Home ／ Insights on entering the Indian market
2026.03.24
AAHAR is India's largest B2B food and hospitality trade show, organized by the India Trade Promotion Organisation (ITPO). Held every March in New Delhi, it brings together companies from across the entire food value chain, including food manufacturers, beverage companies, restaurant chains, hotel and restaurant equipment makers, and food processing technology companies.
The 39th AAHAR in 2025 had over 1,700 exhibitors, including more than 140 overseas exhibitors from 23 countries, and drew more than 100,000 visitors. The 40th AAHAR in 2026 expanded further, recording over 150,000 visitors. For Japanese food manufacturers, AAHAR is one of the most efficient venues for directly gauging the current state of the Indian market and developing local partners. Overview of the Indian Market as a Whole is also worth reviewing.
The key data for AAHAR 2025, held March 4-8, 2025 at Bharat Mandapam in New Delhi, is as follows.
| Item | Details |
|---|---|
| Dates | March 4-8, 2025 (5 days) |
| Venue | Bharat Mandapam, New Delhi |
| Number of Exhibitors | Over 1,700 companies |
| Overseas Exhibitors | Over 140 companies from 23 countries |
| Number of Visitors | Over 100,000 |
| Organizer | ITPO (India Trade Promotion Organisation) |
AAHAR 2025 featured major food companies from India and abroad, including AMUL (GCMMF), Haldiram's, ITC Limited, Bikaji Snacks, Kerry Group, and McCain Foods. Exhibit categories were wide-ranging, covering processed foods and beverages, cooking equipment and kitchen facilities, bakery and confectionery, dairy products, seafood, organic foods, and hotel supplies and tableware.
AAHAR 2026, held March 10-14, 2026 at Bharat Mandapam, was co-organized by the Ministry of Food Processing Industries (MoFPI) and ITPO and was held at its largest scale ever. Notably, Italy was selected as the first-ever partner country.
Key highlights of AAHAR 2026 are as follows.
At AAHAR 2026, Japanese and Korean food companies exhibited a variety of beverages, sauces, noodles, and specialty ingredients, drawing attention from the Indian market. ASUKU India in particular took the lead, organizing a joint exhibit of multiple Japanese manufacturers as a premium gateway connecting Japanese brands with India's hospitality sector.
Japanese manufacturers that exhibited included the following.
Interest in Japanese food is growing year by year in India's hotel and restaurant industry, and AAHAR is an important platform for Japanese food manufacturers to directly capture this demand. India's vegetarian market-- understanding it is key to making effective proposals centered on vegetarian-compatible Japanese food products.
To export and sell food products in India, obtaining FSSAI (Food Safety and Standards Authority of India) certification is mandatory. When exhibiting at AAHAR, importing display samples also requires an FSSAI license or advance import approval.
The key points for FSSAI compliance are as follows.
Details of the FSSAI certification system are explained in detail in a separate article, so please be sure to check it before exhibiting.
India has the world's largest vegetarian population, with about 30-40% of the population practicing some form of vegetarian diet. When promoting Japanese food products at AAHAR, an exhibition strategy centered on vegetarian-compatible products is effective.
Specifically, plant-based versions of dashi and seasonings, Japanese food proposals incorporating elements of shojin (Buddhist vegetarian) cuisine, and vegan-compatible products free of eggs and dairy attract strong interest. Obtaining the green vegetarian mark is a key factor directly linked to building trust in the Indian market. India's vegetarian food culture-- a deep understanding of it is the key to success.
AAHAR's greatest value lies in the ability to hold direct buyer meetings with key figures in India's food distribution and hospitality industries. The following approaches are effective for finding partners.
India also hosts other food and beverage trade shows besides AAHAR. Below is a comparison of the major shows.
| Trade Show Name | Location | Features | Suitable For |
|---|---|---|---|
| AAHAR | New Delhi | India's largest, government-organized, B2B | General food, hospitality equipment |
| Annapoorna ANUFOOD | Mumbai | Kölnmesse partnership, strongly international | Processed food, imported food |
| India FoodEx | Bengaluru | Access to the South Indian market | Food processing technology, raw materials |
| SIAL India | New Delhi | French SIAL brand, global reach | Premium food and beverages |
AAHAR's greatest strength is that, because it is organized by Indian government bodies (ITPO and MoFPI), it offers opportunities for direct dialogue with FSSAI executives and policymakers. It is also extremely useful as a venue for obtaining the latest regulatory information and building networks with government officials.
India's food processing industry is set to keep growing quickly, helped by the government's PLI scheme (a 109 billion rupee subsidy pool for food processing, ₹10,900 crore (1 crore = 10 million rupees)) and the automatic route for FDI (100%). AAHAR will only grow in importance as the single most useful platform for entering that market.
We highlight the following three recommendations for Japanese food manufacturers.
India market localization strategy-- understanding it and strategically leveraging AAHAR can raise your probability of success in the Indian food market. Mumbai Combining this with Annapoorna ANUFOOD is also an effective approach.
AAHAR is India's largest B2B food and hospitality trade show, organized by the India Trade Promotion Organisation. Held every year in New Delhi, it brings together the entire food value chain, including food and beverage manufacturers, restaurant chains, kitchen equipment makers, and food processing technology companies. It draws numerous exhibitors and a large number of visitors.
The event has grown in scale under the co-organization of the Ministry of Food Processing Industries and the Trade Promotion Organisation, with visitor numbers also increasing. Partner countries are now selected, and sessions on FSSAI regulations and export documentation are held, making it a useful venue for tracking policy trends.
Yes, multiple Japanese manufacturers exhibit through an organizer that connects Japanese brands with India's hospitality sector. Beverages, sauces, noodles, and specialty ingredients are displayed, drawing attention from the Indian market. Interest in Japanese food is growing in the hotel and restaurant industry.
An FSSAI license is required to manufacture, import, or sell food in India, and importing display samples also requires a license or advance import approval. Compliance with vegetarian/non-vegetarian labeling regulations and ingredient and allergen labeling in line with Indian standards is also necessary.
Because it is organized by government bodies, its strength lies in the ability to have direct dialogue with FSSAI executives and policymakers. It is useful as a venue for obtaining the latest regulatory information and building networks with government officials. Combining it with food trade shows in Mumbai or Bengaluru can expand regional coverage.
Priorities include getting ahead on FSSAI certification with actual export and sales in mind, not just exhibiting, and preparing a dedicated vegetarian-compatible product lineup. Advance appointments, promotional materials in Hindi, proposals matched to local pricing, and prompt follow-up after the show are also essential.
MORE
Can Japanese products be placed on India's quick commerce?Will supermarkets in India stock Japanese products?Is wholesaling to India's ubiquitous kirana shops possible?Which malls in India are UNIQLO and MUJI in?Where does sales channel development in India start? How distribution works and how to choose a channelOrders placed in India do not arrive | How to find suppliers of ingredients and materials, and what to do about itSOJAPAN
We support Japanese companies entering India, from market research through local partner development, test sales, and import.