Someone in India must import
Goods enter India through an importer that holds an Importer Exporter Code (IEC) from the Directorate General of Foreign Trade. Unless you set up your own Indian entity, that importer is your Indian customer or distributor. Choosing who plays that role is the first real decision in selling to India.
The routes to market
| Route | How it works | Strength | Catch |
|---|---|---|---|
| Importer-distributor | An Indian company imports your goods, holds stock and sells to its customers. | Lowest cost and fastest start; they know the market and handle import. | Less control over pricing and positioning; you depend on one partner. |
| Direct to industrial buyers | Indian manufacturers or large buyers import directly from you for their own use. | Good for components, machinery and raw materials; no middle margin. | Each buyer handles its own import; smaller buyers may not want to. |
| Your own Indian entity | You set up an Indian company or branch that imports and sells. | Full control of price, brand and customer relationships. | Highest cost and setup time; company, tax and foreign investment rules apply. |
Most manufacturers start with an importer-distributor or direct industrial buyers, and consider their own entity once volumes justify it.
Check before you commit
- Import duty on your product, including any lower rate under a trade agreement with your country. See India's import duty explained.
- Product approvals such as BIS certification, FSSAI for food or CDSCO registration for cosmetics and medical devices. Some take months. See approvals for importing into India.
- Labelling for packaged goods: importer name and address, net quantity and maximum retail price (MRP) are required.
- Who holds the registrations. If your distributor holds an approval in its own name, changing distributor later can be slow.
Price for India
Your buyer's cost is your price plus freight, insurance, basic customs duty, a surcharge and IGST. For GST-registered business buyers, the IGST paid at import can usually be claimed back as input tax credit, so the duty that really adds to their cost is the basic customs duty and surcharge. Allow for your distributor's margin, and compare the result with what competing brands sell for in India.
Start focused
India is large and varied. Many distributors are strong in one region or one industry rather than nationwide. Start with one product line, one buyer type and a realistic region, prove it, then expand. The next guide covers finding importers and distributors in India.
Questions
Can a foreign company import into India without an Indian partner?
Goods are imported by an entity with an Importer Exporter Code (IEC) from India's DGFT, which in practice means an Indian business. Without your own Indian entity, your importer-distributor or your customer acts as the importer.
Who pays India's import duty?
The importer pays it at customs. Under the usual Incoterms for this route (such as FOB, CIF or DAP), that's your Indian buyer or distributor, but it affects whether your price competes, so factor it in.
Can Elevio help us find Indian buyers?
Yes. Alongside export work, Elevio finds and qualifies Indian importers, distributors and industrial buyers for manufacturers outside India, one product and one buyer type at a time.