On 14 October 2026, the Alliance for Integrity, the GIZ Sector Programme Trade and Investment for Sustainable Development, the Indo-German Chamber of Commerce (IGCC), and amfori hosted "From Market Access to Market Readiness: SMEs, Trade and Integrity", as part of the Integrity Marathon 2026.
The Marathon ran as a global relay of six back-to-back virtual panels across Indonesia, India, Ghana and South Africa, the Mercosur region, Brazil and Mexico, each examining a trade partnership with the European Union. Each panel handed three key messages and two open questions to the next region, allowing insights to build on each other and a comparative global picture to emerge. The India session, the second leg of the relay, asked how India can turn improved market access under the EU-India Free Trade Agreement (FTA) into export competitiveness for smaller and first-time exporters.
Ms Seema Choudhary, Regional Manager Asia – the Alliance for Integrity, opened the session. Ms Roxana Hilloo, Senior Executive – SustainMarkets, Indo-German Chamber of Commerce, moderated the session and invited Ms Aina Fadilla, Programme Manager for Business Ethics and Governance – UN Global Compact Network Indonesia, to hand over the baton from the Indonesia panel. Ms Fadilla raised two points that carried into the India discussion: how to include ultra-micro enterprises, the informal sector and women-led businesses in new trade opportunities, and the role of collective action in reducing compliance burdens for MSMEs.
Where the Opportunity Lies
Ms Claudia Hofmann, Advisor – GIZ Sector Programme ‘Trade and Investment for Sustainable Development’, opened with an overview of the FTA, concluded in New Delhi on 27 January 2026 and expected to enter into force in 2027. She identified fisheries, chemicals, textiles, footwear and pharmaceuticals as key sectors for India, alongside gains for services.
Ms Ayesha Ajaz, Deputy Director – Confederation of Indian Industry (CII), pointed out that for micro, small and medium enterprises (MSMEs), the opportunity extends beyond these headline sectors. Much of it lies in intermediate products across value chains, including engineering, leather, gems and jewellery, pharmaceuticals, and rubber and plastics, and for indirect suppliers, who could begin exporting directly. The barriers she identified included price competitiveness, production capacity, product testing, access to information and limited awareness of standards and rules of origin.
Dr Rajesh Chitre, Chief Compliance Officer – Merck Group Pvt Ltd and Board Member – Alliance for Integrity, spoke from the buyer's side, linking integrity and reputation to zero tolerance on product quality and sound corporate compliance. He described how large companies can extend their compliance programmes to suppliers, going beyond codes of conduct to offer regular training and support with EU regulatory requirements.
What Buyers and Regulators Expect
Dr Pushkar Anand, Assistant Professor – Faculty of Law, University of Delhi, advised MSMEs to start with rules of origin, since these decide whether a product qualifies for the lower tariff. He highlighted bilateral cumulation, which allows EU inputs processed in India to count towards origin, and the need for documentary evidence to support a statement of origin. Traceability of production in India will also matter for EU rules such as the EU Deforestation Regulation (EUDR).
Ms Natasha Majumdar, Director, South Asia – amfori, noted that European buyers are paying closer attention to sustainability, traceability, integrity and transparency, with regulations like the EU Forced Labour Regulation already making them more cautious in their sourcing. Her message to suppliers was that buyers do not expect perfection. They look for transparency in due diligence, continuous improvement, proactive risk management and a long-term partnership mindset.
Closing the Gap
On the gaps that cost smaller firms most, Dr Anand stressed that documentation is the foundation of export readiness and that government support will be indispensable in helping MSMEs close these gaps. On partnerships, Ms Ajaz described how industry associations can translate regulation into practical guidance on market entry requirements, make testing resources accessible and connect MSMEs with buyers. Ms Majumdar called for demystifying information, sharing knowledge and harmonising buyer requirements to reduce audit fatigue and duplication, and noted the role of financial institutions.
Mr Christian Ried, Advisor – EU Due Diligence Navigator, then presented a practical example of making information accessible. The EU Due Diligence Navigator supports companies on European due diligence requirements, particularly the EU Corporate Sustainability Due Diligence Directive (CSDDD), which will require large companies active on the EU market to identify and address adverse human rights and environmental impacts in how their goods are sourced and produced. The tool helps companies understand the legislation, what it may mean for them, and where to begin.
Building Readiness Together
The EU-India FTA brings considerable potential, and the agreement itself lays some of the groundwork through its dedicated SME chapter and contact points. However, lower tariffs are only the starting point. The firms best placed to benefit will be those that can document origin, meet standards, and pass buyers’ checks, and for many smaller and first-time exporters, this capacity still has to be built.
This work cannot fall on MSMEs alone. Government, industry associations, large buyers, financial institutions and development partners each have a part to play, whether through clearer information, shared tools or support along the supply chain. As the relay moved on to other regions, India’s experience added to a wider conversation on how trade agreements can deliver for smaller businesses as well as established exporters. The Indo-German Chamber of Commerce, with its members and partners, will continue to help companies in India and Germany prepare for and make use of the opportunities ahead.
