Introduction

Minimum Order Quantity (MOQ) is one of the most critical factors when new importers begin sourcing Indian food products like A2 ghee, wood-pressed oils, or handmade pickles. An effective MOQ strategy ensures smooth sampling, cost-efficiency, and manageable inventory especially for small or first-time buyers.

At Manjulam Impex, we’ve worked with over 500 new buyers globally. Here’s what we’ve seen works well and what doesn’t when it comes to MOQ planning.

What Works: Trial Orders with Low MOQ

New importers often benefit from small trial batches such as:

  • 50 to 100 units per SKU for testing market demand

  • Support for private label or white-label even on small lots

  • Sample invoice for customs documentation clearance

  • 5 to 7 day dispatch window for fast testing

This approach reduces financial risk and allows real-world product testing.

What Doesn’t Work: Unrealistically Low Quantities

Some buyers request 1 or 2 cartons hoping for the lowest possible entry. But such micro-orders often:

  • Don’t justify export shipping & logistics cost

  • Aren’t supported by packaging suppliers for customization

  • Lead to unit price increases and margin loss

  • May be rejected by freight forwarders due to LCL complications

A smart MOQ balances feasibility + cost-efficiency.

What Works: MOQ Linked to Packaging Type

Your MOQ should be aligned with the packaging format:

  • Glass bottles or tin containers often have a higher MOQ

  • HDPE jars allow lower MOQ and better durability in shipping

  • Combo SKUs (e.g. 3-flavor sampler packs) offer variety in smaller lots

  • Packaging tailored to Amazon FBA, retail, or HORECA requirements

Flexible formats allow importers to test without overstocking.

What Doesn’t Work: Ignoring Shelf Life in MOQ

Many new importers overlook shelf life while planning quantities. Risks include:

  • Buying more than you can sell before expiry

  • Losses due to stock write-off

  • Increased costs from storing unsold goods

Instead, align MOQ with 3–6 month sell-through cycles.

What Works: MOQ Based on Buyer Segment

Different buyer segments need different MOQ strategies:

  • Health stores / boutique retailers: Start with 100–200 units

  • Distributors / supermarkets: 500–1000 units or more

  • HORECA or refill packs: 5L–15L bulk formats in lower SKUs

  • E-commerce sellers: Sampler packs or 3-unit gift boxes

At Manjulam Impex, we guide importers to pick MOQ by their target market.

Conclusion

Don’t treat MOQ as just a number it’s a launch strategy. Smart MOQ planning means:

  • Testing the market without overcommitting

  • Optimizing packaging, freight, and pricing

  • Building long-term scalability with your exporter

Manjulam Impex supports low MOQ trials, custom branding, fast dispatch, and transparent communication to help new importers succeed from day one.