Core conclusions:A company in Cixi, Zhejiang, specializing in heating devices and kitchen appliances, adopted a dual-channel marketing strategy: BIS certification for products sold directly to consumers, along with online sales channels. In just 15 months, their export volume to the Indian market increased from zero to 3.7 million yuan. The total cost of obtaining this certification was approximately 120,000 yuan, which accounted for 3.2% of the total exports.
1. Customer background
This factory is located in Cixi, Zhejiang. It mainly produces small household appliances such as electric heaters and electric kettles. The annual production capacity is approximately 800,000 units. Previously, the factory mainly focused on domestic market sales, while also handling occasional orders from the Middle East. Starting from mid-2025, Indian buyers began to ask for quotes. However, the factory had no idea about the regulations related to selling products to India. After three offers were made, all of them were rejected because the factories couldn’t provide the necessary BIS registration certificates.
India is the second-largest market for household appliances in the world. The urbanization process and the widespread use of electricity have driven the demand for heaters and kitchen appliances. However, India implements a mandatory certification system for small household appliances. Goods without registration numbers cannot be cleared through customs when they arrive at the port. The factory manager decided that instead of waiting for buyers to make demands on them, it would be better to use certification as a stepping stone to gain access to the market. Therefore, he entrusted us with developing a plan to get his products onto the market.
2. Problem diagnosis: four stuck points
Four critical points were identified before entering the area.
- Authentication is missing:The Bureau of Standards of India (BIS) has implemented a mandatory registration system for small household appliances. Products must carry an ISI label and a registration number in order to be allowed to enter the country. Manufacturers had previously had no experience with this requirement at all.
- No local representatives available:Registration with BIS requires authorization from the Indian Representative (AIR) for assistance with the submission and follow-up processes. The factory has no representatives in India who can assist with these procedures.
- Channel gaps:The original plan was to only work with distributors. However, India’s distribution system has long payment terms and aggressive price cuts, making it difficult to increase sales through a single channel.
- Payment risks:Indian buyers generally prefer to be sold on credit. For new customers, there is no option for prepayment or collateral, which means the risk of payment failure is relatively high.
Out of the four key points, authentication is crucial for gaining access to the system. The channels used and the terms of payment determine whether orders can be turned into profits.
3. What have we done?
- Authentication first: We will compile a list of BIS registrations related to the products. Then, we will engage qualified laboratories to conduct tests according to Indian standards. Additionally, we will appoint authorized representatives in India. The registration process takes approximately 5 months.
- Dual-channel design: The e-commerce channel will collaborate with mainstream sellers in India to place initial orders based on purchase prices. The distribution channel will involve two regional distributors, with separate pricing systems for online and offline sales.
- Buyer screening: Filter out buyers who have imported Chinese household appliances in the past 12 months using customs data. Sort the results based on the frequency and amount of imports. Focus first on those buyers who import more than two containers per month.
- Payment terms: For new customers, a 30% prepayment is required, with the remaining amount to be paid upon receipt of the bill of lading. For customers who have ordered more than two items and have a good credit record, a 30-day payment period is offered, along with coverage under export credit insurance.
4. Execution rhythm
Month 1: Authentication and project initiation
I have checked each SKU against Indian standards, and determined that the first batch of three models should be registered (this covers approximately 80% of the inquiries). I’ve also confirmed the testing items and costs involved (totaling around 120,000 yuan). I’ve communicated with potential buyers regarding the order process, and managed to reassure two customers by ensuring that all necessary procedures were in place.
Months 2 to 5: BIS registration and testing procedures are carried out.
We conducted sample tests, addressed any non-compliance issues, and kept track of the registration progress with potential buyers. We updated them monthly to ensure that no valuable opportunities were lost during the waiting period. In the fifth month, we received registration numbers for three models.
Months 6 to 9: Processing the first batch of orders and establishing relationships with channels
E-commerce sellers are ordering 2,000 to 3,000 units per order. Distributors, on the other hand, are ordering one entire cabinet per order. The 30% prepayment arrangement is working well so far. We’ve also made optimizations to suit the Indian market’s requirements: voltage fluctuation protection, moisture-proof packaging, and instructions available in both Indian and English languages.
Months 10 to 15: Release and Repeat Purchases
The number of approved models has been increased to 6. E-commerce channels have entered the replenishment period. Distributors have started to purchase goods in the second batch. Monthly exports remain stable at around 300,000 yuan, with a total export volume of 3.7 million yuan.
V. Outcome data
Results after 15 months:
- Cumulative export volume:3.7 million yuan
- Cooperative buyers:of 9(5 e-commerce sellers, 2 regional distributors, 2 ODM clients)
- BIS Registered Model:of 6The total cost of authentication is approximately120,000 Yuan
- Payment records:0 overdue entriesDual-track implementation of prepayment and payment terms
| indicators | before starting | 15 months later |
|---|---|---|
| Export volume of the Indian market | 0 | 3.7 million yuan |
| Certified model | 0 | 6 items registered with BIS |
| Collaborative buyers | 0 companies | of 9 |
6. Which factories can this method be replicated to?
Suitable for two types of factories: First, those that produce small household appliances, electrical devices, and lighting products that are required to obtain certification according to Indian regulations. In such cases, obtaining certification is essential to entering the market; the sooner they do this, the sooner they can secure orders. Second, there are small and medium-sized factories that focus on domestic sales and want to find new sources of growth. These factories can use a strategy of targeting buyers based on certified products and relevant customs data, which is more cost-effective than sending out general promotional emails to a large number of potential customers.
It’s also important to clarify which options are not suitable for the project. Factories that offer completely customized products, without any standard SKUs, will require significant investment in certification. Meanwhile, factories that refuse to set any minimum payment thresholds (no advance payments, no guarantees, and they accept orders regardless) may face serious financial risks in the Indian market due to delayed payment issues.
7. Common questions
Q: How much does BIS certification cost, and how long does it take to obtain it?
A: The testing and registration costs for individual models of small household appliances typically range in the tens of thousands of yuan. For three models, the total cost would be approximately 120,000 yuan, which is within a common range. The process takes between 5 to 8 months, and it may vary depending on the scheduling of tests and the number of revisions required. It is recommended to start this process 6 months before the sales season.
Q: If there are no Indian customers, is it worth doing the authentication at all?
During the validity period of the certification, it can be used multiple times. This is a strict requirement for Indian buyers when selecting suppliers. Even if the first batch of customers does not make a physical visit, the registration number itself can increase the credibility of the supplier in customs records and exhibition listings.
Q: What should I do if Indian buyers request to be sold on credit without any payment in advance?
A: For new customers, a 30% prepayment is required, with the remaining amount to be paid upon receipt of the bill of lading. This arrangement also includes coverage for credit risk through export credit insurance. Giving up the option to make payments essentially means that the order is likely to become a bad debt in the long run.
For factories that export small household appliances, the order of operations in the Indian market is as follows: first, obtain the necessary certifications; then select potential buyers; finally, negotiate payment terms. With an investment of 120,000 yuan in certification costs, the factory can achieve an export volume of 3.7 million yuan. This investment is considered worthwhile in just the first year.
Qihang Zhilian Foreign Trade Research Institute
