The short answer
No. Annexure II, paragraph 1(a) of Directorate General of Foreign Trade (DGFT) Trade Notice No. 12/2026-27 dated 14 July 2026 lists who may apply: government bodies, Department of Commerce offices, the Ministry of External Affairs and Indian Missions, Export Promotion Councils (EPCs) and Commodity Boards and other industry associations. A branding agency, design studio, packaging firm or consultancy is not on that list. An eligible body can hire it, name it in item 7 of its proposal and pay it.
The rule that decides everything: the eligible body applies, receives the money and “shall remain fully accountable” under Annexure II, paragraph 11(c); the agency is chosen through a transparent and verifiable process and works under that body’s contract.
Verified as on 19 October 2026 against DGFT Trade Notice No. 12/2026-27 dated 14 July 2026 (F. No. 01/02/52/AM-26/EPM) with Annexures I to V and the DGFT trade notice and notification lists, re-checked on 25 October 2026 (latest trade notice No. 31/2026-27 dated 21 October 2026). Written by Pratham Agarwal, Founder, Rasp International.
5categories of eligible applicant, Annexure II paragraph 1(a)
Item 7the Annexure IV field where the applicant names its agency, Trade Notice 12/2026-27
50%maximum share of eligible cost, capped at Rs 10 crore per project for priority sectors and paid to the eligible body, Annexure II paragraph 6(b)(ii)
Rs 1 crorebudget above which a brand equity measurement plan (a before and after awareness study) is needed, Annexure II paragraph 8(d)
Key facts at a glance
| Scheme | Global Outreach for Branding, Labelling and Export Packaging, called the Brand India scheme by exporters |
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| Governing body | DGFT, Department of Commerce, with a Brand India Committee chaired by the Director General of Foreign Trade (Annexure III) |
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| Parent policy | Export Promotion Mission (EPM), Niryat Disha sub-scheme |
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| Legal basis | DGFT Trade Notice No. 12/2026-27 dated 14 July 2026. The PDF prints “No. __/2026-27”; the DGFT trade notice list shows No. 12/2026-27 |
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| Who it is for | Applicants in Annexure II, paragraph 1(a). Agencies only as a firm the applicant names in Annexure IV, item 7 |
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| What you get | Applicant: up to 50% of eligible expenditure, maximum Rs 10 crore per project for priority sectors (paragraph 6(b)(ii)). Agency: no grant, only payment from the applicant |
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| Validity or deadline | No closing date printed. Comments were invited for 30 days from issue (paragraph 5 of the notice) |
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| Where you apply | The applicant files on a “designated online portal” (paragraph 7(a)), address not printed. An agency does not file |
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Why we wrote this
Trade Notice 12/2026-27 uses the word “agency” in several senses. Annexure I speaks of “collaborative branding initiatives with professional agencies”. Annexure IV asks for any “implementing/creative agency engaged”. Annexure V calls the body that received the grant the “Implementing Agency”. Any one line, read alone, can mislead.
Rasp International is a consultancy, so the same rule applies to our own firm. This post answers from the notice text only.
What the Brand India scheme is, and where an agency fits
The Brand India scheme is a central grant intervention that pays part of the cost of branding, labelling, packaging and promotion campaigns proposed by eligible organisations, run by DGFT under the Niryat Disha sub-scheme of the EPM. Our guide to the Export Promotion Mission shows where it sits.
A hired agency, in the words of Annexure IV item 7, is “any partner, vendor or implementing/creative agency engaged” by the applicant. A lead implementing entity is the body a cluster must nominate to be “responsible for project execution and compliance” under Annexure II, paragraph 1(c).
Tiers, sectors, money and the full form are in our Brand India Global Outreach guide for associations, and the applicant list is in who can apply for the Brand India scheme. The separate exporter certification is covered in our post on the Brand India Trust Mark. This post covers the hired side.
Every rule in the notice that touches a hired agency
This table collects each line in Annexures II to V that decides how an agency is named, chosen, paid or checked.
| Rule | What the notice says | What it means for a hired agency | Source |
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| Who may apply | Five categories, all public bodies, councils, boards or industry associations | Not on the list, so never the applicant | Annexure II, para 1(a) |
| Naming the agency | Legal name, address, scope of engagement and relevant credentials of any agency engaged | Named inside the applicant’s proposal. Files nothing itself | Annexure IV, item 7 |
| Activities and costs | Each activity maps “to a deliverable and a cost head”. Costs “reasonable, benchmarked and substantiated by quotations” | Give an itemised quotation, one line per deliverable | Annexure IV, items 3 and 8 |
| Hiring cost and agreements | “Cost associated with hiring of consultants/agency” and a partnership memorandum of understanding (MoU), if applicable | Your fee is its own cost line, backed by a written agreement | Annexure IV, document checklist |
| Selection | “transparent and verifiable selection processes” | The association must show on paper how it chose you | Annexure II, para 11(c) |
| Procurement | Applicable Government of India procurement rules and a fair, documented competitive process | Being the usual agency is not enough | Annexure II, para 11(g) |
| Accountability | “The eligible entity shall remain fully accountable for project implementation and outcomes” | You answer to the association, not to DGFT | Annexure II, para 11(c) |
| Evaluation | “the background and experience of vendors or associates engaged for the campaigns” | Your track record affects the association’s score | Annexure II, para 8(b) |
| Who receives the money | Assistance “released to the eligible entity” in two or more instalments | The association pays you | Annexure II, para 9(a) |
| Instalments | Later instalments need a utilisation certificate (a signed account of earlier spending) and certified progress | Your payments follow milestones the association must prove | Annexure II, paras 9(c) and 9(d) |
| Refund | Advance refundable “along with applicable interest” on failure | A missed deliverable puts the association’s advance at risk | Annexure II, para 9(f) |
| Conflict of interest | Certificate of Disclosure of Interest (a signed no-conflict statement) at final accounts | Disclose any link to office bearers early | Annexure II, para 10(d) |
| Duplicate funding and diversion | Same expenditure not funded under another scheme; no part of the grant diverted | One invoice, one scheme, approved use only | Annexure II, para 10(c); Annexure V, items 3 and 4 |
| Overseas providers | Reasonable due diligence, including consultation with the Indian Mission Abroad | Foreign partners may be checked through the Mission | Annexure II, para 11(b) |
| Brand alignment | Consistent with the narrative, visual identity and communication guidelines of Unified Brand India, the national brand framework | Creative work must fit guidelines not yet published | Annexure II, para 2, Tier 2(d) |
Rasp International handles Export Promotion Mission scheme selection and filing.
Talk to our team for a free assessment. 500+ exporters served since 2019.
The applicant compared with the agency it hires
| Point | Eligible entity (the applicant) | Hired agency or consultancy | Source |
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| Files the proposal | Yes, on the designated online portal | No | Annexure II, para 7(a) |
| Signs the declaration | Yes, by a signatory authorised under Foreign Trade Policy paragraph 11.06 | No. Supplies the item 7 details | Annexure IV, declaration 6 |
| Puts in its own share | Yes, own or raised funds beside the grant requested | Not mentioned | Annexure IV, item 9 |
| Receives the grant | Yes, in two or more instalments | No. Paid by the applicant | Annexure II, para 9(a) |
| Signs the conflict of interest certificate | Yes, at final accounts | Not required. The applicant needs its facts to sign | Annexure II, para 10(d) |
| Accountable for outcomes | “Fully accountable” | To the applicant, under contract | Annexure II, para 11(c) |
| Carries the refund risk | Advance refundable with interest | Not covered. The contract decides | Annexure II, para 9(f) |
| Judged at evaluation on | Institutional capacity and financial viability | Background and experience | Annexure II, para 8(b) |
What most people get wrong about agencies and Brand India
Reading 1: “organisations and agencies” means any agency
Annexure I, paragraph 2(a) offers support “to eligible organisations and agencies”. Annexure II, paragraph 1(a) then lists who is eligible, and the only agencies in it are “Offices and agencies of the Department of Commerce”.
Reading 2: “professional agencies” are partners of DGFT
Annexure I, paragraph 1(d) mentions “collaborative branding initiatives with professional agencies”. Annexure III, paragraph 1(e) lets the Brand India Committee recommend engaging “professional branding agencies, design institutions or marketing specialists”. Neither creates an application route or a list to join.
Reading 3: an “implementing agency” is always the hired firm
Annexure IV, item 7 uses “Partner/Implementing Agency (if any)” for the hired firm. Annexure V uses “Name of Implementing Agency” for the body in whose favour the grant was sanctioned. One phrase, two parties.
Where the official documents do not line up
Paragraph 11(g) names “Government of India procurement rules, as applicable” without saying which rules bind an industry association. Paragraph 10(c) bars duplicate funding under Government of India schemes, while declaration 5 of Annexure IV and item 4 of Annexure V add State Government schemes. Follow the stricter wording.
Before you sign anything titled “implementing agency”: keep a dated copy of the PDF from dgft.gov.in and get the association’s written answer on who signs Annexure V.
Who can apply and who can only be hired
Can apply, under Annexure II, paragraphs 1(a) to 1(c) of Trade Notice 12/2026-27:
- Central Government and State Government departments and organisations.
- Department of Commerce offices and agencies, including regional offices.
- The Ministry of External Affairs and Indian Missions Abroad.
- EPCs and Commodity Boards recognised under Appendix 2T (the Foreign Trade Policy list of recognised councils and boards).
- Other industry associations, if incorporated in India.
- Clusters and district export hubs, through a lead implementing entity.
Cannot apply, because none appears in paragraph 1(a):
- A branding, advertising or media agency.
- A design studio or packaging design firm.
- A printing, labelling or packaging supplier.
- An export consultancy or proposal writer, including our own firm.
- A foreign agency, which also fails paragraph 1(b).
Every firm in the second list can still be hired. The notice sets no qualification list for hired firms, only item 7 credentials and a transparent and verifiable selection under paragraph 11(c).
Edge cases agencies and consultancies raise
The agency that drafts the proposal and also wants the contract
Paragraph 11(g) asks for a documented competitive selection, and paragraph 10(d) for a no-conflict certificate. The notice does not say whether the firm that wrote the proposal may then compete for the work. Disclose that role in writing and check with the DGFT Export Promotion Mission cell before bidding.
The consultancy offered as a cluster’s lead implementing entity
Paragraph 1(c) never defines who may lead, and a consultancy is not in paragraph 1(a). The lead also picks vendors under paragraph 11(g) and signs the paragraph 10(d) certificate. Check with the DGFT Export Promotion Mission cell before accepting, and see our Brand India eligibility post.
A fee linked to the size of the grant
Trade Notice 12/2026-27 has no line on success fees. It requires costs backed by quotations (Annexure IV, item 8) and a grant that is not diverted (Annexure V, item 3). Check with the DGFT Export Promotion Mission cell before agreeing any fee tied to the grant.
Rasp International handles Export Promotion Mission scheme selection and filing.
Talk to our team for a free assessment. 500+ exporters served since 2019.
How an agency gets named, chosen and paid, step by step
Stage 1: before the proposal is filed
- Confirm the applicant. Check that the body hiring you fits Annexure II, paragraph 1(a), or has a lead implementing entity under paragraph 1(c).
- Disclose interests. Tell the association in writing about any link between your firm and its office bearers.
- Prepare the item 7 details. Legal name, address, scope, credentials and past work, which evaluators weigh under paragraph 8(b).
Stage 2: what the agency gives for the filing
- Itemised quotation. One cost line per deliverable, as items 3 and 8 ask.
- Provable milestones. Deliverables and dates that fit the milestone rows in item 11.
- Agreement draft. An MoU or contract with reporting duties that match Annexure III, paragraph 2(g).
Stage 3: after approval
- Documented selection. Take part in the competitive process under paragraph 11(g), whenever the association runs it.
- Deliver with evidence. Later instalments need certified progress under paragraph 9(d), so give proof for each milestone.
- Close cleanly. Give final invoices and the facts the association needs for Annexure V and the paragraph 10(d) certificate.
The lapse rule
Under paragraph 9(f), an advance is refundable with applicable interest if approved deliverables are missed. Under paragraph 9(g), late reports or accounts can end further assistance and lead to recovery. Declaration 4 of Annexure IV exposes the applicant to penal action for false information.
Fast track: none exists
Trade Notice 12/2026-27 prints no fast track and no decision timeline.
Five groups this notice affects
Branding and advertising agencies
Annexure II, paragraph 5(b) lists sector strategy, campaigns, catalogues, digital and outdoor media. Under Tier 2(d), this work must fit Unified Brand India guidelines not yet published.
Design studios
Sector brand identities appear in paragraph 6(b)(i). Paragraph 4(d) names national institutes such as the National Institute of Design and the Indian Institute of Packaging, not private studios.
Packaging and labelling firms
Paragraphs 5(b)(ix) to 5(b)(xii) cover destination-ready packaging templates, translated packaging and recyclable packaging. For a shared design, labelling and packaging centre in Uttar Pradesh, see the export infrastructure subsidy under Government Order 873/18-4-2025.
Export consultancies and proposal writers
The checklist names “Cost associated with hiring of consultants/agency”. A consultancy can help assemble the file but cannot sign, file or receive the grant. Our post on what separates an export consultant from an agent sets out the wider test.
Overseas media partners, influencers and event firms
Paragraph 11(b) brings the Indian Mission into due diligence on overseas providers.
Cautionary tale: the studio that wrote itself in
Illustrative composite. A packaging design studio drafts a state industry association’s Brand India proposal. One studio partner sits on the association’s managing committee. The studio names itself in item 7 with a single quotation, and nobody records how it was chosen.
The point of no return is the signature on the Annexure IV declaration. Signed with the link unstated and no documented selection under paragraph 11(g), the file cannot be defended, and declaration 4 and paragraph 9(f) set out what can follow. The fix was to disclose the link and run a documented competitive choice first.
How Rasp International helps, and why it cannot apply either
We are an export consultancy, founded in 2019 and ISO 9001:2015 certified, that has served 500+ exporters since 2019. Rasp International cannot apply either. It is not one of “the following organisations and agencies” that “shall be eligible” under Annexure II, paragraph 1(a) of Trade Notice 12/2026-27. What we do is prepare Brand India proposals for eligible associations and councils, which then file, sign and receive the grant in their own name.
- We sign a non-disclosure agreement (NDA) and a service level agreement (SLA) with every client.
- Where we file for a client, we file on the client’s behalf in the client’s own name, and give an authority letter only when the client asks.
- The client and our team both hold the portal logins, kept safe and confidential.
Read how we work as a consultant, not an agent. For an exporter’s own brand outside this scheme, see our export branding service.
Honest limits
- The Brand India scheme will not let an agency or consultancy apply, sign the proposal or receive the grant. Annexure II, paragraphs 1(a) and 9(a) close that door.
- The Brand India scheme will not give an agency a listing. Trade Notice 12/2026-27 publishes no list of approved agencies and no route to join one.
- The Brand India scheme will not protect an agency’s payment. The notice puts refund and recovery on the eligible entity and says nothing about agency payment terms.
What Is Not Yet Notified, Checked on 25 October 2026
Trade Notice 12/2026-27 leaves these points open, and we give no answer of our own. The address printed in paragraph 5 of the notice is epm-dgft@gov.in.
- Final text and portal. Paragraph 5 invited comments for 30 days, the DGFT trade notice and notification lists, re-checked on 25 October 2026, show no amending or later notice on this intervention and paragraph 7(a) gives no portal address. Check with the DGFT Export Promotion Mission cell.
- Procurement rules that bind an association under paragraph 11(g). Check with the DGFT Export Promotion Mission cell.
- Timing. Whether the agency is chosen before filing (item 7 says “engaged”) or after approval (paragraph 11(c) says “approved projects”). Check with the DGFT Export Promotion Mission cell.
- Fees. Whether the drafting firm may compete for the work, whether its fee or pre-approval work is eligible and whether any fee may be linked to the grant. Check with the DGFT Export Promotion Mission cell.
- The Annexure V signatory and the format of the Certificate of Disclosure of Interest. Check with the DGFT Export Promotion Mission cell.
- Who may lead a cluster proposal under paragraph 1(c). Check with the DGFT Export Promotion Mission cell.
- How Industry and Knowledge Partners (paragraph 4(f)), the four branding experts on the Brand India Committee (Annexure III, paragraph 1(c)) and agencies recommended under paragraph 1(e) are chosen. Check with the DGFT Export Promotion Mission cell.
- The Unified Brand India guidelines that creative work must follow. Check with the DGFT Export Promotion Mission cell.
Frequently asked questions
Can a consultancy apply under the Brand India scheme?
No. Annexure II, paragraph 1(a) of DGFT Trade Notice 12/2026-27 lists government bodies, Department of Commerce offices, the Ministry of External Affairs and Indian Missions, Appendix 2T councils and boards and other industry associations. A consultancy is none of these, so it cannot apply. An eligible body can hire it.
Can a branding agency apply for Brand India funding?
No. A branding, design, media or packaging agency is not in the eligible list in Annexure II, paragraph 1(a) of Trade Notice 12/2026-27. The applicant names the agency it engages in item 7 of the Annexure IV proposal, with legal name, address, scope of engagement and relevant credentials.
Who can apply under Trade Notice 12/2026-27?
Annexure II, paragraph 1(a) lists five categories: government departments, Department of Commerce offices and agencies, the Ministry of External Affairs and Indian Missions, Appendix 2T councils and boards and other industry associations. Paragraph 1(b) adds that only entities incorporated in India are eligible. Clusters apply through a lead implementing entity.
How is an agency named in a Brand India proposal?
Item 7 of Annexure IV asks the applicant for “any partner, vendor or implementing/creative agency engaged”, with legal name, address, scope of engagement and credentials. The checklist adds a partnership MoU if applicable and the cost of hiring consultants or agencies. The applicant, not the agency, files these details.
Does a Brand India agency have to be chosen through a tender?
The notice does not use the word tender. Annexure II, paragraph 11(g) asks applicants to follow applicable Government of India procurement rules through a fair, competitive and documented process, and paragraph 11(c) asks for transparent and verifiable selection. Check with the DGFT Export Promotion Mission cell which rules apply.
Who pays the agency under the Brand India scheme?
The eligible body pays the agency. Annexure II, paragraph 9(a) of Trade Notice 12/2026-27 releases assistance, including advances, to the eligible entity in two or more instalments. Later instalments need a utilisation certificate and certified progress. The notice leaves agency payment terms to the contract between the body and the agency.
Can an agency take a commission on the Brand India grant?
Trade Notice 12/2026-27 does not mention commissions or success fees. It requires costs that are reasonable, benchmarked and backed by quotations (Annexure IV, item 8) and a certificate that no grant was diverted (Annexure V, item 3). Check with the DGFT Export Promotion Mission cell before agreeing such a fee.
What is the Certificate of Disclosure of Interest in Brand India?
It is a signed certificate the eligible entity gives at final submission of accounts under Annexure II, paragraph 10(d). It states that no conflict of interest existed in contracts or engagements funded under the initiative and that procurement followed applicable norms. The notice prints no format for it.
Can a consultant charge for writing a Brand India proposal?
A consultant may charge the body that hires it. Whether that fee counts as eligible expenditure is not stated, and Annexure II, paragraph 9(b) releases the first instalment only after approval. Check with the DGFT Export Promotion Mission cell before adding proposal fees to the cost break-up.
Can a foreign agency or influencer be hired under Brand India?
Yes, as a provider, not as an applicant. Annexure II, paragraph 11(b) asks the applicant to do reasonable due diligence on overseas agencies and service providers, including consultation with the Indian Mission Abroad. A foreign agency cannot apply, because paragraph 1(b) allows only entities incorporated in India.
Does the agency’s experience affect the Brand India evaluation?
Yes. Annexure II, paragraph 8(b) of Trade Notice 12/2026-27 lets evaluators consider the background and experience of vendors or associates engaged for the campaigns, beside the applicant’s institutional capacity and financial viability. A clear credentials file from the agency helps the eligible body present that part.
Is there a list of approved agencies for Brand India?
No list is published. Annexure III, paragraph 1(e) lets the Brand India Committee recommend engaging professional branding agencies, design institutions or marketing specialists for large initiatives, but Trade Notice 12/2026-27 prints no application route or panel. Treat any claim of approved agency status with caution.
Can Rasp International apply under the Brand India scheme?
No. Our firm is an export consultancy. Under Annexure II, paragraph 1(a) of Trade Notice 12/2026-27, it is not a government body, a Department of Commerce office, the Ministry of External Affairs or a Mission, an Appendix 2T council or board or an industry association.
Do I need a consultant to apply for the Brand India scheme?
No. Trade Notice 12/2026-27 does not require one. An eligible body can file the Annexure IV proposal itself. If it hires a consultant or agency, it must name the firm in item 7, show the cost and select it through a transparent and verifiable process under paragraph 11(c).
What happens if a Brand India project misses its milestones?
Under Annexure II, paragraph 9(f), any advance is refundable with applicable interest if approved objectives, conditions or deliverables are missed. Under paragraph 9(g), late reports or utilisation certificates can end further assistance and lead to recovery. The eligible entity carries this risk, and the agency contract decides what passes on.
Your checklist for this week
- Download Trade Notice 12/2026-27 from dgft.gov.in and read Annexure II, paragraphs 8 to 11.
- Send the association, in writing, any link between your firm and its office bearers.
- Prepare an itemised quotation and a credentials sheet with legal name, address, scope and past work.
- Ask the association in writing how it will select vendors under paragraph 11(g), and keep the reply.
Sources
- Tier 1. DGFT Trade Notice No. 12/2026-27 dated 14 July 2026, Global Outreach for Branding, Labelling and Export Packaging under EPM, Niryat Disha, F. No. 01/02/52/AM-26/EPM, Annexures I to V: content.dgft.gov.in.
- Tier 1. Same document, DGFT scheme guidelines page entry 12/2026-27: content.trade.gov.in.
- Tier 1. DGFT trade notice list, checked 25 October 2026, latest entry No. 31/2026-27 dated 21 October 2026, no amending or later notice on this intervention: dgft.gov.in.
This is general guidance. Rules change. Check the current notification or order, or speak to us, before you act.
Related: Brand India Global Outreach guide | Brand India scheme: who can apply | Export Promotion Mission explained
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