Neha,
It worked out fine in both places. I can see MATNR in material master (MM03) as well as in sales order too. VA01.
I guess in your case its a data issue, create a new set of reference characteristic and test it.
While adding table and filed use the copy button, it will make sure to link the characteristic with both the table, after that you will get message settings will be coped from table.
Check it work for you.
Thanks
Ritesh