49 minute read
Interviews
from Nov 2021
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SATYENDRA MEHRA
In conversation with Satyendra Mehra, Group Director & Member of the Management Board, NürnbergMesse India Pvt. Ltd.
“India is one of the fastest growing exhibition markets within the NürnbergMesse group. Our growth has been consistent and our offerings are versatile. There are many new areas where we see a huge potential and our current portfolio also offers tremendous scope for growth. In an exhibition, customer service, experience, timely delivery and completion of tasks are of utmost importance and critical. It’ s a value chain. Each and every step, process and procedure needs to be adhered.
ES. What were the past experiences, achievements, or lessons that shaped your journey as a successful leader in this industry?
Satyendra Mehra. My journey in the exhibition industry has been quite adventurous, exciting and full of great learnings. Never imagined that I would end up in this industry, coming from an airline and customer service-oriented industry, which is where I started my career. I am a firm believer that one should not miss any opportunity to learn alongside colleagues and fellow professionals, which in itself is an enriching experience. Equally important is to learn from failures and take the necessary corrective measures to move ahead.
Over the years’ challenges, experiences and opportunities have enabled me to transform from a hard-core operations specialist to an industry specialist now holding a key management position and portfolio. There have been mentors, colleagues, friends, and well-wishers on this journey who have played a huge role in my growth, for which I am extremely grateful.
ES. In this period of change, Artificial intelligence has started to become an integral part of our industry. Do you think with these new tools comes a greater opportunity to reach and engage with new audiences that are larger than ever before?
Satyendra Mehra. Absolutely.
I believe that, Artificial intelligence (AI) has been an integral part of our business and industry for a long time. We have been using it in one form or another, depending on the objectives. The key to our business and also to effective adoption and application of AI is data. The definition of AI has varied over the last decade to being just number crunching to an inference tool to now a human interface and life influencing force. AI is changing the way the world works. AI is being used across several sectors like healthcare, manufacturing, transportation and even retail, and the Exhibition sector is no different. AI can personalise recommendations for event attendees and exhibitors on a large scale, furthermore AI can be a powerful tool in for marketing, by optimising ads and campaigns automatically to ensure that the most impactful messages are being sent.
I would say AI acts as an influencer and manoeuvres one’s decision making process to the desired and expected outcome. With technology constantly evolving at a staggering pace, incorporating advanced technologies in the events and exhibition industry has taken the customer experience to a significant level. Artificial Intelligence and Virtual Reality are also holding great potential in engaging the customers at an immersive level. We need use these digital tools to our advantage and to complement them with our existing offerings to provide an enhanced experience and outcome for our clients and their customers. Such tools help and support us in focussed marketing campaigns and engagement, and very importantly develop and explore untapped territories and customers.
ES. Tech is now an enabler for the event industry. Can you share with us your thoughts on how and what to embrace in this domain?
Satyendra Mehra. One has to embrace change and accept digital transformation, for good. There is this saying “One size doesn’t fit all”. Hence the solutions will depend on your expectations and requirements. It’s situational and need based. What works for one may not necessarily work for another. Apart from standardised digital solutions which most us are using at the moment, we need to have customised solutions too. This also depends on level of investment, along with in-house capability and expertise in handling and managing them.
ES. With 17 shows spread across different Industry verticals., today the offerings of NürnbergMesse India are varied and versatile. What are your upcoming plans for the Indian market?
Satyendra Mehra. India is one of the fastest growing exhibition markets within the NürnbergMesse group and like you rightly said, our growth has been consistent and our offerings versatile. Our upcoming plans are centred around sustainable growth and progress. There are many new areas where we see a huge potential and our current portfolio also offers tremendous scope for growth.
ES. NMI organised its 1st physical show post covid - BIOFACH INDIA just recently. Please share with us the experience and feedback received from the participants.
Satyendra Mehra. “Re-Experience Live” was our mantra. Our focus and emphasis to deliver our goals of “We Care” and “Partnership beyond Business” yielded great results. It was encouraging to witness the positive vibes, excitement and enthusiasm on the show floor. Our “Hygiene Concept” ensured that participants felt secure and safe at the event, while at the same time enjoying the benefits of face to face networking.
ES. What is your advice for budding or emerging leaders?
Satyendra Mehra. Embrace change and Innovate.
Ÿ Always keep pushing to explore and exploit the best available within ourselves Ÿ Challenge and keep questioning till you are satisfied with the outcome Ÿ Patience: Inventions and innovations were discovered after number of failures and repeated attempts Ÿ Resilience: Whenever there is major problem, take a step back. Focus on finding and exploring workable solutions and options
Ÿ Invest in Training and Skill Development Ÿ Encourage team effort and bonding by having human centric approach Ÿ Adopt a collaborative style of working, giving due emphasis to diversity and inclusion
ES. What are the key challenges surrounding our industry? In your opinion, what does the future hold for the Indian exhibition industry?
Satyendra Mehra. In the current situation, I believe following points need to be addressed which will help us to overcome challenges faced by all of us:
Ÿ Instilling confidence and promoting the nostalgic value of
Trade Fairs. Importance of face-to-face networking Ÿ Realigning of Strategy Ÿ Redesigning of Marketing Communication Ÿ Focus on Content Ÿ Addressing the changing needs of the customers Ÿ Bundling and delivery of existing conventional offerings along with latest digital innovations Ÿ Providing continuous and yearlong engagement Ÿ Reassurance on safe, secure and hygiene parameters Ÿ Providing ROI to the customers Ÿ Very importantly to invest in staff and training
The future of the exhibition industry in India is promising along with a steady growth. India is an important market and one of prime exhibition destinations globally. In the coming days, we will be witnessing more strategic alliances, collaborations, partnerships, investments, new launches, geocloning of existing brands and more International organisers establishing their base here.
ES. As you oversee event operations too, what aspects do you feel are the most critical while organizing a show and also the ones that present most unique challenges? Satyendra Mehra. In an exhibition, customer service, experience, timely delivery and completion of tasks are of utmost importance and critical. It’s a value chain. Each and every step, process and procedure needs to be adhered. Also, very important is the resource and cost management. Some of the important and critical parameters that need to be considered are Strategy, Planning, Detailing, Risk Assessment, Transparent and effective communication, and Attitude to ensure health and safety coupled with quality service delivery.
In spite of planning and detailing so well, most of us have encountered and faced challenges which we never anticipated and hence it is always recommended to have alternate plan, i.e. contingency/back-up plan to address such challenges. From my experience the most unprecedented challenges faced are due to lack of training and motivation, unwillingness to move out of your comfort zone, miscommunication, poor time management, and especially lack of trust. Patience and calmness are two other important factors which always come in handy while managing events, especially those which are mounted on a large scale.
ES. The planning for an event starts a year ahead and goes on post the conclusion of the show. How important is the element of operations for the show team? How do you, especially, achieve such excellence in operations?
Satyendra Mehra. I would say the show team and operations team are two sides of the same coin. They cannot survive without each other. Show team sells a dream and operations team turns that dream into reality. In our organisation each team involved in delivering a successful show work and walk hand-in-hand. Team work and trusting each other is a critical aspect in this case. The teams discuss, deliberate, agree to disagree for the betterment of the event. Most importantly
both the teams are encouraged to look at our services and offerings from the perspective of the ones who would be finally using it. This allows us to evaluate our processes more closely and ideate towards finding solutions which would benefit all Stakeholders; to integrate a practice of constant feedback from the users and evolve our services during the different stages of project management. Here we would like to express our gratitude and extend our thanks to our service partners. They are our extended family that provide flawless and seamless customer service experience.
ES. As you deal with the service providers on a regular basis, how do you feel about the evolving role of venues and suppliers in the new normal and evolving dynamics of relationship between organisers and service partners?
Satyendra Mehra. We at NürnbergMesse have a longstanding association, relationship and understanding with our service partners including venues, and we believe it has only evolved and enhanced over a period of time, and will continue to do so. They have been one of the key drivers of the success of our shows and with that, the organisation as a whole. They are our extended arm for services we provide to our exhibitors and visitors.
During this time of ‘New Normal’, the emphasis and focus is to create an enhanced secure and safe environment. The future is "Sustainability" and "Digitisation". Skill development and training is equally important. We expect these to
integrate across various levels and aspects of the industry for better management and an even bUnderstandably, we face multiple challenges together but the best part is that we discuss, deliberate and work out solutions which are feasible and benefit the show, which includes timeline schedule and planning, resource allocation, timely and quality service delivery, customer friendly communication, attending and fulfilling additional requirements/requests from exhibitors and visitors, last minute service execution and contingency support. “
Most important aspect what we stress on is educating, training and briefing our service partners before each event with regards to managing expectations, handling and addressing challenges onsite and very crucial “SERVICE with a SMILE!”
Any kind of challenge and issue can be addressed. This is possible and achievable with having a proper plan in place, having deliberations and discussions, clear and transparent communication and most importantly respect, trust and confidence in each other. At the end of the day SUCCESS is all about TEAM WORK! During this time of ‘New Normal’, the emphasis and focus is to create an enhanced secure and safe environment. The future is "Sustainability" and "Digitisation". Skill development and training is equally important. We expect these to integrate across various levels and aspects of the industry for better management and an even better end result.etter end result.
“My vision for WTC Mumbai is to develop a dynamic trade support ecosystem anchored on the four pillars of trade promoon, trade research, trade educaon and trade facility management. Every year, the Expo Center hosts 65 exhibions and several promoonal acvies. Recently, we hosted new events such as Astro World, Contemporary Art Fair, BIMSTEC, Sail Exposion, Kids Karva, DRT Show India, IKPE Toy Fair, Slag Summer Fest, FCB 2019, SX Retail Open House and Indian Handicra Factory. Our conference and meeng rooms in the Centre recorded excellent occupancy. ”
RUPA NAIK Execuve Director, World Trade Center Mumbai, Promoted By MVIRDC
ES. Could you provide the readers about your early life and career? What is your vision ahead for WTC Mumbai?
Rupa Naik. I started my career in the tourism industry after having graduated in Economics and armed with a Diploma in Travel and Tourism from IATA. My stint in the tourism industry helped me acquaint with the cultures, cuisines and traditions of different countries. Even as I enjoyed my career in travel industry, I nurtured passion for trade promotion and strategic alliances that urged me to explore opportunity in chambers of commerce and trade organizations. Since then, I have spent more than 30 years in trade support institutions beginning with AIMO (All India Manufacturers Organization), AIAI (All India Association of Industries) and presently with MVIRDC World Trade Center Mumbai.
My vision for WTC Mumbai is to develop a dynamic trade support ecosystem anchored on the four pillars of trade promotion, trade research, trade education and trade facility management. It gives me great pleasure to say that this vision fulfills the dream of Bharat Ratna Sir Dr. M Visvesvaraya, who was the inspiration behind the MVIRDC World Trade Center Mumbai. My vision of a dynamic trade support ecosystem is one which responds to the emerging challenges of micro, small and medium enterprises (MSMEs) and women owned businesses. Today, MSMEs account more than 30% of our GDP and they contribute at least 40% to our exports.
Through an efficient trade support ecosystem, we can enhance their contribution to the economy to 50%. Secondly, despite constituting 50% of population, women account for hardly 13% of all enterprises in India. By providing an efficient platform to meet the global aspiration of small scale women entrepreneurs, we can create a breed of successful women owned enterprises, who will in turn be a role model for aspiring women entrepreneurs. Our organization completed 50 years in June 2020. Even though we are a 50 year old organization, we remain young by reinventing our operational model to stay relevant to the changing times. In this era of social distancing and remote working, we thought it appropriate to bring digital transformation in our trade support services. As part of this effort, we launched our new age digital trade, exhibition and networking platform wetrade.org last year to connect local companies to the global market at a minimal cost in a most efficient manner.
ES. As one of the oldest venues, WTC Mumbai has been built into one of the leading MICE venues in Mumbai. Please tell us other features that set your WTC apart from other venues.
Rupa Naik. Our Expo Center is located at one of the oldest business districts in the commercial capital of Mumbai and is an ideal venue for both national and international trade shows, besides consumer fairs. The Expo Center is a worldclass centrally air-conditioned venue spread across 41,000 sq. ft. area and is backed by round the clock support services. It is the most sought after exhibition venue in South Mumbai. As we offer state-of-the-art support and technical services through our panel of contractors for stall design and construction, the venue is also equipped with store rooms, telephone facility, reception area, freight elevator and Cafeteria to cater multi-cuisine food. Apart from Expo Center, we also have 13,735 sq feet garden lawn and other venues with different capacities to host exhibitions and conferences. As a testimony to our superior performance, we won the awards i.e. Fastest Growing Venue in 2017, Corporate Excellence in 2018, Excellence in Services in 2019 and ‘Star in MICE’ Category in 2020 at the Exhibition Excellence Awards organised by Exhibition Showcase.
ES. How many regional, national and international conventions, meetings and trade shows, are hosted by the WTC Mumbai? How do you overcome the challenge in initiating and conducting the events?
Rupa Naik. Every year, the Expo Center hosts 65 Exhibitions and several Promotional activities. Recently, we hosted new events such as Astro World, Contemporary Art Fair, BIMSTEC, Sail Exposition, Kids Karva, DRT Show India, IKPE Toy Fair, Slag Summer Fest, FCB 2019, SX Retail Open House and Indian Handicraft Factory. Our conference and meeting rooms in the Centre recorded excellent occupancy.
ES. How does WTC Mumbai make important contributions to the economy in India with its advanced professional capabilities?
Rupa Naik. Indian exhibition economy is a multi-billion dollar industry that creates direct and indirect jobs across hospitality, food, housekeeping, booth construction, advertisement, creative design and logistics sectors. Apart from having direct impact on these sectors, the exhibition industry indirectly stimulates economic growth by providing lead generation and sales to the exhibitors. WTC Mumbai is located at a premier location in the southern business district of Mumbai, with proximity to iconic hotel brands, renowned tourism spots and fine dining restaurants. “
WTC Mumbai contributes to the exhibition economy of India by holding Textile, Travel & Tourism, Food & Hospitality exhibitions and attracting business leaders, representatives from multilateral organizations, consular corps and other government officials. Few of the well established exhibitions are Fibres & Yarns, SCaT, MCS (Numismatic) and iconic events such as Global Economic Summit and World Trade Expo. The Conference and Exhibitions in these events draw speakers, exhibitors and visitors from across the country.
ES. Technological change is creating historic shifts in industry footprints. Do you think this process will accelerate? How would this technology take shape at your organisation? Rupa Naik. It is our constant endeavour to reinvent ourself to stay ahead of the technology curve to benefit exhibition organizers and other members of trade and industry. As part of this effort, we launched our new age digital platform wetrade.org last year to connect local exhibitors to the global market. This online platform is developed to offer greater returns on investment with low cost of participation for small and medium enterprises. This online platform offers enhanced online presence with high reach and engagement with targeted visitors and buyers from India and overseas. In FY 2020-21, we organized three online expos, viz. Handloom Expo, Handicraft Expo and Healthcare & Wellness Expo. Collectively, over 500 exhibitors participated in these virtual expos.
In the current financial year, we have organized bilateral exhibition with Zambia and are currently organizing such exhibitions with Caribbean countries and Vietnam. In future, we are planning to leverage our digital platform to help domestic sellers to cater to buyers in various other countries as well, and help them to understand various aspects of exports such as quality standards, packaging requirements, country specific trade restrictions etc. Going forward, we firmly believe that hybrid events are a way forward to reach to desired stakeholders effectively by integrating physical events with online participation.
ES. How have things changed within the industry during your career?
Rupa Naik. In my career, the exhibition industry has witnessed changes across three fronts, viz. privatization, formalization and globalization. A major change that I have witnessed in recent decades is the substantial growth in the venue capacity of India, led by huge investment by private players such as HITEX, Bombay Exhibition Center and Bangalore International Exhibition Center. The second
change witnessed in my career is formalization as today 40% of venue providers in the exhibition industry are organized players (according to Indian Exhibition Industry Association). The third major change is the globalization of the Indian exhibition industry. In a year, the Indian exhibition industry provides venue to 745 events, of which 40% are organized by international players.
Another remarkable change that I have witnessed in the exhibition industry in the recent period of my career is the increasing consciousness towards environment protection and sustainable development goals.
“WTC Mumbai has adopted best practices in harnessing natural energy and recycling waste through initiatives such as rooftop solar paneling, installation of e-waste bins, composting machine, pet bottle crusher machine, and energy efficient lighting design. These have significantly contributed to sustainable practices. We have upgraded infrastructure facilities of our venues through renovation, rehabilitation and maintenance projects, such as installation of 100 Kwp Grid tied Roof Top Solar Power Plant at The Arcade terrace.
ES. Could you please share with us a brief summary of your session at IMS 2.0? What are some major points that you would like to highlight?
Rupa Naik. My session at IMS 2.0 focused on the evolving trend of hybrid events, which combine physical and virtual features to adapt to the changing situation. The outcome of the pandemic and its impact, though negative, have created great opportunities for enhancing virtual showcasing of products and reaching out to larger number of buyers and expanding footprints to exhibitors globally. But the impact of the pandemic is felt more by service providers such as exhibition organisers, venue owners and other service providers required for installing stalls, lighting, designing etc. Going forward, physical events may continue to face pressures like venue availability to adjust to social distancing and other SOPs, extra costs of meeting regulations along with challenges in attracting overseas buyers and visitors. The hybrid events may provide an excellent opportunity to mitigate these challenges while maintaining profitability. Hybrid events can also help serve local as well as international participants, and enhance the geographical reach of the events.
ES. How has WTC Mumbai been instrumental in the promotion of domestic and international economic exchanges by virtue of its unique location advantages, and an ideal venue for holding various social and corporate events?
Rupa Naik. WTC Mumbai has always believed in exchange of trade delegations as a way to promote international trade, investment, technology transfer and joint ventures. Through our strategic alliance with diplomatic missions of foreign countries and bilateral chambers of commerce, we organized 65 trade-related programs in the normal year of 2019-20. Our association with the network of 320 World Trade Centers across 90 countries also provides a unique advantage in stimulating cross-border economic exchange. Even during the pandemic year of 2020-21, we organized more than 50 webinars with diplomatic corps, other government officials, leaders from multilateral institutions and senior business executives from across the world.
WTC Mumbai has signed MoUs with nearly 200 organisations, including chambers of commerce and trade promotion agencies in India and abroad. Besides, our organization also partners with Government of Maharashtra to organize conferences on topics of policy significance such as international trade, women ’ s economic empowerment and public procurement policy.
ES. With the objective of providing major impetus to safety, how have you equipped to ensure safe and secure events? Please name some major events hosted recently by WTC Mumbai.
Rupa Naik. Safety and security are the top priorities of our organization ’ s endeavour to maintain the trust and conviction reposed in us by event organizers and exhibitors. We follow all safety protocols, such as thermal scanning, hand sanitization and social distancing norms, as prescribed by the local Government authorities.
With these safety measures, WTC Mumbai has successfully hosted events such as Elite Clothing Exhibition, Furniture & Furnishing Show, Fashion Jalsa, Numismatic & Philatelic Fair and Fashion Affair recently.
ES. Do you have some hybrid element involved in shows at WTC Mumbai? How do you ensure contactless delivery and services at your venue?
Rupa Naik. According to the guidelines issued by Government of India and Government of Maharashtra, all the safety & precautionary measures are followed viz: Venue sanitization, Temperature check, prohibiting entry for participants without Masks, installing Hand sanitizer dispensing machines and Maintaining social distancing. We have also introduced pre-registration for visitors to manage the crowd better.
ES. What according to you will be the role of venues and the preparations they will need to thrive in the new normal?
Rupa Naik. The pandemic is driving changes to the way we interact and socialize with each other as health and safety has become a key concern in the minds of people. Trust is essential get people back to the exhibition venue. The role of venue providers is crucial in securing the confidence of exhibitors and visitors by allaying their safety concerns. Responding to the challenges & seizing the opportunities will be the key defining factor to thrive in this new normal. Venue providers should focus on operational agility and also cost competitiveness to navigate uncertainty. Thus, according to me, considerations for employee and customer health and safety are the key effective business recovery.
ES. What are your upcoming plans? What major events are in the pipeline?
Rupa Naik. WTC Mumbai is committed to promote bilateral trade and investment through our new age digital platform wetrade.org. In the coming months, we are planning to connect Indian MSMEs to buyers in Peru, South Africa and Eswatini by organizing dedicated online exhibitions with these countries. In addition, we are excited to bounce back in an in-person format and have Travel & Tourism, Textiles, Art Fair, Handicrafts and Food & Wine exhibitions, to name a few, lined up in the coming months. All physical exhibitions will be supported by safety guidelines as per the government norms for its organizers, exhibitors, visitors who will be coming to the venue. As a Venue provider, to conduct B2B and B2C exhibitions amidst the new normal, we have a detailed set of enhanced measures. WTC provides organizers and attendees the reassurance and confidence that they are participating in a safe and controlled environment and are based on the broader principles of Physical Distancing & Hygiene.
ES. What would be your message to the industry?
Rupa Naik. In one year, the COVID pandemic has accelerated the digital transformation process, which would have otherwise taken several years. As the world is constantly evolving technologically and economically, we need to reinvent our operational model to adapt to the changing scenario and also to become cost-effective.
ES. You have more than two decades of trade show experience, please share with us your past experiences and achievements that shaped your journey as a successful leader in this industry?
Michael Dehn. My first encounter with trade exhibitions was as a student reporter for our school magazine ‘WILD’. Equipped with my press accreditation, I would visit trade shows in Frankfurt and write about them. When the time came closer to think about career choices, I looked into mechanical engineering and industrial design but at the back of my mind, I was always fascinated with trade exhibitions as a window to the world. Once the decision had been made to join the exhibition sector, the second decision I made fairly quickly was that I wanted to see the world. Fortunately, I found people within Messe Frankfurt who gave me the opportunity to move around in my early years due to which I ended up in Dubai by pure chance.
As a global hub for businesses, Dubai proved to be the perfect counterbalance to my German education as it taught me to take risks and identify and convert opportunities. India, on the other hand, taught me the right combination of structure and flexibility. These are two completely different markets and experiences and the people I met there shaped my overall learning experience. ES. Messe Frankfurt South Africa organizes many large-scale events such as Automechanika Johannesburg, Futuroad Expo, AERO South Africa, etc. How many trade shows are you planning for the year 2022, given that the epidemiological situation will be favourable?
Michael Dehn. We are currently planning nine exhibitions in 2022, with Solar Power Africa starting mid of February and followed by Automechanika Johannesburg and Futuroad. We then host the creative industry at Hobby-X, a business sector that has flourished in the last 18 months. After that we run AERO South Africa in cooperation with Messe Friedrichshafen through our new JV fairnamic. Then, in the South African winter, we run the Festival of Motoring at the Kyalami Grand Prix Circuit, Boatica in Cape Town and All Fashion Sourcing later in the year. Our last event will be an exciting new launch: Economic Zones Africa Expo (EZAE), a trade show for governments and investors.
ES. Since the start of the pandemic, we have developed and implemented a wide range of hybrid and digital formats. What, in your opinion, could be the advantages of this type of event in the future and how Messe Frankfurt South Africa would implement such format in its shows?
Michael Dehn. We have so far seen many variations of
MICHAEL DEHN Managing Director Messe Frankfurt South Africa
formats that range from pure networking platforms to product catalogues to full simulations of exhibitions. The appetite of customers for the most comprehensive virtual solutions has been quite low, and many of the functionalities remain almost entirely unused.
I would be very selective in the functionalities and focus on three core aspects:
Ÿ The relationship aspect between buyer and seller (networking) Ÿ The supply side (seller presents product) Ÿ The demand side (buyer defines needs)
I came to realise that it depends very much on the industry as well as on the event format: some industries are much more used to digital platforms than others. Some formats lend themselves much better to a digital platform. The more conference/content driven events can be organised either virtually or as a hybrid event. In the medical field this is now very much accepted. The more product-driven exhibitions do not do that well online and the moment they can be back in full swing, they will probably return to mostly physical encounters.
ES. Overall, what is your view of the future of the major trade fairs in Africa?
Michael Dehn. It would be presumptuous of me to even try to answer this question at this early stage. However, I would like to add, that South Africa remains one of the high-priority markets for most businesses. The region is growing and with the recently signed African Continental Free Trade Agreement (AfCFTA) there are tangible opportunities for investments. Coupled with a growing middle class, a robust consumer market and strong growth prospects makes it a credible destination for major trade fair brands in the years to come. We are right now on our road show across East Africa to promote our Q1 shows and the appetite to source from South Africa is immense.
ES. Please share your experiences as General Manager of Messe Frankfurt India? What situation do you foresee for the Indian exhibition industry as physical exhibitions have started to resume?
Michael Dehn. I came to India with an open mind, willingness to learn and the hope that I could apply my previous experience to the opportunities and challenges in this market. I instantly felt part of our company and not only my colleagues in India, but also our various partners and stakeholders proved to be supportive and engaging.
As an emerging market, the business environment in India is extremely competitive and you always have to stay one step ahead in order to grow. But even in a price-sensitive market like this: once you are able to demonstrate reliable performance over and over again, your customers thank you with their loyalty. It was rewarding to see this and I am taking many precious memories and experiences from India to Africa.
The role of General Manager as I see it, is being in-charge of building momentum for the exhibitions and the entire psychology around of it. You get the flywheel moving and ensure that it keeps moving at a good speed. My prediction for our industry in India is that exhibitions will be back, rather sooner than later, and while customers appreciate the tough times we as an industry were going through, they expect bigger and better performance going forward due to the growing importance and reliance on face-to-face
networking, more so after the pandemic-induced limitations. And at Messe Frankfurt, we are prepared to work hard towards this goal.
ES. Much like the rest of the world, the exhibitions and events industry has undergone a lot of change in a short period of time. What have been the major changes that you have seen during your time in the industry?
Michael Dehn. I would say that some aspects of our business have changed fast and some aspects are not changing fast enough. I don ’t miss the times of paper exhibitor manuals and countless forms by fax. I would certainly wish for more
Michael Dehn and Winston Pereira of Messe Frankfurt present a token of appreciation to jury members of the rst Media Expo Awards
seamless user experiences and smarter analytics. There is still a lot more potential when 100% of your audience carry a smart device with many sensors around.
On the other hand, when you look at a floor plan of an exhibition in 1921 – 100 years ago – and you see 9sqm booths, 3m isles etc, that’ s when you realise that some things have not changed, have not needed to change.
ES. In your opinion, what does the Exhibition industry need to improve and what are some challenges surrounding this sector?
Michael Dehn. To me it is one thing: The total and radical focus on convenience and user experience. And while this sounds very straight forward, it is also one of the hardest things to achieve.
ES. What are your expectations for your upcoming shows in Africa in terms of performance? How many other projects do you expect to launch in the coming days?
Michael Dehn. My expectations for our shows in terms of performance will be to get an answer on the question: “How much have you missed us?” My main mission at this point is to achieve stable growth. We have just launched the Economic Zones Africa Expo (EZAE), which will take place in Q4/2022.
ES. What is your leadership style?
Michael Dehn. I have been given more and more independence over the years and I noticed that it is appreciated when this independence and trust is passed on – of course together with the necessary accountability. I focus on sustainable long-term growth, pricing, user experience and compliance.
ES. How do you manage your professional and personal life? We would like to know, what keeps you busy when you are away from work?
Michael Dehn. This question comes at the right time: I have never faced a more challenging balancing act between professional and personal life than an international move. We are right in the middle of it, so I can ’t tell you yet how I do it. Time will tell. What keeps me busy away from work: we love going out of town with friends for BBQs, hiking, swimming etc. The most relaxing time I spend in my workshop, working on small projects (woodworking, metalworking) or teaching my daughter a new piece on the piano.
ES. Could you start by telling us a bit about your role as President at Fragrances & Flavour Association of India? Please highlight your career journey, major hurdles overcome and milestones achieved so far.
Rishabh C. Kothari. I have been associated with the Fragrances and Flavours Association of India for more than 2 decades. I first joined the FAFAI Managing Committee in 1999 when I was 24 years old and have been part of the FAFAI Journey ever since including serving as the Regional Secretary for East India as well as editing its prestigious and internationally renowned quarterly publication, the FAFAI Journal. My association with FAFAI has been an extremely enriching one, helping me learn and absorb from events and people, and it is here that I have made friends across ages and geographies around the country and abroad. While I am sure there have been road-bumps in this journey, looking back I cannot think of any major hurdle. Each FAFAI activity or event is filled with joy, satisfaction, camaraderie and learning and each of them have been in their own way a milestone in this journey.
However, I can say with pride and some amount of satisfaction that we have done a good amount of work in the position we are in, although the real credit for all that we have been able to achieve so far lies with very many people. It lies with all my predecessors, all the Past Presidents and their Committee members who established a strong foundation for the Association. The credit lies with the unwavering contribution and support that I have received from all my office bearers, all the members of the Managing Committee, members of the FAFAI Secretariat who have behind the scenes supported me in very effort and endeavours. And finally, nothing is ever possible without the support, interest and active participation of all our members, which we are fortunate to have received in abundance, and for which we are ever grateful. So while the President may be what you can call the ‘public face’ of the Association, all the credit and achievement is not of one man alone. When our Managing Committee took over in July 2019, we had several plans and programmes in mind and have ever since made efforts to work in that direction.
Rishabh C. Kothari President, Fragrances & Flavours Association of India
India is a large country and we have our membership spread over in just about every nook and corner of the country. Therefore to facilitate greater member participation, we wanted to take FAFAI Workshops, programmes and events to every part of the country where our members are. We started this programmes in Indore, Kannauj and Kanpur the same year . We had firmed up plans of conducting events in Nagpur, Bengaluru, Cochin, Jaipur, Ahmedabad and Ankaleshwar in 2020 but they had to be put on hold because of the pandemic. However the ball has been set rolling and we shall resume whenever the situation becomes conducive.
Once the pandemic began, we moved our events online. Since one of our aims has been to facilitate greater member participation and make our programmes and events accessible to our members in every part of the country, the
virtual mode made it possible with much greater ease. In lieu of Trade Shows that take place, we also organised a Virtual Bazaar earlier this year. While we were apprehensive about such an event, as Fragrances and Flavours are related to the senses, I am happy to inform you that while our regular biennial Seminar has around 1,500 delegates, registrations for the Virtual Bazaar crossed 4,000!
ES. Please run us through more details of your organization, its inception and history.
Rishabh C. Kothari. FAFAI was established in 1949 when a small group of people who were extremely passionate about the world of aromas came together to set up an organisation to promote fragrances and flavours in India. In these next 7 decades, FAFAI has grown exponentially both in strength and stature, in India as well as overseas, with more than 850 members covering all aspects of the Fragrances, Flavours, Aroma Chemicals and Natural Essential Oils business. We have members from the entire value chain, from manufacturers, cultivators, distillers, traders, agents and representatives and even scientists.
ES. As the Covid-19 pandemic shakes the global economy and disrupts the way we live, work, and conduct business, leaders are scrambling to manage the immediate fallout. As President of FAFAI, what is your vision for the future of the Fragrance Industry in India?
Rishabh C. Kothari. Well, Covid has affected all of us in more ways than one can imagine. It has also impacted the way in which we perceive and consume products and the Fragrance and Flavour Industry is a reflection of these changing consumer behaviours and patterns. The Industry has been grappling with challenges related to supply, logistics and pricing of both natural and synthetic raw materials which I feel will continue for some time as industries across the world adapt to the new normal. While there may be temporal blips, the per capita consumption of Fragrances and Flavours are likely to see a continued upward momentum and it is for each player to seize the opportunity and benefit from it.
ES. Please educate us on Indian Fragrances and Flavours Reference List of Ingredients.
Rishabh C. Kothari. In the midst of a global pandemic, people worldwide were getting more and more conscious of the products they consume.
The Fragrance and Flavour Industry has always been cognizant of consumer preferences and their safety has always been paramount in whatever we do. It was the interests of consumers as well as the need for transparency and clarity that motivated us to publish the Indian Reference List of Ingredients. This is a 1st of its kind compilation of more than 9,000 ingredients which are being widely used and generally considered safe by the Indian Fragrances and Flavours industry. This is a 1st of its kind compilation of more than 9,000 ingredients which are being widely used and generally considered safe by the Indian Fragrances and Flavours industry.
This compilation is based on inputs from all the Fragrance and Flavour Manufacturers of India and lists all the ingredients that they use and can be an authoritative guide of all ingredients being used in India. We were also grateful to receive words of praise and encouragement from our Honourable Prime Minister Shri Narendra Modi ji for this publication.
ES. How has the second wave of the global pandemic impacted the Fragrance Industry?
Rishabh C. Kothari. Like all industries, the pandemic has deeply impacted the Fragrance Industry as well. The continued challenges with respect to logistics, container movement and their costs have had a huge impact on all industries including F&F. Supply chain disruptions have had an adverse impact on both productivity as well as balance sheets and the industry, which is dominated by MSME players, struggles with ever rising costs.
ES. What initiatives have you taken to stay relevant in the industry and among consumers during these times?
Rishabh C. Kothari. As I mentioned earlier, the Fragrance Industry is extremely dynamic and have been innovating, developing, adapting and producing a ever changing palate of consumer preferences and tastes. For example, post pandemic, there is a much larger demand for natural essential oils as consumers seek solace and comfort in natural remedies and products and the industry has risen to the occasion.
ES. Considering the unprecedented year, we dive forward to a year of gratitude, healing, and reconnecting – something we all so desperately crave. According to you, what would be the top trends that will be most influential in shaping the fragrance industry in 2021 and beyond?
Rishabh C. Kothari. The fragrance Industry is often a bellweather or indicator of the changing consumer mind and the product we produce are a reflection of the changing priorities and preferences of these consumers. As you have mentioned the words gratitude, healing and reconnecting, these are likely to influence or propel the consumer’s mind and decisions. With heightened hygiene consciousness, products that demonstrate care and protection will be preferred and this care is not only related to the self but also the environment and the planet. Hence there shall be a strong preference for not only natural products but ecologically sustainable products and the fragrance industry will mirror these changing times in the fragrance notes we produce or the ingredients we source.
ES. Meditation practice was associated with decreases in negative emotion. We have heard that you are also involved in teaching meditation to thousands of people. Tell us more about it.
Rishabh C. Kothari. Well, I would not associate Meditation only with the decrease of negative emotions only! As far as I am concerned, I have been involved with a Meditation practice called Heartfulness (www.heartfulness.org), which I have been practicing ever since I was a teenager. It is my conviction that inner peace and balance is a pre-requisite for the achievement of ever greater virtues. Think of it this way,
Ÿ Can one be happy and joyful without peace? Ÿ Is peace possible without harmony? Ÿ Is harmony possible without having a contemplative mind? Ÿ Is contemplation possible without a focused mind? Ÿ Can your mind be truly focused without training it through meditation?
So whether it is creativity or professional success, a happy family life or a harmonious society, it is we individuals who make the society a whole, and the society is a reflection of what we are as individuals. Since 1945, the Shri Ram Chandra Mission has offered Heartfulness Meditation to interested seekers, free of charge. Heartfulness is based on the ancient system of Raja yoga, which is known thus because meditation regulates the mind, and the mind is said to occupy the kingly position within us. This kingly mind, however, is itself governed by the intentions of the heart. By purifying the heart, we regulate the mind. That is how, through the practices of Heartfulness Meditation, we train individuals to make use of their inner capacities and shape their destinies. Originally present in only a few districts of Uttar Pradesh, Heartfulness is now practiced by over 4 million people in 165 countries, and its wide range of selfdevelopment modules have been adopted by thousands of schools, colleges, corporations, non-governmental, and government bodies worldwide. To better connect with today’s aspirants, Heartfulness maintains a familiar online presence and has made its ancient methodology freely available to seekers through a variety of smartphone apps and instructional videos. The activities of the Shri Ram Chandra Mission are supported by a large volunteer base, including over 14,000 certified trainers who are passionate and selfless in their efforts to help individuals learn the art of meditation and spread peace wherever they go.
ES. Is there anything else you would like to add as we wrap up? Any message that you would like to share with us?
Rishabh C. Kothari. Well, my only message to one and all would be that there is every challenge could also be an opportunity. Whether it is our economy, our geographical integrity, or simply the preservation of human life, the last 18 months have been extremely challenging for our nation. This situation has challenged our resilience as a civilisation and it is in throes of such adversity that opportunity emerges for us. What is important is that we believe in ourselves, we believe in what the future holds for us, and of course endeavour to redeem that pledge, only this time in full measure. Ideas such as ‘Atmanirbhar Bharat’ needs to move beyond mere slogans, beyond narrow personal and commercial considerations, into an article of faith for our countrymen to support one another as India moves towards reclaiming its rightful place in the world and history.
As Mahatma Gandhi has said, ‘Be the change that you wish to see in the world’ and it is upon each and every one of us to be ‘vocal for local’ in every aspect of our businesses and encourage and support our fellow brethren.
The IAVM Foundaon was inially conceived when the Cincinna Task Force in their 1980 report, following “The Who” concert tragedy (1979), made a hearelt request to the Internaonal Associaon of Venue Managers (IAVM) to develop and implement crowd management safety standards so that venues across the naon could learn from this devastang tragedy.
ES. How does IAVM Foundation contribute to the success and vitality of public assembly venues and their communities worldwide? Brad Mayne. International Association of Venue Managers is our Association. The Foundation is separate, yet it exists to fund initiatives for the association. Since 1980, the IAVM Foundation has contributed to the success and vitality of public assembly venues and their communities worldwide through the Association. The Foundation has funded initiatives, offered grants, and funds scholarships for IAVM Events, Schools and Academies. The Foundation also helps fund our advocacy efforts for the industry. Three initiatives that stand out include the creation of the Venue Management School, assisted in funding the Exhibitions and Meetings Safety and Security Initiative (EMSSI) for the meetings and exhibitions industry, and our current Diversity & Inclusive Leadership strategic plan and implementation to ensure the venue industry creates equity for all members of our association. ES. What are some of the major initiatives the association is working on now?
Brad Mayne. Due to the pandemic, the association has transitioned into collaborating with other associations in the industry to manage the pandemic ’s impact on our industry. We focused on assisting the industry to prepare, respond, recover, and be resilient. IAVM volunteer members and an industry wide COVID-19 task force generated ways to stabilize the industry, work for funding from government sources, as well as protection and managing liability. We collectively coordinated our COVID protocols with show organizers, exhibition companies, contractors, travel, insurance, infectious disease entities and destinations. In addition, IAVM adopted COVID sanitization protocols with International Sanitary Supply Association (ISSA) and the Global Biorisk Advisory Council (GBAC) accreditation program, not only with the venues but with the whole industry.
Brad Mayne, President and CEO, Internaonal Associaon of Venue Managers (IAVM) and the IAVM Foundaon
Brad Mayne
Our venues re-purposed to fight COVID by becoming hospitals, vaccinations sites, homeless shelters, voting venues, logistics hubs, food banks and served other purposes to serve local communities. As there has been heightened security issues in places where people gather, we have been able to offer live training once again for safety and security. Our current trainings include, but are not limited to, Situational Awareness, De-Escalation Practices, Active Shooter Training, and Trained Crowd Manager certification. We have concentrated our energy on young professionals, women in the industry, and diversity and equity for the association, focusing on everyone having access to all aspects of the venue professional industry. The pandemic showed us that online learning is a reasonable way to educate our members, so we are working to create online programming to serve more of the industry with education and training programs.
ES. Please tell us a bit about your role at IAVM? Please highlight your career journey, major hurdles overcome, and milestones achieved so far.
Brad Mayne. As President and CEO of IAVM, I report to the Board of Directors to carry out their vision and goals for our 7,000 members. I have a great staff that serves our members with cutting edge innovation, advanced education, research, and stellar networking opportunities. We have a robust volunteer program where nearly 300 volunteers serve in leadership, multiple committees, and task forces which gives our members the opportunity to lead and learn to further their careers in the industry.
I have worked in the events industry since 1969 at the age of 14 as a part time employee, then transitioned to a full-time employee in 1981. I advanced in the organizations I worked for and have been involved in managing convention centers, arenas, stadiums and performing arts theaters. I became a regional manager for Ogden Entertainment with responsibilities for administration of several client venues. I have been involved in the financing, design, construction and opening of three venues. The past twenty-three years of my venue career I held the position of CEO for American Airlines Center in Dallas Texas and MetLife Stadium in East Rutherford New Jersey.
I have hosted several major sporting events including the NCAA Final Four, NBA Championships, NHL Stanley Cup Championships, National Figure Skating Championships, and the XLVIII Super Bowl. As a volunteer member of IAVM since 1987, I’ ve achieved my Certified Venue Executive (CVE) in 1992, received the highest award for IAVM named the Charles A. McElravy Award, as well as the Foundation Legacy Award. I chaired the Board of Regents, Arenas Committee, and served on the Certification and Foundation boards. Since becoming CEO of IAVM, we have grown membership by 30%, generated 33% higher revenues, and have stabilized the association during the pandemic when we lost 66% of our revenues.
ES. How was the idea of IAVM Foundation conceived and how did it come into action? Please share the details.
Brad Mayne. The Foundation was initially conceived when the Cincinnati Task Force in their 1980 report, following “The Who” concert tragedy (1979), made a heartfelt request to the International Association of Venue Managers (IAVM) to develop and implement crowd management safety standards so that venues across the nation could learn from this devastating tragedy. As a result, the IAVM Foundation was propelled from the drawing board to a focused existence in 1982, and since then, has provided over $3.2 million in funding for professional development and education, research, and best practices development to ensure the safety and advancement of the public assembly venue industry.
ES. What are the challenges being faced by the event/venue Industry today and how can these be eliminated?
Brad Mayne. The events industry plays a major factor in the diverse communities we serve. We have flourished in the past but over the past 17 months have learned that we are stronger together. We seem to work in silos as we work together, and it has worked but it can certainly be better. The Events Industry Council is a great resource that brings most of the entities in the industry together to further collaboration with one another. IAVM is proud to be a part of the council and the great work they are accomplishing. The collaboration that has taken place during the pandemic was eye opening that when we gather, research, and understand one another, we find solutions to the many challenges we all face. We found we can work closer together in benefiting all that we are a part of.
ES. How can we ensure the perpetual success and growth of the public assembly industry? What are some future initiatives being planned through IAVM Foundation?
Brad Mayne. The best way to ensure perpetual success is through knowledge, education and networking with everyone pitching in to further the work of the whole industry. Afterall, we are all servant leaders working to make the world a stronger and more resilient industry.
ES. 'Knowledge, technology, and service are the key differentiating factors to create a competitive advantage and ultimately determine success.' Please comment.
Brad Mayne. I absolutely agree with the statement. Up until several years ago, the events industry was using technology from other industries to assist us. Today there is a plethora of organizations that are creating technologies to serve our industry. It is important that we embrace the support of technology to become stronger, more efficient, and more communicative in sharing best practices that serve our stake holders. ES. What are some of the programmes run by your foundation? How do you relate MegaShelters Resource and Life Safety Council with the current scenario? Are looking forward to creating any such kind of initiatives post the pandemic Covid-19?
Brad Mayne. The Mega Shelter Resource Guide was implemented during the pandemic when our venues were re-purposed. We are now adding new sections to the guide by placing new protocols into the guide with what we learned. The Mega Shelter program assists government agencies, when there are disasters that bring forward the need to assist those who have been negatively affected by natural disasters and was put to good use during the pandemic. We created a COVID 19 task force to generate new protocols. The task force is made up of other associations in the event industry, along with epidemiologists and government entities which makes it a strong program to be updated as we face new challenges. With upheaval in the world growing, the Life Safety Council program is a great resource to further our safety and security measures.
ES. We would like to know, what keeps you busy when you are away from work?
Brad Mayne. As a long time, venue manager, I have faced some pretty big challenges and learned from each challenge. The events industry is a great school in training how to handle major occurrences. Multi-tasking becomes a part of our DNA and if we hire quality and trustworthy staff to assist, they can make or break the ability to be agile and efficient at doing everything well. When I am not working, I am spending time with my wife and our nine grandchildren. I attend and am active in my church and in service to our community. I also love to fish, and my brother and our families take frequent trips to Alaska together for a week of salmon and halibut fishing.
