Quick Take
- The 4th UP International Trade Show runs September 25 to 29, 2026, at the India Expo Centre and Mart, Greater Noida.
- The 2025 edition drew 2,228 exhibitors, 525 international buyers from 85 countries, and 5,07,099 visitors.
- The new UP Startup Policy 2026 funds stall costs, offering Rs 50,000 for a national event and Rs 1,00,000 for an international one.
The 4th Uttar Pradesh International Trade Show will be held from September 25 to 29, 2026. The venue is the India Expo Centre and Mart in Greater Noida. For a UP founder, the timing matters more this year.
Uttar Pradesh cleared its Startup Policy 2026 on July 6, 2026. The policy pays startups to show their products at exhibitions and trade fairs. That makes UPITS 2026 a funded opportunity, not just an expensive stall.
The show is run jointly by the Government of Uttar Pradesh and India Exposition Mart Limited. It is a B2B and B2C event. Buyers are split into three groups: international, domestic B2B, and domestic B2C.
How big is UPITS 2026?
UPITS is one of India’s largest state-run trade shows. The 2025 edition filled its entire 1,10,000 square metre hall. Organisers then added more space to fit the demand.
The numbers have climbed every year since 2023. The show started as a pilot project under Chief Minister Yogi Adityanath. President Droupadi Murmu opened the first edition.
Here is how the event has grown across its three editions, using figures from the official UPITS website and FIEO.
| Edition | Exhibitors | Foreign buyers | Visitors |
|---|---|---|---|
| 2023 (1st) | 1,914 | 400 | About 3 lakh |
| 2024 (2nd) | 2,122 | 350 | About 5 lakh |
| 2025 (3rd) | 2,228 | 525 | 5,07,099 |
The 2025 show counted 1,40,735 domestic B2B buyers. It also drew 3,66,364 B2C visitors. Russia joined as the partner country that year.
Business at the show was large. The 2025 edition signed more than 2,400 memorandums of understanding, worth Rs 1,882 crore, according to the official UPITS site. Business enquiries crossed Rs 11,200 crore.
What does the Startup Policy 2026 give you?
The UP Startup Policy 2026 gives startups money to attend events like UPITS. A startup can claim Rs 50,000 for a national event. For an international event, the figure is Rs 1,00,000. Prior approval is needed before you spend.
The policy does far more than fund stalls. It offers seed funding of up to Rs 15 lakh. Projects of strategic value can get up to Rs 50 lakh. The state has also set up a Rs 1,000 crore Startup Fund.
Other benefits are built in too. The policy doubles the prototype grant to Rs 10 lakh. It reimburses cloud costs up to Rs 2 lakh a year. Selected startups get a Rs 20,000 monthly allowance for two years.
The scheme runs through Startup UP, under the Department of IT and Electronics. It is tied to the state’s goal of a one trillion dollar economy by 2030. Deep-tech firms in AI, machine learning, robotics, and aerospace get special incentives.
Women-led startups get extra support. Founders from Purvanchal and Bundelkhand also qualify for higher incentives. So do teams from economically weaker sections.
Which startups should attend?
UPITS suits founders who sell a physical product or want export orders. Buyers fly in to place orders, not only to browse. That is the real draw for a young company.
The show covers many sectors. These include ODOP, or One District One Product, plus electronics, AI and IT, and agriculture. The 2025 ODOP Pavilion ran 466 stalls and generated 46,005 leads.
Export-focused startups gain the most. The 2025 edition welcomed 525 international buyers from 85 countries. FIEO, the Federation of Indian Export Organisations, runs the buyer-seller meets.
Software and service startups can still gain. Noida is a known hub for SaaS and fintech. Lucknow leans toward govtech and edtech, while Kanpur focuses on deep-tech.
How do you take part in UPITS 2026?
Startups register through the official UPITS website and the organisers at IEML. Buyer registration is handled with FIEO. The promotion campaign began with a Delhi roadshow on June 13, 2026.
Plan the funding claim early. The event incentive needs approval before you book, so apply through the Startup UP portal first. Book your hall space early, as slots fill fast.
The window is tight. UPITS 2026 opens in under five weeks from late August. A founder who wants a funded stall should start the paperwork now.
What this means for you: If you run a UP-registered startup with a product to sell, register for UPITS 2026 and file your event-incentive claim with Startup UP before you pay for the stall.
StartupFeed Insight
The real story here is not the trade show. It is the stack. UPITS gives a founder buyers, and the Startup Policy 2026 pays part of the cost to reach them. That pairing is new for 2026, and most founders have not connected the two yet. The visitor base is huge, but so is the noise, with over five lakh people through the halls. A stall alone will drown. The founders who win will book a buyer-seller slot through FIEO and walk in with a specific export target. Expect the 2026 edition to cross 2,300 exhibitors when the final count lands in October.
— Avinash Mishra, Business Correspondent
Frequently Asked Questions
Have a tip? Write to us at editorial@startupfeed.in.
