CITP Spotlight: Meetali Kashyap – Market Advisor, Enterprise Ireland

Meetali’s career in international trade began in 2015 when she transitioned from a global consulting firm in the private sector to the UK’s Department for Business and Trade in the public sector. In this role, she assisted British companies to enter and expand their operations in India, focusing on sectors like Financial Services and Energy.

“It was a complete shift from the private sector to an exciting world of international trade, export promotion, and market development where I generated businesses opportunities for British companies. I provided strategic advice and executed sector-specific trade promotion initiatives to help clients access opportunities, establish strategic alliances in the market, and grow their business in India.”

Meetali shares an example of her success: she helped a single-brand retailer get their FDI application approved to enter the Indian market, set up their brick-and-mortar stores, and sell their products. Over the next few years, the company invested more capital, generated strong sales revenue, created jobs, and went on to become a popular brand.

“I reflect on the role I played when I see their popularity in India. Over time, they established themselves as leaders in their product segment.”

“One of my proudest professional accomplishments was to contribute to this business’ journey in the initial phase and witness their growth trajectory.”

Contributing to UK-India trade relations post-Brexit

The 2016 Brexit marked a significant turning point for the UK and its trading partners. This transition necessitated a fresh approach to trade policies and agreements with countries like India. Meetali found new opportunities to leverage her expertise in the evolving landscape and progressed in her role, moving into market access and trade policy and working on government-to-government dialogues to champion equitable conditions for British businesses in India.

“I undertook policy advocacy work, engaged closely with the Government of India on behalf of the British government to advance the market access agenda for British companies. I worked as a core member of the policy team to create a level playing field for British businesses operating in the Indian market and resolved specific barriers related to ‘ease of doing business’ during my tenure.”

During that period, the UK began developing its independent trade policy with various countries, including India, which required extensive groundwork. This helped Meetali gain valuable experience and a deep understanding of the markets and governmental functions in both India and the UK.

Eager to expand her knowledge, Meetali chose to continue her work with other foreign governments, bringing her unique perspective to new challenges and building a career in the international trade arena. 

Helping Canadian businesses expand in global markets

In 2022, she joined the Trade Commissioner Service with Global Affairs Canada, leading the infrastructure sector. In this role, she helped Canadian companies do business in India and was one of the youngest trade commissioners in Global Affairs Canada’s overseas network.

“I helped clients prepare for the overseas market. Factors such as competitor intelligence, regulatory compliance, market knowledge, and understanding customer preferences were crucial. In certain sectors, the sales cycle can be long and requires commitment and perseverance from business owners.”

“Clients should be prepared to invest time in understanding the opportunity landscape, establishing strong partnerships, and building a strong network. Success does not come overnight.”

Shifting markets, same client focus

While working with the Canadian Trade Commissioner Service from the New Delhi office, Meetali was inspired to make her biggest move yet and immigrate to Canada.

In 2023, Meetali settled in Toronto, Canada, where she found an excellent opportunity to tap into her skills as Market Advisor – Digital Tech for Enterprise Ireland, the Irish Government agency responsible for supporting Irish businesses in global markets. In this role, she leads the digital technologies portfolio of clients in the cyber security and digital entertainment sectors in Canada, helping Irish innovators find meaningful partnerships with Canadian organizations.

Recently, Meetali attended the Toronto International Film Festival (TIFF) to support an Irish client company in her portfolio. Later this month she will lead a delegation of Irish animation companies for a market study visit to Canada promoting co-production opportunities between Canadian and Irish studios developing their own IP.

Throughout her career, Meetali has found that keeping client interests as the primary focus is crucial in international trade. This might seem like straightforward good business sense, but it can be more challenging than it appears. Meetali explains how she applies this philosophy in her current role with Enterprise Ireland.

“I believe the essence of an international trade advisor’s role is to provide bespoke advice to clients keeping their best interest and potential success in mind.”

“For instance, Canada often serves as a cost-effective gateway into the North American market, offering ample opportunities to introduce new innovations. This environment helps companies gain a technical edge in a rapidly evolving world.”

Professional development and well-earned validation of expertise

Meetali’s keen interest in market entry strategy and the various options available to companies looking at international expansion is evident in her career. As she progressed through the six courses in the FITTskills program, she particularly enjoyed the International Market Entry Strategies course.

“My favourite course was International Market Entry Strategies. It was designed in a way that was very engaging. The structure of the course modules and sub-topics was quite interesting. Discussing different routes to market, types of investments, or options like greenfield or brownfield, direct or indirect channels, joint ventures, mergers, or acquisitions, has enhanced my ability to provide strategic advice to our Irish companies weighing their options in market entry.”

“I have applied the concepts I learned [in the International Market Entry Strategies course] in my practical day-to-day job, which is why I find them so relevant and interesting.”

Upon successfully completing the FITTskills program and earning her FITT Diploma in International Trade, Meetali was encouraged to validate her professional development by applying for the Certified International Trade Professional (CITP) designation.

Looking forward, Meetali wants to continue to grow her knowledge of the Canadian market and help her international clients find success there through her guidance and strategic advice on the opportunities available in that market.

From the very start, Meetali Kashyap has brought her intelligence and capacity to learn and grow in new markets into her work. In this she has met with resounding success, both in her personal professional advancement and for her clients and their businesses. We are proud to welcome her to the CITP community.

“I value the industry-wide recognition the designation offers, which will enhance my career progression opportunities. Earning the CITP has established that I am an experienced international trade professional.”