Quality of Global Buyers Matters More Than Numbers at Indus Food: Viren Shah, MD, Jivraj9 | India Expo Mart

Greater Noida News (10th January 2026): The World Culinary Heritage Conference 2026, being held alongside Indus Food, was inaugurated by Jitin Prasada, Minister of State for Commerce & Industry, in the presence of Tomasi Tuabuna, Minister for Agriculture and Waterways, Government of Fiji. The event also saw participation from leading global culinary figures including Manjit Gill, President of the Indian Federation of Culinary Associations (IFCA); Uwe Micheel, Vice President, WorldChefs; Willment Leong, Continental Director – Asia, WorldChefs; and Mohit Singla, Chairman of the Trade Promotion Council of India (TPCI), among several other dignitaries.

Among the many exhibitors at the event, Jivraj9 stood out for its long-standing presence in the global food and beverage sector. Speaking to Ten News Network, Viren Shah highlighted the legacy and international footprint of the brand.

Emphasising the growing global relevance of Indusfood, Viren Shah, Managing Director of Jivraj9, said the exhibition has consistently focused on attracting serious, quality international buyers rather than merely increasing visitor numbers. He made these remarks on the sidelines of Indusfood 2026, currently underway at India Expo Mart, Greater Noida

Jivraj9 is a seven-decade-old brand, and we have been exporting tea for over 40 years now. We have been participating in Indusfood for the last six to seven years, and every year we have seen the exhibition grow steadily, Viren Shah said.

He noted that despite the proximity of Gulfood, one of the world’s largest food trade exhibitions, the turnout at Indusfood 2026 remained strong. Even though Gulfood is just two weeks away, we are seeing a large number of international visitors here. For us, numbers don’t matter as much as the quality of buyers. The clients coming to Indusfood are serious decision-makers, and that is the real strength of this platform, he added.

Shah further explained that Indusfood offers a unique opportunity for industry-wide engagement. It is a platform where you meet not only your own clients but also clients of your competitors. Even if we are not currently working with certain buyers, we build rapport and long-term relationships. Ultimately, this networking will benefit us in the future, he said.

Sharing his views on the venue, Viren Shah appreciated the overall organisation of the exhibition but suggested exploring alternative locations in the future. He said that, India Expo Mart is a good venue and appealed to the organisers, including TPCI, to consider shifting Indus Food to Yashobhoomi in the coming years, stating that its proximity to the airport would further enhance accessibility and global participation.

Indus Food 2026 continues to reinforce its position as a serious global sourcing platform, bringing together established brands, policymakers, and international buyers under one roof, with a clear focus on long-term trade relationships and quality-driven growth.

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