While enterprise clients are expanding aggressively into India, Southeast Asia and APAC, most branded merchandise distributors seem to remain overwhelmingly domestic. The gap between where clients operate and where they can be served is where revenue is leaking.
India alone is home to over 1,800 Global Capability Centres – captive operations run by the world’s largest multinationals – which are projected to reach more than 2,400 by 2030. Every one of those centres needs onboarding kits, engagement merch, festive gifting and brand stores. That’s where your existing client’s budget now resides.
The global branded merch market was valued at $90.5 billion in 2023, growing at 3.75% CAGR through 2030, according to Grand View Research. APAC is the fastest-growing segment at nearly 18% of global share. The distributor who can serve Mumbai will beat the one who can’t, regardless of domestic track record.
What Enterprise Clients Actually Want
When a Fortune 500 company issues a global merchandise request for proposal, they aren’t looking for someone to ship T-shirts overseas. They want a partner who delivers against various dimensions, simultaneously:
- Global brand consistency with local cultural relevance
- Centralized procurement with regional execution and reporting
- ESG and sustainability compliance across all markets
- Vendor compliance (SEDEX, REACH, ISO and regional equivalents)
- Digital platform integration for ordering, tracking and inventory
- Transparent, auditable supply chains with full cost breakdowns
- Speed to market: two-to-four-week turnaround for in-region program items
Most distributors nail the first one domestically. Very few deliver all seven globally. That’s the gap and your opening.
Anatomy Of A Winning Global RFP Response
The best global merchandise programs run a unified digital storefront with region-specific collections – consistent branding and localized products. Your India partner shouldn’t be a fulfillment vendor; they should co-create regional ranges.
A new hire kit in Bengaluru needs cotton-rich apparel for a tropical climate, locally sourced stationery, a culturally appropriate welcome message and packaging that meets global sustainability standards. The right partner brings in-house design that works as an extension of your creative team.
Neeraj Harlalka
Founder/CEO, CompanyStore.io
The biggest challenge in India and APAC is the “price-over-compliance” problem, in which local teams choose lowest cost over brand equity and ESG mandates. Your RFP response should position you as the enforcer of global standards: approved vendor lists, quality audits, toxin-free options and full supply chain transparency. The competitors winning global contracts today do exactly this from day one.
Sophisticated buyers know the cheapest unit price isn’t the lowest total cost. Frame your response around total cost of ownership: regional sourcing savings versus importing (factoring in tariffs), eliminated international shipping and customs delays, reduced warehousing through local kitting, lower carbon footprint supporting ESG reporting and decreased quality-failure risk. This framework typically delivers 30%-40% savings versus U.S.-centric fulfillment.
5 Steps To Winning Your First Global RFP
1. Audit Your Gaps
Map which clients have international operations in India and APAC. Assess your ability to serve those regions across the seven enterprise dimensions. You don’t need to be a billion-dollar distributor – some of the most successful global programs are run by mid-market firms who identified the opportunity early and built the right partnerships.
2. Build Regional Partnerships
You don’t need offices everywhere. You need vetted partners. Start by asking PPAI for introductions to credible international partners. Speak to global suppliers like SanMar, PCNA or Stormtech about the India and APAC partners they’ve worked with and trust – these suppliers have already vetted regional players through their own networks. Your partner should bring owned warehousing and kitting, in-house design, established logistics and tech platforms that integrate with yours.
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3. Create Your Global Playbook
Co-develop a shared document covering approved vendor lists by region, pricing frameworks (factoring tariffs and logistics), QC protocols, weekly communication cadences, escalation matrices and reporting templates. Without a playbook, every order is a one-off negotiation. With one, your global program runs with the same reliability your U.S. clients already expect.
4. Pitch Global From Day One
The distributors winning multi-region contracts pitch global from the first conversation, not after winning U.S. business. Whether it’s a Fortune 500 or a Series C startup with 200 people in Bengaluru, the message is the same: “We serve you everywhere your brand lives.” Present your regional partner capability as a core differentiator, not an afterthought.
5. Enforce Mandates Regionally
Winning is the beginning. Renewals come from consistent execution. Institutionalize QBRs with both U.S. and regional stakeholders. Build merchandise calendars around local milestones, festivals and cultural moments. Push for visibility into regional spend data-essential for demonstrating ROI at renewal.
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The Global RFP Is Coming, If Not Already Here
The industry is at an inflection point. Consolidation is accelerating, tariffs have permanently altered sourcing economics and enterprise clients are demanding true global capability.
India and APAC are where your clients’ workforces are growing fastest, where sourcing economics are most favorable and where the right partner turns your domestic strength into a global competitive advantage.
Several strategies referenced in this article are drawn from more than 15 years of experience partnering with U.S. distributors to win and execute global merchandise programs across India and APAC.
Neeraj Harlalka is the founder and CEO of CompanyStore.io.
