10^th International White Goods and Home Appliances Fair of Tehran was held in Tehran, Iran between 28 November – 01 December 2010. The event occupied nine halls and Turkey was present in the prestige hall No. 35. The area allocated to the fair equaled 21,000 m²in total, whereas Turkish exhibitors occupied 374 m² of this.

The fair brought together representatives of such sectors as white goods, white goods supply industry, home appliances, kitchen appliances, glassware manufacturers and brown goods and market players in Iran.

284 firms from 8 countries attended the fair and 15 firms represented Turkey. The fair was promoted and organized by Forum Fuarcılık ve Geliştirme A.Ş. in Turkey. The firms attended the event from different countries such as Iran, Iraq, Germany, Greece, Italy, United Arab Emirates, Singapore, Syria, Jordan, China, France, Ukraine, Hong Kong, Hungary, Egypt and Tunisia.

The fair was opened by Haşimi, an Engineer and Chairman of the Committee of Industry and Mining of the Iranian National Assembly. Turkish booths were visited by businessmen willing to make joint investments in the Iranian market and open a representative office in Iran. According to the report published after the fair 125,000 guests visited the fair. As the fair was mostly visited by professionals, it could be said that the event will prove useful for Turkish firms and indicate Iranian market is a promising one Turkish firms.

Cengiz Güldal, Sales Manager of Teknopark Makine Motor ve Elektronik San. ve Tic. A.Ş., a BEYSAD member that attended the fair, stated following remarks about the fair (BEYSAD extends profuse thanks for his interview and providing of photos of the event):

“We observed that the exhibitors and visitors were mostly from Iran. As the fair bears the name ‘White Goods and Home Appliances Fair’, there were many a booths opened by manufacturers of household appliances and glassware. According to information we have obtained manufacturers were usually directed to local suppliers and Chinese manufacturers. The first reason for this is the lower price, while another reason is that Iran encourages business relationships with China and offers easier customs procedures. Almost all the manufacturers with whom we have talked have underlined that business relationships with other countries are affected from different challenges and customs procedures are very costly.”

Firms which attended the previous fairs or those which have dealers/operations in Iran noted that they were present at the event with a view to promoting their brand and continuity in the market and boost the sales figures. Exhibitors which attended the fair for the first time told they were satisfied with the event, as they could establish promising business contacts.