The grand annual festival that brings all things Kerala to the UAE is coming back for its fourth edition next week in Sharjah.

Set to be held from January 30 to February 1, Come On Kerala Festival is the second largest festival to be organised at the Sharjah Expo Centre - next to the emirate's world-famous book fair. And like its previous editions, it will be a showcase of products, services, and entertainment from the south Indian state of Kerala.

The trade and cultural show is organised by Gulf Madhyamam, a Malayalam national daily - with the support of Sharjah Chamber of Commerce and Industry (SCCI) and under the patronage of His Highness Sheikh Dr Sultan bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah.

Sheikh Sultan bin Mohammed bin Sultan Al Qasimi, Crown Prince and Deputy Ruler of Sharjah and Chairman of Sharjah Executive Council, is set to inaugurate the event, organisers said.

Come On Kerala saw over 200,000 participants in its third edition last year and, this year, a higher number is expected.

In 2019, a total of 300 brands were showcased at the show and 63 products were launched, said Muhammed Rafeeq, general manager for global marketing operations at Gulf Madhyamam.

Abdel Aziz Mohamed Shattaf, assistant director-general of SCCI, said visitors expect a key focus on Kerala travel.

"We are working on organising a unique event with several special events. Entrepreneurship is a major vocation among Malayalis, and there will also be a major focus on tourism wherein travel agencies from Kerala and the UAE will showcase the best of the Indian state," Shattaf said.

VK Hamzah Abbas, chief editor of Gulf Madhyamam, added: "This year's edition will be seeing the launch of Women Excellence Awards, Kerala cuisine festival, and cookery contests, as well as various cultural programs."

The event is also an opportunity to launch new small and medium-size businesses in Sharjah.

Jamal bu Zinjal, head of the media department at the SCCI, said a total of 5,626 new businesses across various sectors were launched in the emirate? in 2019.

dhanusha@khaleejtimes.com

 

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