AAHAR – The International Food & Hospitality Fair 2025 is one of Asia’s most established B2B trade shows focused on the food and hospitality industry. Organised annually by the India Trade Promotion Organisation (ITPO), this fair brings together producers, wholesalers, distributors, hospitality service providers, and FMCG brands under one roof to explore product innovations, business collaborations, and emerging market trends.
AAHAR’s 39th edition was held from 4th to 8th March 2025 at Bharat Mandapam in New Delhi — a venue designed to elevate India’s exhibition and trade landscape.
For Fast-Moving Consumer Goods (FMCG) brands, AAHAR offers a platform to strengthen trade marketing strategies, build distribution networks, explore corporate gifting solutions, and gain a competitive edge in both domestic and global markets.
This comprehensive guide dives into:
- The legacy and scale of AAHAR
- What FMCG brands can expect from the event
- Practical planning and marketing strategies
- How to maximise presence and business outcomes
What Is AAHAR?
AAHAR – The International Food & Hospitality Fair is a flagship B2B event organised by the India Trade Promotion Organisation (ITPO) — the national trade promotion agency of the Government of India that manages and promotes international trade fairs across sectors.
Designed as a business-to-business exhibition, AAHAR brings together stakeholders from food processing, packaged foods, beverages, hospitality services, packaging, and allied sectors. With thousands of exhibitors and tens of thousands of trade visitors, it functions as a key sourcing, networking, and trend discovery hub for industry professionals.
Over the years, AAHAR has evolved into a leading business platform where FMCG brands can interact with buyers, suppliers, distributors, service providers, and global visitors.
The Legacy and Scale of AAHAR
AAHAR has a long-standing reputation in Asia’s food and hospitality exhibition calendar. The 39th edition continued this legacy with significant participation from both domestic and international brands.
Highlights of recent editions include:
- Extensive exhibitor presence featuring food manufacturers, beverage companies, ingredient suppliers, packaging providers, and service providers.
- Participation from government bodies such as APEDA (Agricultural and Processed Food Products Export Development Authority) showcasing India’s processed food and agricultural exports.
- Live demonstrations and interactive experiences that bring innovation to life on the show floor.
With its expansive layout and diverse exhibitor base, AAHAR has become a strategic destination for FMCG brands looking to understand evolving consumer trends, packaging innovations, and emerging market niches.
Key Benefits for FMCG Brands
Trade Marketing and Distribution
AAHAR enables FMCG companies to network directly with:
- National and regional distributors
- Retail chains
- Foodservice partners
- HoReCa (Hotel, Restaurant, Café) businesses
Trade shows like AAHAR accelerate product discovery and simplify procurement discussions between suppliers and buyers.
Product Exposure and Retail Visibility
FMCG brands can:
- Present new products to a targeted trade audience
- Showcase packaging innovations and product extensions
- Promote premium and speciality lines directly to decision-makers
Corporate Gifting and Branded Merchandise
Many FMCG brands also leverage AAHAR to explore corporate gifting offerings — from premium food hampers and beverage assortments to custom gift packaging — strengthening relationships with clients, distributors, and business partners.
What to Expect at AAHAR 2025
Exhibition Structure and Zones
AAHAR 2025 featured segmented zones, including:
- Food and beverage products
- Processed foods and ingredients
- Beverage innovations
- Packaging solutions from sustainable materials to flexible packaging formats
- Live demonstration and sampling areas
Packaging innovations, especially sustainable and eco-conscious formats, were a notable highlight, with dedicated sections highlighting paper-based, tin, glass, and compostable packaging solutions for FMCG products.
International and Domestic Participation
AAHAR attracts exhibitors and buyers not only from across India but also from international markets, making it a truly global event where export opportunities, global supply insights, and international sourcing discussions take place.
Government and Regulatory Engagement
Bodies such as APEDA actively participate, showcasing India’s processed foods at national pavilions. These collaborations reinforce India’s role in global food exports and present opportunities for FMCG brands to connect with policymakers and export facilitators.
Strategic Planning for FMCG Brands
To extract maximum value from AAHAR, FMCG brands should consider the following strategies:
1. Pre-Event Promotion and Digital Campaigns
Promote your presence through:
- Social media marketing
- Email campaigns targeting trade buyers
- Event hashtags and engagement posts
Pre-event buzz increases booth visits and brand visibility.
2. Booth Design and Experience
Interactive booth elements such as:
- Live product demonstrations
- Sampling stations
- Digital catalog and QR engagement
- AR/VR showcase of product stories
These drive booth footfall and make lasting brand impressions.
3. Sample Distribution and Product Storytelling
Offer curated samples or tasting sessions that communicate product quality and brand narrative. FMCG products with strong storytelling elements — such as regional authenticity, sustainability credentials, or health benefits — often outperform generic offerings.
4. Networking and Pre-Scheduled Meetings
Use event platforms and exhibitor lists to schedule meetings ahead of time with:
- Key distributors
- Retail buyers
- Export partners
- Hospitality chains
Pre-planned meetings enhance efficiency and increase conversion potential.
5. Post-Event Follow-Up
Collect and qualify leads during the event. Afterward:
- Segment leads by priority
- Send personalised follow-ups
- Share detailed product info and quotations
- Schedule virtual discussions and samples delivery
A robust follow-up framework ensures leads convert into business opportunities.
How FMCG Brands Can Use AAHAR for Corporate Gifting
Although primarily a food and hospitality trade fair, AAHAR presents unique opportunities for FMCG brands to explore corporate gifting:
- Premium food hampers for clients
- Custom-branded beverage gift sets
- Festive gifting packages with sustainable designs
- Co-branded merchandise for partner engagement
Corporate gifting at trade shows helps FMCG brands extend relationships beyond conventional channels into partner loyalty and experiential marketing.
Logistics & Planning Tips
Venue: Bharat Mandapam, New Delhi
AAHAR 2025 was hosted at Bharat Mandapam, a modern exhibition venue developed to accommodate large-scale trade events in India’s capital.
Recommended Planning Checklist
- Confirm registration and exhibitor credentials
- Arrange accommodation near Pragati Maidan
- Plan transport considering peak traffic hours
- Prepare meeting schedules and digital presentations
- Organise product samples and brochures
Measuring ROI from AAHAR Participation
To assess the impact of participating in AAHAR:
- Track qualified leads generated
- Measure conversion rates post-event
- Evaluate distribution partners engaged
- Compare sales performance before and after the event
- Analyse brand mentions and social media impact
A data-informed approach enables FMCG businesses to justify future event investments.
Legal Disclaimer
EarthTribe.in is an independent corporate procurement, promotional products, and branding solutions provider. We are not affiliated with, endorsed by, sponsored by, or officially connected with AAHAR – The International Food & Hospitality Fair, India Trade Promotion Organisation (ITPO), the Ministry of Food Processing Industries, APEDA, Bharat Mandapam, or any event partners.
The names “AAHAR,” “International Food & Hospitality Fair,” “ITPO,” and related marks are the property of their respective owners and are used here strictly for informational purposes under fair use. All event-related details are drawn from publicly available sources at the time of writing and may be subject to change. Readers are encouraged to verify specific event details directly with official organisers.
This article is provided solely as an informational resource and should not be interpreted as professional, legal, or financial advice. EarthTribe.in assumes no responsibility for decisions made based on this content.
