Exhibition World Supplements India Supplement

India India adapting fast to secure exhibition brand potential Bhupinder Singh, Honorary Secretary of the IEIA, is candid about the areas in which India needs to improve its exhibitions business, but sees the medium as having a huge potential for Tier 2 cities and young people looking for a profession of the future The Indian exhibition industry has witnessed tremendous growth in the last 15 years. From bringing international brands to India, to bolstering the SME market, the exhibition industry has been instrumental in boosting the economy of the country,” says Bhupinder Singh, CEO Messe Muenchen India and Honorary Secretary of the IEIA. “According to research by EAC International Consulting, the exhibition industry contributes an aggregate of INR 238bn (US$3.35bn) to the Indian economy, INR 32.3bn directly and INR 206.2bn indirectly through expenditure towards travel, accommodation etc.” Singh also references a recent Exhibition World article that noted the exhibition industry growth rates in India were above the regional average in Asia i.e. around 8% during the last two-three years. “Increasing investments in exhibition infrastructure, rapidly multiplying shows across the country, rising number of niche shows in Tier 2 cities are all underpining the fact that the Indian exhibition industry is growing steadily compared to other countries,” he adds. Singh is candid about the major challenges faced by exhibition organisers in India and what measures does he think can help overcome these challenges? “For a growing industry like ours, challenges are plenty. From substandard exhibition infrastructure, to disorganised shows and untrained professionals, the list is long. w w w.exhibitionworld.co.uk “The Indian exhibition industry has witnessed tremendous growth in the last 15 years, including bringing in international brands and bolstering the SME market.” “While budding exhibition organisers are still learning the ropes of the business, experienced organisers are already overcoming some of the challenges, paving the way by introducing avant-garde amenities, bringing global brands to India and creating a benchmark in the global market.” What are the kind of changes Singh wants to see that could drive future growth in the sector? “Although used optimally in exhibitions overseas, in India Virtual Reality and Artificial Intelligence are still fairly new concepts. Though established brands bring their technological best to the fairgrounds, exhibitors from Tier 2 cities still have a long way to go. The future is digital Above: Bhupinder Singh and India is still adapting the latest innovations. “Exhibitors in India need to concentrate on creating an experiential experience for the visitors for better ROI. Digitalisation has already taken the industry by storm. Taking the show from the fairground to the smartphones in our hands is what digitalisation has already achieved and yet we haven’t explored its full potential,” Singh adds and points out that globalisation has brought some iconic world brands to India. “Alhough initiatives like ‘Make in India’ are fairly strongly promoted, the Indian market is always open to foreign companies and investors,” Singh notes. “Exhibitions are the primary marketing medium for most B2B and B2C businesses across the world,” says Singh. “With more brands resorting to exhibitions as an ideal marketing platform our industry can certainly generate jobs for India’s young population.” Supplement 15

Exhibition World Supplements India Supplement | Page 15