Strategy
2017), which could further accelerate
to a rate of 15% by 2025 if the planned
exhibition infrastructure is realised as
planned over the next 3–4 years.
Indian tradeshows are also
growing in size, especially the shows
that are less than 10,000sqm, and half
of such shows are predicted to double
in size over the next five years.
In India, we have noticed the
complete alignment in sectors in
which shows are running compared
to the sectors that the government
is encouraging for growth, as per its
industrial policy.
Notable sectors for tradeshows
include: building and construction,
aerospace and defence, chemicals,
manufacturing and engineering,
electrical and electronic, and mining
and metals. There has also been
an increase in the frequency and
popularity of specialised shows
being organised on niche topics and
targeted at focused audiences.
Despite the strong potential, the
key challenge the industry faces in
w w w.exhibitionworld.co.uk
India is a lack of exhibition space,
currently put at around 480,000sqm
(the total capacity of all purpose-built
exhibition venues in India). The need
to rapidly enhance venue capacity
across the country could lead to
400,000sqm of additional exhibition
space being made available within
three years.
While the government is
encouraging the development of
new venues – and two new modern
venues are being developed by
the government in New Delhi – all
around the country, existing venues,
too, need to increase their capacities.
Customer centric
Interestingly, venues in India are
becoming more customer focused,
offering solutions and services for
organisers beyond standard venue
space, and offering their help to build
successful shows. Some venues are
offering innovative pricing options
and revenue-share pricing and
success-based pricing.
Clockwise from
top left: ITPO
and IICC, New
Delhi; JECC,
Jaipur; ITPO
Below:
KV Nagendra
Prasad
The growth of the exhibition
business is also opening up new
career options in India and this is
highlighting the need for specialised
training and education.
The IEIA has launched the
‘Certified in Exhibition Management’
programme in India, and so far 150
industry professionals have been
trained and certified (see article in
previous edition, EW2). IEIA is also in
talks with universities and training
institutes to launch skill development
programmes so as to incorporate
exhibition management in the
country’s undergraduate educational
syllabus.
Our association has also signed
reciprocity agreements with 15
international country associations
and is continuing to play a key
role in developing the standards
and codes that the industry should
follow to enhance standards and set
up benchmarks to encourage the
Indian industry to adopt global best
practices.
Issue 3 2019
47