The export of traditional food products has gained increasing importance in recent years, especially with the growing global demand for ethnic and ready-to-cook items. Among such products, appalam holds a unique position, with Madurai emerging as a key centre for its production and export. This study examines the export behaviour of merchant appalam exporters from Madurai, focusing on their operational practices, motivations, and challenges in the international market. The research is based on primary data collected from 31 merchant exporters using a structured questionnaire. Various analytical tools such as Percentage analysis, descriptive statistics, mean ranking, correlation, and chi-square test were used to interpret the data. The findings indicate that exporters prefer supplying under international brands due to access to established markets, reduced marketing risk, and reliable demand. At the same time, factors such as regulatory compliance, limited awareness of export promotion schemes, and dependence on intermediaries continue to influence their export decisions. The study highlights the need for improved awareness, simplified procedures, and stronger branding strategies to enhance export performance. Overall, the research provides useful insights into the behaviour of merchant exporters and the future prospects of appalam exports from Madurai in the global market.

Keywords: Appalam exports, Merchant exporters, Export behaviour, Madurai, Export promotion schemes, Global markets.