Indian Fashion & Fabric Exhibition Fair took place in Messe Niederrhein, Rheinberg, Germany from 5th – 8th September 2007. This location is about 30 kms. away from the fashion city of Dusseldorf. The fair was organized by a Netherland group known as Trading Links GmbH. The owners of this group are Indian husband wife duo of Mr. Rajan Singh and Mrs. Sara Singh. Although they have been importing silk goods from some of our members this was their first attempt in organizing an International Event. Although the idea was right the organization part of the fair was very poor.

This export promotion activity was never on Council’s agenda for the year 2007- 08. Council would have never participated in this fair but for the recommendation from the office of the Textile Ministry, New Delhi. Incidentally MOT has also cleared this activity under the Market Development Scheme.

Mrs. Sara Singh Proprietor of M/s Trading Links had come down to India with designers and had visited different silk centres/prospective exhibitors. She in consultation with her designers had short listed fabrics from exporters to be sent in advance for the show which was duly complied by some of our exhibitors. M/s. Trading Links had also appointed local agents in India to mobilize participation for the fair. Mrs. Sara Singh had also met Council ’s Chairman in Mumbai to promote this fair.

The fair was mainly for Garment but Fabrics were on display at the stands for making garments. Fashion accessories like scarves/stoles from Kolkata were also displayed at the stands.

To support the exhibitors and to mobilize buyers, a marketing campaign was organized much before the show by the organizers. They had claimed that they had given free E-Tkts to buyers from the EU region. They also claimed to have arranged for a free shuttle service from Dusseldorf airport to the fair ground for all the exhibition days. Entry and parking was free for the visitors during the fair.

Trading Links had claimed that direct invitations along with emails were sent to potential visitors from their database.

OBJECTIVE OF COUNCIL’S PARTICIPATION AT IFFE:
• To get first hand information on the new Trends in Consumption for fabrics for Garments, clothing and accessories.
• To help Council’s new members to participate and get a good foothold in the market.
• Observe the latest trends and developments within the marketplace.
• To shortlist buyers so that they can be invited to India to participate in Council’s Silk Week Show under the Reverse Trade Visit programme.
• To know about which materials and colors will be in fashion in the coming season.
• To gather information on new products and technologies.

This is the ideal opportunity to do all of this in a short span of time and the most cost effective way available for the Council.

COUNCIL’S PARTICIPANTS AT THE SHOW:
Following 11 members participated under Council’s umbrella.

1. M/s. Amba International, Bhagalpur
2. M/s. Digvijay Export, Bangalore
3. M/s. G. N. Exports, Varanasi
4. M/s. Haji Mohd. Farooque & Co., Varanasi
5. M/s. K. Sanjay & Company, Bangalore
6. M/s. Rakam Exports, Noida
7. M/s. Royal Touch Overseas Corp., Kolkata
8. M/s. Shankari Embroidery, Bangalore
9. M/s. Sunrise Udyog, Bangalore
10. M/s. Veda Commercial Pvt. Ltd., Kolkata
11. M/s. Virgose Fashions, Kolkata
(Total number of exhibitors were only 35 spread over two halls)

SILK PRODUCTS ON DISPLAY

Following products were exhibited:
• Fabrics for Garments
• Scarves and Stoles from Kolkata
• Fabrics from Varanasi
• Jacquard Fabrics from Bangalore
• Trimmings / Braids and accessories

CONCLUSION AND SUGGESTIONS
The feedback from the participants indicated a poor show. Although the idea was right the selection of the venue was poor. It is understood that the fair ground is extensively used for organizing Car/ Motorbike trade fair shows. The venue was inaccessible by any mode of transport except for Taxi or private cars. Participants were at the mercy of fair organizers for pick up and drop from the fair grounds to their respective hotels.

To mobilize participation the trade fair authorities had offered along with the stand hotel stay with food and to and fro air fare + airport transfer. The hotel stay and the food provided was substandard. Airlines given were Aeroflot and Turkish Airlines and the participants were not happy with these airlines.

Main drawback of the event was the lack of visitors since this was their first effort in organizing an Indian International event. They should have tried organizing this event alongside some established trade fairs in Europe to rope in visitors for this event like it is done for Tex Styles India fair which coincides with Handicrafts/ Garments fair at New Delhi to ensure buyer attendance.

There were first time participants in the show and they felt let down due to lack of business. Mrs. Sara Singh had convinced some of her past silk suppliers from India to participate in this event and the special offers like hotel stay / Air tkt. did them in. During the show she claimed to have organized meetings with overseas buyers in their offices for some of the participants however our participants have confirmed that is was just a eyewash with no orders. In their brochure they had promised to have workshops/Trend
Presentations during the show but no such shows were arranged. Only 35 exhibitors were present at the show as against more than 200 exhibitors promised. The stall layout was very poor and all of the 35 exhibitors could have been accommodated in one single hall
instead of two halls.

Shri Pandey, PS to the Hon’ble Textile Minister also attended this show. Due tothe recommendations from the office of MOT council could mobilize 11 members for this fair. Council had sent a circular to all the members of the council however the established exporters stayed away from this show. Only saving grace for our participants was the announcement of MDA facility by the government for the participants. Council’s co-ordinator’s expenses such as Hotel stay / air travel was borne by M/s Trading Links.

Although this was their first attempt in organizing this kind of show the organizers have failed miserably in getting visitors and business for the Indian participants and it is highly recommended that in future Council should not promote tradefairs organized by Trading Links,Netherlands.