New Delhi, Nov 16 (IANS): Exchanges of bullets, shells or mortars on the Kashmir border have not dampened the morale of Pakistan-based traders and merchants, who are making 'a killing' of a sales season at the trade fair here.

Referring to themselves as the soldiers of 'peace and goodwill,' nearly 115 businessmen and businesswomen from Pakistan are here to exhibit their clothing, designer suites, spices, handicrafts and mouth-smacking kebabs and biryanis at the 34th edition of the India International Trade Fair (IITF) at Pragati Maidan.

"We have nothing to do with the politics or diplomatic relations between India and Pakistan which are like seesaw. We are here to meet our priced customers who have enjoyed our cusines and food items for the last 10 years," Shahid A. Bundu Khan of the Al-Haj Bundu Khan chain of restaurants told IANS.

Khan, who has been coming to the capital for the trade fair since 2003, owns a chain of restaurants spanning Pakistan, Dubai and London. The popularity of the kebabs could be judged by the rush of foodies, even on a business day.

And it's not just the food that is in high demand, the spice ingredients, clothing and stone handicrafts from Pakistan are also disappearing off the shelves fast.

When asked if he has seen any change in attitude of the Indian public towards Pakistani goods or products after a sporadic increase in border cease-fire violation or killings of innocent civilians along the line of control (LoC), Pakistan's top diplomat in New Delhi's reply was a simple 'No.'

"We had received a tremendous response from the Indian masses when we organised the lifestyle exhibition 'Alishan Pakistan' here two months back. The Pakistani products are very popular here and I don't think that border hostilities may deprive them of any suitors this time," High Commissioner of Pakistan Abdul Basit told IANS at the event.

Basit's claims can also be backed by the enthusiasm shown by Pakistani merchants in participating at this year's IITF.

Around 115 Pakistani businesses are participating in this year's fair, though the number could have been more than 200, said Sheikh Humayun Sayeed, head, pavilion and display section and former chief of the Federation of Pakistan Chambers of Commerce and Industry.

"This year we have a participation of 115 businesses; last year it was 110. Though there was a very high level of eagerness to participate in the event here in India, customs and visa hurdles were disappointing," Sayeed told IANS.

"We could have had more than 200 businesses from Pakistan this year alone if there were no issues with customs or visas. These hurdles and difficulties in the visa process should be removed so that business can have free flow between the two countries."

However, the businessmen are enthusiastic and hopeful of brisk business and heavy sales.

"This event is more of a people-to-people contact and a platform to showcase our clothes and products," said Tahir Alam, 57, proprietor of garment firm Hamail of Karachi.

"We are here to showcase our products and expect a bumper sale like every year. Last year too most of the traders were sold out here."

Alam, who has been participating in the event for the last two years, reaffirmed the huge market potential in India.

"It is a very very big market for us and the proximity is such that both sides can gain tremendously out of promoting trading ties. Politics and state decisions aside, the fair shows how popular our products are here and the demand for them is great."

Alam's views were echoed by Mohammad Qasim of handicraft firm Salman Traders which specialises in unique styles of statues and decorative pieces made from various varieties of Onyx stone which is quarried in Balochistan.

"Definitely there is demand here, that's why traders come here in the first place. We have carefully selected our pieces to be showcased here and are most hopeful of healthy buying by the Indian public."

"Like every year our select clientele has reached us here and we are also able to attract new buyers. The style and artistic nuances of our workers from Karachi suits the taste and sensibility of the public here," Qasim said.

The 34th edition of IITF has over 6,500 exhibitors from India and abroad as participants. There are 31 central government ministries and departments along with their public sector undertakings (PSUs) which will also take part in the fair.

This year 25 foreign countries are taking part in the IITF. South Africa has been nominated as the partner country while Thailand is the focus country.

The fair, which is being organised by the India Trade Promotion Organisation (ITPO), has earmarked Nov 14-18 as days reserved for business visitors, while it will be open to the public from Nov 19-27.

The IITF is the largest and oldest integrated goods fair in India. In 2013, 6,000 exhibitors participated and nearly two million people from 45 countries visited the fair.