The Future is Modular & Sustainable
ES. How do you see the stall fabrication industry evolving, and what is your outlook for its future?
Roop Arora. Since we started in 2009, I’ve seen a complete transformation in this industry. The global exhibition market is worth over $30 billion and India alone is growing at nearly 9% annually. But what’s driving that growth is not crowd anymore. It’s no longer about how many people come to your booth it’s about who comes. The right crowd, with the right intent. Less clutter, more impact. Exhibitors today are curious, they research, they compare and a lot of that is driven by AI and easy access to information. When a client comes to us, they already have a vision. They know exactly what world class looks like. That raises the bar for every fabricator and that’s exactly why fabric and tension systems have replaced heavy wooden structures. They’re faster to install, 40% lighter, reusable, and they deliver a far more premium look. International brands have already made this shift and Indian exhibitors are catching up fast.
Post covid changed everything. The industry lost nearly 2 years. When it came back, two things became non-negotiable sustainability and health. Traditional wooden booth construction generates enormous waste dust, wood scraps, paint fumes, zero ventilation for workers. That’s no longer acceptable. That old model is dying. A modular reusable booth saves an exhibitor 30 to 40% on repeat shows. Zero waste means zero burning, zero pollution, zero penalty from venues that are now strictly enforcing sustainability norms. And premium branding on top of that? That’s the complete package. That is the future.
ES. How do current industry challenges impact growth and execution in India’s stall fabrication sector?
Roop Arora. The exhibition industry in India is definitely on a high-growth trajectory. the challenges in India’s stall fabrication sector are real and they directly impact both growth and execution on ground.
The first and biggest challenge is skilled manpower. Post-covid, raw material prices went up, skilled manpower became harder to find, and installation timelines stretched. In India, even a basic custom booth costs anywhere between 1 lakh to 5 lakh depending on size and finish. For SMEs and first-time exhibitors, that’s a significant investment and if the execution fails, that entire budget goes to waste.
Second is logistics and compliance. In India, regulations vary state to state. GST complexities, e-way bill formalities, permit requirements all of this adds paperwork, delays, and extra costs. What works smoothly at Pragati Maidan in Delhi has completely different requirements at a venue in Chennai or Ahmedabad. Pan-India execution is genuinely complex and every fabricator faces this on ground.
Third is infrastructure. India still has limited fully-equipped convention centres. Major venues like Yashobhoomi in Delhi and Bombay Exhibition Centre are now enforcing stricter compliance fire-retardant materials, structural safety, accessibility norms. Fabricators who are not prepared get shut down on site. That’s a direct hit to the exhibitor’s brand and the fabricator’s reputation.
Fourth and this is something I feel very strongly about is worker health and waste during execution. Traditional wooden construction still dominates a large part of our market. Dust, paint fumes, zero ventilation inside the booth our workers operate in genuinely difficult conditions every single day. That directly impacts productivity, quality of execution, and most importantly human health. But here’s the practical reality every one of these challenges is also an opportunity. Fabricators who shift to modular and reusable systems solve the cost problem, the waste problem, and the logistics problem in one move. Businesses that invest in well-executed booths see up to 30% higher visitor
engagement. And with 75% of Indian consumers today prioritizing sustainable brands, the demand for eco-friendly fabrication is only going to grow.
So yes, the challenges are significant. But fabricators who treat these as problems to solve rather than excuses to give they are the ones who will build the future of this industry.
ES. What are the biggest logistics challenges faced during on-ground execution?
Roop Arora. On-ground logistics is where execution either succeeds or falls apart completely. The biggest challenge is time. Every exhibition centre gives you a fixed setup window 24 to 48 hours maximum. No extensions. No second chances. So, if your truck is delayed at a state border due to an e-way bill issue, or breaks down on the highway those hours are gone forever and your entire installation is under pressure. Second is venue-specific rules. Every centre is different. Pragati Maidan, Bombay Exhibition Centre, Yashobhoomi each has its own entry timings, dock requirements, material handling rules and fire safety compliance checks. One wrong material and your stall gets shut down on the spot. Third is manpower. Your team has travelled from another city, they are working in dusty conditions with zero ventilation, lifting heavy material and they have to deliver perfect execution under extreme time pressure. That is a real human challenge that directly impacts quality and last-minute client changes on site. Something always changes. And on ground, even a small change costs hour.
These are not one-time problems. Every exhibition, every city we face these. The fabricators who have strong systems, know every venue, and plan well in advance — those are the ones who consistently deliver.
ES. Where does India stand today in the global stall fabrication industry?
Roop Arora. India’s position in the global stall fabrication industry today is very interesting and as a fabricator since 2009, I have seen this transformation first-hand. Globally, the exhibition market is worth over $70 billion. India’s share is $5 billion and growing at 8.1% annually — which is faster than most developed markets. And here’s the most important fact in 2025, India ranked 8th globally among all exhibition markets. Not because of infrastructure, but because of sheer economic potential and growth speed.
But where does India actually stand as a fabricator? We are cost competitive. Indian fabricators deliver world class quality at a fraction of what it costs in Europe or the US. That is our biggest strength globally. However, the gap is still there. Germany, the US, China they have highly standardized, technology-driven fabrication. Modular systems, precision engineering, zero waste processes. We are still catching up on that front. What is changing right now on ground tier 2 cities like Pune, Ahmedabad, Lucknow are now becoming serious exhibition hubs. It is not just Delhi and Mumbai anymore. That is a massive opportunity for fabricators who are ready to execute pan-India. So, my honest view as a fabricator India is no longer just a cost-effective option. We are becoming a serious, quality-driven market. But to compete globally, we need to standardize our processes, go modular, go sustainable, and invest in skilled manpower.
The potential is enormous. The work to get there is real.
ES. What message would you like to share with the younger generation aspiring to build a career in this industry?
Roop Arora. For the younger generation this is the right time to enter this industry. But enter it smartly.
AI is not a threat to this industry it is your biggest weapon. Use AI for 3D visualization, for branding ideas, for client presentations, for material estimation. What used to take 3 days now takes 3 hours. That time saving directly impacts your profitability and your speed of execution. Organizers are already using AI for venue planning and visitor management. As a fabricator, if you are not using these tools today you are already behind. Second — branding and creativity in exhibitions has exploded. Walk into any food expo, packaging show, or pharma exhibition today and you will see the level of stall design has gone up dramatically. This is where young minds have a natural advantage. They understand visual language, they understand social media, they understand how to stop someone in 3 seconds. That skill is pure gold in this industry.
But here is the truth nobody tells you.
This market is flooded. Every carpenter, every freelancer, every small contractor calls himself a fabricator today. That has brought down perceived value across the board. So the real challenge is not execution — it is positioning. How do you stand out? Strong portfolio, consistent quality, smart digital marketing, and clear brand identity. That is what separates a serious fabricator from someone just building structures.
Because clients today do not just want a stall built. They want someone who understands their brand, their audience, and their goal.
Master that and this industry will always have a place for you.
