Like most of the other events related to textile and apparel sourcing or even technology-based exhibitions, sourcing events for home furnishing are also facing less visitation as compared to earlier years. Some of the exporters agree that fairs have lost their charm, while few take the dull phase as a normal reaction to the difficult market conditions. Exporters who frequently participate at Heimtextil and fairs organized by EPCH in India are feeling the heat, though some are still enjoying business from these fairs. However, they attribute their success to their strong focus on product development to provide target-based collections depending upon the expected visitors and the key trends which can create an admirable impression at the fair.
There are some other exporters who keep exploring new fairs overseas despite the heavy expenditure incurred in these fairs to understand and start business in new markets, but results are not good. Ramesh Verma, President, Handloom Exporters Manufacturers Association, and Diamond Exports, Panipat, who has recently returned from a fair in Russia is not satisfied with the event as well as the working system of Russian market. He informed, “It’s natural that the fair was slow, as markets worldwide are down, but consequently exporters’ margins are reducing while expenses for overall participation in fairs are increasing. Nevertheless, exporters are participating in events just with the hope of getting lucrative orders.” Diamond exporters normally participate in 4 to 5 fairs per year.
Kanodia Global, Delhi, has in fact a dedicated section on its website attributed to trade shows, which is regularly updated. In six months time (September, 2017 to February, 2018), the company has and will be participating in 7 fairs. Kind Und Jugend, Cologne (Western Germany) and Spielwarenmesse, Nuremberg (Northern Bavaria) are the two fairs apart from the five other common fairs that the company plans to visit. Pratima Ladiwala, ED of the company shared, “We decide to participate in fairs based on our past experience and for us the satisfactory point is to get old as well as new buyers who can place volume orders with us.” The company plans, develops its collection and displays according to the fair and the visiting buyers/target audience rather than offering whatever it has. Pratima is satisfied with most of the fairs and footfalls in recent years. With a turnover of more than US $ 20 million and a stronghold on knitted home textiles segment, it offers a wide range of home products.
“Now there is 18 per cent GST on exhibitions. New styles, experiments at fabric level add more cost and increase risk of not getting fair price on new developments. New rates of duty drawback are going to make our overall business difficult. Looking at all these things, we will keep focusing only on participating in the EPCH fair. ” – S. Leo Rex, Director, Santh Exports, Karur
Some of the exporters are of the opinion that fair timings need to change and plans need to be made accordingly. Rajiv Sirohi, CEO, Sahara, Greater Noida, feels that international fairs should not be done in January as now buyers don’t get much sale on Christmas season since they have stock piled up and no cash to buy new collections. “Irrespective of the number of fairs being conducted, plans should be made accordingly so that a buyer can visit maximum fairs in less days with less costing on travel.” He further added, “With focus on getting more buyers at fairs, investment has to increase in product development but keeping in mind where to reduce the overall cost and in which of the stages. We have to keep in focus the fashion trends as well as international economy, bringing in small changes and this is where most of the fellow Indian exporters are missing. We really work hard on this all the times.”
With regard to small players, they are still limited in Indian fairs and the best option for them is Export Promotion Council for Handicrafts (EPCH) IHGF Spring (in February) and IHGF Autumn (in October) fairs as these cost the players less and fairs normally have a good footfall of buyers. Having ventured three years ago into exports and still dealing majorly in the domestic market, Jaipur-based Gautam International consistently participates in IHGF and Vastra fair, Jaipur. “There is no other option for us, though we do see less buyers than our expectations in the fairs in which we participate, but we must to take part in these events to mark our presence,” says Ganga Singh Gautam, Proprietor of the firm. Some of these small exporters are also participating in overseas fairs. And one of the best platform for them is Heimtextil, Germany. Sahanara Mondal, Sahanara Kantha, Delhi informed about his participation in Heimtextil next year. “Sooner or later, one has to move forward and so we are. Heimtextil is definitely a better choice to get buyers with whom I can work easily,” he confirmed.
Speaking about Heimtextil, Germany, Yogesh Mittal, Director, Kottex Industries, Surat stated, “We are participating in this fair since last five years and despite less footfall, it serves our purpose and we don’t feel like exploring any other fair which can add value to our business.” The company is focusing on linen fabric in its products.
