Decide the partner type
An importer-distributor for consumer or trade products, an industrial distributor for components and machinery, or direct industrial buyers who import for their own use. Each needs a different list and a different pitch; see the routes to market.
Build a list from several sources
| Source | What you get |
|---|---|
| Aggregate import data | India's TRADESTAT shows how much of your product India imports, and from which countries. |
| Competitors' distributors | Brands like yours list their Indian distributors on their websites. Those distributors already sell your category. |
| Trade fairs in India | Sector fairs, many held at Bharat Mandapam in New Delhi through ITPO, bring importers and dealers together. |
| Industry associations | Sector associations publish member lists of traders and distributors. |
| B2B marketplaces | IndiaMART and TradeIndia list Indian traders and distributors by product. |
| Trade data providers | Some commercial providers sell company-level Indian import records. Test coverage before paying. |
Verify each company
- Check its GSTIN on the GST portal's public taxpayer search: legal name, address, status and registration date.
- Confirm it holds an IEC if it will import for you.
- Look at the brands it already carries and the customers it serves. Does it fit your product and price point?
- Check its reach: which regions, how many sales staff, what warehousing.
- Ask one or two brands it represents for a reference.
Agree the terms in writing
A distribution agreement should cover:
- Territory: all of India, or specific regions or states
- Exclusivity, and the sales targets that keep it
- Prices, margins and who sets the retail price
- Payment terms: advance or letter of credit at first
- Who holds product registrations (BIS, FSSAI, CDSCO) and what happens to them if the agreement ends
- Marketing support, stock levels and after-sales service
- Term, review points and how either side can exit
Have the agreement reviewed by a lawyer familiar with Indian commercial law. This guide is not legal advice.
Questions
How do I check an Indian company is genuine?
Ask for its GSTIN and check it on the GST portal's public taxpayer search: the legal name, address, status and registration date should match. Also ask for its IEC, visit its premises or have someone visit, and ask brands it already represents for a reference.
Should I give a distributor exclusivity for all of India?
Only if they can genuinely cover it. Many distributors are strong in one region or industry. Regional exclusivity with performance targets is often safer for a first agreement.