2. o Media & Entertainment 2012 Overview
o The Events Industry Overview
o Key Competitors
o Key Challenges & Opportunities
3. • The Indian M&E industry grew from INR 728 billion in 2011 to INR 821 billion in 2012, registering an overall growth of 12.6
percent.
• The industry is estimated to achieve growth of 11.8 percent in 2013 to touch INR 917 billion, the sector is projected to grow
at a CAGR of 15.2 percent to reach INR 1,661 billion by 2017.
• The advertising spends across all media accounted for INR 327.4 billion in 2012, contributing to 40 percent of the overall
M&E industry revenues. In the light of continued economic slowdown, advertising revenues witnessed a growth of 9 percent
in 2012 against as 13 percent observed in 2011.
• Print continued to be the largest contributor, accounting for INR 150 billion and 46 percent of the advertising pie, followed by
TV INR 124.8 billion, digital INR 21.7 billion, OOH INR18.2 billion & radio INR 12.7 billion.
• Advertising spends are expected to grow at a CAGR of 14 percent to reach INR 630 billion in 2017.
Indian M&E industry
5. • India being a country rich in heritage and culture holds numerous events throughout the year due to this factor there are
huge opportunities for growth in this sector
• Event management industry in India is approximately fifteen to twenty years old and is gaining momentum.
• During the early part of the 1990s the industry had spent up to Rs. 20 Crores, per annum on events.
• Year 2003 – over 1000 events were managed out of which 20 were large scale international quality events.
• Indian event management industry is poised to clock a 20% growth rate, The market is increasing from INR 18 bn in 2010 to
Rs. 28 billion in 2012.
• It was primarily an unorganized market which is slowly transitioning into an organized structure.
• Increase in corporate and personal occasions needing professionals to manage them has led to a major demand for event
organizers.
• Brands plan to increase the proportion of their Below the line spends from 18% today to 25% by 2015.
• Events remained the core business for event management companies with the largest share (68%) of revenues coming from
these services, activation comprised 18 % of total revenues and IPs are contributing 14%.
Market Overview
6. Source; ERNST & YOUNG
Figures are in INR Crore
The Events Industry
Share of Events & Activation spends by brands
Indian Event Industry Size & Projections
Revenue Contribution
8. Competitor Tracker
Wizcraft Percept Encompass Seventy EMG Showtime
Key Clients
Standard Charted, ITC, Coca
Cola, MTV, Titan, Toyota,
Britannia, Microsoft, Nokia,
Blackberry, Porsche,
Hyundai, Chevrolet, GMR,
Adidas, Nike
Micromax, Bajaj, City Bank,
Cognizant, Canon, Genpact,
FedEx, DS Group, Colgate
Palmolive, DTC, Sahara, Zee,
TVS, Bank of Baroda, UP
tourism, Delhi Government
HSBC, Nokia, GSK, Pepsi,
Accenture, Hewlett
Packard, Microsoft, L'Oreal,
Reliance , Mercedes Benz,
Ultratech, Asian Paints,
Airtel P&G, and Ford.
American Express,
Capgemini, Cartier
International, Skoda,
Deloitte India, Harley
Davidson, Hindustan Times,
Hindustan Lever, Kala
Ghoda Ass, Intel
MetLife, SAP, Castrol,
NDTV, CNN IBN, Aviva,
Apollo, Burberry, Tata, IBM,
Indigo, ING, LG,
Volkswagen, Infosys &
Louis Vuitton, Samsung,
Starbucks
Key Events
2012
46th
Annual Steel Industry
Conference, Opening
Ceremony IPL 2012, Opening
Ceremony of World Series
Hockey, FICCI Frames 2012,
Renault Star Guild Awards,
MTV Video Music Awards,
Celebrity Cricket League 3
Blue Star Multicity launch,
Canon PhotoMarathon 2012,
Sufi Mahotsav, Mercedes Benz
M Class Unveiling, Filmfare,
International Film Festival of
India, Hindustan Unilever
Sales Meet, Panasonic Eco
Friendly Fashion Campaign
Ultratech Excellence
Awards 2012, Gillette
Shave or Carve Campaign,
Petrotech 2012, P&G Thank
You Mom, Asian Paints
Annual Meets 2012,
Renault Duster Launch,
LinkedIn Conference,
Colgate Active Salt Meet &
Greet, Volkswagen Polo R
Cup
Kala Ghoda Arts Festival, JP
Morgan Chase Awards for
Excellency, Mercedes-Benz
Best Dressed Show, Goa
Fest 2011, Cartier Concurs
Delegance, Christian Dior
Launch, Indian
International Jewellery
week, Jaguar Land Rover
launch, Lakme Fashion
Week Finale
BMW 3 Launch, Ranbaxy
anti Malaria drug Launch,
Samsung Galaxy S3 launch,
Textbook on wheels
Campaign, Toshiba Smart
LED TV range launch, Tata
Starbucks Launch, Samsung
Galaxy Grand Phablet,
BMW 6 Series Gran Coupe
launch
IPs
IIFA Awards, EDM Festival
Stomp, GIMA, Green Globe
Awards, Be One
Sunburn Noida, Colombo,
Mumbai & Goa, Superstar, Fly
music festival, Bollywood Live,
Windsong music festival
NA India Bike Week, The Skoda
prize
Jodhpur One World Retreat
9. The Key players - Activations
Urban Market Key Clients Keys Activities
Jagran Solutions Audi, UTV, Nokia, MTS, etc. Nokia Lumia Campaign, Redbull speed street, Dabur odomos
mosquito free movement
Candid Marketing HUL, ITC, Nissan, Colors, Star TV, Axis Bank, ICICI
Bank, Google, Nokia, Cadbury, Pepsi, Celio etc.
Danone B’lue Smash hit box, Oreo van activation, HT you read
they learn, Classmate get set score challenge
Encompass Procter & Gamble, Colgate, Asian paints, etc. Thank You Mom Malls Activations, My Story, My Ariel
Activation, Gillette Shave India Movement, Oral B Smile India.
Percept Active Dabur, Emerson, Sandvik, Olympus, Sony, Rajasthan
tourism, Bihar Tourism, Apollo tyres etc.
Canon Photomarathon, Uninor ki goonj, IL&FS launch, HUL
OOH, ENBA Awards
CS Direkt Toshiba, Spice, Karbonn, Cairn, Zee, HP, Schneider,
Amway, Oriflame, Max Newyork etc.
Microsoft Enterprise Day, Canon gurukul, Renault Fluence
activation, Canon emerging leaders
Rural Market
RC&M M&M, Hamdard, Hero, Airtel, Nokia, Philips lighting,
Novartis, Shell, Colgate, Ceat etc.
Mahindra rural activation in Punjab, BPL chiraag, Havells rural
activation in north India, LG lifestyle campaign
Ascent Brand Communications John deere, Jaypee, LIC, Aviva, HP, Eicher, Ranbaxy,
EIF, Crompton Greeves etc.
Holland tractors launch, Gwalior trade fair, Maihar Cement
roadshows,
Percept OOH Cargill, Maggi, Kellogs, Tata tea, ACC, DLF, Kohler,
Titan, VIP, Canon, Sharp, Philips etc.
Pioneer Hybrid Seeds activation, Tata Indigo activation,
Kellogs heart to heart,
Mudra Max Arvind, Ashok leyland, Aircel, Bata, Cipla, Dr. Reddy,
Godrej, HP, ITC, Future Group etc.
Aircel rural activation in UP & MP, 7UP rural promotion,
Mountain Dew’s darr ke aage jeet hai campaign
Wings Activations Lenovo, Big FM, Acer, Ogilvy Action etc. The biggest Can campaign, In a bubble of time book launch,
Reliance consumer finance activation
10. The organized sector accounts for around 40% of the total events industry, there is a large unorganized events business,
which could be as large or even larger than the organized portion of the industry, there are sizable business opportunities to
be exploited.
Intellectual properties (IPs) will be the core of the event industry’s growth plans, almost all the key competitors are planning
to launch atleast 2-3 new IPs during the next two years as they are more resilient to economic slowdown (tended to get
signed-up for longer periods), had more measurable results over time, built the company’s brand in the market and enhanced
the valuation of the company in the eyes of potential investors. The growth will be driven be development of IP around:
-Sports, which is in a nascent stage in India
- Digital activation which is becoming an integral part of all B2C properties
- properties which target rural audiences, following the increased spends marketers are undertaking in tier-II and tier-III cities.
Opportunities
11. Geographically- the Indian urban growth story that until now was driven largely
by metros, is now moving beyond, into smaller towns where the affluent profile
is fast emerging. Media spends are moving towards non-metros, with the KUTs
(key urban towns) and ROUI (rest of urban India) increasing their share of ad
spends and volumes. The telecom industry, FMCG MNCs, Commercial banks,
Consumer durables looking at this mass as a big opportunity.
Opportunities
Indian Wedding management industry has been growing steadily and is expected to observe strong growth in future,
Wedding planning market is a sub-segment of the events industry and enjoys an annual growth rate of
20% .
The exhibition market in India has a promising future and is destined to grow more than 10% CAGR.
Source; ERNST & YOUNG
12. These verticals will provide
the sustained revenues.
These will be driven by client-specific
needs and are tending to get
increasingly commoditized.
Digital, rural, sports & weddings will grow fastest
13. • The multiplicity and varying direct & indirect taxes affect the profitability of the industry and numerous permissions are
required from multiple authorities to conduct an event is the key challenge.
• Manpower pool is not talented enough to meet the needs of this sector, the current scenario should be improved through
learning and training programs.
• As the industry is still sponsorship led, obtaining sponsorships for the event is the biggest challenge
• Lack of supporting infrastructure such as proper event venues, technology service providers, air transport network etc.
makes conducting large scale events.
• Brands are likely to increase their expenditure on experiential marketing if the return on their spends (ROI) could be
demonstrated in a standard manner. Due to the unique nature of each event, there is no universally accepted standard to
measure ROI. We need to define standards to measure performance against client expectations (for example sales, trial,
awareness, database creation etc.)
• The advent of other media; The advent of other media invading into the activations space is another thing we should look
at closely. Television, radio and print creating activation teams for their clients with the incentive of promotion through their
media channel, this is a real threat.
• Other factors like use of information technology, rising demand of activation in KUT/ROUI, Vendor Management &
Outsourcing business model, Rising rental cost of space etc.
Challenges
15. Go beyond the booth.
Companies can accomplish a great deal more at a trade show or conference off the show floor. Bring in experts to speak, host
an educational private session, invite customers and prospects to a focus group and focus on spending the right time with the
right people. And content is getting a huge upgrade in 2013 as marketers use “learning” as a constant draw for attendees. At
HP’s Discover b-to-b events, a reinvented conference program featured more session and speakers. For GQ magazine’s pop-up
store, classes, guest lectures and author events keep the lines constant outside.
Crowdsourced content.
As more events use social media, peer-to-peer elements and digital content to allow attendees themselves to nominate,
vote and design the content. Oracle’s event department used the power of crowdsourcing when it went beyond soliciting
simple feedback from past OpenWorld attendees - and literally turned over session planning to 40,000 members of its in-
house-managed Oracle Mix social media platform. Within weeks, more than 400 session topics were submitted as well as
other suggestions that streamlined the event.
Global trends Marketing
16. Bloggers as content qualifiers.
Bloggers have been a part of events and trade shows for a few years now, typically used to create content from an event
released across social media, the event’s own microsite and that blogger’s loyal followers. As with all things in the event industry,
use of bloggers is now evolving—with marketers using their blogger partners to not just create content from an event but also to
“qualify” that content. Bloggers at Panasonic and Kodak events and conferences now also source and vet which third-party
content from other sites, media entities and even the very event they’re partnering with gets released to the public.
Social currency.
A top term for 2013 as event marketers start to put a monetary value on having event attendees link their social media
networks to live brand experiences. Consumer brands are discounting products in exchange for a few tweets and b-to-b
marketers are providing exclusive access to booths and events if attendees post on LinkedIn.
Social media gates.
As more marketers continue to add social media engagement to their list of event-related “key metrics,” they are making
social media connections a requisite part of event participation. On the b-to-b side, many event registration sites are
requiring Facebook and Twitter handles at the time attendees provide contact and credit card information. Consumer events
are requiring event attendees to log into Facebook in order to gain admission to the experience.
Global trends Marketing
17. Marketing automation.
Attendees at b-to-b events and meetings no longer follow a linear purchasing path. As a result, event departments are leaning
on marketing automation software tools such as Silverpop and Eloqua that enable marketing and sales to automate and
streamline communications—and the distribution of strategically selected content to targeted audiences.
Social 2.0.
Most events, conferences and trade shows leverage Twitter, Facebook and YouTube. Now comes the next generation of
social, with marketers beginning to test and learn from new social platforms such as Peekseed and Planana that offer more
targeted ways to reach audiences using photos, GPS technology, business connections and more.
Bring your own device.
Marketers are allowing attendees to participate in a variety of technology-powered ways with their own devices. Watch in
2013 as the amount of events that previously provided the technology for attendees to interact on quickly gets replaced by
events that provide “connectivity” for interaction—attendees connect with demonstrations, speakers, content and
networking on their own personal devices.
Global trends Marketing
18. Auto-Posting.
Marketers are creating real-time triggers from live events to social media. First came social media kiosks, allowing event
attendees at both consumer and b-to-b events to post information about their experience online. Now marketers are using RFID
bracelets that “auto-tag” where a person is and what they’re doing, and in some cases, snap photos that are instantly uploaded
to that person’s profiles whenever they walk past a detector or what some are referring to as “tag totems.” Coca- Cola activated
a program in which users registered their Facebook accounts—and their faces—to gain entry. Facial recognition kiosks
throughout the events captured photos, activities, location and more; all were instantly posted to that person’s social media
network pages. Each event hosted 650 consumers a day, and with the seamless Facebook integration, generated.
Social attendance.
The latest string of events use social media to build the actual attendance for the events, and the results are impressive. For
Diageo’s global Nightlife Exchange project, 100 percent of all live event attendance came from Facebook. “If you create an
experience that is rewarding, the attendees will share it,” says Cadillac’s D’Angelo. “You have to understand who you’re
talking to and tap into [their passions.]” Technology sometimes cuts down on the human aspect of person-to-person
communication. But it has also enhances p-to-p interaction in many instances.
Global trends Marketing
19. Mind your metrics.
Companies are relying on measurement analysis to evaluate the effectiveness of trade shows and to rank each of their events
against each other. They’re using the results to help make decisions about which shows are worth their while and how big their
presence needs to be. What most people don’t know is that according to a recent study by GES and B-to-B magazine, 60% of
their peers are less than satisfied with how they are measuring events. Companies in many industries are spending more than
they have in the past on event programs, eyeing bigger activations at events and more prominent exhibits at trade shows.
Others are diverting funds to custom programs or private events. But across the board, companies are using metrics and data to
understand what has worked best in the past and using that intelligence to spend on the programs that can best help achieve
ROI in 2013.
Stretch the experience.
Marketers are under pressure to reach more people and reach their target audience for longer periods of time. Event strategies
in 2013 are extending their on-site experience online and using the power of online digital elements and offline localized
elements to reach people who may not attend the core event but can be engaged anyway. Cisco’s annual GSX sales conferences
uses a mix of large events in a few countries and hundreds of small micro-events around the world to create a program that
reaches everybody, no matter where they are.
Global trends Budgeting & planning
20. Better engagements, fewer targets.
Many brands are whittling down their target databases and spending budgets on smaller events attended by
important clients and consumers. BMW this year has a slew of new programs that aim to spend more time… with
fewer but better qualified people.
“Pre” and “post” become accountable.
Event departments around the world are now being held more accountable for generating engagement and impact
before and after live events. Some marketers report they are now required to submit anticipated pre-event and post-
event reach, impact and sales numbers with their full-year budget requests. Food for thought for those event teams
still viewing before and after metrics as mere icing on the cake.
Global trends Budgeting & planning
21. Cost effectiveness.
Advances in exhibit design have given us structures that are light weight, easy to transport, and easy to install and strike. All of
which tend to make booths even more cost-effective. Custom-built structures and rental structures can be part of the mix too.
Case in point: Komatsu at MINExpo saved weight and reduced shipping and material handling costs considerably by utilizing
fabric in construction.
Paying their way.
There’s a lot of talk these days about the “hosted buyer” approach. Here, an organizer picks up the tab (or a portion thereof) for
attendees to come to an event—in many cases they pay travel expenses. In return, the attendee commits to attending a certain
number of meetings. It’s a win-win for attendee, organizer and exhibitor. IMEX is a show that does it well.
Hubs and spokes.
Marketers are evolving event schedules for 2013, combining large “hub” events with localized “spoke” events. The strategy
allows for the best of both worlds: the hubs draw larger numbers of attendees while the spokes appeal to target audiences who
might not be able to travel.
Simultaneous events.
Market-by-market events are more frequently being upgraded with campaigns running multiple events simultaneously. It’s all
part of an effort by marketers to speed up reach, frequency and go-to-market timelines. MetLife’s Day One, a program
connecting current employees and those of newly acquired Alico, spawned 60 events that touched 70,000 employees in 64
countries.
Global trends Budgeting & planning
22. Apps.
Customized apps also continue to be a smart way for marketers to extend their reach beyond the event. Attendees can
download branded apps and check out the content after hours or after the events, when they’re more relaxed and have time on
their hands. The apps are a useful way to keep your brand top of mind, even months after the show.
E-brochures.
Companies are using touchpads not only for interactive experiences, but also to show off their products. The beauty part? If an
attendee is interested in more info, you can send product literature at the touch of a button, right from the device. No more
briefcases bulging with brochures. GES has an e-literature tool that can be run on a tablet or a larger monitor. It’s as easy as
collecting information, serving up products and services that are relevant to the attendee, then the attendee emails the
information directly to herself. It’s relevant and eco-friendly. Check out ges.com/tt4 for more info.
Charging stations.
Unless your attendees were sent here from the ’80s, they’re carrying cell phones and computers. Give ’em a cool, comfortable
way to recharge, and they may hang out a while. Hot trend for 2013: Offering “charging lockers” so people can safely stash
gadgets while they juice up. (Tip: Make sure to have a way to open the lockers when guests lose their keys.)
Global trends technology
23. Projection mapping.
Corporate meetings and conferences are quickly embracing projection mapping—until now primarily used on outdoor buildings
—inside at b-to-b events. General session rooms are now being designed with stark white stage sets; content is designed and
projected onto the stage, allowing for incredible flexibility, easy change-outs of visuals/ media and less expensive sets. See how
Bell Helicopter used project mapping for a dramatic reveal at ges.com/tt5.
Wi-Fi connectivity.
This will be the year that the event industry finally commits to full-time Wi-Fi at their events and trade shows. Attendees want to
connect (this is not new) and brands must put a connective network in place to facilitate it.
Digital signage.
Say goodbye to traditional static poster boards. The digital version has arrived, and marketers are embracing digital signage
across their event portfolios. From media walls and virtual totems for wayfinding, electric signage is helping many events update
communications with attendees in real time, tether what’s happening on the ground with social media and amplify the entire
experience beyond the event footprint.
Global trends technology
24. RFID-triggered engagement.
Usage is growing in 2013 as marketers use the tiny chips to recognize and track attendees. More marketers are now using RFID
to “trigger” experiences on the fly. Blackberry’s trade show booth plays demos from different kiosks when an attendee
approaches. Coke’s Summer Love Lounge pop-ups snapped photos of attendees when they strolled past RFID detectors and
posted the photos to each attendee’s Facebook page.
Near field communication (NFC).
RFID’s faster and more far-reaching cousin, NFC enables smartphones and tablets to exchange data with each other when
they’re touching or in close proximity. More smartphones are being released with NFC built-in, which means marketers won’t
need RFID tags… they’ll let event attendees trigger the experience themselves.
LED.
LED technology has given us lighting and screens that are cheaper, lighter and higher resolution, so it’s no wonder the
technology is finding its way into product presentations and theater settings. LED devices still cost more than traditional lighting
systems, but they’re also generally more energy efficient and longer lasting.
Global trends technology
25. Transmedia.
Gone are the days of “duplicate” interactions that are exactly the same online, on mobile phone and on tablets. A hot buzzword
for 2013, transmedia defined as a “cross-device” experience. Event marketers are pushing attendees to interact with brands via
different interactions on different devices. SAP’s Sapphire Now has different content on its web site, app, and mobile platforms.
Attendees are encouraged to use all of them to absorb the “full experience.”
Gamification.
Corporations, small and large, have begun adopting game principles at their events and trade shows. The theory: Using fun
game-like interactives produce more efficient employees and more satisfied customers. Business spending on what has become
known as “gamification” will increase from an estimated $242 million this year to $2.8 billion in 2016, predicts M2 Research, an
Encinitas, Calif.-based technology research firm.
Anywhere transactions.
Events are being designed as experiences that target audiences can access from multiple places. From the event. Online. From
their phones and devices. Once marketers understand their audience is on the move, they can create experiences that are as
mobile as the targets. Marketers are adding transactional elements to event programs, allowing participants to buy or place
orders for products on-site. It’s a huge departure from the age-old experiential marketing model, which used high-touch events to
get attendees excited and informed about a brand but rarely ever offered them an opportunity to buy on the spot.
Global trends technology
26. Don’t engage them, immerse them.
Whether they’re at a trade show or exhibit booth, companies engage attendees with an immersive experience, not just a pretty
selling situation. At Audi, for example, events leverage media, animation, gesture technology and social media to take attendees
inside the brand.
Journey planning.
Marketers are designing the paths that attendees at events and trade shows will take through their experiences. In an effort to
make those paths more relevant, they are identifying different types of attendees and then marketing to each segment
differently - with different emails and direct mailers, with invites to different demos and meetings - in many cases, event
marketers are even giving different price points to different attendees of corporate meetings and conferences.
Microsites.
More than ever, marketers are designing companion web sites for their event programs. These sites allow attendees to interact
with the event or trade show before, during and after the program starts and ends. Creative teams across the industry are busy
adding web-development designers to teams that for years were staffed entirely by architects, creative directors and graphics
experts.
Global trends design
27. Event reinventions.
Sweeping changes are being applied to Tier 1 programs as many event departments reinvent, rebuild and reachitect their
longest-running events. It’s been well documented that the reinvention of SAP’s largest event into an all-new event called
Sapphire Now has helped increase ROI by hundreds of percentage points. The company consolidated content sessions and the
exhibit hall into a centralized “village,” created an on-site social media broadcast studio to amplify the experience and used
targeted marketing to increase physical and virtual registrants.
Global relevance.
As companies go global, it’s becoming more important to consider how the look and feel of an event activation will translate
overseas. What might be a great experience at a trade show or event in New York City can have the wrong connotation in New
Delhi. Consult with local team members or an area agency to ensure that you will be effective...and not embarrassed.
Global trends design
28. Low-fi is the new hi-fi.
Low-tech elements are being added to high-tech event environments in an effort to “balance” out the experience. Attendee
entrances at some events now feature media screens encased inside raw unpainted shipping containers. Look for this “blend
trend” to continue as event marketers push for that perfect balance and check ges.com/tt6 to see how GES incorporated this
idea to re-create 19th
Century London and promote Warner Bros’ major release Sherlock Holmes.
The zone approach.
Event environments are being designed with “zones” that work collaboratively yet separately and allow attendees to follow a
path through the experience. It also allows attendees to stay on a course of engaging products and services that are relevant for
them—and avoiding those that are not.
Sustainability.
Having an eco-friendly event footprint might have been optional a few years ago. But now it’s often a must. Recycling has
become a way of life for many of us, at home and on the job. The event industry is catching up - and customers are taking note
of which brands are going green, which aren’t, and which say that they are going green but they’re not.
Global trends design
29. B-to-B-to-C.
“Combo activations” will get big play in 2013 as event marketers get more efficient. Activision’s XP event, for example, split
up its multi-day event in a way that produced a press event one day, internal sales event on another and then a consumer fan
fest. Seagate Technology uses its 53-foot mobile truck as a consumer prospecting tool and its trade show exhibit.
Hyper-participatory activities.
Event marketers recognize that more time with attendees equates to a better understanding on their part of brand and
product, and a higher propensity to use or buy. At a recent Porsche dealer meeting, attendees were engaged with activities
such as audience interactive games, high-tech scavenger hunts, more immersive product demos and targeted private events
that helped generate longer “dwell times” (lengths of engagement).
Global trends design
30. o The Global Industry
o Industry Overview - India
o Key Players
o Opportunities & Challenges
31. World Exhibition Industry
In 2011, exhibition industry was close to US$ 24.8 billion
CAGR between 2011 and 2015 expected to be 6.2%
Expected Country wise growth-
Country CAGR %
India +15.3
China +10.9
Brazil +9.3
US +6.7
Germany +4.1
UK +3.7
Hong Kong +3.5
France +3.3
Italy +2.8
Exhibition market by geography-
Source: International Association of Exhibitions & Events
32. • Market Size of approximately US$ 262 million
• Growing at CAGR of 10% as per estimates of Indian Exhibition Industry Association
• Mumbai and Delhi alone constitute more than 70% of exhibition space in India, New Delhi is ahead by far in the
exhibition business in India taking the lead in available purpose built exhibition space, the number of hosted
exhibitions and the number of major exhibition organizers. Mumbai follows second with some other cities
emerging, such as Bangalore, Chennai and Hyderabad.
• Approximately 650 trade shows are organized in India every year
• Sector still not fully organized
• As per report of Business Strategies Group, industry is expected to grow to US$- 990 million over next 10 years
The Industry Overview
34. Exhibitions in India are organized by:
1.Industry Associations & Chambers of Commerce- CII, FICCI, SIAM
2. India Trade Promotion Organization (ITPO)
3. Governments Central & State Governments also organize exhibitions. Major ones are: Defexpo (Ministry of
Defense), Petrotech (Ministry of Petroleum), Aero India (Ministry of Defense)
4. Media Houses & Publications
1. The Times of India (Education, Real Estate & Job Fairs)
2. Hindustan Times (Real Estate Expo, Job Fairs)
3. Vintage Publications (Organizers of ‘Vivaha’ The Wedding Expo).
4. Chemical Weekly (Chemspec India with DMG Media).
5. Pixie Publications ( Livestock. Diary and Agricultural)
6. Cross Section Publication (Organizers of SATTE-Travel Industry Fairs)
5. Indian & International exhibition organizers
Key Organisers
35. Major sectors
Chemicals & Pharmaceuticals
Food & Allied
Print & Packaging
Telecom
Engineering and Allied Industry
Automobile
Aviation
Information Technology
Wellness
Gems & Jewellery
Travel & Tourism
Fashion & Garments
Hotel industry
Plastic & Rubber Industry
Consumer Durable
36. Major Exhibition Venues
City Venue Size
Delhi & NCR
Pragati Maidan Delhi 76,000 sqm
NSIC Exhibition Centre 21,500 sqm
Habitat World 10,123 sqm
India Expo Centre 48,000 sqm
Mumbai
Bombay Exhibition Centre 40,000 sqm
Nehru Center 2,200 sqm
MMRDC( BKC) 75,000 sqm
World Trade Centre 2,525 sqm
Bangalore
Bangalore International Exhibition
Centre
20000 sqm
Chennai Chennai Trade Centre 7,834 sqm
Hyderabad HITEX Hyderabad 43,325 sqm
37. • ABEC (Asian Business exhibitions & conferences)
• Messe Dusseldorf
• UBM India Pvt. Ltd.
• Diversified Communications India Pvt. Ltd.
• Exhibitions India Group
• Hannover Messe
• Sphere travelmedia & exhibitions
• Conventions and fairs India Pvt. Ltd.
• Insta exhibitions
• i10 media
• Inter ads Exhibitions
• ITEI (International trade & exhibitions India Pvt. Ltd
• Orbitz Exhibitions Pvt. Ltd.
• Hannover Milano fairs India Pvt. Ltd.
• Infomedia 18
• Informa Exhibitions India
• Tafcon Projects India Pvt. Ltd.
• Reed exhibitions
• R E Rogers India Pvt. Ltd.
• Messe Frankfurt Trade Fairs India
The major players
38. ABEC (Asian Business exhibitions & conferences)
• Asian Business Exhibition & Conferences Ltd. established in 1993 is a major player in the Indian Exhibition & Trade
Fairs Industry. Currently, ABECL is the Largest Private Sector Organizer in the Indian Exhibition Market with
approximately 8% market share.
• ABEC runs 19 exhibitions across 11 vertical markets including architecture, design, construction, education, lifestyle,
real estate and oil & gas. Characterized by strong local management and with 2012 revenue $12.5m.
• Exhibitions- Building Materials & Infrastructure - Acetech, Education & Career- Education boutique, Education Expo,
Education forum, Real Estate - REIFBS, Property Expo, Realty Expo,
Propworld, Lifestyle- Glamour, Glitter, Shagun, Information Technology & Communication- Asia ITEX, Petrochemical
& Energy- IORS, Furniture & Furnishings- Asia Ambient Show, Hospitality- Hospitality Expo
• It has witnessed growth at a scorching pace @ 80% CAGR in the last 4 years
• ABEC currently is based in Mumbai with regional offices in Gurgaon & Bengaluru, also has presence in United
Kingdom & China.
• 165+ Employee strength
• ABECL's is headed by Mr. S.M. Gandhi (Chairman & Managing Director)
The major players
39. Messe Dusseldorf
• Messe Duesseldorf India, the Indian subsidiary of Messe Duesseldorf GmbH, one of the largest trade organizers in the
world, was formed in April 2007. Since the time of its being, it has become one of the leading trade fair organizers in
Asia.
• This company has its head-office in New Delhi supported by a regional office in Mumbai.
• Employee strength- 55+
• Exhibitions- Medical Fair India (medical industry), Tube India International (Tube and Pipe Industries), Wire & Cable
India (the Wire & Cable Industry), Glasspex India (Glass Production – Processing – Products), International PackTech
India (for the Packaging Industry), Metallurgy India (Metallurgical Technology, Material Handling and Services), India
Essen Welding & Cutting (Joining - Cutting – Surfacing)
• The Indian operation is headed by Mr. Udo Schuertzmann (Managing Director)
The major players
40. UBM India Pvt. Ltd.
• UBM plc is a multinational media company headquartered in London, United Kingdom, with 6,500 staff in more
than 30 countries are organized into specialist teams that serve these communities, helping them to do business and
their markets to work effectively and efficiently. UBM worldwide organizes 300 events, publishes 200 magazines and
periodicals and host 200 websites.
• UBM India started operations in May 2006 with the head office in Mumbai; today it has over 120 employees. The
company has expanded its reach with branch offices in Delhi, Bangalore and Chennai.
• CPhI India (Convention on pharmaceutical ingredients and intermediates) PMEC (Pharmaceutical machinery &
equipment convention) & ICSE ( International Contract Service Expo), Hotelex India (food ingredients and the
hospitality industry), Firex India 2008,2009 & 2010 (security & fire sectors), The Hyderabad Jewellery and Gem fair,
B2B Gem & Jewellery India International exhibition at Chennai in 2009 & 2010, Informex (fine chemicals & specialty
chemicals and pharmaceutical industries), fMM&T (footwear material machinery and technology) and India Energy,
Interop 2009 & 2010 -world's leading Information Technology event in the enterprise space and India Nuclear Energy
2009 & 2010.
• Two online publications Property World and the Energy Business , addressing the growing property and energy
sectors, rolled out www.pwindia.in and www.energybusiness.in.
• Mr. Joji George (MD) is heading the UBM India's operations.
The major players
41. Diversified Communications India Pvt. Ltd.
• Diversified Communications is a global company with headquarters in the Eastern U.S. and divisions in the Western
U.S., Australia, Canada, Hong Kong, India and the United Kingdom.
• Diversified is in business to create, develop, and support innovative, effective business communities.
•Diversified Communications India- established in 2009 represents the expansion of the Diversified brand into one of
the world’s most dynamic commercial regions.
• Events currently produced by Diversified Communications India include PALM (Pro Audio/ Lighting /Music) Expo;
Musician Expo; Cinema India Expo; Integrate Expo and Fine Food India.
• The publishing division supports these industries with two publications: Studio Systems and Pro Sound Systems.
• Employee strength- 63+ & registered office in Mumbai.
• Managing Director- Mr. Anil Chopra
The major players
42. Exhibitions India Group
• An organizer of trade fairs in India with allied businesses in sales representation, consulting, publishing,
conferences, travel & hospitality, and display design was established in 1987.
• Headquartered in New Delhi and have offices in Mumbai, Bangalore, Hyderabad and Chennai. Additionally have
international representation in Denmark, Finland, Israel, South Africa, Sweden, Taiwan, and USA.
• Exhibitions- Waves Expo, Convergence India in Pakistan, GrindTec India Expo, Convergence India, Jaivik India,
Krackerjack Karnival, Runway Rising, Indian Business Aviation Expo (IBAE) etc.
• Employee Strength- 85+
• Mr. Prem Behl- Chairman
The major players
43. Challenges
- Inadequate Venues
• 2,57,707 sq. meters area in 2010
• 70% in Mumbai and Delhi
• Venues not modernized to meet international
standards
- Monopolistic policies of venues
- Increasing costs including venue rents
- Lack of consistent revenue model
- Lack of knowledge on part of exhibitors to
effectively use trade shows
- Low confidence and low spend on trade shows
- High incidence of Government taxation on
organisers in form of Entertainment tax, luxury
tax, octroi etc.
- Fragmentation of the industry
-Multiplicity of approvals
Key Challenges & Opportunities
Opportunities
• The need for quality trade shows and venuesThe need for quality trade shows and venues
is apparentis apparent
• If India and China are Asia’s emerging giants,If India and China are Asia’s emerging giants,
then India is falling terribly behind in its tradethen India is falling terribly behind in its trade
fair development, China has approximatelyfair development, China has approximately
150 exhibition centers and 3 million square150 exhibition centers and 3 million square
meters of exhibition spacemeters of exhibition space
• India, has 8-9 dedicated exhibition venues andIndia, has 8-9 dedicated exhibition venues and
90,000 square meters of indoor exhibition90,000 square meters of indoor exhibition
space – this is estimated to increase by 40% inspace – this is estimated to increase by 40% in
3 years3 years
• A growing acceptance in India among
domestic consumers/manufacturers for large
exhibitions.
44. • Venue creation holds the key to future growth. And venue creation, being a highly capital-intensive activity, needs
government support and subsidies
• Government policy required to support the growth of sector
• Focus on industry verticals like Construction, IT etc, which have huge potential for growth
• Organizers should work closely with Industry association for organising trade shows
• Partnering with associates like hotels, logistic players and other service providers
• End to End long term contracts with venues for reducing costs
• Single window approval for organizing exhibitions
• Reduction of tax burden
• Strategic tie up with international exhibitors to learn best practices
• Brand building
• Events should be developed as brands
• Relaxing of entry barriers for business activities
Solutions
45. o The Global Industry
o Industry Overview - India
o Key Players
o Opportunities & Challenges
o Swot Analysis
46. USA:
Every year in the United States, there are approximately 2.5 million weddings, and the wedding industry has transformed into an
empire that rakes around $40 billion dollars every year. The average wedding cost is close to $27,000 despite a much lower
national saving rate.
CHINA:
Each year, around 10 million people get married in China, and with a growing middle class, the wedding industry in the country is
worth around $57 billion and is soaring at an unprecedented rate. China apparently is the biggest market for diamonds,
especially for ‘engagement rings’. The wedding gown market is the next most expensive.
UK:
It is not surprising that the British wedding market is worth $11 billion and the average bride spends between $33,000 and
$39,000. The majority of the money, as in other countries, is spent on buying the engagement ring, gown, and paying for
the reception and honeymoon arrangements.
UAE :
Perhaps the highest average spending for a wedding, by far, is in the UAE. On an average, brides in the UAE spend about $80,000
on their wedding day, and the UAE wedding industry stands at $700 million annually. With increasing high net worth individuals,
the affluent population of the UAE is creating a demand for the most unique wedding extravaganza, propelling the Middle East
wedding industry to newer heights.
The Global wedding Industry
47. • Wedding industry, which is currently estimated at Rs 100,000, crore is all set to grow by 25 per cent annually.
• As wedding industry shoots with burgeoning demand for events, lavish wedding planning industry gets a boost for demand of
organized and structured planning services
• Online portals like Shaadi.com, bharatmatrimonials and others rack up revenues of Rs 200-250 crore from match-making
annually, and believe the business can only get bigger.
• The estimated cost of a wedding is between Rs 5 lakh to Rs 5 crore. A destination wedding in Goa or Jaipur can easily cost
between Rs 1-2 Cr
• Trends- Theme wedding, Destination wedding, Wedding planning online software, Online classified players diversifying into
wedding planning
• Few facts and figures related to the industry:
• No. of Indian marriages in a year: Approx 1 crore nos
• Pandal and venue decoration market: Rs 30,000 crore
• Venue Rent and Catering: 50,000 Crore
• Wedding invitation card market: Rs 10,000 crore
• Bridal Mehendi market in India: Rs 5000 crore
Source – Indian retailer.com & technopak
The Indian wedding Industry
Source: Published Articles
48. • E Factor entertainment Pvt. Ltd.
• Red Events
• Percept weddings
• Var Vadhu (a division of Seventy Seven)
• Seven Steps (a division of Seventy EMG)
• Regional players like wedmantra in Hyderabad
• Online portals like Shaadi-e-Khas
• Individuals like Geeta Samuel, Meher Sarid
The major players
49. E Factor entertainment Pvt. Ltd.
• E-Factor came into existence in 2000-2001, a company which stood out in its niche category as a super-specialized service
provider and known for its larger than life, awe-inspiring set ups and formats, and completely personalized services for
weddings.
• 34-member team with a fully developed and functional in-house production facility.
• Corporate offices are in New Delhi, Gurgaon and London
• Undertakes turnkey assignments in the form of mega ground concerts and televised events and manage weddings for the
leading industrialist families.
• Recently forayed from core business of providing event management services to enter the exciting field of adventure and
lifestyle tourism. This endeavor has been spearheaded by a globally established, highly visible and sought-after form of tourism /
fun-based aviation product Hot Air Ballooning.
• Key Weddings- Abhishek & Aishwarya wedding, Raj & Shilpa wedding, Mayank jain wedding (pan bahar group), Mallika reddy
wedding (GVK group) etc.
• Key Person- Mr. Samit Garg
The major players
50. Var Vadhu
• Var Vadhu is an group company of Seventy Seven Entertainment Pvt. Ltd. comprising of a team of qualified and experienced
Wedding Industry experts, who go the extra mile in providing you with a unique and personalized, tailor-made event. Our team’s
more than proud to bring you the very best in wedding planning and management.
• Var Vadhu is spearheaded by Neha Seth Arora, a hospitality veteran with more than 8 years of Industry experience.
• Wedding planned- 30-40 a year
• Team Size – 60 in Mumbai & 15 in Delhi
• Clientele – Moksh Jewelers (Mumbai), Kewal handa’s family (managing director Pfizer), VINI group family (Ahmedabad), Esha
deol’s wedding etc.
The major players
51. Seven Steps
• SEVEN STEPS is wedding management division part of Seventy EMG, designed and produced the most polished, glamorous and
spellbinding weddings in Asia. It is, by some distance, the largest and best-known wedding planning and design agency in India.
• Destination Management, Special & private events like birthday celebration also come under this division.
• Have done five fairly large weddings last year, this division has achieved close to 60 percent growth in last financial year.
• Kainaz Sethna, one of Asia's best special events and wedding planners is heading this division. She has been responsible for
creating an entire generation of luxury event and wedding planners and was one of the people who kick-started the abundance
of multi-crore wedding events.
• Employee Strength- 3
• Key Weddings- Aamir Khan & Kiran Rao for Imran Khan ,Jay Mehta , Belgian Royal Family, Ashok Kurien, Bina & Pramod
Agarwal, Pratibha & Ramesh Sachdev, Radha Mehta, KP Sanghvi Group, Anshal Purohit, Mona & Russell Mehta, Arjun Punj,
Mahendra Brothers
The major players
52. Percept weddings
• Percept Weddings foray in the wedding industry started in 2004 when Percept organized “India’s grandest and biggest
wedding”, The Sahara India Pariwar wedding which was managed and executed by Percept.
• Over the period Percept Weddings has organized 40-50 large and medium sized weddings for various diamond merchants, steel
magnates, industrial houses and Bollywood stars amongst many others.
• Management- Aditya Motwane, Chief Operating Officer, Dhaval Chandarana, Head-Special Projects
• Key Weddings- Subroto Roy’s son wedding, Ajit Gulabchand’s daughter, Ashok Uttamchandani’s son wedding, Mehul Choksi’s
daughter wedding, Kishor biyani’s daughter wedding, Sanjay & pinky reddy, Avinash bhosale’s son wedding.
The major players
53. Red Events
• Ahmedabad based Saurabh Agarwal runs Red Events, one of India’s most successful Wedding Management companies.
• Clients include India’s super-rich who opt for a big, fat wedding in their home-town or a wow destination wedding in India or
abroad. Hira Group scions wedding in Raipur and the Parekh-Kothari wedding in Pune.
• Have organised over 500 weddings till date,
• Recently Red Events bagged two prizes at the EEMAX Awards 2012 in the Best Wedding Category.
• Key weddings- Mutha-Bafna wedding (D.C. and Company, Pune & Bafna Group, US), Daga-Dhadda wedding (Kalptaru group),
Kataria-Patni wedding, Ambica steel wedding, Mutha-Karla wedding (D.C. and Company, Pune & Karla Group), Dhoot-Saboo
wedding.
• Employee strength- 15-20
The major players
54. Shaadi-e-Khas
• Shaadi-e-Khas was launched in 2011, India’s leading online wedding management tool, recorded a 40% growth in previous
year.
• Shaadi-e-Khas has already helped in planning over 10,000 weddings worldwide and expect to be a part of nearly 100,000
weddings by end of 2014.
• The tool helps manage guest invitations, RSVPs, guests' travel dates, budget and accounts, hotel reservations, vendors and
artists, and upload wedding pictures and videos on a personal wedsite.
• The online tool provides a list of 8000 pre-screened vendors pan India, including florists, mehndi artists, caterers and
videographers.
• Shaadi-e-Khas’ online wedding planning tool is available at www.shaadiekhas.com, in three pricing and functionality options, as
follows: Silver (INR 1100), Gold (INR 2100) & Platinum (INR 3100)
The major players
55. Geeta Samuel
• With 25 years experience in the hospitality industry, Geeta is the leading wedding planner in Delhi NCR circle. She launched the
company, Qevents based in Noida in 1991.
• Weddings Planned- 100-120 a year
• Team strength- 20
• Celebrity Clientele- Sheila Dikshit (CM- Delhi), Gautam Gambhir (cricket player), LK Advani (BJP leader), Ustad Amzad Ali Khan,
Nakul Anand (chief executive of ITC hotels), Timsy Anand, Parmeshwar Godrej, The Mehra family (Jaguar group)
Meher Sarid
• Meher Sarid has organized a bevy of Bollywood weddings, She first dabbed wedding & event planning for her husband’s (DJ
Sunny Sarid) music company, Sound of Music in 1994.
• in 2002, she launched an exclusive wedding planning company called Wedding Art by Meher in Mumbai.
• Weddings Planned- earlier 80-100 a year but now just 5-10 high profile clientele
• Team strength- 8+
• Celebrity Clientele- The Thapar Family (Ballarpur Ind), The Agarwal Family (Dainik Bhaskar), Preity Zinta’s family, Farah Khan,
The Oswal family (Oswal group), Subroto Roy (Sahara group), Ravinder jain (Panacea Biotec), liquor baron Ponty Chadha’s family
The major players
56. Vandana Mohan
• Vandana Mohan wedding planner conceived the Wedding Design company out of a desire to help people to live out their
fantasy by creative dream weddings. She originally started off with an event management background, Backstage Productions
Pvt. Ltd.
• The Wedding design company is a vastly networked company have seen over two decades of event services.
• Weddings Planned- 25-40 a year
• Team strength- 15
• Celebrity Clientele- Katy Perry & Russell brand, Vikram Chatwal, Rinke Khanna, OP Jindal group, Ruchika Tulshyan (Tulshyan
Group), Juhi babbar, Laila Mallya, Shivraj Singh (son of former Jodhpur king Gaj Singh).
• The Wedding Design Company, launched Wedding Atelier, a day- long exhibition at Delhi's Stainless Gallery in 2011. It's the first
event that forecasts wedding trends in the country.
The major players
57. Drivers
• Increase in disposable income
• Destination wedding
• Time constraint and convenience
• Re-marriage
• Currently, the country has a population of around 1.25 billion and considering an average family with five
members, there are around 250million families in India. With about one marriage per family every 20 years, the
country averages roughly 10 million marriages every year.
Key Challenges & Opportunities
Challenges
• Strict Government regulations
• Unfavourable wedding seasons and dates
• Lack of proper infrastructures
