PRAYAGRAJ, Nov. 14 -- A Prayagraj startup has been selected to represent Uttar Pradesh at the upcoming 44th India International Trade Fair (IITF), to be held from November 14 to 27, 2025, at Bharat Mandapam, New Delhi, informed district officials here on Thursday. Organised under the theme "Ek Bharat, Shreshtha Bharat" (One India, Great India), the fair will feature UP, Maharashtra and Rajasthan as partner states. The event aims to promote domestic and international trade, investment, innovation and industrial growth by bringing together entrepreneurs from small, medium and large enterprises, officials added. According to Sharad Tandon, deputy commissioner of industries, Prayagraj, participation in the fair is open across three categories. "Representing Prayagraj under the MSME category from UP will be Shah Pharmaceutical, a local startup specialising in herbal products. Based in Naini, the company produces a range of natural items including henna, multani mitti and hair- and skincare products," he said. Meraj Ahmad, marketing and sales manager of Shah Pharmaceutical, described the selection as both an honour and an opportunity. "Recent initiatives have opened up larger markets for entrepreneurs of all scales. This platform will allow us to expand our business and showcase our product quality on a global stage," he said. Ahmad added that participation in the trade fair would help the company learn about modern packaging, digital marketing strategies and sustainable practices which include the insights that could help it reach new markets and consumer segments....