Guide · Partners
How to find a distributor in India for your products
For many products, a distributor or sales agent is the fastest way to test India without setting up a company. The hard part is not finding names, it is finding one who will actually push your brand in the right region. This guide is part of finding a partner in India.
In short
- Choose the model first: distributor, national importer or sales agent.
- Start with one or two regions, not all of India.
- Check GST and company records, current brands and references, and visit the warehouse.
- Register your trademark in India in your name and tie exclusivity to targets.
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Contents
Distributor, importer or sales agent?
| Distributor | Sales agent | |
|---|---|---|
| How it works | Buys your products and resells them | Finds customers, you invoice them |
| Stock and credit risk | Carried by the distributor | Carried by you |
| Your control on price | Limited, through the contract | Full |
| Paid by | Its margin | A commission on sales |
| Suited to | Consumer goods, volume products | Industrial goods, large B2B deals |
Consumer brands often work through a national importer, who sells to regional distributors and then to retailers. Each level takes a margin: factor it into your export price.
Do you sell to a few large B2B customers?
YesA sales agent, or a direct sales team later
Nonext question
Do you sell through many shops or online marketplaces?
YesA national importer with regional distributors
OtherwiseA regional distributor in your first target region
Where to find distributors in India
- Trade fairs in your sector: distributors visit them to find new brands, and you meet many in a few days.
- Brands next to yours: ask non-competing brands sold to the same shops who distributes them.
- Chambers of commerce between India and your country, and your trade promotion agency.
- Retailers and buyers: ask the shops you want to be in which distributors they trust.
- A partner on the ground who already knows the distributors in your category.
How to check a distributor before you sign
- Company and tax records: GST registration on the GST portal and company filings on the Ministry of Corporate Affairs site.
- Current brands: the portfolio shows its channels. Call two or three of those brands.
- Real reach: sales team, delivery vehicles, warehouses and the shops it serves in your target region.
- Financial strength: it will have to pay you and give credit to retailers.
- Its plan for your brand: a written first-year plan with volumes, channels and marketing.
The clauses that protect you
- Territory and channels: which regions, which channels, online included or not.
- Exclusivity tied to targets: minimum purchases and a review date.
- Prices and payment: payment terms, advance or letter of credit for the first orders.
- Brand and approvals: trademark in your name, product registrations and who holds them.
- End of the contract: notice period, stock buy-back and handover of customers.
- Disputes: governing law and arbitration, as for a joint venture.
From first contact to first order
- 01Model and region
- 02Trademark
- 03Shortlist
- 04Checks and visit
- 05Business plan
- 06Contract
- 07First order
Questions about finding a distributor in India
Should one distributor cover all of India?
Rarely. India is a group of very different regional markets. Many foreign brands start with one or two regions, or with a national importer who works through regional distributors.
Should I give my distributor exclusivity?
Only with targets. Tie exclusivity to a territory or channel, minimum purchases and a review date, so you can change partner if the market is not developed.
Who imports the goods?
Usually the distributor or importer, who needs an Importer Exporter Code and handles customs. Agree in writing who pays duties, and who holds any product registration your category needs in India.
Do I need to register my trademark in India?
Yes, before you sign. Register your brand in India in your own name. A distributor who registers it first can make it very hard to change partner later.
What if my product needs approval in India?
Some categories need a licence or certification before sale: BIS for many electronics and industrial goods, FSSAI for food, CDSCO for drugs, medical devices and cosmetics. Check your category first, and decide whose name the approval is in.
Read next
General information, updated 2026. Not legal, tax or investment advice: rules change and every case is confirmed by qualified professionals in India. Expand into India introduces you to partners in India.