The Branding Gap: Why India's Mid-Market Manufacturers Are Losing Out

India's mid-market manufacturers, despite strong export growth, face challenges due to inadequate brand presentation. Beryl Agency highlights this issue, emphasizing the importance of aligning brand identity with actual business scale to secure international contracts and credit. A joint SIDBI-CRISIL report identifies branding inadequacies as a major barrier.

New Delhi [India], April 16: India's mid-market manufacturers are surging in exports, now representing 48.55 percent of total merchandise exports for FY25. However, many companies in the Rs 20 to 200 crore turnover bracket are losing international contracts, not due to product issues, but because of poor brand presentation.

Beryl Agency, a branding and UI/UX studio based in Noida, has documented this trend across India's manufacturing sector. Founder Prashant Gupta explains that the dissonance between a company's business scale and its brand presentation can terminate vital business discussions prematurely.

A SIDBI and CRISIL report notes that many Indian MSMEs rely heavily on traditional marketing, posing a barrier to market access. Beryl Agency assists businesses in aligning their brand identity with their commercial achievements, crucial for capturing global market attention.

(With inputs from agencies.)