Avisha Desai on the value of In-Person Events in a Digital World
In this insightful interview, Avisha Desai, Business Unit Head at Messe Muenchen India, discusses the lasting importance of physical trade fairs in a digital age, strategies to enhance value for exhibitors and visitors, and the significance of analytica anacon India, India Lab Expo, and Pharma Pro&Pack Expo in their industries.
In an age where mobile and digital screens dominate our lives, how important is a physical trade show? How can these in-person events possibly complement the digital marketing avenues?
The pharmaceutical industry depends heavily on specialized machinery and equipment that are vital for operational efficiency and compliance with stringent regulatory standards. This makes the physical format of trade-shows like Pharma Pro&Pack Expo irreplaceable—it delivers an experience that cannot be replicated in a digital space. The upcoming edition of this show, co-located with analytica Anacon India and India Lab Expo, is expected to draw over 30,000 visitors and 500+ technology suppliers from 14+ countries, showcasing 7000+ products, highlighting the industry’s continued trust in physical trade fairs.
However, physical trade fairs and digital avenues complement each other effectively. Digital platforms can help build awareness, drive engagement, and reach a wide audience before and after the event, while the trade fair delivers the personal experience. In a nutshell, physical trade fairs and digital channels work together synergistically, enhancing brand engagement, broadening reach, and delivering value to both exhibitors and visitors in a comprehensive and impactful manner.
Trade fairs typically are a considerable investment for both exhibitors and visitors. What strategy do you use to ensure everyone walks away feeling like it is value for money?
Our strategy focuses on maximizing ROI by creating a well-rounded, impactful experience for everyone involved. For exhibitors, we provide targeted opportunities to connect with high-quality leads. This includes hosting B2B matchmaking sessions such as Buyer-Seller Forum and Hosted Buyer Programs, ensuring exhibitors engage with relevant buyers, decision-makers, and industry leaders. For visitors, we curate an experience that goes beyond just the trade fair. We provide content-rich programs such as expert-led conferences, live demonstrations, and interactive workshops.
In 2024, we are introducing the Software/Technology Pavilion, which will feature cutting-edge solutions in AI, MES, LIMS, QMS, IoT, AR, VR, and automation—critical technologies shaping the future of pharma and life sciences. Additionally, our Startup Pavilion, in partnership with T-Hub (a Telangana Government initiative), will showcase disruptive innovations that are pushing the boundaries in these sectors.
In the overall pharmaceutical trade fair landscape, what makes Pharma Pro&Pack Expo 2024 the preferred destination for the pharmaceutical industry? What sets it apart from other trade fairs?
Pharma Pro&Pack Expo 2024 is the preferred destination for the pharmaceutical industry due to its comprehensive and highly specialized focus. Unlike general trade fairs, Pharma Pro&Pack Expo is specifically tailored to the unique needs of the pharmaceutical sector, offering insights into packaging, processing, and supply chain solutions. It draws key stakeholders from across the industry, creating a focused environment that encourages innovation, collaboration, and growth.
What elevates Pharma Pro&Pack Expo is its co-location with analytica anacon India and India Lab Expo thus creating a unique ecosystem for exploring packaging, processing, laboratory technology and analytical solutions. Apart from showcasing the latest technological advancements, the trade fair offers invaluable opportunities for knowledge exchange through expert-led conferences and networking through Buyer-Seller and Hosted Buyer meetings. Since the entire pharma supply chain ecosystem is present under one roof, visitors can expect to see the latest technologies supporting operational efficiency, automation, sustainability, and regulatory compliance, all while forging meaningful partnerships.
What makes analytica Anacon India and India Lab Expo stand out as a leading platform for innovation and growth in the laboratory equipment sector, and how does it foster collaboration and knowledge-sharing within the industry?
analytica distinguishes itself as the only trade fair in the world in its segment. Drawing from its legacy analytica Anacon India and India Lab Expo is the biggest trade fair in South Asia showcasing innovations and advancements in the laboratory equipment and analytics sector by creating a dynamic environment that serves the entire industry ecosystem. This trade fair brings together a diverse range of exhibitors to showcase the latest technologies, analytical instruments, and solutions across analytics, diagnostics, biotechnology, and laboratory technology.
What truly sets analytica Anacon India and India Lab Expo apart is their focus on fostering industry progress through collaboration and knowledge exchange. The trade fair is designed to facilitate active engagement between stakeholders, offering product showcases, live demonstrations, and interactive B2B meeting platforms such as Buyer-Seller and Hosted Buyer that drive business connections. The conferences at the trade fair are also a major highlight serving as a crucial platform for thought leadership on emerging trends such as automation, digitalization, and sustainable practices in laboratory environments. This combination of innovation, collaboration, and knowledge-sharing positions analytica Anacon India and India Lab Expo as essential catalysts for growth and advancement in the laboratory equipment sector.
What’s the big picture for analytica Anacon India, IndiaLabExpo, and Pharma Pro&Pack 2024? Where do you see these events in five years, and what key performance indicators will measure their success?
Over the next five years, analytica Anacon India, India Lab Expo, and Pharma Pro&Pack Expo will evolve into essential platforms for innovation, collaboration, and industry growth within their respective sectors. These trade fairs will continue to drive advancements in laboratory equipment, analytical instruments, pharmaceutical processing, and packaging, meeting the rising complexities and demands across these fields.
Success will be measured by several key performance indicators, including consistent growth in attendee numbers, high exhibitor retention rates, and strong lead conversion rates. Global reach and international participation will also be critical metrics. Furthermore, as sustainability becomes a priority across industries, these events will focus on reducing their environmental footprint, with metrics like waste reduction, energy efficiency, and alignment with global sustainability goals taking center stage. By targeting these areas, these trade fairs will maintain their leadership and ensure their long-term relevance and impact.
Sustainability is an important topic in discussion. How are you weaving it into the fabric of these trade fairs?
At the core of our efforts is the focus on showcasing technologies that promote energy efficiency, waste reduction, and resource conservation. Whether it is sustainable laboratory practices, eco-friendly pharmaceutical packaging, or green chemistry, we ensure that these trends are well represented through our exhibition and conferences. We also encourage exhibitors to present their latest advancements in sustainability.
Additionally, we encourage discussions on sustainability through expert-led panels and thought leadership sessions, providing industry professionals with the knowledge and tools they need to implement sustainable practices in their operations. By integrating sustainability, we are not only responding to industry needs but also helping to drive the future of responsible business practices.
