An interview with CEO Priyank Jain on the Cable & Wire Fair in New Delhi

Growing from modest beginnings to become a key event for India’s wire, cable & allied industry

Since its inception in 2015, the Cable & Wire Fair (CWF), organized by Tulip 3P Media Private Limited, has grown from a modest 3,000 sq. m. launch to a 35,000 sq. m. mega expo. Featuring 500+ exhibitors from 20 countries and 15,000+ visitors from around 50 countries, the 6th edition (Nov 4–6, 2025), to be held in combination with Tube & Pipe Fair (TPF) and Bharat Metal Expo (BME), includes a two-day conference. Due to its in-depth industry knowledge, the event has become a pivotal gathering for India’s industrial development. Priyank Jain, CEO of Tulip 3P Media, recounts the development, goals, and influence of India’s premier wire and cable exhibition in this interview.

How would you assess the wire & cable industry’s growth in connection with the Fair?

“The Cable & Wire Fair is a catalyst for growth, perfectly in line with major Indian initiatives such as Make in India, Smart Cities, BharatNet, renewable energy grids, housing projects, and the 5G launch. India’s wire and cable industry is experiencing an almost 15% growth rate, driven by demand from infrastructure, urbanization, energy, power, increased investment in transmission and distribution (T&D), telecom, and housing. Driven by its USD 5 trillion economy ambition and position as the 4th largest economy globally, India’s manufacturing and exports are booming.

Intelligent, durable, high-performance cables are crucial for mass electrification projects, modern infrastructure, data centers, and EV charging networks. Indian firms are currently investing in R&D, automation, and backward integration. Government initiatives such as Power for All, Digital India, and PM Awas Yojana aren’t merely stimulating demand; they’re reshaping it. On the global front, India's competitiveness is rising due to the China+1 strategy, enabling export growth to key markets like the US, the Middle East, and Europe.

Over 500 exhibitors and more than 15,000 visitors are expected at the 2025 event, highlighting strong market belief. The Fair has evolved from a mere reflection to a powerful attractor of India’s industrial aspirations. It links global supply chains and India’s rapidly growing domestic market, fostering partnerships that boost competitiveness, innovation, and exports.”

What is the Fair’s core value proposition for exhibitors and attendees?

“It’s more than a marketplace; it’s a valuable ecosystem, now more expansive, thanks to the allied events TPF and BME. Alongside CWF, a two-day CEO Conclave and Technical Conference is organized, featuring industry-focused themes and power-packed sessions led by top leaders and experts, fostering high-level knowledge sharing and networking. The Fair has become a place for business, thought leadership, and cross-industry collaboration in a multi-industry ecosystem.

Research provides strong support for this ‘ecosystem’ model. PwC reports that high-performing companies are nearly twice as likely to generate over 60% of their revenue from ecosystem partnerships, with 85% expecting their ecosystems to drive future growth. Meanwhile, McKinsey highlights that ecosystem-focused strategies not only help companies innovate but also contribute to 1–2 percentage points of additional shareholder return annually, especially when they involve cross-industry collaboration and adjacency expansion.

When stakeholders attend expert panels or technical sessions, they gain insight into emerging trends, explore real-world applications, and often spark collaborations that wouldn’t occur through static B2B outreach alone. For exhibitors, it’s a chance to elevate domain expertise. Buyers can make better decisions thanks to its contextual information.

In simpler terms, for exhibitors, it means showcasing expertise beyond products; for buyers, it means understanding the "why" behind the "what." That’s why we say the Fair doesn’t just showcase industry, it shapes it.”

How does backing from Wire & Cable India (WCI) and Tulip 3P Media enhance the Fair?

“Since 2000, we have specialized in creating industry-focused publications across diverse verticals. Tulip 3P Media’s overarching and long experience, tipped with its incisive industry networking, gives it a distinctive edge as a trusted growth platform through its publications and events.

Tulip’s event prowess, coupled with WCI’s editorial reach and coverage of deep industry verticals, creates unmatched amplification. WCI’s extensive experience with manufacturers, technologists, and policymakers gives it a natural ability to curate the expo ecosystem. WCI’s backing is quite reassuring and ensures each edition mirrors the industry's evolving priorities, pain points, and innovation needs, while also spotlighting future trends, policy shifts, and global benchmarks.

We have content tie-ups with Wire Journal International, the US, and media outreach via major trade journals and newspapers. That blend makes exhibitors confident they’re gaining visibility, insights, and credibility, not just booth space. We fight for every square meter of value creation for this industry.”

How has the Fair evolved and grown in scale over the years?

“From a 2,994 sq. m. debut in 2015 to 24,232 sq. m. across 4 halls in 2023, with around 350 exhibitors and 12,000+ visitors from 35+ countries, we’ve scaled consistently. The 2025 edition expands to five halls (2–6), 35,000 sq. m., and anticipates 500+ exhibitors and 15,000+ visitors. We’ve been titled “Fastest Growing Show” and host one of the highest overseas exhibitor ratios in India. Our consistency comes from responding to the industry’s pulse and never compromising on delivery.”

Can you share your personal journey in terms of challenges, lessons, and motivators?

“The transformation of a niche concept into a national expo demanded early commitment, maintaining quality, and establishing reliable logistics. Scaling to 25,000 sq. m. in 2023 across new halls at Pragati Maidan tested our operational backbone. Motivation? Every time a lead initiated at the Fair turns into a multi-crore project, it validates years of effort. What keeps us going is the impact: when we see exhibitors, startups, and buyers all deriving valuable returns from our show. With unwavering perseverance, we go the extra mile to create value for the industry through initiatives that break convention and set new benchmarks.”

What’s the strategic rationale behind co-locating with Tube & Pipe Fair (TPF) and Bharat Metal Expo (BME)?

“We’re using a deliberate convergence strategy here; in fact, I’d call it convergence engineering. From November 4–6, 2025, Pragati Maidan will transform into a dynamic epicenter of industrial innovation, hosting the 6th edition of Cable & Wire Fair, the Tube & Pipe Fair (TPF), and the debut of Bharat Metal Expo (BME). It will be one of the country’s largest gatherings for these sectors. The success of CWF and TPF in 2023 set the precedent. In 2025, we’re taking it several notches higher. Co-location of these events not only increases scale but also unlocks cross-sector synergy, a concept I explained earlier in the Fair’s ecosystem model.”

What role do exhibitions play in boosting industrial growth and innovation?

“Exhibitions are live labs; they speed up market discovery, tech adoption, and trust-building. Meetings here compress months of outreach into days, catalyzing transactions, alliances, and export expansion. At CWF, our focus extends beyond product showcases to actively molding the future of industry connectivity, scalability, and innovation.”



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