29 March 2020

Cover Story

Building Brand bauma


50 years ago.


On April 1 - All Fools Day – 1964, a couple of years before the Olympiaturm, Munich’s tallest structure would leap up into the sky to offer a bird’s eye’s view of Bavarian earth, some of the best views would unarguably have come from the forest of cranes over the Theresienhöhe, the early geographical setting for the foundation of trade fair and exhibition organiser Messe München GmbH – and the birth platform of bauma.  

Much water has flown down the Isar, much more beer downed with Jagermeister, since then. And from the early sepia tinted memory of just 20 employees, Messe Munchen now presents an impressive multicoloured and multi-dimensional portrait as an organisation: it is now a global institution with several branches having their spread across several continents. In Munich alone it organises around 40 trade shows for capital and consumer goods, and key high tech industries with more than 30,000 exhibitors and around two million visitors taking part in the events held at held at the Messe München exhibition center, the ICM – International Congress Center München, and in the MOC Veranstaltungscenter München. And there is more world class infrastructure in the pipeline to come. Starting 2016 two additional halls are to be built thereby leading to completion of facilities at the trade fair site.


It is easy to discern pride flowing from his statement when Klaus Dittrich, Chairman and CEO of Messe München GmbH, says, "It took just five decades for the company to go from establishing its event portfolio in the early years to becoming an international group of companies and one of the leading organisers of trade fairs and exhibitions in the world. We will continue it with great passion in the years to come."     


In Circa 2014 it is easy to see that Messe Munchen's world view is now dramatically altered by international ambition. With a combination of 10 subsidiaries abroad – in Europe, Asia and in Africa – and over 60 foreign representatives actively serving over 100 countries, Messe München International boasts of a worldwide business network. In 2013 Messe München International had the most successful fiscal year in its history with group sales – including from business generated at  trade shows abroad –  totaling EUR 353 million. It generated a net profit for the fourth time in a row in 2013 and surpassed the EUR 300 million mark for the first time with sales of EUR 309.5 million.


Much of the aggro stems from the outstanding success of Messe München’s flagship event – bauma, which having celebrated 30 editions could well be dubbed the ‘Mother of all Construction Equipment fairs’  bauma hosted by Messe München International (MMI) at the Messestadt Riem grounds in an area of 555,000 m² is without doubt the largest fair in the world. Its coordinates at 48.1355°N 11.6986°E in the southeastern part of the city are perhaps the most well known to exhibitors and hundreds of thousands of visitors.


Brand bauma is booming as witness its multiple editions across the world: it has already left its imprimatur in China, India, Turkey and Africa through hugely successful spinoff events through strategic partnerships with other global exhibition hosting firms like Association of Equipment Manufacturers, and is now eyeing other untapped markets.

Eugen Egetenmeir, Managing Director, Messe München GmbH, underscores the importance of the show when he says “bauma is an excellent platform offering access to global markets.”


While the next stop for the brand is at the bauma Conexpo show to be held in November in Shanghai, China – already a well accomplished zone of business – it will be bC India at Greater Noida in the following month which will engage Munich’s attention.


It is India – a work still in progress – that holds promise of a lot of action on the infrastructure front. And that from a Messe München perspective would signal more equipment business. Certainly bC India would be time for both exhibitors and visitors to down some more beer with the Jagermeister.


The cool Noida air in December would obviously warrant some celebrations.



Advantage Noida


Event: Third edition of bC India — International Trade Fair for Construction Machinery, Building Material Machines, Mining Machines and Construction Vehicles

Date: December 15–18, 2014

Venue: India Expo Centre, Greater Noida


After the successful conduct of the previous two editions of the show in Mumbai, the upcoming third edition of bC India, the International Trade Fair for Construction Machinery, Building Material Machines, Mining Machines and Construction Vehicles, is to be held at the India Expo Centre and Mart at Greater Noida, outside Delhi. The new venue provides both exhibitors and visitors with a significantly improved infrastructure in contrast to the provisional open-air space at the Bandra Kurla Complex in Mumbai. India Expo Centre and Mart is considered India’s most modern trade-fair centre and offers a significantly improved infrastructure in comparison to the temporary exhibition site in Mumbai.




The move to the new location has also involved a shift in the dates for the show: from the February in odd-numbered years, to the December in even-numbered years. This also caters to the wishes of many companies for wider spacing within the trade-show calendar.

For the minders of the show relocating to Greater Noida, which is next to the country’s capital New Delhi is both symbolic – it is the decision-making centre of the Indian economy – nd of strategic importance: the show now has the advantage of tapping the huge northern market which has lain a little outside the influence area of the two earlier bC India editions.




• The Delhi region houses most large and medium sized companies with their branches or headquarters.

• The show is located in an area where major infrastructure projects like the Delhi-Mumbai Industrial corridor, intended to create new industrial cities across six states, not to mention its proximity to the national capital government is sure to attract government buyers

• At the India Expo Mart in total, 170,000 square meters of premium exhibition space – 28,000 square meters of modern indoor space and 142,000 square meters of presentation space outdoors – will be available.

• The venue offers high standards of services and state-of-the-art facilities to the event: Besides a fully equipped exhibition space: a business center, several conference rooms, high performance communications technology, press center and catering facilities, and ample parking space.

• It also offers numerous branding options.


All of these are expected to help bC India become an even more professional trade platform



For the participants in bC India, Greater Noida offers great business potential and offers many opportunities.


Amit Gossain, Executive Vice President - Sales, Marketing & Business Development JCB India Limited

“So far there has been no large  construction equipment exhibition in the North so the conduct of the bC India at Greater Noida will be good. The Noida Expo Centre is a good centre for world class exhibitions and the customers
will enjoy the facilities. Being close to Delhi government buyers will also take great interest in visiting the exhibition.”




Anand Sundaresan, Vice Chairman and Managing Director of Schwing Stetter (India) Pvt. Ltd.

“The BAUMA fair held in Germany once in 3 years is the largest construction equipment fair in the world.  Most construction equipment manufacturers from all over the world participate in this fair and display their latest development and state-of-art products. bC India 2014 construction equipment fair to be held in NOIDA will be a great opportunity for the Indian construction equipment manufacturers to display their latest developments and products manufactured by them in India."






bauma is simply ‘The trade fair’ for the construction industry in and outside the country. It is an exceptionally well organised fair, and completely focused on the exhibitors and their clients. BC India has allowed the industry and particularly Putzmeister to show all its potential and possibilities to future buyers, decision makers and the public at large from India and all over the world. It is a unique opportunity for exhibitors and customers to meet and exchange, to promote and explain new developments, to consolidate and strengthen the brand image.




bauma  has been  a  well known  brand  globally  in  the  field  of  Construction Equipment. It has     played a very pioneering role in the field of exhibitions for equipment manufacturers. bC India  has been a platform for us to interact with our existing and potential new customers and also an opportunity for our customers to have a hands on experience on the products on display and also showcase our product offerings for the Indian market.





Such trade shows helps boost our business, grow our customer list and partners and to project ourselves as industry thought leaders. Volvo believes in being in part of trade shows one way or the other as they create a platform to showcase our unique products to our stakeholders while demonstrating the vision of our organisation. Trade shows offer a platform where products can be demonstrated, technical problems and common industry issues can be discussed while enhancing the credibility and trust of the brands involved.  






  • Age: 50 – born April 1, 1964    
  • 180,000 m2 of indoor exhibition space
  • 360,000 m2 of outdoor exhibition space
  • 14 leading international trade fairs: home of the world´s largest trade fair bauma

                »  Ø  40 specialist trade fairs

                »  Ø  250 third-party events

  • 35,000 exhibitors from more than 100 countries*
  • 2 million visitors from more than 200 countries*
  • 10 subsidiaries
  • 19 brand shows exported
  • Overall more than 40 shows outside of Munich
  • Shareholder and joint venture partner of SNIEC
  • Sales presence in > 90 countries
  • Pioneering role in environmental and climate protection
  • One of the largest photovoltiac roof system worldwide
  • First trade-fair company with geothermal energy for heating
  • First trade-fair company worldwide to gain certification for its environmental initiatives (TÜV SÜD).


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