Deutsche Messe Makes Move Into India With Machine Tool Show
Staff -- Tradeshow Week, 7/3/2006
Hanover, Germany-based Deutsche Messe is expanding into India with an agreement to market the new Bangalore Intl. Exhibition Centre, located in the state of Karnataka.
The agreement is with the Indian Machine Tools Manufacturers' Assn. IMTMA organizes India's largest machine tool fair, IMTEX (held until now in Godrej Industrial Garden Township in Mumbai), and the new TOOLTEX fair in New Delhi.
IMTMA is building the BIEC, which will cover 40,000 square meters (430,550 square feet), and feature a 5,000 sq. m. (53,800 sq. ft.) conference center and meeting rooms spanning 3,000 sq. m. (32,300 sq. ft.). Completion is expected in early 2007.
Deutsche Messe, which already organizes tradeshows in China, Australia and Turkey, will have sole responsibility for the international marketing of BIEC.
India is the second largest growth market behind China, and offers opportunities for Deutsche Messe to implement its globalization strategy, according to the firm.
Wolfgang Lenarz, vice president of international business for Deutsche Messe, said IMTEX 2007 would be the first show at BIEC.
The marketing agreement "will include international events organized by third parties, and we also plan to organize trade fairs by ourselves in Bangalore out of our portfolio," Lenarz said.
Deutsche Messe has more than 20 years of experience organizing trade fairs abroad, and Lanarz pointed out that in China the company was "one of the first German trade fair organizers offering a marketing platform (on a quality level comparable with tradeshows in Europe) to international clients for their entry into a market that was quite new at that time."
