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'Designed For India, Manufactured In India Product Needed'

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Apps have become must-haves for most companies these days be it food, flight, jobs, events or movies and MMI is no exception. MMI India, which is in the business of organising exhibitions, is coming out with an app — eP India Mobile App — which will showcase its impending exhibition in September with information on all the companies and products. In an interview with BW Online, Bhupinder Singh, Deputy CEO, Messe Munchen international (MMI) India, talks about his investment plans and the participants in the exhibition.

What is MMI? How does MMI work in the Indian context?
Messe Munchen International or MMI is a German group that specialises in exhibitions and MMI India is a fully-owned subsidiary of MMI. We mostly do trade shows starting from technology shows with brands like Electronica India, Productonica India, Automation India, major technology shows, capital good shows, exhibition on solar technology like Kenital Solar etc. We have various verticals. The one on new technology covers these shows. We are purely into trade show organising. We have one exhibition which is coming up in September.

Electronica India and Productronica India are events in MMI's electronics network. This network of electronics trade fairs includes leading regional events in Delhi, Hong Kong and Shanghai, as well as electronica and productronica in Munich. A total of 5.517 exhibitors and 200,000 visitors take part in these events.

It is an innovative platform for production technologies which are experiencing a strong increase in demand due to India's emerging electronics manufacturing market.

Why does a country need a trade show on anything?

Any sector in any country requires some kind of stimulus which can be acquired via inter-exchange. If we talk about electronics, India has a huge domestic market. How are we addressing its consumption? We are so far addressing it by importing the stuff, whether its television, mobile phones, iphones any, most of these are imported. We don't manufacture. Why do we let go of this huge opportunity by not manufacturing it. The exhibition creates a platform for all the ideas to come together. Buyers and the sellers come together. When industries come together they work out solution that help industry grow faster. Also, the exhibitions see very strong presence of international exhibitors. All the giants from Germany, UK, China, Taiwan, Singapore and Hong Kong come to the show to share their experiences.

All this helps the community to grow. For any particular sector, exhibitions play a very important role in understanding the zeal of the market in terms of the growth. In Munich, a case study says, if an exhibitor or a visitor spends one euro for participating in a trade show, that particular city gets eight euro through exhibitor's travel, food and other expenses.

The Indian semiconductor industry is on an unprecedented high today. According to industry reports, domestic consumption of electronics is expected to reach $125 billion in 2014 and $400 billion in 2020. A significant portion of domestic production is consumed in the Indian market and only a small part of it is exported. The ESDM (Electronic System Design and Manufacturing) sector presents a large opportunity with increasing thrust on higher value addition in manufacturing and product development. Also, countries like Taiwan, China and Malaysia have emerged as the destination the electronics manufacturing.

Both the manufacturing and design industry have to create a 'designed for India, manufactured in India' product strategy which can also open doors for export to large markets in developing economies with needs and demographics akin to India.

These are very basic pointers which further elaborate the significant of a trade shows.

How is it benefiting consumers?
What does a customer want? A customer wants a flawless service, smart solutions, and higher customisation. If I am able to come to a platform like this, I can voice my concerns if I am not able to do business with the Indian community. We can create this a platform where users, buyers and sellers can meet and discuss the issue in the conferences. Where seller community says, 'we understand the problem and come up with a solution', however, this is not the solution. Buyers says, come to my booth and look at the technology in the market. This also somewhere bridges the gap with what's available in the market. As a buyer I may not have the time to meet all the available vendors. The Exhibition gives you an opportunity to come and see all the companies' at one time in one place. And then they can shortlist the vendors according to their need.

As far as customers are concerned, they can come to the exhibition and understand the new/ upcoming technology and spend accordingly.

Vendors visit the buyers with presentations and documents but can't take the machinery along. For instance, a buyer can visit around 100 companies in one place and select the best one for their purchase. When you have the opportunity to visit an exhibition to see the machinery and they can shortlist the best.  They cannot bring the necessary technology to the office in the meeting. This is the showcase of the machinery.

What will be the focus area in the coming event in September?
The exhibition will touch upon what are the emerging technologies in electronics. When we say electronics, it mainly talks about the manufacturing. And where the manufacturing is really happening. Are we becoming a trading nation?

As the industry's most important gathering, productronica India will take visitors into future technologies, industry trends and rapidly growing markets. It will display cutting-edge technologies in cable processing, dispenser, EMS, materials, SMT, coil winding, ESD, clean room, test and measurement and component manufacturing and more.

The focus would be on how to address the eco-system. When we talk about eco-system - we look at all the classes of people connected to the electronics. That is the biggest objective. How do I look at the person who is a dealer, who representing some foreign county in India and how do I look at OEMs. Who is on the top of the eco-system. These are our objectives in the past edition of the event. We will continue with the same objectives. And that is look alike where we stand today in terms of market.

Name a few companies that are participating in the event?
From the Productonica side we have companies such as JAM (Japan Automatic Machinery), ASYS, Bergen Systems, Bergen Associates, EMST, Essemtec, Frontline, Fuji, iNETest,  ITO Precision, IMC, Leaptech, Kaynes, Komax, MyData, Maxim SMT, NMTronics, Sumitron,  Transtec, Weller and others will be presenting their latest products and many others who are into hardware electronics production specially the SMT (surface-mount technology ) side. Participation of component companies like Fachile, Roham, Millennium Semiconductor, Bosch, Onicke, RS Components are confirmed.

Electronica India is India's and South Asia's leading fair for electronic components, systems and applications and represents the entire value-added chain of the electronics industry.

Productronica India is an innovative platform for production technologies including packaging, material processing, component manufacturing, manufacturing equipment and logistics for PCBs and other circuit carries, technologies in cable processing, soldering technology, manufacturing equipment and logistics for assemblies, modules and hybrids, general operation aids, production subsystems, production related services, laser and laser systems for electronics production.

Who are the sponsors for the event and how much investment do you require to organise such events?
We basically get money by selling the exhibition space. These companies pay us the fee for the space and the participation in the event/exhibition. However, we don't charge fee from the visitors to encourage wider participation. As long as you are related to electronics and for B2B visitors it is free. B2C visitors are not allowed to the exhibition. That is the model for the exhibition.

How much you have to pay for the venue and how much do you charge from companies?
ITPO is one of the expensive venues in South East Asia. We end up paying close to Rs 30 million to ITPO for venue rent.  We charge Rs 10,000-10,500 per square feet from the companies. We charge for six days - three days for the exhibitions and three days for preparation and setting up machineries and all.

How many companies are coming to the event?
When we talk about the direct participation we have around 300 companies enrolled for the event. As for companies which participated in the last event,  more than 800 companies come all together. One booth may be counted as one exhibitor. However, it can be distributed between five or ten other companies. Here the platform becomes very interesting when they can see a wide range of product.

As the event will take place in September and we have almost booked the space but in India we have some companies which comes only 15 days before the exhibition.  So, yes, we have still some booth left for those late comers. More or less the show is sold out.

What response do you get after the exhibitions?

The past edition on the show has given us the confidence to bring the show back to Delhi. Bangalore is seen as a hub of electronics and delhi is the place which is developing as a electronic market. In the long run, I think Delhi may overtake Bangalore. Right now it is still in the revolving stage. And we are expecting between 10000 to 12000 visitors in three days.

Do you have any tie-ups with the government?
The Ministry of communication and department of electronics and information technology is sponsoring our show as always with other co-sponsors like MAIT.

The exhibition is for everyone so we cannot work in isolation; we have to work with everyone. These associations also help us to plan some delegation. The support from the government has always been positive and supportive. The government would be there with the business people. These businesses can ask direct question to the government.

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