India, one of the fastest growing economies of the world, currently the fourth largest globally in terms of nominal GDP, is one of the biggest exporters of handicrafts. In fact, handicrafts are a very significant part of India’s export portfolio. Thanks to the tremendous support extended to it by various government initiatives, India’s handicraft exports in the fiscal year 2024, were valued at 149 billion INRs.
A large part of the handicraft export business in India, is governed, regulated and encouraged by the EPCH, the Export Promotion Council for Handicrafts, that was setup in 1986-87 specifically for this purpose. The EPCH organizes various fairs and trade shows in India, to promote the export of handicrafts and also regularly partners with other international trade show organizing bodies to enable Indian exporters to participate in international fairs. The two biggest and most well attended shows that the EPCH organizes every year are the Spring and Autumn editions of the Indian Handicrafts & Gifts Fair in the Expo Mart in Greater Noida.
The prominent items that are displayed in these two fairs are
- Textiles and Home Furnishings: This is one of the biggest segments on display in the fair and also include carpets, mats and floor coverings.
- Metalware: This includes all kinds figurines, art pieces, cutlery and tableware etc. in brass, copper, silver and EPNS.
- Woodwares: Wood carvings and furniture made from wood, cane, bamboo etc., are another popular segment on display in the fair.
- Home Décor: Another very prominent segment on display in the fair is the one dedicated to home décor, that has items like pottery, rugs, candles, decorative pieces made b Indian craftsmen and artisans.
There are many more, like innovative packaging solutions, lighting, imitation and tribal jewelery and others that also occupy pride of place in the exhibitions and generate quite a buzz among visitors.
Like with almost all fairs and trade shows anywhere in the world, the Indian Handicrafts & Gifts Fairs (IHGF) organized by the EPCH have their own share of pros and obviously some cons. The biggest pro in this case is the fact that these two fairs provide exhibitors with an easier access to the international market. This is all the more important for the new and small exporters who are still testing waters, or have just launched their businesses. They also provide exhibitors with a very important opportunity to study their competition, to understand newer trends in the industry and to try to stay ahead of the curve.
The biggest con on the other hand is the possibility of drowning in the crowd. Most exhibitors selling a particular class of items are clubbed together into one section of the display area. So, one might come across rows and rows of exhibitors selling brassware, or home furnishings, all with similar products but with varying levels of stature, capabilities and expertise. The bigger ones tend to attract more attention, thanks to their bigger stands and the goodwill generated by them over the last so many years. The new comers get slightly neglected and ignored. Sometimes, even some bigger names bite the dust because their stand is located at a place that sees a lower level of footfall. Or maybe there is a booth very close by that is attracting all the attention, and taking it away from them.
Looking at it from the visitors’ perspective, it’s a situation where there is row after row of vendors selling nearly the same set of things at very nearly the same price point, and he has to visit as many of them as humanly possible in the four days that the exhibition is live, so as to get the best deals and products. He already has a set of vendors that he has previously bought from, or he knows well about that he looks out for and visits before he does anything else. The time that remains is when he visits other exhibitors to explore new possibilities. But who does he visit? How does he decide? Isn’t it confusing and intimidating for him decide to go into one stand and leave the one next to it?
It is precisely here that stand design comes into play. The better designed exhibition booths have a greater possibility of attracting visitors and serious buyers as compared to the poorly designed ones. The interest that is created by a good display often trumps everything else. Unless the stall is designed to create interest in the mind of the casual visitor and give him something that pulls him in, the entire idea of participating in a trade show, especially an entry-by-invitation-only one like the IHGF, can go to waste.
And when you look at the fact that the cost of designing and constructing a stall at an exhibition is only about 10% to 15% of the total expense of participation, keeping in mind that the major chunk of expenses go towards rental of the space, logistics of men and materials, boarding and lodging at the venue, cost of entertaining potential buyers, and developing new designs for display, it makes a lot of sense to spend some real time in the design process. Because at the end of the day, it is this 15% that makes a lot of difference.
The design process, in itself is not a very complex one. It is only a few steps which, if taken properly and in order, have the potential to deliver the biggest bang for the buck. It starts with framing a basic idea of how your products need to be displayed, so that they stand out. Maybe there is a theme that you would want to follow, something that speaks for your product and complements it. Then it is time to engage a designer. Ask around, take references. If you have already exhibited at previous editions of the fair, you must have seen some designers deliver the best stands. Talk to them. Maybe even google. If you can shortlist about three to four designers that should ideally be more than enough.
Once that is done, you need to sit with them patiently and give them a design brief, in as much detail as possible. Show them your products, tell them what you think is the best way to display, and what story you want your display to tell. Also think about and communicate to the designer, your expectations from the fair. What exactly is it that you want to achieve by participating? Show them your previous displays, so that they get a fair idea of your design sense. It might take more than a few sittings, quite a few iterations of the first draft, but if you are patient enough, the best design will come about.
A good design for your stand at any exhibition, is the best recipe for a fruitful and satisfying participation. It is not about increasing sales as such. It is more about creating interest, getting noticed, creating trust in your company and you, and about telling your story. If that much is done, sales are bound to follow.
Happy Exhibiting!!