Big Interview
“Not so long ago foreign
organisers could not open
their own offices. Today,
there must be at least a
dozen major players with
their own set-ups.”
There are no signs of slowing down,
however. Sethi still attends most
relevant global forums.
Sethi also plays a key role at IELA,
(International Exhibition Logistics
Association), which, he says, “has
grown in numbers, spreading from
being a European-based group
years ago to becoming a truly global
association today.
“Its content is phenomenal,
providing high quality educational
programmes and also a great
networking platform,” he says.
“We’ve been members for 25 years
and ’ve been actively involved from
day one; I’ve chaired Working Groups,
been on the Board twice, I chair the
Committee now, and was Chairman
way back in 2005. I’ve proudly done
it all.”
How does he view the changing
relationship between vendors/
organisers, contractors and visitors?
“In the good old days almost every
organiser viewed the vendors as
their partners. Today, more and
more organisers view them as their
contractors. Very sadly, we’re moving
apart.”
At least standards are an anchor,
and RER was one of the the first in
the sector in India to achieve ISO
certification, although Sethi says
he was initially against it. “I only
agreed to pursue the certification for
marketing purposes. But my thinking
changed very fast.
“Today we have the quality,
w w w.exhibitionworld.co.uk
environment, and health and safety accreditations
that are being strictly followed.”
Sethi has played a prominent role on the freight
side, where his company has helped put systems
in place, such as customs procedures, carnet
acceptances, site handling systems, etc.
“On the global side, we have used our connections
to put the Indian exhibition industry in its correct
perspective, be it at UFI, IELA, AEO, IAEE, SACEOS,
etc. India today is not the India of many years ago,”
Sethi underlines.
The exhibition business is a fast-moving industry
and often in the limelight, but which events have
given Sethi the most personal pleasure?
“Our main line of business has always
been exhibition logistics. Some years ago we
diversified further into other select areas - sports,
entertainment, and defence projects.
“Handling three editions of Formula One, besides
being a huge challenge, was a delight. It was great to
rub shoulders with the likes of Vettel, Rosberg, and
the grand old man, Bernie Ecclestone himself!
“Over the years we’ve done the logistics for
many in the entertainment business and have
been backstage with Peter Gabriel, The Stones,
Springsteen, Tina Turner, Spice Girls, Enrique and
Justin Bieber. But the one who stands out is Bryan
Adams - what an artiste and what a gentleman!”
“I would add that handling highly prestigious
defence projects gives us a great sense of pride - it’s
not only about business here.”
So, what questions should organisers and
exhibitors ask before they begin planning an
exhibition in India?
“Some of the questions apply to most parts of
the world and include issues around customs
rules, documentations, time frames, taxation, etc.
However, they should pay attention to where in
India they are considering doing business, as well
as issues of connectivity, geography,
culture, weather, cuisines, and
language.
“For example, doing an exhibition
in Kolkata, Hyderabad, or Delhi
could make you feel you are in three
separate countries.”
Why does he think there is still
no national CVB to advise the
international market?
“The Indian Convention and
Promotion Bureau (ICPB) does exist
and is a strong body with government
support. The only issue we have is that
they’re only focused on promoting
conventions and tourism. Nothing
directly for the exhibitions industry.
“The IEIA is, however, taking a lead
in getting our sector more recognised
in government circles. Things are
happening, so watch the space.”
Sethi acknowledges the ongoing
challenge in India of the lack of state-
of-the-art venues in some key cities,
but he prefers to emphasise India’s
unique attraction, potential and its
democracy.
“We have a young demographic
and a mammoth middle-class
of 400m-plus people who have
tremendous buying power,” he says.
“Not so long ago foreign organisers
could not open their own offices.
Today, there must be at least a dozen
major players with their own set-ups.”
And, a final piece of advice for those
considering entering this vast market?
“Patience, patience, and patience,”
is the tiger king’s mantra.
Issue 4 2019
17