Milestone 5 – How to Actually Get Export Orders From India: Market Research, Pricing, HS Codes & Buyer Conversion Strategy

Milestone 5 – How to Actually Get Export Orders From India (Complete Practical Guide for Export Beginners)

By CA Devesh Thakur – Export & Taxation Mentor
eTaxSave Export Roadmap Series

DOWNLOAD PDF – MILESTONE 5

Building a successful export business is not just about obtaining IEC, setting up a firm, or identifying products. The real turning point begins when you learn how to connect with genuine overseas buyers and convert opportunities into long-term export orders.

This milestone explains the eight essential steps every Indian exporter must follow—from market analysis to pricing strategy, HS code understanding, communication techniques, and professional negotiation.

Whether you are a merchant exporter, manufacturer, small business owner, or someone planning to start their export journey, this guide gives you practical and actionable insights.

Step 1: Market Research – Identify the Right Countries & Demand Patterns

Effective exports begin with informed decision-making. Market research helps you understand where your product has actual demand and what quality standards international buyers expect.

Key aspects to analyse:

• Import volume trends of your product
• Target country demand and purchasing behaviour
• Competitor analysis (pricing, quality, market share)
• Regulatory requirements such as certifications & labelling norms
• Trade agreements that offer duty benefits to Indian exporters

Useful tools and sources:

• Trade statistics platforms (global import/export data)
• Export Promotion Councils for sector-wise insights
• Indian embassies and trade missions abroad
• Online demand analysis using HS code data

A strong research foundation ensures efficient product positioning and better export pricing.

Step 2: Buyer Identification – Where to Find Genuine Overseas Buyers

Finding buyers is a structured process, not guesswork. Multiple reliable channels are available for Indian exporters.

1. Global B2B Platforms

These allow exporters to showcase their catalog for international visibility.
Examples include:

• Alibaba
• Global Sources
• IndiaMART Global
• TradeIndia International
• ExportersIndia

Complete profiles with:
✔ Clear product descriptions
✔ Professional images
✔ MOQ
✔ Certifications
✔ Pricing terms

2. International Trade Fairs

Physical and virtual fairs provide direct access to global buyers.
Examples: Canton Fair, Dubai fairs, Germany’s Heimtextil, IHGF Delhi Fair.

3. Buyer–Seller Meetings Through EPCs

Export Promotion Councils help connect exporters with verified buyers.
Such platforms reduce risk and improve conversion chances.

4. Direct Research-Based Outreach

By searching terms like
“Importers of [your product] in USA” or
“Wholesale distributors for [product] in Europe”,
you can identify thousands of potential buyers.

Step 3: Buyer Outreach – Communicating Professionally With Importers

Once buyers are identified, your communication must convey professionalism, clarity, and reliability.

Short Introduction Message (DM/Email):

“Hello, we are an Indian exporter of [product] under HS Code [code]. We supply across multiple countries and follow global quality parameters. May I share our catalogue and pricing?”

Formal Email Template:

Subject: Trusted Export Partner from India for [Product]

Dear [Buyer Name],
We are an accredited exporter from India, offering [product] with complete compliance and quality assurance. We provide flexible shipment terms (FOB/CIF/DDP), customised packaging, and timely dispatch. Please let us know if we may share our catalogue and sample options.

Regards,
CA Devesh Thakur

Professional, concise outreach increases your response rate significantly.

Step 4: Export Pricing – Structuring Competitive & Profitable Prices

Accurate pricing is essential for sustainability. Export pricing must cover all direct and indirect costs involved until the goods reach the buyer.

Pricing Components:

1. Manufacturing or Procurement Cost

Raw material, labour, packaging, utilities.

2. Export-Related Expenses

• Inland transport
• CHA & documentation
• Freight charges
• Marine insurance
• Banking fees
• ECGC charges (if opted)

3. Incoterm-Based Additions

FOB, CIF, CFR, DDP—each term shifts responsibility and cost between seller and buyer.

4. Profit Margin

Usually 10–30%, depending on the product segment and competition.

A transparent pricing model improves negotiations and builds buyer trust.

Step 5: HS Code Understanding – Correct Product Classification

HS Codes are globally recognized product classification numbers that determine duties, restrictions, compliance norms, and trade policies.

How HS Codes Work:

• First 2 digits: Chapter
• Next 2 digits: Heading
• Next 2 digits: Subheading
• Last 2 digits: Precise tariff line

To find an accurate HS code:
Use DGFT, customs portals, or search “HS Code for [product] India” for validated listings.

Correct classification avoids delays and prevents customs-related issues.

Step 6: Sample Management – The Deciding Factor for Order Conversion

Samples are the first tangible experience buyers have with your product. High-quality samples significantly improve the chance of receiving a bulk order.

Best Practices:

✔ Neatly packed samples
✔ Branding or label inclusion
✔ Quick dispatch
✔ Customisation when requested
✔ Clear communication on sample cost (if applicable)

A positive sampling experience often leads directly to long-term partnerships.

Step 7: Payment Terms – Ensuring Safe & Smooth International Trade

Selecting secure payment terms is critical, especially for new exporters.

Common Payment Structures:

• Advance Payment: Part advance + balance before shipment
• Letter of Credit (LC): Bank-backed assurance
• Documentary Collection: Payment through bank documents
• Digital Payments: Stripe, PayPal (mainly for small shipments or e-commerce exports)

Exporters should assess buyer credibility before finalizing terms.

Step 8: Bonus Techniques – Practical Tips to Convert Leads Faster

A few simple strategies can significantly improve your conversion rate:

1. MOQ Flexibility

Offer a lower starting MOQ for first-time buyers. This reduces their risk and encourages trial orders.

2. Flexible Incoterms

Providing options like FOB, CIF, or DDP helps buyers choose based on convenience, improving trust and closing speed.

Such small gestures make your business appear buyer-friendly and professional.

Short Forms & Full Forms Used in Milestone 5

EXPORT ROADMAP (MILESTONE 1)

EXPORT ROADMAP (MILESTONE 2)

EXPORT ROADMAP (MILESTONE 3)

EXPORT ROADMAP (MILESTONE 4)

EXPORT ROADMAP (MILESTONE 6)

© Content by CA Devesh Thakur.
Reproduction or redistribution in any form is prohibited without prior written permission.