Interview with Erik Rovina


How long have you been the Economic and Commercial Counsellor for the Consulate General of Spain in Mumbai, India and what are your areas of responsibility? I arrived in Mumbai in February 2007 with the goal of setting up the Economic and Commercial Office of Spain in Mumbai. At that time there was no Consulate General nor Economic and Commercial Office. I made such a division because although the Commercial Office is part of the Consulate General, it is independent of it as we are not functionally dependent on the Consulate and we are even in a different building. Needless to say, there is an excellent relationship between the two and we are perfectly coordinated to provide full services to Spanish and Indian citizens and companies. By the end of 2007 the Commercial Office started its operations and as of today it is fully operative. We are responsible for the promotion of Foreign Direct Investment (FDI) in both countries which includes Spanish companies setting up here in India and Indian companies setting up in Spain, as well as the promotion of Spanish exports into India. This activity is actually the most time consuming since we have to prepare agendas for the Spanish companies who want to enter the market and are looking for importers or distributors.

What was your previous portfolio and how different is your current assignment? This is my first post outside Spain as Commercial Counsellor but my job is not that different. I have always been in the world of trade and investment. I started working as an intern at the Economic and Commercial Office of Spain in Chicago, USA. I then moved to Madrid to become a civil servant and worked at the Ministry of Trade for three years. From there I went to INTERES Invest in Spain, the Spanish FDI promotion agency, eventually becoming deputy director for Information and Strategy. Finally I came to India. I spent the first year looking for offices, negotiating contracts, learning how to bargain, hiring people, as well as numerous other activities. It was exhausting and exasperating at times, but a very good experience. Once all the setting up was done, it was back to the business of promoting trade and investment, with the main difference being that now it is outside Spain and responsibilities are different.

What are the challenges and opportunities that you plan addressing to develop trade relationships between India and Spain? I see tremendous opportunities for trade between India and Spain. Exports from Spain to India grew by 36% in 2007 compared to 2006 and we expect a significant growth for this year as well. Nevertheless in absolute figures, Spanish exports to India were 742 million euros, which means that there is still much room for improvement. That is my goal here.Chemical products and machinery account for 50% of our exports to India so we are doing really well in these two sectors but we want to increase the absolute figures and diversify them, taking advantage of other opportunities in various sectors. I think we could do much better in sectors such as wines and olive oil. Sometimes it is difficult to find a Spanish brand of these products. This is difficult to understand, taking into account the excellent quality-price relationship we have. From our end, our challenge is to generate awareness of Spain and Spanish products through a lot of promotion; something other countries have been doing much more than us.

What are the areas where India and Spain can exchange ideas and expertise in the field of trade and how does your office play a role in forging these alliances? There are many areas where we can mutually learn from each other. In many cases however, there is an absolute ignorance about India in Spain and about Spain in India.To create awareness about each other, we organize an Investment Forum or Business Meeting in India at least once a year, where Spanish and Indian companies can gather and discuss business. We also participate in several technical seminars, which are more focused on individual sector capabilities rather than general issues, but also provide a platform to exchange ideas.I also go to Spain two or three times a year for seminars about India and business opportunities in this country. It also helps to remove some misleading stereotypes about India.

With the growing Indian economy , do you see an increase in investments between Spain and India and which are the areas that Indians can invest in Spain? If I see tremendous opportunities in trade, I see even more such opportunities in investments. With the global economic slowdown, Spanish companies have to search for new markets as well as reduce production costs. India offers unique possibilities for this. A majority of the Spanish companies already established in India are doing very well and some of them are opening their second or third manufacturing plant. Since I arrived in India, a number of Spanish companies have started operations in India, which clearly shows the interest of Spain in this market. From the Economic and Commercial Office in Mumbai, we help Spanish companies wishing to enter India through the Business Centre we have at the Office. We provide a space for the company, a PC, telephone, fax, secretarial services, and most importantly, immediate access to our local knowledge, all for a reasonable price.Regarding Indian investment in Spain, I have to say that we are really satisfied with last year's operations. India became the 9th largest foreign investor in Spain, with 2.1% of the total FDI received by Spain. If we exclude one single operation - the acquisition of one of the biggest Spanish energy companies by an Italian company - then Indian investment would represent almost 6% of total FDI received by Spain. The automotive industry, pharmaceuticals and IT are the sectors where Indian companies have shown most interest.

Which regions come under your portfolio and what way do you liaise activities through the office in Mumbai? All states below and including Maharashtra, Chhattisgarh and Orissa come under my portfolio. Nevertheless most commercial activity is done in Mumbai. For business purposes I have been to Karnataka and Tamil Nadu several times but I have yet to travel to the other states I am responsible for. We are still a small office and cannot do as many things as I would like to. Accordingly, most of the activities we organize take place in Mumbai. We are now however preparing complete reports of each of the states we are responsible for, so that Spanish companies can have better information and can choose with better knowledge, where to set up operations.

Which are the major areas of investments currently in Spain and how do you plan addressing these issues? Which are the key areas of expertise that the Indian trade associates can benefit whilst working with partners in Spain? Spain is very strong in terms of infrastructure. Six of the ten top transportation concession companies are based in Spain, constructing and/or manufacturing about 40% of all major transportation concessions in the world. Companies such as Abertis, Ferrovial, OHL, FCC, Grupo ACS (Dragados) or Sacyr Vallehermoso are looking towards India, especially bearing in mind that the main challenge India is facing - the one that can derail growth - is the lack of infrastructure. A few Spanish companies have already entered the Indian market. For instance, Dragados established a joint venture with Gammon in order to build a new offshore terminal in Mumbai (Indira Container Terminal). Isolux will build a 290 km highway between Haryana and Punjab for the National Highways Authority of India on a BOT (Build, Operate and Transfer) basis.

How much growth have you seen in Indian visitors to Spain and what role does your office play independently or with other partners such as the Spanish Tourist Office to encourage tourism to Spain ? Spain is the world's second largest tourism destination after France. In 2007 Spain - with a population of 45 million - received more than 60 million visitors. By countries, tourists come mainly from the UK, Germany, France and Italy. India is, for geographical reasons, not on the top list but the number of Indian visitors has increased dramatically in the last few years and when talking to Indians you can feel they are really interested in visiting Spain. With regards to the promotion of tourism, Spain will open a Tourism Office in Mumbai very soon. In the meantime it is the Tourism Office of Spain in Singapore which carries out all promotional activities. The last event was the sponsorship, along with Kingfisher, of the Grand Prix of Formula One in Valencia at the Marriott Hotel in Mumbai.

Which are the possible segments of Special Interest tourism opportunities that one can explore in Spain? A significant number of tourists go to Spain during the summer to enjoy the good weather and the beautiful beaches. Spain is much more than sun and beach however. Our rich history and rich geographical diversity has made us have more UNESCO World Heritage Sites than any other country in the world. We also have some of the best museums in the world such as Prado, Reina Sofia, and Guggenheim and our cuisine attracts millions of people. There are not too many people who can resist a tasty paella and a good Rioja wine. Then of course you have Spanish as a language. Being one of the most spoken languages in the world and gaining more importance in terms of business and culture, thousands of students go to Spain every year to learn Spanish. In Spain, you can ski and swim in the sea on the same day. You can play golf in the morning, ride a horse by an old Roman road in the evening and spend the night in an old castle or parador.There are so many things to do in Spain that you will definitely want to stay longer and visit again. You can find more information about Spain as well as activities to do during your stay at www.spain.info

What is the potential of Spain as a MICE destination? Spain is not just a potential MICE destination; it is actually one of the most important MICE destinations in the world. With the recent opening of new conference centres, Spain is now positioned at the forefront of the business tourism industry. These facilities stand out for their modern and unique style, both inside and outside. They are complimented by the wide range of cultural and leisure options available in Spain's business cities. These attractions have firmly established Spain as a world leader in the international meeting and conference market. Spain has over 50 conference centres, located in a wide variety of different places. You will find them on the coast and inland, in major cities and also in medium-sized and smaller cities. They offer a broad range of infrastructures in continual growth and renewal, in response to the promising future of the sector in Spain. According to data from the International Association of Conference Centres, Spain was one of the top three countries for hosting professional events in 2007. The recent inauguration of new conference and exhibition centres confirms this positive evolution and improves Spain's competitiveness in business tourism even further. What according to you are the famous icons of Spain? Bullfighting and the football teams of Real Madrid and Barcelona are definitely icons of Spain, but there are many others; flamenco dancing for instance. A few months ago, María Pagés, a well known Spanish flamenco dancer, came to India and it was a complete success. Our artists such as Goya, Velázquez, Picasso and Miró are known all over the world. Spanish architects are also among the best because of their creativity. Poonam Soni has designed jewellery based on architecture by Gaudi after a visit to Barcelona.Of course, I cannot forget the new icon of Spain and tennis, Rafael Nadal. The Spanish national football team gave us great joy this past summer when winning the European Championship. Fernando Torres, who scored the only goal of the final against Germany, is another Spanish icon.

Just as Italy is known for La Dolce Vita, Spain is known for its Siesta and Fiesta way of life. Can you elaborate on the same? I think India and Spain definitely share, at least, one thing in common: stereotypes that have nothing to do with reality. People assume that we in Spain take a nap (siesta) for two hours after lunch, but that is not the reality. To start with, a siesta is rarely more than a nap of 10 to 15 minutes. It is often said that the best siesta is the “spoon siesta” wherein you grab a spoon and go to bed to rest. When you fall asleep, the spoon falls down and the noise wakes you up. And that is the end of the siesta. Besides, I have never in my life taken a siesta on a working day. It is just impossible. That is true of most Spanish workers. When it comes to fiestas however, I can agree with the general perception. But it is not as if we are partying all the time. It is simply that Spaniards know how to separate work from pleasure. Very often after we have finished work, we will go to a bar (there are hundreds of thousands of them in Spain) with our friends or colleagues to have a drink with a tapa . Foreigners may call this a fiesta, but it is just socializing. The truth is that Spaniards know how to enjoy life. There is a lot more to Spain than the basic stereotypes of siestas and fiestas. The Spanish Institute for Foreign Trade (ICEX) has launched a campaign titled “Spain, technology for life.” With that simple sentence, we combine Spanish technology, which most people are not aware of, with the Spanish lifestyle. We try to show the rest of the world that Spain not only offers good quality of life, but are leaders in terms of technology and infrastructure as well. Spain is the world's second largest producer of wind energy and a pioneer in solar energy, water management and desalination. Most airport control towers are using a Spanish software programme. We want to change perceptions of Spain while maintaining our traditions.

What is the awareness about India amongst the Spanish people in terms of tourism and which are the major tourist places that the Spanish would like to visit in India? Approximately 40000 Spaniards visit India every year and most of them visit the same places: New Delhi, Agra and Jaipur. Visitors are now recognizing the potential of other destinations such as Varanasi, Udaipur, Goa, Kerala, Mumbai and Kolkata. This country offers so much in terms of geography, diversity and beauty however, that one visit is never enough. Which is your favourite holiday destination in Spain during summer and in winter? I always spend my summer holidays in Menorca - the smallest of the Balearic Islands - but I really have no favorite place during the winter. I like the whole of Spain; The North with Galicia, Asturias, Cantabria and the Basque Country offering sea food and beautiful greenery; Central Spain for its rich history and gastronomy; the East Coast with the cosmopolitan regions of Catalonia, Valencia and the charm of the Mediterranean Sea; The South including Andalucía and Extremadura for its Serrano ham, Muslim heritage and the absolutely marvellous people.

How long have you been in India and what has been your overall experience? What are your impressions of India and the people of India? I have been in India for almost two years and I am really enjoying it here. Of course, at the beginning everything was new and different, especially the number of people and the amount of noise. The poverty right in front of your eyes is also very disturbing.But once you learn how to handle that, you start to enjoy the city. There are amazing bars, restaurants, clubs and so much to see and do. The people are really nice and that helps a lot. My first baby is even going to be a Mumbaikar. My wife is pregnant and we decided to have the delivery in India. That shows how much we trust the people and love this country.

What are your interests and how do you spend your free time? My wife and I love to travel and it is what we have been doing the most since arriving in India. It would be a sin to live in India and not discover the wonderful experiences this country has to offer.We also regularly visit the Breach Candy Club where we spend our time reading, swimming or playing tennis. Chatting with friends and family is another of my regular activities, especially on Sunday evenings.Lately, I have been reading a lot about India. There are so many fascinating books about India and its people that it is difficult not to end up buying one.I also practice yoga three days a week and I occasionally play the violin. I do not think I was meant to follow the musical path however, because I am not very good at it. But I do enjoy trying. When I was younger I used to play in an orchestra and we were even on television!

Lastly, what is your message to readers and what way can they benefit by partnering with counterparts in Spain in various fields. It is a pleasure for me to contribute to this issue of Opportunities Today featuring Spain. My country has recognized the importance of India in the world economy today and has therefore opened the Consulate General and the Economic & Commercial Office of Spain in Mumbai. We will soon open a Tourism Office. By doing so, we want to reinforce the ties between India and Spain.

For any queries related to trade and investment please contact us at Mumbai@mcx.es or visit us at Economic and Commercial Office of Spain, Dr. Annie Besant Rd, Thapar House, 1st Floor, Worli, 400 030, Mumbai. Tel: +91 22 6740 6800. Fax: +91 6740 6820