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Brand India makes its presence felt at Arab Health 2017

Brand India makes its presence felt at Arab Health 2017

Anu P. Mathai, IES, Chief Executive Officer, IBEF

Feb 20, 2017 7:37 PM

Over 100 Indian companies participated at Arab Health 2017, the largest healthcare exhibition & medical congress in the Middle East and the second largest in the world, held from January 30 to February 2, 2017 in Dubai. The Pharmaceuticals Export Promotion Council (Pharmexcil) and EEPC India showcased India’s strengths in the medical devices sector with the India Brand Equity Foundation (IBEF) as the branding partner for India’s participation at Arab Health 2017. Over 100,000 healthcare professionals from 160 countries attended the event with over 4,000 exhibitors.

IBEF was responsible for the venue branding and publicity of India’s participation at Arab Health 2017. With a strong mix of mediums like venue branding, newspaper advertising, SMS advertising and publicity in the domestic and international media, the India branding and participation was appreciated by both domestic and international stakeholders alike. IBEF also facilitated a unified brand positioning of the two India pavilions with a common tagline – India Heals – for the participation.

The Indian medical devices market is currently valued at around US$ 10 billion and is expected to reach US$ 25 billion by 2025. The Indian medical device industry ranks as the fourth largest in Asia and comprises over 800 Indian manufacturers. Nearly 65 per cent of them have a turnover of over INR 10 crore (US$ 1.5 million). India has steadily widened the ambit of markets and now exports medical devices to more than 150 countries.

Indian medical device manufacturers have significant focus on 'designing-to-cost' factor owing to the price sensitivity in the Indian market. The range of predominantly low-value to high-end medical equipment caters to one of the most diverse set of consumers. Segment of Indian medical devices has gained competitive position in a majority of global markets. The targeted brand campaign designed for the medical devices sector is expected to further improve the perceptions and awareness of Indian medical devices in global markets.

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