number
(PI. Enclosethe copy of relevant document)
5. Category of the entrepreneur (General/Women/SC/ST/NER/PH)
(PI. Enclosethe copy of relevant document, if applicable)
6. Type of the unit (Micro/Small/ Medium)(whichever applicable)
7. Category of the Unit (Manufacturing/Service)
8. Products manufactured/Service rendered
PART-II: Event details
PART- II (A): In case Domestic Trade fairs! Exhibition
9. Name of event participated, venue, duration of trade fair / exhibition
10 Feedback: [about 200 words ) include total value of sales, B2B orders, Knowledge or
new technology, opportunity for market expansion.
PART- II(B): PackagingConsultancy
11 Name of em panelled agency from which packaging consultancy obtained (if applicable)
12. Rating of packaging consultancy organisation(Good / Very good / Excellent)
13 Expected results from the consultancy(200 words)
PART-III: Payment Details
DETAILS OF CLAIM(Rs.)
Name of Actual Amount
scheme Items Expenditure admissible as
(In Rs) per scheme
guidelines
Domestic Contingency expenditure(including travel, (Attact
Trade Fairs! expo copy for travel/publicity/
Exhibitions freight charges) travel/publicity/freight
charges)

Space Rent (stall rent)[Minimum booth/stall

Size provided by fair organiser]( Attach invoice /
bill)
Total (in Rs.)
Packaging consultancy charges

DECLARATION:

I hereby declare that:

12
 (a) Above information is correct and is based on the actual expenditure incurred. In case any of
the statement / information furnished in application / document is later found to be wrong or
. . in correct or misleading, I do hereby bind myself and my unit to pay to the Government on
demand the full amount received as reimbursement in respect within seven days of the
demand.

(b) The unit has not claimed/applied for financial assistance from any other Ministry/ Department
of the Government of India or any other State Government or any Government
Institute/Agency for the above mentioned trade fair / packaging consultancy.

Signature of the Authorised Signatory

Name:
Date:
Designation:
Place:

Approval Flow Chart: Claim by applicant Unit to DC Office -+ Scrutiny __'Approval / Sanction / Release to beneficiary unit

13