Falcon Agrifriz Foods × Vasant Creative

Falcon Agrifriz Foods, part of the 40-year-old Falcon Group, is one of India’s leading names in frozen food manufacturing. Under its flagship brand Just Crave, the company produces French fries, potato specialties, and ethnic flatbreads at scale, backed by a large, technologically advanced processing facility in Gujarat. Falcon exhibits at premium food exhibitions across India and internationally, and works with multiple design and build partners across its various shows — but its most important, high-visibility exhibitions are consistently entrusted to Vasant Creative.

Falcon came to us after a disappointing experience with a previous exhibition design team. They weren’t actively looking for a new partner when things changed — they saw a stall we had built for Go Cheese at Anuga Select, Mumbai: a double-storied booth that stood out on the show floor. That was enough to make them reach out.

The first real test came with their brief for Aahar, Chennai. The theme they wanted: a food truck. It’s a concept that’s easy to get wrong — kitsch if overdone, forgettable if underdone.

We built the food truck concept as a fully realised, functioning exhibition experience rather than a themed backdrop — designed to hold up to close inspection from a food-industry audience that notices detail.

The booth didn’t just meet expectations — it became the talk of the exhibition. For a first project together, that kind of visibility is exactly what turns a one-time booking into a standing relationship.

The trust built at Aahar led to Falcon’s first international booth with us, at Food & Hospitality Malaysia (FHM), held at the prestigious Kuala Lumpur Convention Centre. The result matched the standard set in Chennai — the booth won Best Designed and Executed Booth at the exhibition.

What set this project apart wasn’t just the design. Falcon’s booths involve live tasting, which meant we weren’t only building a stall — we built out a fully functional kitchen within the booth, including all the frying equipment their team needed to prepare and serve product on-site, safely and to scale, throughout the show.

Falcon’s own feedback after Malaysia:

“You raised the bar and expectations of my team. Hope and look forward for best deliveries in future.”

Since then, the partnership has expanded steadily across some of the most important food exhibitions in the world:

• Foodex Japan, Tokyo (10–13 March)
• ITPO Aahar, New Delhi (10–14 March)
• IFE – International Food & Drink Event, London (30 March – 1 April)

Two Continents, One Day

Systems only reveal how many moving parts they really have when something goes wrong — or when everything has to go right at once, in two places, at the same time. That was the challenge on the day we ran Foodex Japan, Tokyo and ITPO Aahar, New Delhi simultaneously for Falcon. Different teams, different environments, different on-ground challenges at each site — with a 140 square metre booth at Aahar, Pragati Maidan alone. None of that complexity was meant to be visible to Falcon or their visitors. It wasn’t about doing something new in either city; it was about delivering the same standard, the same confidence, the same outcome, in parallel, without either market feeling like the secondary one.

London: A Third Geography, the Same Standard

After Delhi and Tokyo, London was next — this time at IFE, the International Food & Drink Event. A different geography and a different audience, but the same expectation carried over. Consistency across borders is harder to deliver than it looks, precisely because nothing about it is supposed to be visible from the outside — which is exactly why it’s the thing Falcon has come to rely on Vasant Creative for.

Falcon runs an active exhibition calendar and works with more than one design partner across it. What’s telling is which shows land on Vasant Creative’s desk: Aahar, the Malaysia award show, Foodex Japan, IFE London — the ones where a stumble would be visible to the widest, most important audience Falcon has. That’s not us claiming preferred-vendor status; it’s what the exhibition list itself shows.

Vasant Creative has designed and built exhibition stalls for Falcon Agrifriz Foods across India, Malaysia, Japan, and the United Kingdom — including a Best Designed and Executed Booth win at Food & Hospitality Malaysia.

One partner. Every market. No compromise on standard.

This account has been led on the ground by Chanchal Ganjir and Alisha Lokhandwala, whose coordination across Delhi, Tokyo, Malaysia, and London has kept the standard consistent across every geography.