Depends. If you import Goods on CIF India Basis, your supplier is paying the freight and insurance at his port and you pay the duty on CIF value. There is no question of service tax in this case.
Now the problem starts of FOB or Ex Work Price + Freight. If you are paying the entire transportation charges by any of these modes / multimodal transportation, you will have to pay the service tax to the agent collecting these dues here. If you arrange marine insurance yourself in India then you have to pay the service tax to insurer.If you separately pay the multimodal or any individual mode freight to someone abroad or even arrange for insurance abroad, you have to pay service tax yourself on reverse charge mechanism as import of service.
Therefore negotiate harder and ensure that you get a price that is CIF India and B/L shows freight prepaid without amount mentioned on it. Then you have no hassles.