Branding And Marketing Support Scheme

Branding And Marketing Support Scheme

Branding And Marketing Support Scheme – PMFME

Marketing and branding support would be provided to groups of FPOs/SHGs/ Cooperatives or anSPV of micro food processing enterprises under the scheme. Following the ODOP approach, marketing & branding support would only be provided for such a product at the State or regional level.-Branding And Marketing Support Scheme

Some highlights

  • Under the scheme, Incentive is extended for the promotion of only Indian Brands abroad
  • Support for Branding is intended for developing market for all Indian food products in brand consumer packs including those covered in the four product segments
  • Under the Scheme, the following four Segments of food products are cover:
    • Ready to Eat/ Ready to Cook (RTE/RTC)
      • Fruits and Vegetable Products
      • Marine Products
      • Mozzarella Cheese
  • Applicants will extended financial incentives @ 50% of expenditure on Branding & Marketing abroad subject to a maximum grant of 3% of Sales of food products or Rs 50 crore per year, whichever is less. The minimum expenditure for Incentive shall be Rs. 5 crore over a period of five years. In such case, an admissible grant would be Rs 2.5 crore

Eligible items for support under the scheme:

1. Training relating to marketing to fully funded under the scheme;

2. Developing a common brand and packaging including standardization to participate in common packaging;

3. Marketing tie-up with national and regional retail chains and state-level institutions;

4. Quality control to ensure product quality meets the required standards.

Support for marketing and branding requires developing a common brand, common packaging, and product standardization. The appropriate level for common branding and packaging would differ from place to place, case to case, and product to product. Whether it should district, regional, or state level would be decided by the concerned SNA in each case. Therefore, the proposal for support to marketing and branding should prepared by the SNA.

Support for branding and marketing would limited to 50% of the total expenditure. The maximum limit of grant in such cases would be as prescribed. No support would be provided for opening retail outlets under the scheme.

Vertical products at the national level could also be provided support for branding & marketing on the same lines as described above for ODOP focus. Such support for common branding/packaging and marketing would be provided at the national level. Proposal for that support should sent to MoFPI by the states or national level institutions or organizations or partner institutions.

Eligibility criteria:

The proposals should fulfill the following conditions: –

  1. The proposal should relate to ODOP
  2. The minimum turnover of product to be eligible for assistance should be Rs 5 crore
  3. The final product should the one to be sold to the consumer in a retail pack
  4. Applicant should be an FPO/SHG/cooperative/ regional – State levels SPV to bring a large number of producers together
  5. Product and producers should be scalable to larger levels
  6. Management and entrepreneurship capability of promoting entities should established in the proposal.
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