EW hears from Mr Rajan Sharma, MD of Inter Ads Exhibitions Pvt Ltd, joint organiser of the big SIAL and Vinexpo shows that ran together in India in December
How did the food innovation show SIAL and global wine exhibition Vinexpo go in December in New Delhi?
The situation in India is positive and exhibitions are happening regularly now with protocols in place. This joint exhibition by SIAL India and Vinexpo India was well received by the industry. The three days of the show saw 119 exhibitors, 80 B2B meetings, and 7,500 visitors.
Lack of international participation in terms of exhibitors and visitors was a challenge. However, India is a huge country and the support of our participants meant the shows were successful. It was the first time that SIAL had brought Vinexposium’s live show format to the country. We thought this was the right time to add a new layer to the show.
We worked closely with the authorities, right from the entry to the exit, following all Covid protocols and safety guidelines. All exhibitors had to submit their double vaccination certificate.
What advantages have there been from co-locating the shows and working with organising partners Comexposium and Vinexposium?
The biggest advantage was that both shows got exposure from the industry stakeholders in totality. We missed no vertical, be it from hospitality, culinary, retailers, manufacturers, exporters, etc.
We had 14 masterclasses of wines and spirits and celebrity chefs doing live cooking demos and expert talks.
The shows complemented each other. Normally in India, wine tasting shows are conducted in limited spaces with limited audiences. Here the industry was exposed to a huge audience, in a comfortable, well-connected space.
Do you intend to co-locate SIAL and Vinexpo again?
Yes, after the thrilling response to our debut at New Delhi, we will be co-locating the two shows once again. In Delhi, Vinexpo India was a curtain raiser event, but in Mumbai, in May, it will be a fully-fledged exhibition, with many more exhibitors and master classes.
Tell us about other shows planned.
InterAds is in expansion mode. Our calendar is booked for 2022 with four editions of SIAL in Delhi, Mumbai, Varanasi and the North East scheduled. Vinexpo India has its two editions in Mumbai and Delhi which will again be co-located with SIAL. A recent partnership with f2f events will see the launch of Fertility India in several locations, starting in Delhi in December 2022.
We will also be announcing three more ventures in different sectors.
How has the market changed?
The Indian exhibition industry is getting close to the US model which is very self-reliant. Both in size and in population numbers, India is a huge market and shows have the potential to be rotated within the country.
Lack of recognition of our industry in India meant organisers felt helpless when Covid hit. I am a founder member of CIEO, an organisers’ council, and our representation at Pragati Maidan enabled us to get a 20% relief in hall rental charges.
What advice would you offer international organisers and exhibitors considering India?
India has seen an economic revival and the exhibition sector is also coming back slowly. Organisers, exhibitors and other stakeholders should definitely look towards India which is going to be the biggest market in the world.
