Lorenzo Cigognini: Nepali products play a significant role at Artigiano in Fiera

Italy’s Artigiano in Fiera is an annual trade fair dedicated to global craftsmanship. Since its inception in 1995, the event has been organized by Ge.Fi. Nepali exhibitors have been participating in the fair annually. Recently, Lorenzo Cigognini, International Sales Manager at Artigiano in Fiera, visited Nepal. He has held this position since 2018. Pratik Ghimire of ApEx caught up with him to discuss the fair and Nepali participation.

What are the objectives of Artigiano in Fiera?

The primary objective of Artigiano in Fiera is to promote and support artisanal craftsmen. We assist small companies from various parts of the world dedicated to producing handicrafts, helping them gain exposure and access to markets. The fair places producers at the forefront of our endeavors. The name ‘Artigiano in Fiera’ itself emphasizes the importance of producers at the fair. Our focus is on providing opportunities for micro and small enterprises to showcase their work, highlight their value, and introduce their activities to the Italian market while reaching out to the audience in Milan.

What has been your experience in consistently organizing such an event annually?

It is a tremendous honor for both me and our company to engage with numerous countries. Each encounter presents an opportunity to learn about new cultures, systems, and people. Last year, we welcomed participants from 86 countries, and we anticipate reaching 100 countries this time. What sets Artigiano Fair apart is not only the sheer number of participants but also their collective experience at the event. We take immense pride in our role as a market platform for small enterprises.

A large number of exhibitors participate in the fair from Nepal each year. What are your observations regarding Nepali participation in the fair?

Italian visitors and audiences hold a deep appreciation for the segments presented by Nepal at our exhibition. They eagerly seek to explore and experience the beauty and quality of Nepali products showcased within the Nepali pavilion. Nepali handicrafts are particularly well-known and admired among Italian visitors. The Nepali presence adds significant value to our exhibition, contributing to the enriching atmosphere that attendees enjoy.

Moreover, the benefits extend to Nepali producers as well. Nearly 90 percent of Nepali companies return to the fair, underscoring the tangible advantages they derive from participating. It brings me immense satisfaction to witness the mutual appreciation: Italian consumers warmly welcome Nepali products, while Nepali producers reap genuine benefits from their participation in the exhibition.

What suggestions do you have for Nepali exhibitors who are planning to participate in the fair to maximize their benefits?

To enhance their products, Nepali producers should prioritize innovation in design and color schemes each year. Seeking inspiration from other countries’ pavilions within the fair can spark new ideas. Emphasizing research on new patterns and concepts is crucial to continually captivate visitors' interest. Equally important is the presentation of products—ensuring they are displayed attractively and appealingly. Effective promotion goes beyond the products themselves; the demeanor and communication skills of the seller also play a vital role.

Furthermore, embracing modernity is key. As organizers, we provide a digital platform with 1.8m registered users, offering producers access to the Artigiano in Fiera fanbase. This platform serves as a valuable resource for promoting their items. Through digital channels, producers can inform visitors about their offerings at the fair and their location within the exhibition grounds, significantly enhancing promotion efforts.

Additionally, transitioning to cashless transactions is imperative. With around 60 percent of Milan customers opting for credit card payments, the trend toward cashless transactions is evident. Nepali exhibitors must adapt to this changing landscape to remain competitive in the future. Now is the time for them to embrace and transition from cash to cashless transactions to ensure continued success in their business endeavors.

In its first edition, Artigiano in Fiera featured five Nepali exhibitors. By 2023, this number had grown to 90. With annual increases in participation, what suggestions do you have for the Nepal government to promote Nepali handicrafts in the international market?

We are keen on engaging with local governments in Nepal to provide support to Nepali producers, particularly in production and promotion. Local governments play a crucial role in creating infrastructures that facilitate smooth international business transactions, including exporting goods and transferring funds abroad. It’s essential for them to view sending money abroad as an investment in Nepal’s economic growth. By investing capital, we can anticipate generating revenue. This investment-driven model is fundamental for establishing reliable international businesses, especially within Europe.

It’s important to recognize that hindrances in logistics and cash flow not only impede the growth of individual companies but also stifle the overall development of the country. Therefore, fostering an environment conducive to international trade is paramount for Nepal’s economic advancement. Collaboration between stakeholders, including businesses and government entities, is vital in overcoming these challenges and fostering sustainable growth in the Nepali economy.

Nepali exhibitors encounter various challenges, such as sending money to book stalls and managing banking transactions for their earnings. How can these processes be simplified to assist Nepali exhibitors?

Challenges always present opportunities, and those who can identify them amidst difficulties are the ones who succeed. As organizers, we offer comprehensive services to ensure smooth business operations. We are open to discussions with the government of Nepal to foster a conducive relationship with producers.

Ultimately, the initiative and support from the Nepali side are crucial in assisting producers. Success hinges on their proactive approach and assistance.

In addition to handicrafts, Nepal is renowned for its tourism and organic products such as tea and coffee. Have you considered promoting them in Italy?

Indeed, I have learned about the potential of Nepali tourism and organic products. Italians possess a natural curiosity about Nepali items, recognizing Nepal’s abundance across various product categories. It would be highly intriguing to showcase Nepali food and agricultural items at our event. Additionally, Nepal’s tourism offerings, including trekking and mountain culture, present significant opportunities, albeit these may not be fully known to Italians. Expanding awareness about these aspects could further enrich our exhibition and foster greater appreciation for Nepal’s diverse offerings.

The Market Promotion Center (MPC) has represented Nepal at Artigiano in Fiera for 22 years, and they have now transferred all their responsibilities directly to the organizers. What has been your experience with the MPC over these two decades?

The Market Promotion Center and its Managing Director, Sagar Thapa, are much more than commercial partners for us; they are like family. Over the past two decades, they have consistently delivered outstanding results, and the recent transition of responsibilities has been handled with exceptional professionalism and goodwill. They are now not associated with us. We deeply value this partnership and are grateful for their dedication and contributions. We wish for MPC’s good future.

Are you looking for any new agent in Nepal for the fair?

Currently, we are engaging directly from Italy with businesses and exhibitors, but we remain open to exploring additional opportunities.