OEM Panel on GeM Portal - Everything you need to know

The Government e-Marketplace (GeM) is revolutionizing public procurement in India, creating a level playing field where businesses of all sizes can sell directly to government buyers. With a Gross Merchandise Value (GMV) surpassing ₹14.9 lakh crore and over 2.86 crore orders fulfilled, GeM has become the go-to platform for transparent, efficient, and large-scale procurement by government departments, PSUs, and autonomous bodies.

At the heart of this ecosystem lies the OEM Panel - a powerful tool that gives manufacturers and brand owners the authority to protect their brand, ensure product authenticity, and manage reseller networks effectively. If you want to build credibility, secure high-value orders, and maintain full control over your product presence on GeM, understanding the OEM Panel isn't optional - it's essential.

What is the OEM Panel on GeM?#

OEM stands for Original Equipment Manufacturer. The OEM Panel on GeM is a dedicated feature that allows verified manufacturers, brand owners, and their authorized representatives to register their brands and manage their product listings.

Unlike resellers, OEMs on GeM have control over:

Brand creation
Authorization of sellers (resellers)
Catalogue uploads for their brand

In simple terms, the OEM Panel gives manufacturers the power to control and manage their authorized resellers.

Who Can Register as an OEM?#

You can apply for OEM Panel access if you fall under one of the following categories:

Product Manufacturer
Brand Owner (Domestic or International)
Authorized Importer of a Foreign Brand
Service OEM (in service-based categories)

GeM conducts a thorough verification process to ensure only legitimate businesses gain OEM status.

Why is the OEM Panel Important?#

Here are some key reasons why the OEM Panel is crucial for the GeM ecosystem:

1. Brand Integrity and Control#

OEMs can ensure their products are represented accurately, preventing duplicate or misleading listings by unauthorized resellers.

2. Better Buyer Confidence#

Buyers prefer products listed directly by OEMs or their authorized sellers, as it guarantees authenticity, warranty coverage, and after-sales support.

3. Authorized Seller Network#

OEMs can appoint, approve, or remove resellers, ensuring that only trusted partners sell under their brand on GeM.

4. Access to Reserved Opportunities#

Some tenders or direct procurement opportunities on GeM are available only for OEMs or their authorized sellers, particularly in technical and high-value product categories.

Prerequisites

Ensure Vendor Assessment is verified in the exact category for which OEM status is sought, as this is required when applying for the OEM Dashboard.
Keep a Trademark Certificate ready:
Status must be Registered.
Trademark Class must match the GeM category where OEM is being requested.
Brand name and organization name on the certificate must match the GeM profile.
Optional: Deemed OEM letter on OEM letterhead if representing a brand that does not sell directly in India (note: Trademark Certificate remains mandatory).

How to apply for OEM Dashboard#

Navigate to Catalog > Products > Add New Offering in the seller account.
In the new listing window, click "COULDN'T FIND YOUR BRAND? CLICK HERE TO ADD" to initiate a new request.
Choose the correct request type for OEM:
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a. If applying without an existing brand, select "We do not own any
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Brand and want to apply for OEM dashboard without Brand".
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b. If applying alongside a brand creation, use the appropriate brand
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option and proceed (you can submit a request for a new brand as well as OEM Dashboard through the same flow).
Enter required details:
- Brand website link (enter "NA" if there is no website).
- Upload documents:
Trademark Certificate (mandatory) meeting the criteria above.
Deemed OEM letter (optional, only if applicable).
Any additional documents as prompted by the portal.
If eligible and desired, choose priority processing and provide a valid bid number.
Submit the request by clicking APPLY (e.g., "APPLY FOR BRAND" in the same workflow; OEM Dashboard request is processed by the GeM Brand Approval team).
Track status under Brand/OEM Requests in the "Published" tab; typical review time is about 7 days, and the team may ask for clarifications or additional information.

Important notes:

Furnishing wrong or misleading information will lead to rejection.

For unregistered/unbranded products, catalogs go to Product Approval before publishing; registered brands auto-publish once aligned.

Using the OEM Panel (OEM Actions)

Once OEM access is granted, manage your ecosystem from OEM Actions:

Manage Approvals:
Review reseller requests across three tabs---Catalogs, Sellers, Authorizations---to approve/reject catalogs, mark sellers as authorized/unauthorized, and validate/invalidate authorization codes.
Manage Catalogs:
Pair or discontinue unpaired catalogs for better control over brand listings.
Manage Resellers (Q2 categories):
Add authorization codes that resellers must use while uploading/pairing catalogs; remove codes to delist resellers when needed.

These controls help prevent unauthorized sellers and maintain catalog integrity under the brand.

Challenges Faced by OEMs on GeM#

While the OEM Panel offers control and visibility, there are also some common hurdles:

Lengthy Verification Process: Approval can take time, especially if documentation is incomplete.
Reseller Misuse: In some categories, unauthorized resellers may still try to list under your brand if not monitored.

However, with proper documentation and consistent management, these challenges can be mitigated.

Conclusion#

The OEM Panel on GeM empowers manufacturers and brand owners to take full control of their product representation, branding, and reseller network on the platform. As GeM continues to grow, having a verified OEM status will be key to long-term success, especially in competitive and compliance-driven product categories.

Whether you're a startup with a unique product or an established enterprise looking to expand your government business, the OEM Panel is your gateway to sustainable growth and credibility on India's largest government procurement platform.

Don't just be a seller - be the brand behind the sale. Get empanelled as an OEM and unlock the full potential of GeM.