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A good understanding of the evolving consumer preference and competition dynamics and a well-crafted branding strategy goes a long way in ensuring success in the target markets. Keeping this in mind, we investigated key trends in international markets and in this section, we explain how Indian exporters can devise their branding strategy to ride these emerging trends. We also investigated export destinations showing significant traction for Indian exports in the recent past and present our findings on the driving force behind Indian exports in these markets.

 

Global Branding Trends for Indian Exports

In the evolving landscape of global trade, Indian exporters are increasingly focusing on robust branding strategies to enhance their international presence. With rising global competition, branding is no longer about product quality but also about storytelling, sustainability, digital integration, and leveraging trade policies. The two most significant trends influencing India's export branding are Sustainability and Digital Transformation. To improve visibility, optimise operations, and satisfy changing global consumer expectations, businesses are embracing eco-friendly practices and utilising state-of-the-art digital solutions.

 

Sustainability

ZED certification has been awarded to more than 2,50,000 SMEs as of now. ZED certification stands as a complete initiative that strives to boost the awareness about sustainable approaches in MSMEs while offering incentives for them to become sustainability leaders in their fields.

 

Digital Transformation

Data-driven marketing strategies lead Indian businesses to redefine their marketing efforts in foreign marketplaces. Additionally, integration of IoT, AI-driven quality control, and automation is becoming a standard in industrial manufacturing. The combination of artificial intelligence technology paired with analytics tools enables brands to observe consumer activities and customize customer interactions and create ideal prices based on different markets. A KPMG report proves that digital marketing combined with e-commerce platforms serves as a major factor for brand recognition across global markets. Indian exporters now implement cross-border digital payment systems and localized logistics options to deliver quick services while solving international customer issues.

Market Insights

In this section, we analysed key geographies in which Indian export is witnessing significant growth over the last few quarters. Recent export data from the Ministry of Commerce and Industry indicates a steady acceleration in export growth, despite global economic uncertainties. In the first nine months of FY25, exports have totalled US$ 318.96 billion, reflecting a ~2% year-on-year (YoY) increase. Among the key markets driving this expansion, Singapore and France have emerged as standout performers, with exports to Singapore surging by ~16% YoY and those to France rising by ~12% YoY in the first nine months of FY25. In this section, we delve into the key commodities fuelling this upward trend in exports to these two nations.

 

India-Singapore

 

India and Singapore share a robust and strategic trade relationship, driven by strong economic ties, trade agreements, and mutual investments. As one of India's top trading partners in ASEAN, Singapore is a key gateway for Indian exports to Southeast Asia and beyond. The India-Singapore Comprehensive Economic Cooperation Agreement (CECA), signed in 2005, has significantly boosted trade by reducing tariffs and promoting the flow of investment.

Singapore has been one of India’s top five export partners for decades. Exports from India to Singapore touched US$ 14.4 billion in FY24, representing a CAGR of ~6% between FY18 and FY24. In the first nine months of FY25, exports to Singapore reached US$ 10.40 billion, depicting a 15.7% YoY growth rate. Of the various commodities exported to Singapore, engineering goods have been the major driver.

Engineering Goods

Of the total exports to Singapore, Engineering Goods holds a gradually increasing ~36% share of the total exports in FY25 (April-November 2024). Engineering, making up 3.5% of India's GDP, is the largest Indian industrial sector. This sector includes the production of automobiles, auto components, industrial machinery, non-ferrous metals, iron, steel, and associated items. Engineering goods exports from India has been experiencing impressive growth for decades. This is due to zero-duty under the Export Promotion Capital Goods (EPCG) scheme introduced in 1992 by the Ministry of Commerce & Industry. It forms part of the Foreign Trade Policy (FTP) of the Government of India.

Singapore holds a ~3% share in the total engineering goods exported from India and ranks as the fifth largest importer, after the USA, the UAE, Germany, and Italy. Despite the recent global economic concerns, India’s export of engineering goods to Singapore grew by a robust ~55% in the first nine months of FY25 to US$ 3.8 billion.

Indian exporters have broadened their range of engineering goods to include industrial machinery, automotive components, and electrical equipment. This shift has been well-supported by various government initiatives like "Make in India", PLI schemes, the National Programme on Advanced Chemistry Cell Battery Storage, and FAME INDIA II scheme, among others. This advancement puts India in a favourable position given Singapore's growing demand for varied engineering products, thereby boosting our export volumes. It is noteworthy that within engineering goods, nuclear reactors and ship building have particularly gained traction.

Nuclear reactors, boilers, machinery, and mechanical appliances

Singapore is focusing on renewable energy to enhance energy security, reduce carbon emissions, and meet sustainability targets under its Green Plan 2030 which was launched in 2021. With limited land and natural resources, Singapore relies on innovative solutions like floating solar farms, green hydrogen, and cross-border electricity imports to diversify its energy mix. Here, India grasped the opportunity of being a major export of nuclear reactors, boilers, and related machinery. Public sector undertakings such as Bharat Heavy Electricals Limited (BHEL) have been playing a key role in making India the hub for the export of commodities related to sustainable power generation.

Exports of these critical components to produce renewable energy from India are crucial for building efficient energy infrastructure. India’s Make in India and PLI schemes boost manufacturing, ensuring a steady supply of cost-effective, high-quality equipment.

This partnership supports Singapore’s transition to clean energy while expanding India’s industrial and export capabilities. Like the expansion witnessed in nuclear reactors, the export of ships, boats and floating structures have rebounded in the first nine months of FY25.

Ships, boats, and floating structures

Singapore, a maritime nation with a rich history, has grown into a key global shipping hub. Today, it serves as a vital link for ~200 shipping lines, connecting over 600 global ports. The maritime sector plays a crucial role in the economy, contributing ~7% of the country’s GDP and facilitating the transport of ~80% of global cargo. To cater to the heavy demand, India has stepped in to be a major exporter of ships to Singapore. India’s location with water bodies on three sides makes it a perfect destination for a robust shipbuilding industry. In 2024, the Indian shipbuilding industry was valued at US$ 1.12 billion, a significant jump from US$ 90 million back in 2022.

The government of India set a major goal for the Indian shipbuilding industry with its Maritime India Vision (MIV 2030) and Amrit Kaal 2047 programs. Under MIV, the government has targeted taking India to the 10th position in the global shipbuilding market by 2030 (from its current 20th position). By 2047, it aims to be within the top five to dominate the shipbuilding industry.

 

India-France

Since 1998, India and France have maintained strategic ties. A solid foundation of mutual trust, consistent faith in strategic autonomy, constant adherence to international law, and faith in a multipolar world defined by effective and reformed multilateralism, form the foundation of the strategic partnership. The principles of democracy, fundamental freedom, the rule of law, and respect for human rights are shared by both. Additionally, India and France are working together on a larger scale in new sectors, including counterterrorism, sustainable growth, and maritime security in the Indo-Pacific area.

India’s exports to France have been on an upward trend. Exports to France rose from US$ 4.9 billion in FY18 to US$ 7.1 billion in FY24. Most of the exports in FY24 were driven by engineering goods which is ~30% of the total exports to France.

Engineering Goods

Exports of engineering goods to France have been increasing gradually over the past seven quarters, reaching US$ 712.78 million in Q3 of FY25. Within the engineering goods export category, the export of aircraft, spacecraft and related parts have picked up significant pace.

Aircraft, spacecraft, and related parts

India and France have maintained strong collaboration in the aerospace sector. French aerospace giant, Airbus has been increasing their sourcing from India, with exports expected to double and reach US$ 2 billion by 2026 from US$ 1 billion in 2024. This rapid growth reflects the deepening industrial ties and India's expanding role in the global aerospace supply chain. The two nations have engaged in significant defence deals, such as India's acquisition of 36 Rafale jets from France. These agreements often include provisions for technology transfer and local production, contributing to rising exports from India. India's "Make in India" campaign encourages domestic manufacturing and has attracted French aerospace firms to invest in local production. This initiative aims to boost indigenous capabilities and may influence export figures as production shifts locally. Other than engineering goods, the prepared animal fodder commodity sector has been gaining traction in exports.

Prepared animal fodder

India's export of animal fodder and feed to France has grown in recent years due to rising demand in the French livestock industry. India, a major agricultural producer, supplies by-products such as oilseed cakes, cereal residues, and processed animal feed at competitive prices. France, the sixth largest importer of animal fodder, sourced most of their fodder from Ukraine, Russia, and Vietnam until FY23. 

However, the on-going Russia-Ukraine war has disrupted the supply of animal fodder to France. Taking advantage of the situation, India stepped in. India’s exports to France more than doubled from US$ 22.19 million in FY23 to US$ 59.03 million in FY25 (April-November 2024). Additionally, India has a solid agricultural base and ranks second in the world for farm output. As a result, there is a readily available supply of raw materials to produce animal feed. India is also major producer of bajra, soybeans, and maize, among other commodities required for high-quality feed. These characteristics make India one of the largest exporters of animal fodder to France, with added geopolitical benefits of stability of supply chain along with cost efficiency.