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YOUR NETWORK IS YOUR NET WORTH

It is a fact that word of mouth publicity is the best for any business. However, over the years, thanks to globalization and now digitization, businesses have transcended boundaries, making the world their market. This has lead to a tremendous change in the perception of publicity and business marketing. However, at Vysya Business Network (VBN), the team has managed to make the traditional style of word of mouth marketing still relevant. One idea of Shiva Kumar Emmadi supported by a team of like-minded people laid the foundation to VBN network that is now a body of more than 150 members making approximately Rs.300 cr of business per annum. As the network spreads its wings with more business heads joining in, the members of VBN thought of a platform that would help enterprises to showcase their brands and network. Driven by this thought, an 8-man team was formed which crafted Utsav Bazar, a multi-business exhibition. As Utsav Bazar gears up for a grand launch in November, we speak to the business heads, Shiva Kumar Emmadi (Founder and Launch President-VBN, Brand Custodian- Utsav Bazar, CEO- ONS IT solutions), Abhishek (Co-founder VBN, Expo Chairman- Utsav Bazar, Director- Kalasha Jewels) Srikar (APEX chairman- VBN, Launch Coordinator- Utsav Bazar, CEO- Global Tree (Immigration Consultation), Kautike Vittal (Chief Insurance Advisor- LIC of India, Marketing Coordinator- Utsav Bazar).

Inception
We were planning an event to mark VBN’s anniversary. This will also be a platform to create opportunities for businesses to showcase themselves and network. Now VBN is spread across Hyderabad with nearly 150 members, but we want to expand the base to increase their network not just in the city but nationwide. So we conceptualised Utsav Bazar. Inspired by Numaish, the biggest annual exhibition that brings businesses of all categories under one roof, we have crafted Utsav Bazar, a multi- business exhibition. This will bring together brands from the four major industries i.e. Lifestyle, Jewelry, Infrastructure, and allied.

The name
We thought that in India, October and November are the festive months, with Diwali & Dasara coming back to back. During the festivals, it is not just the lady of the house, but the whole family comes out to shop. As the event is happening in this season, showcasing all kinds of products, it is named Utsav Bazar.

Implementation
Everyone of us was sold on this idea and excited about it. We are geared for it. We need a dedicated team that would be taking care of every aspect of the implementation. We have a core team in place. Here, 2 aspects need our attention- one the marketing of the overall concept and second, filling the stalls. We have dedicated personnel taking care of them. We also ensure that brands bring in an exclusive collection to the exhibition.

Visibility
Coming to the overall marketing, we know that these days, Jo diktha hai, vahi biktha hai (only that is visible, sells). We have gone head-on into the branding and publicity of the exhibition by tapping almost every marketing tool. However, due attention has been paid not to sound loud or all over. In short, we would say, we are focusing more on targeted marketing. Planning 75 stalls with proper brand visibility to each participant is a task in itself. Therefore, we have tied up with United Exhibitions (one of the most successful event planners) to design Utsav Bazar. Thus, it is loud and clear that we have put our best foot forward and are striving to make it a grand shopping experience.



USP
Firstly, as mentioned, Utsav Bazar is a multi-business exhibition that would see brands from across the country. Also, we have made an effort to have the right mix of industries and also the right mix of local and non-local brands. As soon as we launched the concept, there were many businesses that showed interest to put up their stall at the exhibition. We had a stringent QC process in place and the businesses/brands were handpicked to ensure that they are trustworthy and have the range of products and services that would cater to the target audience. We did this because we believe that VBN network as a business network and as a brand enjoys credibility in the market. Therefore, when we absorb any other brand on our platform of Utsav Bazar, we are actually making brands stand on our goodwill and network. Therefore, we are very particular of the brands that would be showcased in the Utsav Bazar. During the event, the visitors would understand this. Last but not the least, Utsav Bazar is different in one more aspect. Generally the exhibitions focus on sales. But we are not focusing just on sales. We want to increase the brand's visibility and networking with peers in the industry.

Competition
Of late, the city has been buzzing with various exhibitions of different magnitudes. We are living in a time when everybody gets a fair chance and share of the market. Also, because Utsav Bazar is a completely different multi-business concept compared to the specific exhibitions, we actually don't fall into a rat race.

Handling disagreements
Thankfully, we are all like-minded sharing a common vision of making Utsav Bazar a grand success. However, when there is more than one person, disagreements are common. But we believe disagreements are actually brainstorming. We always respect each other's opinion and when there is a situation of disagreement, we know that we are pinpointing the issue and not the person. Therefore, our disagreements are healthy and have always have positive results.

The finale
We are leaving no stone unturned to make the event a grand success for the businesses as well as for the visitors. The event would be a two-day one with nearly 75 stalls from all the business categories and we are expecting a footfall of 3,5000. Right from the look, layout, and welcoming of the visitors, everything is planned perfectly. Just as the concept, we have ensured that every aspect of the exhibition is unique. Visitors can be assured of seeing some of the best collections that they might not have seen in the recent times.

The future
Utsav bazar is our first attempt, but we are sure that it will be a grand success. With this confidence and a belief that the concept has a potential to go places, we wish to take it to different cities across the country and later on, take it to international level. Also, we wish to expand the business categories so that we can offer more shopping options to our visitors. With the support of the VBN team, we are sure to achieve it in the next couple of years.

 
 
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