Food & Beverage News: F&B Specials - India offers the greatest potential

Interview with Petra Westphal, Exhibition Director at Munich International Trade Fairs, about "drink technology India"

In November, Munich International Trade Fairs is holding a conference in India called "drink technology India" for the second time. How did that come about?
The motivation came from the industry and, above all, from companies that exhibit at drinktec in Munich. The idea was to establish a platform in India where manufacturers of beverages and liquid food from India and neighboring countries could meet with suppliers from India and around the world and make contacts. That type of platform did not exist until now. We also had the support of the German Food Processing and Packaging Machinery Association, which allowed us to realise the project relatively quickly.

With the help of sponsors ….
Exactly. The industry was committed to the project from the very beginning. Our partners this year are KHS, KRONES, Norit NV, Siemens and Ziemann. We also managed to get the trade journals "Fruit Processing" and "PETplanet" to come on board as co-organisers, which gives us definite advantages when it comes to content and addressing target groups.

Why India?
As the beverage industry looks to the future, India is the country that offers the greatest potential, even more so than China. Right now, India accounts for approximately 10% of global beverage consumption. That makes beverage consumption in India the third-largest in the world, after the United States and China. And when it comes to carbonated soft drinks, the market has not even been properly tapped. The situation is similar in the case of bottled and packaged juices and water and PET packaging. Given its size, the Indian market is still in its infancy. For the future, beverage manufacturers must invest in plants and equipment. "drink technology India" is the perfect place for them to prepare for and initiate those investments.

The first event in November 2007 was a huge success. You had more than 500 visitors from the very beginning. What are your goals for this year?
Naturally, our success in 2007 is motivating us to continue moving in the same direction. We have received some extremely positive feedback from the industry, from visitors and from companies that exhibited at "drink technology India" in 2007. Our objectives are equally ambitious. We are expecting at least 600 visitors and 60 companies from around the world that will participate in the accompanying exhibition. Incidentally, visitors can already register online at www.drinktechnology-india.com.

What are the conference's focal points with regard to content?
To begin with, the conference is being held at the Grand Hyatt Hotel in Mumbai, which is the same venue as in 2007. As far as content is concerned, our concept has three pillars: the conference, the Exhibitor Forum and the accompanying exhibition. The conference primarily deals with market information and trends. It focuses on topics such as PET, beer, fruit juices and milk, with an emphasis on specific developments in India. The Exhibitor Forum gives exhibiting companies an opportunity to present the latest technological developments based on case studies. Topics on this year's agenda include water treatment, brewing technology, stretch-blow molding, perform manufacturing and caps and closures. The exhibition allows visitors to gather information and make personal contacts directly at the exhibitors' stands.

Why is it worthwhile for Indian specialists in the beverage industry to participate in "drink technology India"?
The advantages are clear. We give them a chance to make first-rate contacts with key players from India and around the world with relatively little expense. We bring members of the Indian beverage industry together with one another and with globally active producers and manufacturers, and we do it right in Mumbai. Several companies in the beverage industry are based there, so they don't have far to travel. The surroundings are transparent and relatively familiar. "drink technology India" allows participants to set up contact networks and gather information on the latest trends and technological developments right around the corner. Participating in the conference is particularly worthwhile for smaller companies and start-ups that want to expand their businesses or work together with other manufacturers.

You also offer an excursion and a chance to tour companies ….
Yes, "India for beginners", you might say. This service is for companies that participate in the conference as exhibitors. Unfortunately, it is not possible for conference attendees to take part in the planned excursion. The excursion is supposed to give exhibiting companies - many of them from Europe - a look at where the Indian beverage industry is today - a sort of practical addition to the theoretical programme.

In a manner of speaking, "drink technology India" is a subsidiary of drinktec, the world's largest trade fair for beverage and liquid-food technology. Are other satellite events planned in other countries?
Subsidiary is not exactly accurate. As the organiser of drinktec, naturally we have the know-how that it takes to organise a conference of this kind. Still, "drink technology India" has its own concept. It is a regionally oriented conference with a specific aim, not a globally oriented exhibition like drinktec. I would not rule out events that are similar to "drink technology India" in other parts of the world, but they would have to be initiated by the industry, with whom we are partners. We would certainly be open to the idea.

Petra Westphal….
Is exhibition director at Munich International Trade Fairs (MMI). Besides drink technology India, she is responsible for drinktec, the World Fair for Beverage and Liquid Food Technology, and for Automatica, the International Trade Fair for Automation. Ms Westphal has a degree in Hotel, Catering and Operations Management and has with MMI since 1993.