India is already one of the top exporters of pharmaceuticals, rice, spices, garments, and engineering goods. But most Indian businesses aim for traditional markets like the USA, UAE, UK, or Europe. While these are reliable, they are also highly competitive. To grow faster and smarter, Indian exporters need to look beyond the obvious. That’s where emerging export markets in India come into play.
In this blog, we’ll explore some of the most promising yet less talked about countries where Indian products are in growing demand. Whether you’re an MSME, startup, or an export import company in Ahmedabad, this guide can open up new global opportunities for you.
What Are Unconventional Export Markets?
Unconventional or non-traditional export markets are those countries where Indian products are either underrepresented or are just beginning to gain traction. These are not your usual USA, UK, or Germany kind of destinations. Instead, think Africa, Central Asia, Latin America, and Eastern Europe.
They offer:
- Less competition
- Higher demand for Indian value-for-money products
- Emerging middle class and urbanisation
- Government-to-government trade support
Why Indian Exporters Should Look Beyond Traditional Markets
According to the Indian Ministry of Commerce, more than 60% of our exports are concentrated in just 10 countries. That’s risky.
Reasons to explore new markets:
- Traditional buyers are shifting to local sourcing.
- Tariff and non-tariff barriers are increasing in the West.
- Many emerging markets offer duty benefits to Indian exporters.
- Indian embassies are actively helping exporters build trade relations.
For example, India’s exports to Africa have grown over 20% annually in the last 3 years.
Top Unconventional Markets for Indian Products
a) African Continent
Key countries: Kenya, Nigeria, Ethiopia, Ghana
In-demand Indian exports:
- Pharmaceuticals (India supplies 25% of Africa’s generics)
- 2-wheelers (Hero and Bajaj dominate)
- Processed food (instant noodles, spices, pickles)
- Textiles and garments
Many Indian exporters find Africa easier to penetrate due to cultural connections, low-cost competition, and expanding retail chains.
b) Latin America
Key countries: Brazil, Chile, Colombia, Peru
High-potential exports:
- Ayurvedic and herbal wellness products
- Agri-machinery and tools
- Leather goods and handicrafts
- IT services and edtech platforms
Brazil alone imported over $1.2 billion worth of Indian goods in 2023. Chile and Peru are showing rapid growth in interest for Indian spices and steel.
c) Central Asia
Key countries: Kazakhstan, Uzbekistan, Turkmenistan
Hot-selling exports:
- Building materials (tiles, sanitaryware)
- Solar and LED products
- Pharmaceuticals
- Education and training services
India is connected via the International North-South Transport Corridor (INSTC), reducing logistics time by 30%.
d) Eastern Europe & CIS Countries
Key countries: Romania, Ukraine, Georgia
Rising demand for:
- Packaged snacks
- Low-cost medical instruments
- Apparels and footwear
Eastern Europe is not only cost-conscious but also keen on Indian cultural and religious items like diyas, incense, and brass idols.
e) Southeast Asia (Non-Mainstream)
Countries: Myanmar, Laos, Cambodia
Growing sectors:
- Plastics and PVC pipes
- Generic medicines
- Ceramics and sanitaryware
Trade is improving due to ASEAN agreements and India’s Look East policy.
Hidden Gems: Niche Country-Product Pairings
- Organic jaggery to Belgium (for health-conscious markets)
- Ayurvedic cosmetics to Mongolia
- Brass home decor to Poland
- Terracotta cookware to Oman
- Indian snacks to South Korea and Japan
Such niche demand can be tracked using tools like Google Trends and ITC Trade Map.
Product Categories Doing Well in Unexplored Markets
- Agro & Food Products: Millets, pickles, RTE meals
- Herbal & Wellness: Neem oil, ashwagandha, hair masks
- Affordable Healthcare: Generic drugs, surgical gloves
- Renewables: Solar inverters, LED streetlights
- Education Exports: Indian online courses, vocational training
- Ethnic Fashion & Decor: Sarees, juttis, brass lamps
Tools and Platforms to Identify New Markets
- Google Trends (for real-time demand)
- Export Genius (custom data insights)
- ITC Trade Map (country-wise demand trends)
- DGFT portal (market access intelligence)
- Export import company in Ahmedabad: Local experts who know how to start in these markets
Government Support for New Market Entry
- Indian embassies abroad: Offer B2B matchmaking support
- India-Africa summits: Resulting in bilateral trade agreements
- Export Promotion Councils (EPCs): Run market entry campaigns
- Free trade agreements (FTAs): With Chile, MERCOSUR, ASEAN countries
- TIES Scheme: Funding for export infrastructure in non-traditional zones
Challenges in Tapping Unconventional Markets
- Language & cultural barriers: Packaging and instructions may need localisation
- Longer shipping time: Especially to Latin America or Central Asia
- Currency fluctuations: May impact pricing and payment
- Different legal regulations: Require compliance research
Still, the benefits often outweigh these challenges when margins are better and competition is low.
How to Start Exporting to These Markets
- Attend international expos in emerging countries
- Register on B2B platforms like IndiaMART, GlobalSources
- Partner with export import consultants who specialise in market diversification
- Join EPC trade delegations
- Subscribe to government trade updates and alerts
Conclusion
Exploring emerging export markets in India is no longer optional – it’s a smart survival strategy. Traditional markets may offer volume, but unconventional ones offer potential, better pricing, and less competition.
If you’re an exporter, trader, or MSME owner, now’s the time to step out of your comfort zone. Talk to an export import company in Ahmedabad, explore trade portals, and start with small shipments to test these markets.
Your next big customer could be in Ghana, not Germany.