Spaghetti eastern

FOOD & HOSPITALITY

An industry jamboree in Singapore attracts Indian professionals looking for deals and inputs.

India's presence at Food & Hotel Asia 2004 was 649 visitors (okay, make that from the Indian subcontinent), the same as Taiwan, and only marginally less than Thailand and Australia.

Clear leaders were host Singapore and neighbouring countries Indonesia and Malaysia. China, though, lagged behind India, despite a booming tourism economy.

Now, with Food & Hotel Asia 2006, to be held in Singapore from April 25-28, how is India gearing up for Asia's largest food and hospitality event?

If indications from the recent roadshow are any indication, the event organised by Singapore Exhibition Services could turn out to be a huge networking destination for those looking at studying food and supply trends in hospitality related services and products.

FHA 2006 is endorsed by India's Agricultural and Processed Food Products Export Development Authority (APEDA) and the India pavilion should have 8-10 participants showcasing processed foods, cereals, fresh food, animal products, floriculture and beverages and liquor.

Already, the number of registered visitors to the fair number 330 and could rise exponentially. For, the event acts as a platform for comprehensive solutions to front and back-end needs of the food and hospitality industry.

"Indian buyers visiting the event has broadened considerably," says Ting Siew Mui, senior project manager (lifestyle events), Singapore Exhibition Services.

The biennial event becomes all the more important for India with tourism booming and an expected 6-7 per cent growth in the hotel, restaurant and institutional service sector over the next few years.

Indian companies will likely use FHA to source and procure the latest trends in food and hospitality supplies and equipment.

On the other hand, with the government announcing 100 per cent FDI in the hotel sector, "Our government (Singapore) has shifted focus to investing in India in a big way after five years of concentrating on China," says Mui.

She also sees Indian ready-to-eat curries and other foods as a big hit with consumers in Singapore. Processed, yet not fully cooked, food is again popular with institutions and restaurants, according to Mui.

"Singapore is an important market as it has a lot of ethnic population," says Tarun Bajaj, deputy general manager, APEDA.

India's export to Singapore in 2005 was Rs 150 crore and an increase of 10 per cent in business is pegged for this year.

Bajaj adds, "The event also acts as a re-export zone to other countries as well as a platform to promote our products and improve relations."

APEDA also looks at opportunities for tie-ups to engage hotels, restaurants and supermarkets in Singapore to promote its products "" like food variants of the Indian mango, for instance.

With a forum for general managers of hotels and restaurants to interact, Mui sees it "as a great networking opportunity for international collaborations for expansion and franchise and a business matching between industry and supplier".

FHA as an umbrella hosts seven cumulative shows simultaneously, each individually tailored for the increasingly sophisticated needs of the food, drinks and hospitality industry.

FHA 2004 generated business of $16 billion; the 2006 edition is expecting 37,000 visitors and 2,850 exhibiting companies.