The Hindu : New Delhi News : New duty-free stores at Delhi airport

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Saturday, Jul 07, 2007
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New duty-free stores at Delhi airport

Mandira Nayar

Decline in traditional chocolate buying spree

‘Over 50 per cent of customers look for higher priced items like malt whiskeys’
Perfumes are the second largest selling category in the departure terminal

NEW DELHI: Duty-free shopping may always have been high on “spirits”. But the new duty-free stores opened by Alpha Future Group at the international terminal of Delhi airport here have noticed that while travellers may still be stocking up on the choicest alcohol, the traditional chocolate buying spree has seen a decline.

“What’s surprising is not the dominance of liquor, which accounts for 64 per cent of the product mix, but that perfumery is out-performing confectionary. Perfumes are the second largest selling category in the departure terminal and account for 25 per cent of the sales there,” claimed an Alpha Future Group official.

Strangely passengers flying into the country don’t seem to be dominated by their olfactory glands and perfumery in international arrivals only account for 15 per cent of the sales. The Group proudly claims that they have the big perfumery brands at the cheapest prices, and for now it certainly is living up to this reputation.

With newer hipper scents in the market, the top-selling brands in the perfume sections are Davidoff, Dior and Gucci. Not looking for bargains, “desis” flying in and out of Delhi are not price conscious. Research conducted by the Group to understand its customers better -- it entered the Capital’s duty free market only three months ago – has shown that over 50 per cent of customers are looking for higher priced items like malt whiskeys, which account for 20 per cent of the liquor.

“In confectionary too, there is demand for boxed confectionery and more luxurious brands, especially products that are not available on the Indian domestic market. We are trying to find more products in this category,” said an official with the company.

The third largest selling category in the departure terminal at Delhi airport is tobacco. But passengers flying out of India seem to be more addicted to nicotine than coming in as tobacco accounts for 19 per cent of the total sales here.

Festival spirit

Hoping to be able cash in on the festival spirit, Alpha Future Group has grand plans for Diwali. “We want to maximise on the opportunity of the major gifting season as many Indians come home at that time. There will be big offers and we are hoping to tie-up with a major liquor supplier to give away a luxury car,” said the official.

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