PMFME Branding & Marketing Support

Clause 7.3 of the PMFME Scheme guidelines permits branding and marketing assistance capped at 50% of total expenditure, with the maximum grant amount in such instances set as per the prescribed norms.

This support targets clusters of FPOs, SHGs, cooperatives, or a special purpose vehicle formed by micro food processing units, promoting One District One Product (ODOP) items. Qualifying costs generally include creating a shared brand, packaging design, labelling, and the promotional effort for a district's flagship product — the market-facing component that an individual micro enterprise is seldom able to finance independently.

- Assemble a new group or leverage an existing cluster of FPOs, SHGs, cooperatives, or an SPV comprising micro food processing units. - Determine the district’s ODOP product and prepare a branding and marketing strategy, complete with cost estimates. - Forward the proposal via the state nodal agency, under the marketing and branding segment of the PMFME scheme. - Pay for the activities and submit a reimbursement request for 50% of the outlay, attaching supporting invoices. - Monitor the status of your submission on the PMFME portal at pmfme.mofpi.gov.in.

The state nodal agency evaluates the branding and marketing proposal submitted by the group, comparing it with the ODOP product and the applicable grant ceiling. Following this appraisal, the agency sanctions a 50% cost-sharing arrangement.