INDIA. Mumbai Duty Free is planning to extend the grocery offer at Mumbai Chhatrapati Shivaji International Airport Terminal 2, as part of a big arrivals store expansion.
The retailer, a joint venture between Flemingo International and DFS Group, which is celebrating its third anniversary this month, aims to expand its range of core grocery products, gourmet selections and consumer electronics.
Mumbai Duty Free operates three departures stores and one at arrivals, the latter covering 1,700sq m. As it stands, the extension is expected to add 900sq m of retailing space to a grocery area originally established in November last year.
“We look forward to bringing in emerging categories in non-core duty free business.”
Managing Director Manishi Sanwal told The Moodie Davitt Report: “As a travel retailer who understands the Indian traveller, we are keen to explore any new opportunities that arise and are open to expanding.
“Supermarket products attract heavy duty in downtown market, which makes it for a good business proposition for us to bring in the duty free world. We look forward to bringing in emerging categories in non-core duty free business.”
As reported, the retailer is marking its anniversary with a major promotional campaign across the airport that includes discounts of up to -50% on fragrances, as well as money off liquor and chocolates.
New brands have also entered the portfolio during this period, including luxury Ayurveda brand Spa Ceylon, Bulgari fragrance Aqva Atlantique, and Calvin Klein Deep Euphoria Pure Gold.
Development of the arrivals store will also increase the range of popular, low-priced items such as milk and soft drink powders, shampoos and creams targeted at Indians returning from the Middle East.
“We are already in talks with an Australian company to launch international gourmet products including confectionery, condiments and truffles,” Sanwal explained.
Growth in demand from passengers means the retailer is “constantly expanding” its product offering and brand partners, Sanwal added.
Many of the changes are based on findings from Mumbai Duty Free’s internal research programme, which has gathered customer insights and assessed shopping patterns.
“Mumbai Duty free caters to a wide spectrum of customers from luxury lovers to low-end priced product seeker,” noted Sanwal.
“We believe in constantly hearing our customers and catering to them accordingly. Our internal research programme ‘i-say: consumer conversations with MDF’ helps us interact with our customers and non-buyers on a regular basis, helping us cater to customer demands. For us, change is the only constant.”
With its focus on customer service and providing in-store customer assistance, Mumbai Duty Free said recently it has increased its staff numbers by +66% since its 2014 launch.
General staff, brand ambassadors and a team leader are based in each zone, overseen by their respective store managers.
