has taken a number of positive steps to make shopping at the
Indian Duty Free Shops a more exciting and value-based experience
slowing down of the global economy, coupled with the September
11th incident in the US, has slackened the international tourist
traffic. India has been no exception. However today, the situation
is improving. The Indian Duty Free Shops managed by ITDC have
initiated various steps to make shopping at its duty-free
shops a more exciting and value-based experience. Some of
such steps initiated are as under:
sensitive pricing including volume-based price incentives
to motivate shoppers through value addition. This has made
shopping at the ITDC shops most competitive amongst the
duty-free shops in the neighbouring countries. A regular
market feedback system has been developed to ensure flow
of critical information to be able to take timely action.
duty-free shops have introduced in-house chocolates under
the Ashok brand name. Attractively packaged
boxes are sold at US$ 7 and its popularity amongst major
international brands has been overwhelming.
ITDC has initiated a process of renovating and refurbishing
all the 38 duty-free shops across the country. In major
destinations such as Delhi and Mumbai, there will be a shift
from multiproduct shop outlets to exclusive designer boutiques.
The concept also includes open and walk-in shops where the
customers will be able to Touch & Feel the
has launched its first designer outlet at the Delhi Airport
showcasing the best and the latest range of Indian handicrafts
created by professional Indian artisans and sourced from
Central Cottage Industries Corporation. The response to
this shop has been excellent with encouraging sales.
is launching an exclusive Perfume & Cosmetic Boutique
at the Delhi Airport on June 22, 2002. As per global trends,
ITDC had conceived this concept two months back and this
boutique has been designed and fabricated in collaboration
with world-famous perfume and cosmetic houses such as LOreal,
Lancome, Christian Dior, Givenchy, Kenzo, Lancaster (Davidoff)
etc. The USP of the boutique will be professional beauty
advisors who will facilitate the shoppers in making their
purchase decisions. ITDC envisages to increase the revenue
distribution in perfumes from the current level of eight
per cent to at least 20 per cent in the current fiscal.
The main shop in the departure area of Delhi airport is
currently under major renovation. The area vacated by the
perfume section will now have an exclusive wine corner with
special shelving where the bottles will be stocked horizontally.
Similarly, a corner has been designated to cigars and cognacs.
The height of the centre shelving is being pruned to give
a feel of openness and better visibility to the entire range
of the merchandise. Special emphasis has been given to the
general lighting and the shelving specific lighting so as
to enhance product visibility. The shop will be ready for
launch on July 10, 2002.
The signages at all shops in Delhi are being replaced. The
present light boxes with milky white background and red
lettering will be replaced by colourful transparencies carrying
various motifs and the ITDC branding. The new signages will
be up by July 10, 2002.
ITDC has recently introduced a fine range of exclusive silverware
items sourced from the MMTC. Besides silver and gold coins,
other items include tea sets, table top items, etc, with
guarantee of its purity. The silver coins have been extremely
ITDC has also capitalised on information technology in the
operation of shops and merchandising. At present, the Delhi
and Mumbai shops are fully computerised. Shortly, all the
shops at the 11 international airports and the respective
warehouses will be networked with the corporate office to
facilitate instant flow of information, faster decision
The first ever Touch Screen Kiosks in any duty-free shop
worldwide will be installed at the Delhi airport on July
4, 2002. The software has been developed by M/s Netcomm
Labs Pvt Ltd. This will be an interactive kiosk and the
shoppers will be able to browse through the entire range
of merchandise, pricing and promotion. It is also on the
anvil to offer gifts to every 75th or 100th passenger who
clicks at the kiosk.
the second phase, it is proposed to introduce e-mart which
will enable the shopper to buy a product through the Internet
on arrival and departure.
The total renovation of four shops at the Mumbai International
Airport has been entrusted to M/s Lowe Lintas India Ltd.
The shops will be designer-based and the themes would be
as diverse as Bollywood, Cellar and Boutique. It will also
have a designer outlet showcasing the best collection of
world-famous wristwatches and writing instruments.
the Mumbai airport, walk-in shops are being designed without
front glass panels. This concept will also enhance the visibility
of merchandise, besides allowing the shoppers to touch
and feel the product range. These shops will be totally
renovated and launched by mid-August 2002.
Shops at Kolkata, Chennai, Goa and Thiruvananthapuram are
also undergoing extensive renovation compatible to international
The brand new shops at the Customs Domestic Airports at
Bangalore, Hyderabad, Calicut, Kolkata and Ahmedabad are
The product listings at the duty-free shops are undergoing
an exhaustive review aimed at stocking the faster moving
products and latest launches. Regular promotions and bargain
offers are being launched in participation with the suppliers
for increasing revenue and creating excitement in the shops.
The strategy behind such promotions and bargains is to entice
the passengers from shopping at the Indian duty-free shops
for retention of foreign exchange within the country rather
than being spent in the neighbouring countries.
major step initiated by the ITDC in popularising the Indian
duty-free shops is holding of a first ever Indian Duty-Free
Shopping Festival at Delhi International Airport from July
14-16, 2002. The festival has been named as Teej Shopping
The festival of Teej - the colourful, vibrant festival of
the princely state of Rajasthan - celebrates the festive mood
with colour, laughter and happiness. All the shops at the
Delhi airport will be decorated with a Rajasthani ambience
with vibrant Rajasthani folk dances during peak hours.
In addition to the most enthralling experience of shopping
from amongst the choicest merchandise on display, offering
the best bargains, each shopper would also have a chance to
be a lucky winner of exciting gifts. Regular weekly draws
and a mega draw at the end of the festival will give you a
chance to win lucky gifts like a luxury car, home appliances
like air-conditioners, computers, music, system, television
etc. Along with scores of other attractive gifts.
ITDC has restructured its duty paid and tax-free outlets
at the Ashok Hotel, New Delhi.
ITDC has also introduced a performance-based Cash Incentive
Scheme for its employees in the duty-free shops to motivate
them to increase the customer pull and the average spend