UK-based Mack Brooks, one of the largest B2B exhibition companies in Europe, and Delhi-based trade fair organiser, Inter Ads Ltd have joined hands to form a 50:50 JV, Inter Ads Brooks Exhibition India Pvt Ltd. The venture marks Mack Brooks’ foray into India. Inter Ads Brooks Exhibition India will organise aviation and railways trade shows in India.
“We have tied up with Mack Brooks to bring its famous Inter Airport show to India in February 21-23, 2007. We are also bringing its railways show to India in September, 2007,” said Rajan Sharma, MD, Inter Ads Ltd.
Elaborating on how the tie-up happened, Sharma said, “The aviation sector is a happening sector now in India and Inter Airport is the largest exhibition on aviation. It is in fact the exhibitors who demanded that Mack Brooks took the show to India. Brooks found a valuable partner in us and the partnership fructified.”
When asked whether the new company would diversify into other kinds of exhibitions, Stephen Brooks, Chairman and CEO, Mack Brooks, replied, “Though we will be happy if our aviation and railways shows succeed in India, we are also excited about networking, textiles, and construction tradeshows. But we don’t have any specific plans as yet.”
Recently, the world’s largest IT trade show, CeBIT, had also tied up for Infocom 2006 in Kolkata. Asked why so many international trade show companies were suddenly getting excited about India, Brooks said, “It has become very fashionable in Europe and the US to invest in the BRIC countries (Brazil, Russia, India and China) that are considered the high-growth markets. So, investing or coming to India is now in vogue. But India has not organised sufficient world-class exhibitions and there is a limit to it here because of the lack of infrastructure for the big shows. I hope the government beefs up the facilities to tap the tremendous opportunity in this area.”
Agreeing with him, Sharma said, “For an organiser to arrange a trade show in Pragati Maidan has become a challenge because of poor infrastructure. In other countries, the government provides high-class facilities. But here, though the service provided by the government is very poor, it charges world-class rates.”
“From next year, we are taking the BusWorld to Mumbai, mining show to Kolkata. We will probably go to Bangalore and Hyderabad, depending on the industry demand,” Sharma added.