The Confederation of Indian Industry (CII) is optimistic that a three-day Made in India show to be held here next week will generate business exceeding the $57 million.

The first such show held in South Africa three years ago had garnered business worth $57 million.

At the show's media launch here, Indian High Commissioner Shiv Mukherjee said the previous show had "a very satisfying response."

Mukherjee said: "South Africa has become India's most important partner in sub-Saharan Africa, with trade between the two countries going from nil in 1994 (when relations were resumed after a break of nearly 40 years because of the apartheid regime) to more than $2 billion currently."

"But about half of this is bullion purchases by India, so real trade in other commodities has not reached its fullest potential yet. That is why we want to focus attention through the Made in India show on the best that India has to offer in a wide range of products and services."

The show to be held at Gallagher Estates, about 30 km north of Johannesburg, is expected to draw businessmen and industrialists from all over the Southern African subcontinent.

Ninety-seven exhibitors, 85 of them Indian, will represent 26 sectors ranging from pharmaceuticals and machinery to information technology (IT) and foods. Other exhibitors are from South Africa, Mauritius, and states neighboring South Africa.

South African Trade and Industries Minister Alec Irwin is expected to join Indian Minister of State for Commerce and Industry Omar Abdullah in officially opening the show July 18.

In addition to exhibitions, several seminars have been arranged to share Indian success stories with South African parties. South African Health Minister Manto Tshabalala-Msimang will open a healthcare seminar at which the Indian success in manufacturing pharmaceuticals at low cost and alternative systems of medicine will be under the spotlight.

Two women's groups from India will be the main speakers at a workshop on small, medium and micro enterprises where they will share knowledge on developing entrepreneurial skills, especially among rural women. "There has been great interest in this area from South African provincial governments and non-governmental organizations operating in the field," said Primrose Sharma, Consul-General in Johannesburg.

Sharma undertook a South African road show with Vijay Chopra, senior director of CII here, to create awareness for the India show. "Many have indicated they will send delegations to the show."

The women's organizations participating are the Association of Lady Entrepreneurs of Andhra Pradesh (ALEAP), and Self-Employed Women's Association (SEWA), who will showcase entrepreneurship and human development initiatives in the micro and small business sectors.

An IT seminar is expected to draw huge interest July 20 as leading India IT experts will speak there. "They include N.R. Narayana Murthy, chairman and CEO of Infosys Technologies, one of the largest software developers in India, and a respected leader in IT field internationally," said Mukherjee.

Chopra said: "While we want to strike as many deals as possible at the Made in India show, it is not only about buying and selling. We also want to start linkages leading to investment."

Chopra said one of the aims of the CII was to create mutual awareness of the industrial capabilities of the two countries. "We also see South Africa as the gateway to sub-Saharan Africa for our members," Chopra said.

But it will not be only business at the Made in India show. There will also be a food festival by the Taj Group of Hotels, and a Kathak dance festival.