The Hindu Business Line : Brand India is a good draw at airport duty-free shops

`MADE in India' brands are apparently doing well for themselves at the duty-free shops (DFS) attached with major international airports in the country.

According to Ms Parvati Krishnamurthy of Flemingo DFS Pvt Ltd, the country's first duty-free player, the `India' tag has received overwhelming response from visitors of foreign origin.

For now, the range is confined to culinary stuff (spices, nuts and tea) at the Flemingo departure shops at the country's airports. But the nature of response prompted Flemingo to offer `welcome' tea packets to every foreign tourist on arrival at the airports. The visitors have largely appreciated the gesture, Ms Krishnamurthy told Business Line.

"We are not the only private player in India - there's the one managed by Cochin International Airport Ltd (CIAL) - but we are the first. We have since been able to set up operations at every international terminal in the country except Kolkata and Mumbai."

Flemingo deals in liquor, perfumes, tobacco, confectionery and electronics. "But we are now introducing watches, jewellery and eyewear .We would be very happy to expand further, but space is a major constraint," she added.

Prices are among the best in the trade, thanks mainly to the promotional support offered by the suppliers. International player Thomas Cook takes care of exchange rates in major currencies, including the dollar, the pound, the euro and those from West Asia.

Answering a specific question, she said that at the moment there were no pre-reservation services on offer. Entry of private players has definitely helped boost footfalls at the country's duty-free shops. It has also translated into better service, wider variety of products and more choices for shopping.

"Actually, the end of monopoly itself is a big change. The suppliers are not complaining either what with the never-before opportunity to pad up volumes. If you look at the promos for Scotches such as Johnnie Walker, Red/Black Labels or Chivas Regal, the effective price offered are among the best in duty-free bargains," she said.

Asked if in-flight duty-free services presented a competition, she replied in the negative, citing the much smaller size and limited variety. It's a totally different concept, she added.

Flemingo had not thought about setting up a base at CIAL, the country's first international airport, for the moment, she said.