How regional businesses secured 139 billion rubles in export contracts

Regional Russian companies are strengthening their presence in global markets. According to REC, in 2024, small and medium-sized businesses supported by regional export centers signed more than 3,000 contracts worth over 139 billion rubles. Shipments reached 127 countries—from EAEU member states to the Middle East. The “Made in Russia” program is giving exports additional momentum. Experts from the National Advertising Forum Regions (NAF Regions) shared the details.

According to REC, in 2024, over 3,000 small and medium-sized enterprises (SMEs) signed export contracts totaling 139 billion rubles, thanks to the support provided by regional export support centers (ESCs). The ESC-supported shipments covered 127 countries. According to Opora Russia, small businesses typically export food products, textiles and apparel, software, IT services, and medical technologies. Priority is given to EAEU countries, especially Belarus, whose share grew from 31% to 55%. Other priority destinations include the UAE, Turkey and Middle Eastern markets.

He adds that media markets also vary significantly, as do the media consumption habits, “Cultural specifics may suggest which words and meanings to use in advertising, restrict certain imagery, or require adjustments in stylistic choices”.

Elena Karmanova, Head of Marketing Department, URA Confectioners (Chelyabinsk Region), has over a decade of experience with Russian FMCG brands in global markets. She notes that many companies face similar barriers. 

First, many exporters suffer from what is called “branding immaturity” when entering foreign markets, and even trying to conquer the domestic market, “Their packaging is poorly adapted, and there is hardly any communication with the consumer. Many are reluctant to invest in branding, expecting sales to depend solely on an attractive price or support from partners in the export market.” 

A second major challenge is the inability to register a trademark. According to Karmanova this is common, for example, in China—for various reasons that are not always clear to outsiders. Without trademark rights, companies are unable to sign direct contracts with retail chains or access marketplaces.

Danila Korostelev, CEO of the Superposition creative agency and Head of the Far Eastern creative community Dalvostorg!, advises regional brands to start small. Instead of aiming for broad international fame, he claims it’s more effective to first become the best in a specific niche. This strategy is both cost-effective and boosts the likelihood of producing a strong product. “Whether it’s launching an apparel label or producing a cartoon. You can make T-shirts only for interior designers, or cartoons aimed exclusively at preschoolers, with a focus on teaching math,” says Korostelev.

He also cites a local example, “We have a great local success story in Khabarovsk — the animation studio Mechtalet, which exports its cartoons to 26 countries across Asia.”

According to Russian Deputy Minister of Economic Development Tatyana Ilyushnikova, more than 60,000 SMEs in Russia are currently engaged in export in 2025. Since 2019, their share in non-commodity, non-energy exports has skyrocketed by more than 2.5 times and now reaches 23%. “Regional export centers are responsible not only for bringing new companies to export, but also for expanding contract geography and promoting Russian brands abroad. All these tasks directly support the presidential mandate to create a favorable environment for Russian brands venturing into foreign markets,” says Ilyushnikova.

For regional brands entering foreign markets, it is essential to conduct careful analysis of the local media landscape, advertising practices, and consumer preferences, said Ilya Popov, Deputy CEO of Regional Advertising, GPM Ads. 

The Russian Government has approved a program to promote domestic products abroad under the national “Made in Russia” brand through 2030. This decision was made on the initiative of Russian President Vladimir Putin, who announced it at a State Council Presidium meeting on September 25, 2024.

For regional manufacturers, the “Made in Russia” mark can really stand out as a mark of quality when entering foreign markets.

The Sverdlovsk Regional Entrepreneurship Support Fund explains how it works using the example of a local medical equipment exporter: the “Made in Russia” certificate verifies the integrity of the domestic producer as a “reliable supplier of quality products” (medical devices) and provides access to marketing support from REC. The “Made in Russia” logo is already widely recognized in partner countries.

A mark of local origin becomes a major competitive advantage for products that initially meet the needs of the importing country. For example, “Yakutian” fur coats may be attractive in Canada but irrelevant in Thailand. “A product must fundamentally solve a problem or meet a need. Local authenticity adds that special flavor to an already scrumptious dish, but it is not the dish itself,” Danila Korostelev concludes.